# PPC Mastery — Full archive
> Google Ads education and community for experienced specialists. Run by Bob Meijer, 3x Top 50 Most Influential PPC Expert, 2024-2026. This file mirrors /llms.txt but includes full markdown for every published edition of The PPC Edge (150 editions, newest first).
## Core
- [The PPC Hub](https://www.ppcmastery.com/hub): €1,499/yr community + training for in-house, agency, and freelance Google Ads specialists. 9 advanced courses, 4 T-shaped specialist paths, weekly live workshops.
- [The PPC Edge Newsletter](https://www.ppcmastery.com/newsletter): Weekly Monday deep-dives on Google Ads strategy. Read by 20,000+ specialists.
- [Contact](https://www.ppcmastery.com/contact)
## About Bob Meijer
- 3x Top 50 Most Influential PPC Expert, 2024-2026
- Co-founder, PPC Mastery
- Co-founder, The PPC Summit (annual conference, Lisbon 2026)
- Based in the Achterhoek, Netherlands
- LinkedIn: https://www.linkedin.com/in/bobmeijer
## Newsletter editions (full content, newest first)
### TPE #150 — why I told a hot lead to not run Google Ads (yet)
URL: https://www.ppcmastery.com/newsletter/tpe-150-not-ready-for-google-ads
Published: 2026-07-20
Author: Miles McNair
GM, Miles here!
Last week I told a potential client not to run Google Ads, even though I could've easily put them on a €2,000-€3,000 per month retainer if I pushed for it.
They’re a premium brain health supplement brand:
- Mostly bootstrapped, with a small investment round behind them.
- Subscription-based with an option for a one-off purchase.
- Higher price than competitors because of premium ingredients.
- Ran Google Ads in the past and paused it, CPA was too high.
- A serious product, and a genuine ambition to grow.
I went into that call excited because I'm actually a user of the product myself.
But after 20 minutes, I realized Google Ads wasn’t the right fit for the brand yet.
So I told him honestly instead of trying to hard-pitch my services, and he agreed.
Today I’ll walk you through my reasoning.
Hopefully there's some good insight in this for you to help you determine whether you should even run Google Ads for a particular business.
I feel there's way too many specialists and agencies who know deep down that Google Ads is not the right channel, but they do it anyway for the retainer. And that's not in the best interest of the client.
Let’s dive in!
## At its core, Google Ads is best for capturing demand that is already there (but this client needed something else).
How typical buying journeys work: someone has a problem and starts looking for the solution online.
Your job is to be there when they do, with the right offer at the right price.
This dynamic of demand capture is why I love Google Ads so much… But it only works when there is actual demand for the product you're selling.
This client’s situation was a bit tricky: there’s plenty of search volume around their category of brain health supplements. There's growing demand, and people are actively looking.
But they’re looking for the category as they already understand it — and this product is a new type of thing inside that category (I won't bore you with all the technical details).
Running Google Ads for this client would mean advertising on generic brain health supplement keywords, against heavy competition, at extremely high CPCs… and sending that expensive traffic to a page that has to change many different beliefs before anyone buys.
Getting the clicks is easy, but I figured the conversion rate would be super low.
And not even the best structure, tracking, bid strategy, or ads fixes that.
## A search ad can’t do the education this product needs.
Think about how a normal supplement gets bought:
Someone knows they want something basic like magnesium, or creatine, or vitamin D.
They know what it does, roughly what it should cost, and they search for it.
Demand capture works beautifully there.
Now think about a premium brain health supplement.
Before anyone buys, they have to:
1. Understand the category as a whole.
2. Understand what the ingredients actually do.
3. Accept a price that's a lot higher than the supplements they’re used to.
4. Decide to buy it from this brand instead of another one.
That’s four beliefs that need to be changed, and that can never be done with a headline, two description lines, and one landing page visit from a cold searcher.
That education has to happen somewhere (and requires time): video sales letters, video ads, organic content, trade shows, influencers, face-to-face... A search ad alone can never do that (even with a highly-optimized landing page).
For a product that has to teach before it sells, that’s a structural problem that needs fixing before you spend a dime on ads.
## The only viable option for them inside of Google Ads: Demand Gen campaigns.
Demand Gen plays a different game than Search, Shopping, and pMax because it's built to create demand rather than capture it.
By the nature of visual (mostly video) ads, you get more time with a customer to educate them on the benefits of your product.
But Demand Gen only works with high-quality creatives, which is something that was also lacking for this client.
## I guessed their CPA was 3x too high before I saw a single number.
At one point on the call I told the client: “I don’t know anything about your unit economics yet, but I’d guess your current CPA is about three times higher than you want it to be.”
The founder looked surprised and told me I was almost exactly right.
I could guess because the supplement and subscription space works the same way almost everywhere and I've had some experience with it in the past:
Competition is heavy, CPCs are high, and acquiring a customer usually costs a multiple of what their first order is worth.
Subscription brands are in the hole for the first couple of months, and survive that by playing the long game.
They lose money in month one, recoup the acquisition cost over the following months, and everything after that is profit.
But that only works if you have the cashflow and strategy to overcome that initial unprofitable phase. And it's not just a matter of understanding the unit economics — it's also about having the foundation in place to actually scale (and for this client that means being able to educate the customers better to increase conversion rates).
## Build the foundation first, then let Google Ads scale it.
This client is mostly bootstrapped with a small investment behind them, but they don't have a big pile of investor cash to burn through the early months — so they need to be more careful with their strategy.
So in my opinion, this client wasn't ready for Google Ads yet.
What I actually recommended:
- Influencers.
- Organic content.
- Long-form product education.
- Push advertising to create demand.
- A landing page rebuilt to teach before it sells.
Once that foundation exists, a few things change:
- The category grows.
- The audience already understands the category.
- The education leads to higher conversion rates.
*Then* Google Ads pours fuel on the fire. Which is exactly what it’s good at.
I told them I’d happily run a few tests today if they wanted. I also told them I didn’t think they should because of the reasons I shared above.
We agreed that the client will work on their foundation first, and that we'd catch up again in the future to see if there is a new foundation that does allow Google Ads to scale profitably.
Being honest cost me a €2,000-€3,000 retainer, and I’m fine with that.
I'd rather be the person who tells the truth and says no, than the one who takes advantage of a client's ambitions without getting a positive return.
## Over to you: please be honest with your clients.
Sometimes a business just isn't ready to run Google Ads. And I challenge you to be honest about that when a new potential client asks you for help.
It's tempting to go for that monthly retainer, but you are so much better off not doing it and finding a client that does allow for profitable growth.
You'll also see that very often, those clients will come back a few months later, telling you they've rebuilt the foundation. And then you are fully ready to make the most out of their campaigns — which is in everyone's best interest.
With that said, if you want to take your Google Ads skills and results to the next level, [**consider joining The PPC Hub**](https://www.ppcmastery.com/hub).
You'll get the training (Google Ads Success Path), AI-powered systems (PPC OS), and community (2,400+ members) to build deep expertise, deliver the best results, and stay ahead — no matter how fast the industry changes.
It's how we can help you best.
That’s all for today, thank you for reading.
See you next week!
Cheers,
Miles (& Bob)
---
### TPE #149 — Real insights from an AI-powered audit (the honest truth)
URL: https://www.ppcmastery.com/newsletter/tpe-149-real-ai-account-audit
Published: 2026-07-13
Author: Miles McNair
GM, Miles here!
I’m sure you’ve seen the posts online from people claiming they “audited a Google Ads account in x minutes with AI”.
Let me break it to you real quick: this is total BS.
…Or at least, it is if it’s anything more than a “let me check the campaign settings” audit.
Don’t fall for the clickbait.
I recently audited a new client’s account with PPC OS (our AI-powered system for Google Ads that runs on Claude Code, available in The PPC Hub).
PPC OS is already super powerful. It audits settings, feeds, tracking, bidding, budgets, landing pages, and offers, analyzes data over long timeframes, and more.
But it’s never a one-shot where the entire account is audited and I’m done with it. That’s just LinkedIn hypey BS.
Even with AI, the audit took me two full days to complete.
But the difference is that AI helped me find deeper insights that I would not have found myself.
So today, I wanna take you behind the scenes of how I audited a real account with AI: the boring parts, where AI made the difference, and where it messed up.
Consider this an honest counter to the clickbaity BS that’s currently dominating the LinkedIn and YouTube feeds.
Hopefully it gives you some insights into how you can improve your own audits using AI (while also being aware of the things AI can’t do well).
Let’s dive in!
## What I actually mean by “AI” here
Quick bit of context, because “AI” means a hundred different things right now.
I’m not talking about pasting a spreadsheet into ChatGPT or Claude and asking for takes.
I used PPC OS, our AI-powered system for Google Ads that uses agents to complete real tasks.
It’s fully custom, it runs locally on my own machine through Claude Code, and it’s built on our own operating system for Google Ads: basically everything Bob and I know about running accounts, written down and turned into AI-ready skills Claude Code can execute.
It has memory, and I provide context to it so it understands my specific situation.
I’m not trying to turn this into a pitch for PPC OS, but it helps to understand what I’m using, because it’s different from regular LLMs like ChatGPT and Claude where you drop CSV files and ask for specific outputs.
I can just point PPC OS at one part of the account (tracking, bidding, search terms, placements, structure, landing pages, etc.) and it works through that part the way I would, because it’s using our methodology, not generic best-practice fluff scraped off the internet.
PPC OS works because the inputs are good.
Ok, now it’s time to dig into the actual audit process, which consisted of 4 phases:
## Phase 1: Context — getting brutally clear on the numbers (the boring part that matters most)
Before I even started auditing, I spent a few hours just gathering context.
It’s totally unsexy, but it made the biggest difference for my outputs.
I used PPC OS to gain initial insights into how the account was performing, and drafted 30+ questions that I sent to my client for additional context and to get clarity on their goals and unit economics:
- What are your current and long-term goals?
- What’s more important: growth or efficiency?
- What are your targets and KPIs?
- What’s a customer worth over their lifetime (LTV)?
- What’s your average churn and retention rate?
- What do your profit margins look like?
- How long until a customer turns profitable (the payback window)?
These are just examples. I asked many more questions that were relevant to the client’s specific case.
I needed those answers before I could continue, because they determine how I look at the data and the decisions I make based on it.
Once I handed the numbers and context to PPC OS, it could analyze the whole account through the lens of the client’s actual goals and unit economics — and that made a huge difference.
Instead of judging campaigns against generic benchmarks, it judged them against real business numbers.
This phase is boring, but I spent extra time here to make sure I had everything I needed before kicking off the actual audit.
## Phase 2: Audit — 13 small audits that stack on top of each other
After gathering the context, I used PPC OS to audit the account with 13 separate specialized audits, one at a time.
In case you’re unfamiliar: in Claude Code, you can run “skills”, which are reusable sets of instructions that let AI agents execute a specific task.
I used our skills to audit conversion tracking, the offer, account structure, keywords, search terms, bid strategies, budgets, competitor comparison, placements, Quality Scores, campaign settings, landing pages, RSAs, and more.
It’s not one giant “audit everything at once” button — that doesn’t really work with AI. Once you give it too much to do at once, it will drift and hallucinate and not execute the task the way you intended.
So I executed the audit one skill at a time. The insights from each run got saved to a memory log, so every finding fed into the next checks. It surprised me how effective PPC OS was at compounding the learnings.
That kind of compounding is something I could never keep track of manually.
## Phase 3: Trends — data deep dives across different time ranges (the awesome part)
This is where the AI magic really started to become visible.
I’d gathered context and audited every single aspect of the account with specialized skills to deeply understand the account.
The next step was to do data deep dives and find trends across 7, 30, 90, and 365-day lookback windows.
PPC OS looked at overall performance across the account, 200K+ search terms, keywords, 80K+ placements (Demand Gen), landing pages, RSA data and more, and compared those across a 7, 30, 90, and 365-day window to spot trends.
And the insights I got from that were really insane.
Doing that by hand would’ve been damn near impossible.
With PPC OS, I ran it, went and got a coffee, and came back to an extremely detailed performance and trends report.
To me, the big benefit of using AI while auditing an account isn’t to “save time” and claim I completed it in “a few minutes”. The big benefit is getting deeper insights, so I understand the account better and give better advice on what to do next.
## Phase 4: Roadmap — structuring the findings into a coherent action plan
Each skill run gave me a PDF report with valuable insights, but it’s not something I want to share with my client because it would just overwhelm them.
So I had to take all the raw material and insights and structure it all into a coherent action plan.
I like to prioritize my findings based on impact vs effort, so we know exactly what to do first, and what comes after.
Thanks to PPC OS, I found out that this client had a coverage problem: their growth goals were ambitious and their unit economics were healthy enough to reach them, but they weren’t getting in front of enough of the market.
This is a fundamentally healthy business — their biggest bottleneck to growth was traffic.
So the main action plan revolved around getting more (high-quality) traffic so we could scale further.
That was literally the only thing holding them back (pretty good bottleneck to have!).
The right question wasn’t “how do we reduce waste”, but “how do we get more high-quality traffic?”
## AI has helped me a lot, but it’s not perfect
PPC OS is really good, but it’s not magic. It works well because it's programmed by our custom operating system with everything we know about Google Ads.
But I also want to be honest about where AI still falls short.
AI is not perfect, at all, and it can (and will) make mistakes. That’s why I constantly fact-checked everything it produced.
When I tried to let it do too much at once, I noticed it started to drift and hallucinate. They call this “context rot”, which happens when the “context window” gets too full (for your reference: Claude Code can handle 1 million tokens before it has to reset, but I’ve seen major hallucinations happen after 200-400K tokens).
The solution is to give it micro tasks to run and start a new task in a new, fresh chat every time. Worked very well for me!
But apart from that, I think the biggest danger to auditing accounts with AI is if you try to let it complete tasks based on the generic knowledge it gets from the internet.
That’s why it’s soooo essential to create your own custom operating system that tells Claude Code (or your AI tool) how to do a task YOUR way.
We’ve created PPC OS in that very way, programmed with how Bob and I think Google Ads should be done. It’s trusted by 2,400+ Google Ads Specialists in The PPC Hub. They can use it out of the box or completely customize it to their needs.
Using a custom operating system made the biggest difference to me when auditing this real account with AI. I could not have done it without it.
## So no, you cannot do proper Google Ads audits in a few minutes with AI
But you can get deeper insights faster.
It’s fast, reads everything… and occasionally makes mistakes if you’re not paying attention.
But pair AI with someone who knows what they’re doing, and you have a specialist with superpowers.
The better your expertise, the more your AI system gives you.
That's what I noticed while auditing this account with PPC OS.
## Final note
Do you want to improve your Google Ads audits with the power of AI? I'm not talking about that 90-second BS version that produces garbage outputs, but the real one that takes real effort to get real results... Then you’ll enjoy using PPC OS.
It’s the same AI-powered system I used for the audit I described in this issue. It’s fully customizable, programmed with our proven strategies that drive results, and turned into AI-ready skills you can run locally through Claude Code for all your clients.
Access is exclusive to The PPC Hub. Don’t worry if it sounds technical. It’s actually super simple to get started with our full step-by-step setup guide that takes you from zero to actually running it, even if you’ve never used Claude Code or AI agents before.
With PPC OS, you’ll feel like you have superpowers.
**[Feel free to join 2,400+ specialists in The PPC Hub.](https://www.ppcmastery.com/hub)**
That’s all for today, thank you for reading.
See you next week!
Cheers,
Miles (& Bob)
---
### TPE #148 — The LTV Flywheel
URL: https://www.ppcmastery.com/newsletter/tpe-148-the-ltv-flywheel
Published: 2026-07-06
Author: Miles McNair
GM, Miles here!
I want to make a case for what I believe is the most underrated metric in Google Ads: Lifetime Value (LTV) and how it’s the ultimate flywheel to take your results to the next level.
It's not new, but there are still too many specialists and businesses obsessing over cost per acquisition while completely ignoring what happens after that first purchase.
Not factoring LTV into your strategy is a mistake.
When you apply LTV correctly, it changes how you acquire customers and how profitably you can grow.
Let's dive in!
### A few definitions before we get started
First, let me clarify some terms:
- **LTV (Lifetime Value):** How much total profit (!) a customer generates over their entire relationship with the business. Most people measure this in revenue, but it's better to define it in gross profit.
- **CAC (Customer Acquisition Cost):** How much you spend to acquire a customer.
- **LTV:CAC Ratio:** The relationship between what a customer is worth and what you paid to get them. A 3:1 ratio means for every €1 you spend on acquisition, you get €3 back in customer value (again: profit).
Simple concepts with a massive impact on strategy and results.
### Two ways to grow a business (and why LTV is the flywheel that accelerates it)
The biggest lesson I've learned from Alex Hormozi is that at its core, a business can only grow in two ways:
1. **Acquire more customers**
2. **Make those customers worth more**
That's it. Everything else is a variation of these two levers.
Most Google Ads Specialists only focus on #1: getting more customers within a target CPA/ROAS.
But that's a huge missed opportunity. Here's where LTV comes in: if you make your customers worth more, you can afford to pay more to acquire the next ones.
And that's the LTV Flywheel:
Make customers worth more → afford a higher CAC → outbid competitors and win more auctions → acquire more customers → more profit to reinvest → make customers worth more → repeat.
Every turn feeds the next. Raise your LTV and suddenly you can bid more than before, win auctions you used to lose, and still put more profit in your pocket.
LTV is the key to better returns on ad spend and truly accelerates growth like nothing else.
But most Google Ads Specialists still ignore it and feel like it’s not their responsibility because it happens outside the ad interface.
### LTV determines how hard you can push to acquire customers
Here are two scenarios where the same business with the same margins can have vastly different results, simply by incorporating LTV into their acquisition strategy:
Suddenly you have room to 4x your bids... But this doesn't mean you always bid 4x higher. It means you have more room to win auctions, and more room to pocket more profit per customer.
It's a simplified, hypothetical example. But the point is true: businesses that understand LTV win the long-term game.
### How low LTV stopped my client from scaling
I had a client that was incredible at acquiring customers.
We advertised on every channel imaginable — Google, YouTube, Meta, TikTok, Snapchat, Reddit, even TV.
The media strategy (and team!) was elite.
We scaled to hundreds of thousands of products sold in a few years, hitting $35M per year in revenue. A big brand with serious momentum.
On the surface, the numbers looked solid:
- CAC: €50
- AOV: €125
- ROAS: 250%
Pretty aggressive for an ecom brand.
But there was a big problem: profit margins under 10%, and an extremely low repeat purchase rate of 1.1.
That 1.1 meant almost nobody came back. One purchase, and that was it.
For this client, acquiring new customers was never the issue. They were great at it.
But they were stuck in a rat race: spend more to acquire new customers, push most of the profit back into ads, repeat forever.
And because there was no backend and no way to make customers worth more (LTV was basically the same as revenue), they couldn't scale the way they wanted.
**The biggest lesson I took from this client: you can't out-acquire a broken LTV.**
What we should have done was focus on repeat purchases and LTV — upsells, bundles, complementary products — instead of chasing more customers only.
The entire math would have changed, and we could have grown revenue and profit at the same time.
But the business model couldn't support it. It was truly a one-off product you buy once and never again. It was more of a business problem than a Google Ads problem.
But still, that experience changed how I look at growth. Sometimes your next level doesn't come from getting more customers but from making the customers you already have worth more.
And that's why I'm making this plea for LTV.
### Why LTV gets ignored
It's not that people don't understand LTV conceptually. It's a simple concept. But:
- It's harder to measure than CPA (most clients don't track it properly)
- It takes longer to see results
- It feels like "someone else's job" because it happens outside of Google Ads
So we default to what's easy and immediate: optimizing campaigns, lowering CPAs, reporting on ROAS.
Those things are all important... But you're not playing the game to its full potential when you're only optimizing one variable (acquiring new customers) while ignoring the one that decides how big you can actually scale (making customers worth more).
### How to increase LTV
You don't need to become a retention expert. But you should understand the things that improve LTV:
- **Increase transaction value:** upsells, cross-sells, bundles, add-ons, premium tiers, ascensions, etc.
- **Drive repeat purchases:** email sequences, loyalty programs, rebuy reminders. Even if you don't have a subscription model, you can get your customers to buy again in the future to increase LTV.
- **Turn purchases into subscriptions:** recurring revenue changes the whole math of acquisition (if the business model allows it).
- **Reduce churn:** for subscription businesses, cutting churn from 10% to 5% doubles average customer lifetime. Keep customer longer, make more profit.
Don't be fooled by the technical terms. You just want to find out how to get existing customers to buy more and again (and again).
That is the flywheel that takes your results to the next level.
You don't need to do all of this yourself. But you need to be aware of it, and you need to have these conversations with your clients, because it has a huge impact on your results.
### Taking it further: gross profit and nCAC
If you want to get advanced, drop revenue-based metrics and refocus on new customers and profit data:
- **Calculate your LTV on gross profit, not revenue.** A €100 LTV at 80% margin is very different from €100 LTV at 20% margin. Always define LTV as gross profit to make it easier to analyze data properly and make the right decision.
- **Calculate your nCAC (New Customer Acquisition Cost).** This is CAC for new customers only — so you're not counting returning customers who would have bought anyway as "acquisitions." It shows what it actually costs to grow the business.
Then look at the ratio.
A 3:1 LTV:nCAC ratio (based on profit) is generally considered healthy:
- **Below that**, you're spending too much relative to what customers are worth.
- **Above that**, you might be under-investing in growth.
But it truly depends on your business and goals.
### This is how mature businesses think about acquisition
And if you can help your clients think this way, your value increases fast.
Anyone can set up a campaign with a target CPA or ROAS bid strategy these days.
But the specialists who help clients understand their unit economics — and focus on LTV alongside acquisition — will always be 10 steps ahead of those who only watch the in-platform CPA and ROAS.
They drive better results, so they can charge more — because they understand business growth, not just Google Ads account growth.
And that's a very big competitive edge.
### This is exactly what The PPC Hub is about
Our work is not just about growing Google Ads accounts.
It's also about understanding LTV, unit economics, and the other things that impact business growth. That's core to what we teach in The PPC Hub.
Inside, you'll get the training (Google Ads Success Path), AI-powered systems (PPC OS), and community (2,400+ members) to build deep expertise, deliver the best results, and stay ahead — no matter how fast the industry changes.
**[If you want to be ahead of the curve, consider joining The PPC Hub.](https://www.ppcmastery.com/hub)**
It's how we can help you the best.
That's all for today, thank you for reading.
See you next week!
Cheers,
Miles (& Bob)
---
### TPE #147 — The Bottom-Up Funnel: how to scale predictably and reliably
URL: https://www.ppcmastery.com/newsletter/tpe-147-bottom-up-funnel
Published: 2026-06-22
Author: Miles McNair
GM, Miles here!
There’s a framework I learned back in 2018, at my first agency job, that I still use on almost every account I build.
A mentor taught it to me, and it completely changed how I think about Google Ads strategy.
It's super simple and it works almost every time. It shows you only only what campaigns to run, but also in what order.
Many agencies still propose top-down strategies. They start with awareness at the top of the funnel, spend big to get in front of cold audiences, and wait for it to trickle down into sales. Full-funnel and step-by-step.
Sounds great... But it's actually very ineffective. It’s the slowest, riskiest way to start, especially with a new client or a small budget.
Today, I'll show you a better way: the Bottom-Up Funnel. This allows you to drive results early by capitalizing on the interest that is already there.
This has been one of the most valuable frameworks I've learned in my career so far, and I hope you find value in it as well!
Let’s dive in!
## Quick background on the traditional (outdated) See-Think-Do funnel.
The traditional See-Think-Do funnel looks like this:
- **See** is awareness (ToFu): people who don’t know you yet.
- **Think** is consideration (MiFu): people weighing their options, researching solutions.
- **Do** is the bottom (BoFu): people actively searching, comparing, and ready to buy.
The standard advice is to cover the whole funnel: drive awareness first, create consideration second, and convert that interest into sales third.
But that's inefficient and requires a lot of money (because top-funnel campaigns are expensive).
When you start at the top, you spend big on awareness for cold audiences who have a low chance of converting.
The results are slow and hard to attribute.
## Flip the funnel: build from the bottom-up.
The Bottom-Up Funnel works the other way around:
Start in the Do phase where the intent and the ROI are highest, max it out, then expand into Think, and only then scale into See. Each phase builds on a foundation that’s already proven it works.
You get results faster and your budget is spent much more efficiently from day 1.
Let's unpack the framework below.
## Phase 1 - Bottom of funnel: max out the foundation first.
The bottom of the funnel is your foundation. It’s everyone who could buy from you and is showing commercial intent right now: actively searching, comparing, shopping.
You want to start where success is almost guaranteed: the people who already want what you sell.
Your main campaign types here are:
- **Search, maximizing keyword coverage on commercial-intent searches**. This includes broad match and AI Max for relevant keyword expansion (as long as you pair them with Smart Bidding and strong negatives to minimize waste).
- **Standard Shopping or feed-only pMax for ecom**. Initially, you want to start with your best-performing products and categories that are proven to sell. As you grow, you can add more products.
Many businesses are perfectly fine advertising here forever. It is absolutely not a must to work your way up the funnel — you should only do this once you've maxed out the bottom of the funnel, or if your goals and budget require you to do so.
## Phase 2 - middle of the funnel: expand into moderate commercial intent.
Once the bottom of the funnel is maxed out, you move up one level.
They call the middle of the funnel "messy" because there's a large group of people who COULD buy from you but aren’t ready right now. They’re researching, comparing, learning. There is some interest, but not enough to convert immediately.
Intent is the keyword here. You’re not bidding on “emergency plumber near me” (immediate conversion signal). You’re showing up for “how to fix a leaking pipe” and “when do I actually need a plumber.”
These are people learning about the problem, considering options (including doing it themselves), and not yet thinking about transacting.
Here's how to approach the middle of the funnel:
- **Broader-intent keywords** that capture research, not just ready-to-buy searches. You'll typically see high CTR but lower CVR as most people are not thinking about buying anything yet. Send traffic to problem-solving blogs or videos with soft call to actions to your service/product.
- **Demand Gen & Video** on contextually relevant placements: banners on plumbing how-to sites, pre-roll on plumbing tutorial videos.
- **Remarketing** layered across those MiFu placements, so you stay in front of people who already visited your website and demonstrated interest.
It's ok to still be performance-minded here, but you can't expect these campaigns to drive the same conversions as your BoFu efforts. Keep in mind that you'll probably have longer conversion windows. That's just the nature of scaling beyond the bottom of the funnel.
## Phase 3 - top of the funnel: scale to your whole market.
This is the top of the funnel, and it comes last for a reason.
This is where you can really scale, but it's also the most expensive. You can theoretically target everyone in your market, regardless of intent. Most people don't know or trust you, and most of the times they don't even know they have a problem.
Converting them into buyers will require a LOT of content/convincing... It not only takes time, but it's also very expensive.
This is where you create demand instead of capturing it by focusing on upper-funnel placements through Demand Gen and Video campaigns (and if you take off your Google Ads hat for a second, you'd also consider other channels like Meta Ads and even organic social).
You can't judge these efforts on the same things as your BoFu or even MiFu campaigns. The impact of your ToFu efforts usually takes long to see. You're really playing the long-game here.
If you’d started here, you’d have burned your budget quickly, waiting for conversions that may only start to show up 90-180 days later. That's not an efficient marketing strategy if you ask me.
Instead, listen to Drake, and start from the bottom.
You get ROI fast because you target people who already want to buy, build confidence and trust with your client/boss because you're hitting targets quicker, and you have a solid foundation to build upon.
## When bottom-up doesn’t work (and what to do instead).
Time for a quick reality check: this isn't a magical framework that works ALL THE TIME — there are always exceptions. It only works when there’s existing demand to capture. Here are some edge cases for when the Bottom-Up Funnel may not give you the best results:
**1. New products or markets with no demand yet.** Nobody’s searching, so there’s no bottom to start from. Awareness and education have to come first. You create the demand before you can capture it.
**2. High-consideration products with long sales cycles (6-12 months).** Some customers need a lot of nurturing before they buy. B2B SaaS or high ticket products are classic examples of when you need a lot of touchpoints before you get to a conversion. Focusing on BoFu only will probably limit you in such a case and you would have to do more than just that to drive sales.
**3. Saturated markets.** When BoFu CPCs are so high that your efficiency targets are impossible to hit, you may need to go up the funnel faster to try and compete outside of the expensive transaction-focused bottom of the funnel.
**4. Brand-building or awareness goals.** This one speaks for itself but if you goal is to drive awareness or build a brand, your focus should not be on the bottom of the funnel but on the mid and upper funnel.
## The key takeaway: maximize the bottom of the funnel first.
Whatever the case, the logic stays the same: whenever you can, try to capitalize on existing demand that is already there (which is usually in the bottom of the funnel).
It's the most efficient and effective way to grow, especially early or when you're working with small budgets.
If you want to stop guessing how to approach your account's strategy and start driving the best results reliably, we’d love to help you go deeper in The PPC Hub.
Inside, you'll get access to the training, AI-powered systems, and community to build deep expertise, deliver the best results, and stay ahead — no matter how fast the industry changes.
**[If you want to level up your game, consider joining The PPC Hub](https://www.ppcmastery.com/hub)** — it’s how we can help you most.
That’s all for today, thank you for reading.
See you next week!
Cheers,
Miles (& Bob)
---
### TPE #146 — How to win in the Agentic Era
URL: https://www.ppcmastery.com/newsletter/tpe-146-how-to-win-in-the-agentic-era
Published: 2026-06-08
Author: Miles McNair
GM, Miles here!
Google Ads has officially entered the next phase in the “Age of AI” — and this might be the biggest shift I’ve seen in my entire PPC career.
**Enter: the Agentic Era.**
At Google Marketing Live, Google called it the shift "from chat to act."
For the last couple of years, using AI in our work meant typing into ChatGPT or Claude and getting back ideas. Helpful, but it was still just a chatbot. That era is over.
AI has evolved and can now do *actual work.* From research, analysis, building campaigns, reporting, actually implementing changes… Alongside you, following your instructions — all while you grab your coffee.
Seriously. I know that sounds hypey but it’s true. There’s no reason anymore to be doing most of the manual work yourself when you can have an army of AI Agents do it for you.
I'll be honest: I spent a long time calling AI a shiny object. But this year, I changed my mind completely. Not in the "replace your entire marketing department with agents" type of way you see all over LinkedIn…
But in a more serious and constructive way, where AI Agents work under your direction, 24/7 — giving you time back to focus on what truly matters: **growing businesses, not just ad accounts.**
Winning in this new Agentic Era requires you to master a new mindset, a new skillset, and a new tool stack. I’ll share it all today so you are prepared for the biggest shift of your career.
Get ahead of it now, and you'll be part of the small group of specialists who will take 10x more opportunities over the next 18-24 months (before everyone else catches up).
Let’s dive in!
### The Agentic Era: “from chat to act”.
To see why this matters, it helps to look at how we got here:
From 2000 to 2014, Google Ads was purely manual — you did everything by hand.
Around 2015, Google started embedding machine learning into the platform, starting with the fully automated Universal App Campaigns, followed later by Smart Bidding, Performance Max and everything else they launched lol.
Around 2023, chatbot AI tools like ChatGPT & Claude started to pop off: brilliant text engines you could talk to and pull ideas from and brainstorm with.
Now, in 2026, we are in the **Agentic Era.** The difference is big: an AI Agent doesn't just answer your questions — it does real work for you. AI goes from reactive to proactive. You give it the inputs and the instructions, and it completes the task, exactly the way you want it done.
To me, that's the sweet spot of automation and control. You stay in charge of the direction, and the agent handles the work behind the scenes, references what it knows from your instructions, and corrects itself as it goes.
You stay the human in the loop and either implement everything yourself through Editor-ready CSV files that your agents make for you, or you let your agents make changes in Google Ads directly (I don’t recommend this though, especially early on).
There is another phase people love to talk about: fully autonomous AI that not only executes but also makes decisions on its own.
Those tools do exist already, but I think it’s a bad idea to hand over the keys to your Google Ads accounts to AI fully, without your oversight. Working with real budgets, a small mistake can be disastrous. So I think we’re currently in the best place we can be, with the right balance of automation and control.
### The opportunity of a lifetime is here, but the window to seize it is closing.
What makes this such a big opportunity: most specialists haven't started using AI agents yet. They're still at the "let me talk to ChatGPT" stage. That's not bad, but it's nowhere near as effective as having agents do the work for you.
I believe that in 18-24 months, almost everyone will be using AI Agents. But until then, I think there’s a massive opportunity that can be seized for those who act now.
I’m not just making this up… It comes from the Innovation Adoption Lifecycle — the predictable path in which every new technology gets adopted by the masses.
With AI agents, we've only just left the innovators stage, and the early adopters are picking it up now. Most Google Ads Specialists haven't used AI agents yet.
So if you act now, you get a real edge and first-movers advantage over everyone who waits.
You won't just save time — you'll operate at a level that wasn't possible before. And you get to decide what to do with that leverage: take on more clients, go deeper with the clients you have (increasing your value in the marketplace), or work less without sacrificing income.
This is the opportunity of a lifetime, but it's not around forever. It's at its biggest right now, and it shrinks a little every month as more people catch on.
In 18-24 months, using AI agents will be the new baseline, and we’re gonna have to look for another edge.
### Winning in the Agentic Era requires a new mindset, skillset, and tool stack.
It starts with the new mindset: how you look at and position yourself as a specialist.
The specialists who win in the Agentic Era are evolved T-Shaped Google Ads Specialists who combine deep Google Ads expertise with broad business knowledge.
They automate most of the execution with AI agents so they can focus on what truly matters to impact results (which is usually the business stuff).
The foundation of your skillset remains deep Google Ads expertise — that's your base, and it never goes away.
But on top of that, you stack broad business skills that allow you to grow businesses, not just ad accounts: marketing foundations, analytics, CRO, sales funnels, offers, unit economics, finance, and everything else that goes into business growth. You don't need to be an expert in all of it — you just need to know enough to spot the opportunities and bottlenecks others don’t see.
Without AI agents, most specialists stay “vertical”: deep in execution, but with no time for or know-how of the things that actually impact business growth. AI agents change that. When they take on most of your execution work, you free up time for the high-level strategy that enables real growth.
The biggest mindset shift is this: you stop thinking of yourself as the person who optimizes the account, and start thinking of yourself as the person who grows businesses, not just ad accounts. Google Ads simply becomes the *vehicle* to allow you to do that.
And that’s a good thing.
### The new toolstack: the tech, a custom OS, and context.
Succeeding in the Agentic Era also requires a new toolstack. Here’s what you need:
- **The tech stack:** Claude Code (inside Cursor) + Google Ads API is basically all you need to get started. Claude Code starts at $20 per month and allows you to operate AI agents that connect to and pull data directly from your Google Ads account. Cursor is needed to run Claude Code as a plugin, and the free plan is enough. If you’re wondering, we have a full setup guide in The PPC Hub that will help you set it all up in no time.
- **An operating system:** the structured knowledge docs, SOPs, and AI-ready skills that instruct your agents how to do any task well. This includes guardrails and built-in quality checks to ensure your agents stick to the task and don’t hallucinate.
- **Context:** the background information you provide to your AI agents so the output is relevant to a specific client/situation (like performance targets, unit economics, strategy, known constraints, business goals, strategic priorities, past test results, etc.).
This new toolstack honestly gives you the feeling you have superpowers — Olivia, a member of The PPC Hub, also experienced that haha (once you experience the magic of agents you can never go back):
### But… Your edge is not the agent. Everyone has it. Your edge is the operating system you build to steer it.
Setting up AI agents with a tool like Claude Code is easy. You’ll be up and running in an hour. Anyone can do it, so the agents themselves aren't your edge. Your edge comes from what you put inside your *operating system.*
Think of it like an iPhone: amazing technology, but without the iOS software, it’s just hardware that does absolutely nothing (it looks cool though…)
The cool thing about your operating system is that you can (and should) build it to be 100% in line with YOUR approach to Google Ads.
We built PPC OS, our own AI-powered Google Ads Operating System available in The PPC Hub, using 3 layers:
- **Knowledge base**: everything we know about Google Ads (250+ extremely detailed docs with mental models, frameworks, reference guides, guidelines, catalogs, checklists, and more).
- **SOPs:** that knowledge base is then used to fuel the step-by-step SOPs (Standard Operating Procedures) that explain how to do certain tasks (like creating RSAs, auditing accounts, building landing pages, etc).
- **AI-ready skills:** and those SOPs are then converted into AI-ready skills, which are repeatable tasks that you can trigger automatically in Claude Code, so you don’t have to explain yourself to your agents every time you want it to execute a real task.
*(If you’re curious to hear more about how we built our own OS, check out [**this demo**](https://www.youtube.com/live/DlKh7AJh6p4?si=3nK1nButAFVcXGZz&t=5055))*
Building your own OS is essential, but it takes time. Building PPC OS has already cost us hundreds of hours, even when we had already documented our processes for years.
PPC OS currently has more than 250 documents, many of them with 30+ pages… And our 87+ SOPs are turned into skills that we test rigorously before we deploy them to The PPC Hub.
It’s a lot of work, but it’s worth the time. It’s the difference between AI that produces mediocre garbage versus agents that actually execute tasks at the highest level possible.
### The new skillset: what you need to get good at.
But even with a proper custom OS, your agents cannot run by themselves.
As the person operating the agents, you need to master 4 (new) skills:
- **Systems thinking & agent orchestration**: that’s just a fancy way of saying you need to direct AI agents across multi-step workflows — brief, plan, run the agent, review, refine. You're designing the entire workflow, not just typing a prompt.
- **Google Ads mastery and business depth**: understanding what drives business growth, not just account growth. From the nitty-gritty in-platform tactics, to outside factors like unit economics, offers, customer journeys, growth strategy — all of it.
- **Judgment & direction**: knowing when AI is right, wrong, or close — using your expertise to judge your AI agents’ output and redirecting when needed.
- **Building an AI-ready knowledge base:** it’s no longer optional to document your processes. It’s absolutely essential when working with agents.
AI agents without an operating system and context are just empty shells that produce mediocre output that is not in line with your way of working, and not relevant to your specific case.
And an operating system used by a specialist without the right skillset is dangerous because you need that human in the loop who can judge the output and redirect the agents when needed.
### Two examples of specialists who are already thriving in the new Agentic Era.
Earlier this year, we started helping members of The PPC Hub get ahead of the shift and ready to win in the Agentic Era.
[**Last week, I spoke to two Google Ads Specialists in The PPC Hub**](https://www.youtube.com/live/DlKh7AJh6p4?si=EWHWbh-1G21r24KZ&t=11366). They’re both leveraging AI agents in different ways:
[**Ramial Aqeel**](https://www.youtube.com/live/DlKh7AJh6p4?si=J53UyN9CqnIiHapM&t=14811) **went deep.** He told me about a normal busy morning: five terminals open, each with agents running a different task. He got hungry, went downstairs to make lunch, came back up — and all five were done. Drafts written, reports built. A year ago, those five tasks would have taken him all day.
This time it took an hour at most, and the quality was even better. He reinvests time he gets back into going deeper with clients on the business level — like focusing on how understanding unit economics improves results. He uses the extra leverage his agents give him to give more value to his clients without charging more (talk about overdelivering!).
[**Louis Bogdan**](https://www.youtube.com/live/DlKh7AJh6p4?si=wbl9tKXI09DcwOBp&t=11366) **went wide.** The work that used to take him hours is close to instant now, so he lowered his prices (interesting business decision, not something I would’ve done but it allowed himself to be priced more competitively which can be a good thing), took on more clients, and stopped depending on one big "whale" client who could destroy him by leaving.
He describes his role now as operating the cockpit — strategizing and directing while the agents handle the execution. Mind you: 6 months ago, Louis was struggling to grow his business but with the power of AI agents, he signed 40+ ecom clients in just a few months. Wild!
I always find it interesting how there can be 1 major shift, and people still end up in totally different places. Louis adapted and uses AI agents to serve *more* clients, while Ramial now serves clients *more deeply*.
Both got time back and reinvested it in the business layer — growing businesses, not just ad accounts.
### Final note: AI only amplifies what's already there.
AI will only amplify what's already there. It won't make a mediocre specialist great — it'll just produce mediocre output at scale.
**In other words: AI is a multiplier of your skill, not a substitute for it.**
Which is why your fundamentals matter more now, not less. The specialists who stop learning will fall behind because they won’t be able to judge when AI produces garbage output.
But the specialists who keep developing their own knowledge and skills are the ones who will get ahead massively, because they can build AI-powered systems that compound. They can trust AI with most execution work — because they know enough to catch it the moment it's wrong.
The Agentic Era is already here. You can reclaim a lot of your time now if you let AI agents handle most of your execution work.
And what you do with that time is totally up to you: hire more clients without burning out, going deeper on existing projects… Or heck, even work less without sacrificing income!
My advice: get in the rabbit hole. Start learning about AI agents. Start playing around with them. It’s a lot of fun, and you’ll end up with an insane competitive edge that will serve you massively for the next 18-24 months.
To me, it reignited a fire inside of me that I hadn’t felt in a long time. It brought me a ton of new energy and excitement about the future of my work in PPC!
### Don’t have time to build your own OS? Want a massive shortcut? Join The PPC Hub!
Again, building your own OS takes a loooot of time (I’m talking hundreds of hours if you want to do it well). But we’ve already done all the hard work. So if you want a massive shortcut, [**feel free to join The PPC Hub and start using PPC OS today.**](https://www.ppcmastery.com/hub)
With PPC OS, you can do full account audits and execute real tasks for you like optimizing RSAs, product feeds, Quality Scores, search terms, placements, bids, budgets and way more… As well as build new landing pages, audit unit economics, and create irresistible offers.
It’s fully customizable, and we’re constantly refining it so you can execute real work at a senior specialist-level, so you can go deeper, scale faster, and work smarter.
[**We’ll show you how to set it all up in just a few hours inside The PPC Hub.**](https://www.ppcmastery.com/hub)
You’ll also get access to the courses that help you build the knowledge and skills to stay ahead, no matter how fast the industry changes.
[**If you’re interested, you can join The PPC Hub here :).**](https://www.ppcmastery.com/hub)
That's all for today, thank you for reading.
See you next week!
Cheers,
Miles (& Bob)
---
### TPE #145 — Why bid adjustments are dead and what to do instead
URL: https://www.ppcmastery.com/newsletter/tpe-145-why-bid-adjustments-are-dead-and-what-to-do-instead
Published: 2026-05-04
Author: Miles McNair
GM, Miles here!
I still see a lot of Google Ads Specialists who try to improve results by adding bid adjustments to their campaigns.
Back in the day, setting bid adjustments had a big impact on performance.
You'd open a campaign, calculate the right multipliers for mobile, desktop, and tablet, set time-of-day adjustments, layer in audience and location adjustments — and that gave you a big edge. Doing it well separated the good specialists from the average ones.
But today, most of those adjustments are being ignored. It surprises me how many people are unaware of that.
If you're running the most popular Smart Bidding bid strategies like Target CPA, Target ROAS, Maximize Conversions, or Maximize Conversion Value — which is most accounts in 2026 — Google just ignores most of the bid adjustments you set. The bid adjustment menus still exist in the UI, which makes it feel like you have those controls...
But they don't work in most cases.
Today, I'm sharing the full breakdown of where bid adjustments still work, where they're being ignored, and what to use instead — so you can stop wasting time on things that don't work (and start doing the work that actually matters).
Let's dive in!
## When bid adjustments work, and when they don't: save this table.
Real quick: for this guide, I'm referencing bid strategies that are available in the most commonly used performance-driven campaign types: Search, Shopping, Demand Gen, and Performance Max. Video campaigns have a few unique bid strategies that I won't cover.
[**This table**](https://support.google.com/google-ads/answer/2732132?hl=en) explains everything you need to know, but I'll break it down below.
## The bid strategies that still respect your bid adjustments:
- **Manual CPC**
- **Maximize Clicks**
If you're running any of these, the old playbook still applies: set your adjustments for devices, time-of-day, locations, audiences, and demographics. Stack them carefully though, because adjustments compound.
For example: you set +25% for mobile, +15% for evenings, and +10% for users in Amsterdam. A user who hits all three signals gets a bid that's 25% × 15% × 10% layered on top of your bid. These stack quickly so you run a real risk of overbidding.
If you're still running Manual CPC or Maximize Clicks, bid adjustments are part of your work.
## When bid adjustments are ignored by Smart Bidding.
The five most used Smart Bidding strategies mostly ignore your bid adjustments:
- **Target Impression Share**
- **Maximize Conversions**
- **Maximize Conversion Value**
- **Target CPA**
- **Target ROAS**
Even if you do all the hard work and put in endless hours calculating the right adjustments, Google will simply ignore them.
Smart Bidding evaluates a much larger set of signals than the regular bid adjustments we have access to: operating systems, demographics, conversion path history, deeper audience segments, device type, language, browser, and many more. Smart Bidding looks at all of it at auction time and sets the optimal bid for that auction in milliseconds.
That's all you need to know: Smart Bidding ignores your bid adjustments in most cases.
So if you're still spending hours on adjustments under any of the strategies above, you're literally wasting your time.
## The exceptions: Maximize Clicks, tCPA, and devices (but only limited).
There are a few exceptions when bid adjustments DO work with Smart Bidding:
- **Maximize Clicks** respects all your adjustments.
- **Device adjustments with Target CPA** are treated as a target adjustments.
- **Device adjustments** are respected with a -100% adjustment on all Smart Bidding strategies (technically serving as an exclusion).
These are the only exceptions. In all other cases, Smart Bidding ignores your adjustments.
Even though I would advise against using -100% device bid adjustments, there are a few scenarios when it would make sense to exclude certain devices:
- If your tablet traffic converts at a fraction of the rate of mobile or desktop
- A mobile experience that's broken and you can't fix it quickly
- A B2B campaign where desktop is the only relevant device
But... This exposes the real problem and you should prioritize fixing those ASAP. Excluding devices should only be a temporary fix, not a long-term solution. The customer journey is super complex and every touchpoint/device plays an important role in the process. Just because many B2B customers convert on desktop, doesn't mean you can ignore mobile/tablet traffic.
When in doubt, just refer back to the table at the top of this issue so you're not doing work that has no effect anyway.
## The alternative: conversion value rules give you back some control (but I don't suggest using them too much)
If you're using Maximize Conversion Value or Target ROAS, you can technically still do what bid adjustments used to do — but on the conversion value column, not the bid.
Conversion value rules let you tell Google "users from this location are worth 20% more to me, multiply their conversion value by 1.2." The algorithm sees the boosted conversion value and adjusts bids accordingly, inside its value-based bidding logic.
The variables you can use:
- **Geographic location**
- **Devices**
- **Audiences**
That's fewer variables than bid adjustments had — no time-of-day or demographics.
But there's three big things you need to be aware of:
1. **Conversion value rules only work on Maximize Conversion Value and Target ROAS.** The two strategies that optimize based on the conversion value column. On Maximize Conversions or Target CPA, you can set them, but they won't change anything except your reported numbers. The algorithm doesn't use the conversion value column here.
2. **Your conversion value numbers will be inflated.** Meaning: if you have a value rule of 50% on certain locations, and you sell a product of €100, your conversion value becomes €150 instead of €100. Be aware that the conversion value you see is not the actual revenue.
3. **Only one value rule can be applied to any given conversion.** For locations, the most precise location is used. For audiences, the audience attribution hierarchy is used (Customer Match > Your data segments and similar segments > Affinity and in-market segments > Detaield demographics). For devices, you can't use multiple device exclusions.
There will always be exceptions, but generally speaking, I suggest staying away from conversion value rules because it messes up your data (because the values are inflated).
## Here's the cheat-sheet, by bid strategy:
- **Manual CPC, Maximize Clicks** → bid adjustments still matter; use them carefully (beware of compounding).
- **Target ROAS, Maximize Conversions, Maximize Conversion Value, Target Impression Share** → bid adjustments are ignored, with one exception: -100% device exclusions when you have a real reason to exclude.
- **Target CPA** → bid adjustments are ignored, except on devices when they serve as target adjustments (-100% is also allowed to exclude devices).
- **Maximize Conversion Value, Target ROAS only** → conversion value rules are the modern adjustments for locations, devices, and audiences. But beware how they inflate and mess up your conversion data.
If you're still spending a lot of time calculating and setting bid adjustments on Smart Bidding bid strategies, be aware that you are likely wasting your time.
I hope we put this to bed once and for all :).
---
If you're tired of spending hours on optimization work that doesn't improve results and want a clear roadmap of what actually drives results in this new AI-first era of Google Ads, **[consider joining The PPC Hub](https://www.ppcmastery.com/hub)**. We'll help you deeply master Google Ads and drive better results faster with AI-powered systems.
That's all for today, thank you for reading.
See you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
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---
### TPE #144 — Growth vs. Efficiency: why you can’t maximize both (and how to choose)
URL: https://www.ppcmastery.com/newsletter/tpe-144-growth-vs-efficiency-why-you-can-t-maximize-both-and-how-to-choose
Published: 2026-03-03
Author: Miles McNair
GM, Miles here!
Here’s something I hear all the time from clients:
_“We want to double our revenue this year while also dropping costs by 50%.”_
Sounds reasonable, right?
- More revenue.
- Less ad spend.
- Higher margins.
Who wouldn’t want THAT?
But here’s what most business owners (and specialists) don’t understand: **you can’t maximize growth and efficiency at the same time.**
Not because you’re bad at your job or because Google Ads is broken. But because of how performance marketing fundamentals work.
And yet, so many specialists nod along when clients ask for both — to then spend months stuck in the middle, unable to deliver on either.
Today I want to explain _why_ this tradeoff exists, how to think about it, and how to have smarter conversations with your clients about what to actually aim for.
Not sexy, but crucial if you want to drive results.
Let’s dive in!
## Think of growth and efficiency like a weighing scale
When one side goes up, the other comes down.
**When you focus on growth:**
- You bid more aggressively to win more auctions
- You expand targeting to reach more people
- You accept higher CPAs or lower ROAS to capture more volume
- **Result**: Volume ⬆️ Efficiency ⬇️
**When you focus on efficiency:**
- You bid more conservatively to protect margins
- You tighten targeting to focus on what’s proven
- You accept lower volumes to maintain strong ROAS/CPA
- **Result**: Efficiency ⬆️ Volume ⬇️
It’s just the nature of how the Google Ads auction and scaling dynamics work:
- To get more volume, you need to win more auctions.
- To win more auctions, you need to bid higher.
- Higher bids mean higher costs.
- Higher costs mean lower efficiency.
There’s no hack around this (unless you’re talking about ways to increase margins, AOV, and LTV so you can outspend your competitors but that’s another topic for another day).
## What happens at the extremes
Let’s say you ignore the tradeoff and push hard in one direction. Here’s what happens:
**100% focus on growth (the Breakeven Zone):**
- You bid as aggressively as possible
- You win lots of auctions
- Volume is high
- But your profit margin is zero (or even negative, losing you money)
- You’re essentially paying to acquire customers at breakeven or a loss
Some businesses do this intentionally for market share. But it’s not sustainable long-term, and most clients don’t realize this is where “maximize growth” leads to.
**100% focus on efficiency (the Starvation Zone):**
- You set extremely tight CPA or ROAS targets
- You bid conservatively
- Your efficiency metrics look great
- But you’re barely winning any auctions
- Volume dries up, campaigns die, growth flatlines
I’ve seen accounts where the client was so focused on hitting a specific ROAS that they slowly starved the campaigns.
**Neither extreme is healthy.** The goal is to find a sustainable spot somewhere in the middle, where you find balance between growth and efficiency.
## The real question isn’t “growth or efficiency” (this mindset shift changes everything)
It’s not about choosing growth OR efficiency. It’s about choosing which one is PRIMARY right now.
Most successful accounts have both growth and efficiency goals. The difference is clarity on which one leads.
- **Primary focus:** Guides your overall strategy and tactics
- **Secondary focus:** Sets protective guardrails
Here’s what this looks like in practice:
**Example 1: Growth is primary**
- Goal: Generate 250 closed deals in Q1
- Guardrail: Keep CAC below €500
- Strategy: Bid aggressively, expand campaigns, accept some efficiency loss — but don’t blow past €500 CAC
**Example 2: Efficiency is primary**
- Goal: Reduce CPA by 25% in Q2
- Guardrail: Maintain at least 100 qualified leads per month
- Strategy: Tighten targeting, cut underperformers, optimize bids — but don’t let volume drop below 100 leads
See the difference?
In both cases, you have _two_ goals. But one leads, and the other protects.
Without guardrails:
- Growth-focused accounts overspend and blow past profitability
- Efficiency-focused accounts tighten too much and dry out
The secondary goal prevents you from flying off either end.
## Signs you should focus on growth
How do you know when growth should be the primary focus? Look for these signals:
- **Strong unit economics.** High margins mean you can afford to bid aggressively.
- **Strong product-market fit.** The d**e**mand is there, conversion rates are solid. The bottleneck is traffic, not the funnel. Time to pour fuel on the fire!
- **Significant market opportunity.** Maybe a competitor just exited, you’re entering a new market, or there’s seasonal demand to capture. These windows don’t last forever — growth focus now makes sense.
- **Operational capacity to scale.** Your (client’s) sales team can handle more leads. Your warehouse can ship more orders. There’s no point driving volume if the backend can’t keep up. But if they can… Blaze it!
- **Secured funding or capital reserves.** You have cash to deploy. Investors expect growth. Short-term efficiency is less important than capturing market share. Spend it all!
## Signs you should focus on efficiency
And here’s when efficiency should lead:
- **Tight cash flow or limited budgets.** Every euro counts. You can’t afford to waste spend on experiments. Protect what’s working.
- **Pressure on profitability.** The business needs to be profitable now, not in 18 months. Margins matter more than market share.
- **Saturated market position.** You’re already capturing most of the demand. Pushing harder just means paying more for the same customers.
- **High customer acquisition costs.** CAC is creeping up. Efficiency is slipping. Time to optimize before scaling further (or fix AOV & LTV to offset the high CAC).
- **Unit economics are tight.** Low margins mean you can’t afford inefficiency. Every conversion needs to be profitable or close to it.
## Your focus should shift over time
Here’s something important: **your primary focus isn’t permanent.**
Business conditions change. Markets shift. What made sense last quarter might not make sense now.
The best specialists don’t wait for clients to raise these issues. **They spot the signals first.**
When you see the indicators changing, proactively open the discussion: _“Based on what I’m seeing in the account, I think we should talk about shifting our focus for next quarter.”_
That’s how you position yourself as a trusted business partner, not just someone who pushes buttons.
## How this affects everything you do
Once you’re clear on the primary focus, it influences all your decisions:
**Bid strategy:**
- Growth focus → Bid more aggressively, accept higher CPA or lower ROAS
- Efficiency focus → Bid more conservatively, protect margins with lower CPA or higher ROAS
**Budget allocation:**
- Growth focus → Higher budgets, more room for testing
- Efficiency focus → Controlled budgets, focus on proven winners
**Campaign types:**
- Growth focus → Expand into mid-funnel and top-funnel (Display, YouTube, Demand Gen), maximize coverage with Broad Match and Shopping/pMax
- Efficiency focus → Double down on bottom-funnel (Search, Shopping, PMax with tight targeting)
**Targeting:**
- Growth focus → Broader audiences, test new segments
- Efficiency focus → Tighter targeting, focus on high-intent
**Risk tolerance:**
- Growth focus → More experimentation, accept some failures, take more risk
- Efficiency focus → Stick with what’s working, less experimentation, minimize risk
Everything flows from the primary focus.
That’s why getting clarity on this _before_ you start optimizing is so important.
## Take it to the next level in The PPC Hub
This framework is covered in depth inside our **Goal Setting Mastery** course that’s exclusively available in The PPC Hub. We go deep on how to determine the right focus for your clients, set balanced goals with proper guardrails, and have the strategic conversations that position you as a trusted growth partner — not just an executor.
This sets you up for long-term success.
Want to take your skills to the next level, drive the best possible results, and stay ahead in our fast-changing industry? Then **[consider joining The PPC Hub](https://www.ppcmastery.com/hub)**.
It’s how we can help you the best.
That’s all for today, thank you for reading.
See you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #143 — Optimizers vs Maximizers: Why Some Specialists 10x Results While Others Chase 10% Gains
URL: https://www.ppcmastery.com/newsletter/tpe-143-optimizers-vs-maximizers-why-some-specialists-10x-results-while-others-chase-10-gains
Published: 2026-02-09
Author: Miles McNair
GM, Miles here!
I watched a video from Alex Hormozi recently where he talked about the difference between “Optimizers” and “Maximizers.”
It’s a simple concept that explains why two people, who both have access to the same platforms, tools, and information, can have such different results.
It got me thinking about Google Ads Specialists:
How come some people drive 10X results, while others grind away making incremental improvements of 10% at a time, that never really compound into anything meaningful?
What’s the difference…?
After watching that Hormozi video, I realized it’s not about talent, experience, or some secret tactic (it never is).
It’s how you think about your role — and where you focus their attention.
So… Are you an Optimizer, or a Maximizer (and which one is best)?
Let’s dive in!
## Optimizers: efficiency and incremental improvement-focused
Optimizers are always tweaking, refining, and looking for the next small win inside the platform.
Here's what they typically do:
- Adjusting bids and targets
- Adding negative keywords
- Testing new RSAs and sitelinks
- Restructuring campaigns and ad groups
- Tweaking audience signals
- And all kinds of other in-platform optimizations
Now let me be clear: **all of these things are important.** They're part of running a healthy Google Ads account.
Every good specialist should do them.
But the problem isn't the work itself — the problem is when this becomes _all_ you do.
The trap that Optimizers fall into is that they spend most of their time on "busy work" — tasks that feel productive and keep them occupied, but don't actually impact results that much.
**They're constantly doing _something_, but rarely focus on solving the #1 problem an account might have.**
Their output is generally 10-15% performance improvements at a time.
Sometimes less. Sometimes nothing at all. And when results plateau, they just... do more of the same, hoping something will improve.
**The Optimizer's attention split:**
- 90% inside Google Ads
- 10% outside (if even that)
**The Optimizer's mindset:**
Optimizers tend to draw a hard line around “their responsibilities”.
- _"The landing page? That's the developer’s job.”_
- _“The offer? That's a business decision.”_
- _The unit economics? That's finance. I just run the ads."_
This isn't laziness — it's a genuine belief about what their role is and isn't. They were hired to manage Google Ads, so that's what they do. Everything else is someone else's problem.
And honestly, I understand it.
But here’s the biggest downside of this mindset: when results hit a ceiling, Optimizers generally get stuck.
They've already optimized everything inside their defined responsibilities — and they don't feel the need or don’t know how to look beyond it.
So they keep tweaking, and continue to do “busy work”…
And then wonder why nothing changes.
But Maximizers are different.
## Maximizers: growth and leverage-focused
Maximizers, on the other hand, don’t ask: _“how can I improve this by 10%?”_ — they’re asking _“what would 10x this?”_
That’s a fundamentally different question that leads to fundamentally different outcomes.
Maximizers understand that the highest-leverage opportunities usually aren’t inside the ad account.
They’re in the things that _feed_ the ad account:
- **The offer** (is it actually compelling?)
- **The landing page** (does it convert?)
- **The unit economics** (can this scale profitably?)
- **The creative** (does it create intrigue and stop the scroll?)
- **The data input** (are we even measuring the right things, and pushing that back into Google Ads?)
**The Maximizer’s attention split:**
- 30% inside Google Ads (campaign setup and optimizations)
- 70% outside (offers, landing pages, tracking, creative, business fundamentals)
**The Maximizer’s mindset:**
_“If it affects results, it’s my responsibility.”_
Maximizers don’t hide behind “that’s not my job.”
They see the whole system and take accountability for the outcome — even the parts they don’t directly control…
Why? Because they know it impacts their results and take extreme ownership for it.
But this doesn’t mean they DO everything themselves — it means they get involved in a client’s business so they can drive the best possible results together.
That’s exactly what Lol Lowe, a member of The PPC Hub did: one of her clients was struggling to advertise profitably.
Lol noticed the offer was not strong enough, so instead of tweaking the campaigns more, she decided to optimize her client’s offer.
As a result, she drove 50 qualified leads for only £80 ad spend!
That’s the power of being a Maximizer!
Why most specialists are Optimizers
Nobody teaches you how to be a Maximizer.
Most Google Ads education focuses on in-platform tactics: campaign setup, bid strategies, match types, audiences, ads, etc.
As specialists, we spend years getting really good at _optimizing campaigns_ — but we never learn to zoom out.
Being an Optimizer also feels safer:
- It’s controllable (you can always find something to tweak)
- It’s measurable (you can report “50 optimizations this month”)
- It’s defensible (“I did everything I could inside the account”)
The problem is:
- You can’t out-optimize a weak offer.
- You can’t out-optimize a landing page that converts at 1%.
- You can’t out-optimize unit economics that don’t support profitable scaling.
You can have the most perfectly structured account in the world — and still hit a ceiling when the #1 bottleneck isn’t in Google Ads.
Lastly, the value of pure Optimizers is dropping fast because Google has automated many of the things they used to do to drive results.
## The sweet spot: think like a Maximizer, but operate like an Optimizer
Here’s what I’ve learned after managing €100M+ in ad spend across 100+ clients:
**The most important skill to have as a Google Ads Specialist, is being able to identify the #1 bottleneck that’s preventing a business from growing to the next level.**
When results plateau, Optimizers dig deeper into the interface.
But Maximizers zoom out and ask: _“What’s actually limiting growth here?”_
- **When Optimizers win**: Sometimes it actually IS something inside your campaigns, and then you need to have an Optimizer’s eye for detail and understanding of campaign tactics to get unstuck.
- **When Maximizers win:** Sometimes it’s something outside of the account, like the offer, landing page, the tracking setup feeding garbage data to Smart Bidding, or poor unit economics that make profitable scaling impossible. That’s when you need a Maximizer’s big picture thinking to get unstuck.
Not all of these are Google Ads problems — but they’re problems that INFLUENCE Google Ads results massively.
**The specialists who win aren’t just better at campaign optimizations. They’re also better at diagnosing and solving problems across the entire funnel (both inside AND outside Google Ads).**
## This is exactly why we built the T-Shaped Google Ads Specialist model
If you’ve been reading this newsletter for a while, you’ve heard me talk about the T-Shaped Google Ads Specialist.
This concept — Maximizers vs Optimizers — is exactly why that model exists.
**
The “T” has two parts:**
**Vertical stroke = Deep Google Ads mastery**
You still need to be excellent at the platform. Campaign types, bid strategies, tracking, structure, targeting, settings — all of it. This is the foundation that never goes away.
**Horizontal stroke = Strategic breadth across related disciplines**
This is what separates Maximizers from Optimizers:
- Landing pages and CRO
- Offer creation and positioning
- Analytics and business metrics
- Cross-channel thinking
- Creative strategy
T-Shaped specialists can diagnose constraints beyond “just the account.”
They see how Google Ads fits into the broader business system, and influence results across the entire funnel.
**That’s why you see some people 10x results, while others chase 10% gains.**
- **Without strategic breadth**, you hit ceilings you can’t explain, misdiagnose problems, and optimize low-impact things (“busy work”) instead of fixing what actually matters.
- **Without deep platform mastery**, your insights stay theoretical. You can’t translate strategy into execution, and you have no control over the results.
That’s why you need both.
**T-Shaped Google Ads Specialists think big and spot opportunities like Maximizers, but they also make sure everything is set up and optimized correctly like Optimizers.**
That’s the perfect balance that leads to the best results.
## Last note: this is the philosophy behind The PPC Hub
Everything we teach inside The PPC Hub is built on this idea and gives you the best of both worlds:
- **The Google Ads Success Path** gives you deep platform mastery — the vertical stroke of the T (with 9+. advanced Google Ads courses)
- **The T-Shaped Specialist Paths** (Conversion Booster, Media Buyer, Automator, Search Specialist) give you strategic breadth — the horizontal stroke of the T.
Together, they help you become and think like a Maximizer, without losing the eye for detail of an Optimizer.
That’s why T-Shaped Google Ads Specialists win.
So if you’re tired of chasing incremental gains and want to become the kind of specialist who drives next-level results, **[consider joining The PPC Hub](https://www.ppcmastery.com/hub)**.
Inside, we’ll work together to upgrade your skillset and ability to drive results, so you can serve your clients at the highest level possible.
[**Join here.**](Https://www.ppcmastery.com/hub)
That’s all for today, thank you for reading.
I’m rooting for you — see you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #142 — The Profit-to-Acquisition Ratio: how to set realistic targets when stakeholders have unrealistic expectations
URL: https://www.ppcmastery.com/newsletter/tpe-142-the-profit-to-acquisition-ratio-how-to-set-realistic-targets-when-stakeholders-have-unrealistic-expectations
Published: 2026-01-22
Author: Miles McNair
GM, Miles here!
Today’s issue is not sexy but extremely essential to understand.
I’ve noticed a pattern about something that’s harming specialists: clients with unrealistic expectations.
Have you ever experienced this? 👇
You take on a new client.
In the kickoff, you ask about their goals, and they say: _"We want to double our revenue this year while increasing profit margins by 25%."_
You nod. Maybe you feel a hint of doubt and think _“hmm, I don’t think that’s possible”…_
But you don't push back because you don’t want to upset your new client.
You’re a bit overwhelmed because the client seems confident. To them, the targets sound ambitious but achievable. So you get to work, because you got this and you’re ready to prove yourself.
Fast forward a few months.
You've been grinding: restructuring campaigns, optimizing bid strategies, testing ads. But something's off.
- Every time you push for more volume, efficiency drops.
- Every time you try to protect efficiency, volume drops.
Super frustrating.
That's when it hits you: **these targets can't both be hit at the same time.**
So now you have to have “_the conversation”_.
But it's already too late. The client expected results by now, and you look like you overpromised.
So the client relationship is already under pressure — not because the work was bad, but because the targets were never realistic in the first place.
This is the #1 horror scenario for PPC Experts. And it's almost always avoidable.
But the fix isn't better optimizations…
The fix is better conversations _before_ the work begins: sitting down with your client, looking at the actual data, and setting realistic targets _together_ — targets that are grounded in math, not wishful thinking.
**That's where the Profit-to-Acquisition Ratio comes in.**
It's a simple but effective data-driven framework to determine realistic targets with your client — based on their unit economics, growth ambitions, and how much of the profit they’re willing to reinvest in acquiring new customers.
It puts everything on the table upfront, so there are no surprises three months into the collaboration.
Here’s what you need to understand: it's far better (and easier!) to adjust targets and set realistic expectations _upfront_ than to start with impossible goals and spend the rest of the time adjusting or trying to justify why you’re behind.
I’ll explain everything below. Let's dive in!
## Why most targets are unrealistic (and whose job it is to fix that)
Let me be clear about something: **setting targets is not your job as a specialist.**
But it IS your job to _help_ your clients get clear on their numbers, goals, and tradeoffs that go into setting realistic targets.
Then it is your client's job is to make the decision\*.\*
The problem, though, is that most clients have no clue about their numbers (so they come up with unrealistic goals and expect us specialists to wave our magic wand to get results):
- They don't know their breakeven ROAS.
- They’ve never thought about what percentage of profit should go back into acquisition.
- So they just say "grow more, spend less" — and expect you to figure it out.
That’s bad and sets you up for failure.
The Profit-to-Acquisition Ratio gives you a framework to set realistic targets based on real numbers — creating clarity for both you and your client.
## Think of your Profit-to-Acquisition Ratio as a slider between two extremes (max growth or max efficiency)
On the left: **100% Profit-to-Acquisition** (the Breakeven Zone)
- You're reinvesting all your profit back into Google Ads
- Zero profit per conversion
- This is your _maximum_ sustainable bidding level (any further and you're losing money)
- Use case: maximizing market share while not caring about short-term profitability
On the right: **1% Profit-to-Acquisition** (the Starvation Zone)
- You're keeping almost all profit
- But your CPA targets are so low (or ROAS targets so high) that you can barely win any auctions
- Volume dries up completely
- Use case: low-risk testing of new markets and tactics (in the short-term)
The sweet spot for most businesses is somewhere in the middle.
When clients see this, it usually clicks.
They realize they can't have both extremes and must pick a spot on the slider.
That’s the start of the conversation that prevents unrealistic expectations.
## The simple 3-step formula to set realistic targets together with your client
There’s a real science and art to setting the right targets:
- **The science:** calculating targets with a simple formula.
- **The art:** having the right conversations with your clients.
Combined, PPC magic starts to happen.
Here’s the simple 3-step formula to align on realistic targets with your clients:
### **Step 1: Calculate the breakeven point.**
For Ecom:
**Breakeven ROAS = 1 ÷ Profit Margin**
- If the profit margin is 77%, breakeven ROAS is 130%.
- If the profit margin is 50%, breakeven ROAS is 200%.
Working with CPA instead?
**Breakeven CPA = AOV × Profit Margin**
- €50 AOV with 50% margin → Breakeven CPA = €25
- €100 AOV with 30% margin → Breakeven CPA = €30
For Lead Gen, work backwards from closed deal value through conversion rates to get your breakeven CPA at each stage.
**Breakeven CPA = Average Deal Value × Profit Margin**
Then work backwards through your conversion rates:
**Breakeven CPL = Breakeven CPA × Lead-to-Sale Rate**
Example:
€5,000 average deal value
- 50% profit margin
- 10% lead-to-sale rate
Here’s what your numbers would look like:
- Breakeven CPA = €5,000 × 0.50 = €2,500
- Breakeven CPL = €2,500 × 0.10 = €250
### **Step 2: Your client decides what percentage of profit goes back into acquisition.**
This is the key question most clients have never been asked:
_"What percentage of your profit are you willing to reinvest in Google Ads to acquire new customers?"_
- **<25% = Conservative.** High efficiency, but potentially leaving volume on the table.
- **50% = Balanced.** Half goes back into ads for safe, sustainable growth.
- **75% = Aggressive.** Thinner margins, good for scaling phases.
- **\>75% = Hyper Aggressive.** Pump it all back to maximize marketshare.
**This is a business decision, not a Google Ads decision. That’s why it’s crucial to do this _together_ with your client.**
Keep in mind that most businesses like to play it safe, because they also have to reserve a % of profit for payroll, office space, and tons of other business expenses.
### **Step 3: Calculate the target.**
**Target ROAS = Breakeven ROAS ÷ Profit-to-Acquisition Ratio**
Example:
- Breakeven ROAS: 130%
- Profit-to-Acquisition: 52%
- Target ROAS: 130% ÷ 0.52 = **250%**
That 250% isn't made up or what the specialist thinks is achievable.
It's what your client has _agreed to_ based on their own business inputs.
You provide the framework. Your client fills in the Profit-to-Acquisition Ratio. Then you get to work with aligned targets (agreed upon, validated, and realistic).
## How this conversation would go in reality
**Your client’s initial target:** "We need €75K monthly revenue AND at least 300% ROAS."
Instead of saying “_yes, let’s do it”,_ you push back with questions (numbers are hypothetical to prove the point):
- _"What's your profit margin?"_ **→** **Client says 77%**
- _"So your breakeven ROAS is 130%. You can't go below that without losing money."_
- _"What percentage of profit are you comfortable reinvesting in growth?"_ **→ Client says 40%**
- \*"That gives us a target ROAS of 384% — not 300%" \***→ Big difference!**
**The outcome:**
- The realistic ROAS target is 28% higher than the client’s initial target
- Your client understands the initial target was unrealistic because you went through the exercise together
- Your client agrees on the new target OR goes back to the drawing board to optimize their unit economics, so they have higher margins (or are willing to reinvest more into acquisition)
With this approach, you’ll have no more stress about unrealistic targets, and no more awkward conversations three months later about “why we are not on target."
The expectation was set correctly from the start, which leads to a longer and happier client relationship.
Win-win!
## When expectations are truly unrealistic
Sometimes you run the math, but it still doesn’t work out.
**Can’t hit growth goals even when stretching toward 100% Profit-to-Acquisition? Then the targets may not be unrealistic, but simply impossible.**
This is where the framework saves you from months of frustration.
You can show the client: _"Listen, to hit your volume targets at your required efficiency, we'd need to bid above breakeven. We'd literally be paying to lose money."_
**When that happens, the conversation shifts from _"how do we optimize the campaigns?"_ to _"how do we improve the business fundamentals and unit economics?"_**
That might mean:
- Increasing average order value and lifetime value with upsells and bundles
- Improving profit margins with better pricing or lower cost of goods sold
- Improving lead-to-sale conversion rates (for Lead Gen)
You could argue that these aren’t your problems as a Google Ads Specialist.
However… If you want to drive meaningful results, you’re gonna have to solve them anyway.
Because if you don’t, you'll waste months banging your head against impossible targets before realizing the real constraint was never in the ad account…
You can’t optimize your way out of bad unit economics and unrealistic expectations.
When your client is unhappy, so are you. It’s a recipe for disaster.
Fixing it from the start is how you create long, healthy, and profitable client partnerships.
## Take it to the next level in The PPC Hub
This framework is covered in detail inside our **Bids & Budgets Mastery** course that’s exclusively available In The PPC Hub, including calculator templates that walk you through this exercise automatically for Ecom, Lead Gen, and SaaS clients.
If you want to have long, healthy, and profitable client relationships that are built on realistic expectations, trust, and results, then **[consider joining The PPC Hub](https://www.ppcmastery.com/hub).
**
Inside, we’ll help you take your skills to the next level, so you can drive the best possible results and stay ahead in our fast-changing industry.
**[Click here to join.](https://www.ppcmastery.com/hub)**
That's all for today, thank you for reading.
See you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #141 — Unit Economics: the overlooked reason even ‘perfectly optimized’ Google Ads campaigns fail
URL: https://www.ppcmastery.com/newsletter/tpe-141-unit-economics-the-overlooked-reason-even-perfectly-optimized-google-ads-campaigns-fail
Published: 2026-01-18
Author: Miles McNair
GM, Miles here!
Ever wondered why some Google Ads campaigns fail despite being "perfectly optimized"?
Have you ever had an account where:
- Campaigns are structured properly
- The tracking is solid
- Your targeting is on point
- Bid strategies are optimized
- All best practices are followed
But for some reason, you still can’t seem to scale?
Most specialists assume it's a Google Ads problem, so they keep optimizing.
But often, the real reason why the campaigns fail has nothing to do with the campaigns at all.
**It's unit economics — the hidden foundation that determines whether your campaigns can succeed before you even log into the interface. And it's one of the most overlooked reasons Google Ads campaigns fail.**
Today I want to show you why this matters, what it looks like when unit economics are the problem (and the solution), and exactly which numbers you need to know before touching your campaigns.
It’s not rocket science, but absolutely essential to understand if you want to drive any meaningful results.
Let’s dive in!
## Real quick: what are unit economics?
Unit economics is a way of measuring profitability on a per-unit basis.
- For Ecom, that’s per order.
- For Lead Gen, that’s per deal.
- For SaaS, that’s per customer.
Instead of looking at the business as a whole and asking “are we profitable?”, unit economics reveal if each transaction is profitable, and how much.
It’s the math that tells you whether acquiring one more customer makes you money or loses you money — and how much room you have to spend on acquisition.
It’s absolutely essential to understand, because it determines whether you can scale profitably or not.
But most Google Ads Specialists ignore it, and that’s why they run into problems.
## Why even "perfectly optimized" campaigns fail without scalable unit economics
Unit economics are the hidden foundation of successful advertising.
Your unit economics determine:
- The maximum CPCs you can afford to set
- Whether your ROAS and CPA targets are realistic
- How competitive you can be in auctions
- Whether your campaigns can scale profitably
- How you should allocate budget (and if spending more will grow the business or harm it)
If your unit economics are poor, it doesn't matter how perfect your campaign structure, bid strategy, and ads are.
It’s like trying to build a house on sand.
Without the right numbers, you can never scale profitably.
And yet, most specialists never look at unit economics. They think that's "the client's job" or "not my responsibility."
That's a mistake.
Before we get into the numbers, let me show you what this looks like in practice — one story where unit economics killed growth, and one where they unlocked it.
## An example of when poor unit economics are the problem, not Google Ads tactics
I was recently talking to a frustrated business owner who runs a large Ecom store.
Their ROAS had been steadily declining for almost two years, and nothing they tried seemed to fix it.
He told me: “We’ve been tweaking our campaigns constantly, with new segmentations, bid strategies, lower targets, audience expansion, Broad Match, Performance Max — you name it, we tried it.”
They used to hit 1,000% ROAS consistently. But over the past couple of years, competition in their space had increased dramatically.
As a result, CPCs kept rising.
What was once a blue ocean had turned into a red ocean with aggressive competitors putting pressure on the auctions.
First, their ROAS dropped to 800%. Then 700%. Still profitable, but a lot less than before.
And every optimization they made didn’t bring them back to their original levels.
So I asked him a different question: “What do your unit economics look like?”
He told me his numbers:
- Average order value.
- Cost of goods sold.
- Cost to acquire a customer.
- Profit margins.
- Customer lifetime value.
- Repeat purchase rates.
- All of it.
And that’s when it clicked:
The problem wasn’t their campaigns (they were actually well-optimized).
The problem was that their unit economics hadn’t evolved with the market.
When competition was low, they could easily hit a 1,000% ROAS target because their margins supported it and they were winning cheap clicks.
But the market changed. CPCs increased, CVR dropped. And suddenly, their margins were under pressure.
**The solution wasn’t another campaign tweak. It was fixing the foundation:**
- Increasing AOV with bundles and upsells
- Improving LTV with better retention
- Revisiting margins where possible (negotiating better logistics and purchasing deals)
These changes would lower their breakeven ROAS, which would make their targets achievable again — even with higher CPCs.
**They spent two years asking the wrong question.**
- It’s not: “what can we tweak inside the campaigns?”
- The real question is: “what needs to change in the business economics to make these campaigns more profitable again?”
That’s the trap many business owners and Google Ads Specialists fall into.
When you’re a Google Ads Specialist, campaign optimization is what you know.
So that’s where you look…
But sometimes the answer isn’t in the ad account at all. Perfectly optimized campaigns can still fail if the unit economics aren’t scalable.
And on the flip side — if you fix the unit economics, you can set yourself up for success again, even in a more competitive market.
That’s exactly what Ramial did for his client. Let’s look at his success case.
## How Ramial scaled a struggling supplements brand by focusing on the client’s unit economics
Now let me show you what happens when you actually apply this.
Ramial Aqeel, a member of The PPC Hub, took on a supplements brand that was struggling to scale.
Before he got involved, the account was fragmented, tracking was a mess, and spend was minimal because they couldn’t find a way to scale profitably.
Ramial realized his client had no understanding of their unit economics.
So before touching the campaigns, he dug into the numbers:
- AOV: £65
- Avg customer lifetime: 6 months (subscriptions)
- Churn after month 1: 25%
Then he did the math:
- If 100 people sign up at £65, that’s £6,500 in initial revenue.
- 25 of them churn after month one
- But the remaining 75 customers continue for an average of 5 more months: 75 × £65 × 5 = £24,375.
- Total revenue: £30,875, divided by total 100 customers = £309 LTV per customer.
This changed everything.
**The client wanted scale, so Ramial recommended a £200 target CPA.**
Sounds aggressive for a £65 AOV product, right? But when you know each customer is worth £309 over their lifetime, £200 CPA is actually profitable.
The results speak for themselves:
- Spend scaled from almost nothing to £26K/month (profitably!)
- 430 subscriptions acquired at an average CPA of £123 (even below target)
- Projected revenue over 6 months: £133K
- Estimated gross profit: £80K
**By incorporating unit economics into the Google Ads strategy, they were able to spend more in 4 months than the previous 2 years combined.**
The campaign setup mattered, of course (it’s why the CPA was 39% below target)… Ramial restructured the account, fixed tracking, and built a proper full-funnel setup.
But none of that would have worked without first understanding the unit economics.
Knowing the LTV allowed them to bid aggressively upfront, confident they’d make it back over the customer lifetime.
That’s the power of this stuff.
## The essential numbers you need to know
Now let me walk you through the core unit economics metrics for each major vertical. These are the numbers you should know for every account you manage, but they are just examples to get you started.
Ultimately, you want to know as much as possible about your clients’ economics on a per-unit basis, but also on the wider business level.
Those numbers influence everything, and whether you can scale profitably or not.
Before we dive in, here’s the simple version. You’re trying to answer three main questions:
1. How much profit do you make per sale? (Gross Margin)
2. How much does it cost to acquire a customer? (CAC)
3. How much is that customer worth over their lifetime? (LTV)
Everything else supports those three.
### **For all business types**
**Customer Acquisition Cost (CAC)**
- Formula: Total acquisition spend ÷ Number of (new) customers
- What it tells you: How much you're paying to acquire one customer
- Why it matters: Must be lower than the value that customer brings — otherwise you're losing money on every acquisition
**Customer Lifetime Value (LTV)**
- Formula: Average revenue per customer × Customer lifetime × Profit margin
- What it tells you: The total average value (profit!) a customer generates over their entire lifetime
- Why it matters: Sets the maximum you can afford to spend on acquisition — and determines whether you can bid aggressively upfront (like Ramial did)
### **For Ecom**
**Average Order Value (AOV)**
- Formula: Revenue ÷ Number of orders
- What it tells you: How much a customer spends per order
- Why it matters: Directly impacts your bidding power
Go next level: exchange revenue for average gross profit per order
**Gross Margin**
- Formula: (Revenue - COGS) ÷ Revenue
- Example: 40% margin means €40 profit on a €100 sale
- Why it matters: Determines how much you can spend on ads
**Breakeven ROAS**
- Formula: 1 ÷ Gross Margin
- Example: 40% margin = 2.5x breakeven ROAS
- Why it matters: The minimum ROAS needed to cover costs
If you can't hit 2.5x ROAS, you're losing money on every sale. Simple as that.
### **For Lead Gen**
**Average Deal Value**
- Formula: Revenue ÷ Number of closed deals
- Example: €200K revenue from 20 deals = €10K per deal
- Why it matters: Sets the ceiling for what you can spend on acquisition
**Lead-to-Sale Rate**
- Formula: Closed deals ÷ Total leads
- Example: 40 deals from 200 leads = 20% conversion rate
- Why it matters: Determines how many leads you need per sale
**Target Cost per Lead (CPL)**
- Formula: Profit margin × Lead-to-sale rate
- This gives you your breakeven CPL
- Why it matters: Anything above this number and you're losing money on acquisition — even if the CPL looks "cheap" in isolation
### **For SaaS**
**ARPU (Average Revenue Per User)**
- Formula: MRR ÷ Number of active customers
- Example: €100K MRR with 1,000 customers = €100 ARPU (per month)
- Why it matters: Determines how much each customer contributes and sets the baseline for LTV
**Customer Lifetime**
- Formula: 1 ÷ Monthly churn rate
- Example: 5% monthly churn = 20 months average lifetime
- Why it matters: Directly multiplies your revenue per customer — low churn dramatically increases what you can afford to spend on acquisition
**LTV (Lifetime Value)**
- Formula: ARPU × Customer lifetime × Margin
- Example: €100 × 20 months × 70% margin = €1,400 LTV
- Why it matters: Sets the ceiling for acquisition spend — this is the maximum a customer is worth, which determines how aggressively you can bid
**The Golden Rule: LTV:CAC Ratio**
- Healthy ratio: 3:1 or better
- Example: €1,400 LTV means maximum CAC should be ~€467
- Why it matters: The ultimate health check for sustainable growth — below 3:1 usually means you're spending too much to acquire customers relative to their value
If your CAC exceeds LTV, you’re burning money. You need to either increase LTV, or decrease CAC.
Warning signs you have a unit economics problem
Here's how to spot unit economics issues before you waste months optimizing the wrong things:
- **You're unable to bid competitively in your industry.** Your targets force such low bids that you barely win any auctions. As a result, volumes dry up, and your competitors beat you on every level.
- **You're forced to target only bottom-funnel keywords.** Upper-funnel and mid-funnel campaigns are "too expensive" — but in reality, the economics just don't support scaling.
- **You find yourself over-optimizing for efficiency instead of growth.** Every conversation is about cutting costs rather than scaling volume.
- **Growing feels like a giant struggle.** Hitting targets requires perfect conditions, and even small fluctuations throw everything off. You just can’t seem to scale beyond a certain point and are forced to play small.
If you're experiencing these symptoms, the problem probably isn't your campaign setup. It's the underlying unit economics.
## Put it into action: how to start leveraging unit economics as part of your Google Ads strategy (this week)
To summarize: you can have the most perfectly structured account in the world, nailing every best practice in the book…
But if your unit economics are poor, you’re never going to scale.
This is why you need to have different conversations with your clients:
- **Instead of asking:** ❌ _“How do we optimize the campaigns so we can start scaling?”_
- **The question becomes: ✅** _”How do we improve the business model, so that we can start scaling?"_
My recommendation for you this week: start talking to your clients about their unit economics. Ask about their numbers and calculate whether your targets are realistic or not.
Then, I suggest you talk to your clients about:
- Can we increase AOV with bundles or upsells?
- Can we improve margins with better supplier negotiations?
- Can we increase deal values with premium positioning?
- Can we improve lead-to-sale rates through better qualification?
- Can we reduce churn or increase repeat purchases to increase lifetime value?
These aren't Google Ads questions — they're business questions.
But they're the questions that actually determine whether Google Ads can scale or not.
**Here’s what you must realize: better unit economics create an upward spiral:**
Better margins → lower breakeven points → more competitive bids → more auction wins → more volume → more data for Smart Bidding → better performance.
Everything gets easier when the foundation is solid.
It’s in your best interest to start leveraging, because it will allow you to drive better results for your clients (which leads to better opportunities for yourself, like a raise, promotion, or just a better client relationship).
## Why most specialists skip this (and why understanding unit economics gives you a big competitive edge)
Most Google Ads Specialists will say _“this is not my job."_
They’ll continue to only focus on in-platform tactics and completely ignore the business side of PPC.
**But understanding unit economics is what separates the elite from the average.**
The specialist who can look at an account and say _"your campaigns are fine, but your margins don't support profitable scaling — here's what we need to fix"_ is infinitely more valuable than the one who just keeps tweaking campaigns, trying to scale when the numbers don’t allow it.
This is how you become a trusted growth partner that’s impossible to replace.
## This is exactly what we teach in The PPC Hub
Understanding unit economics is just one piece of thinking beyond the platform — seeing Google Ads as part of a broader business system rather than an isolated channel.
Inside The PPC Hub, we teach specialists to master not just in-platform tactics, but also the strategic skills that take results to the next level: unit economics, offer creation, landing pages, goal setting, target validation, full-funnel thinking, diagnosing if the constraint is inside versus outside the account, etc.
If you want to stop guessing why campaigns won’t scale and start breaking through ceilings because you know exactly what to do, [**consider joining The PPC Hub.**](https://www.ppcmastery.com/hub)
It's how we can help you the best.
That's all for today, thank you for reading.
See you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #140 — Should you remove exclusion lists? (Real test results)
URL: https://www.ppcmastery.com/newsletter/tpe-140-should-you-remove-exclusions-lists-real-test-results
Published: 2025-10-26
Author: Miles McNair
GM, Miles here with an interesting test result from Bob.
Lately, there’s been a lot of talk of people removing their (mature) exclusion lists from their Google Ads campaigns.
I originally saw the conversation getting started by [**Andrew Lolk**](https://www.linkedin.com/feed/update/urn:li:activity:7372178752249724928/) on LinkedIn:
The idea is that over time, you might over-exclude by adding too many negatives and therefore restrict the algorithm.
Some say that Google Ads don’t need any exclusions at all, because Smart Bidding has evolved, and it knows better.
While we fully understand the concept, we always experiment first and let the data speak for itself.
So, Bob ran a 2.5-month experiment within all Search campaigns for a Lead Gen client.
I’ll share the (not so) surprising outcomes below.
Let’s dive in!
## The setup: delinking all exclusion lists.
A quick note: the reason why Bob wanted to run this test is because he already managed this account for 7 years. He wanted to check whether or not he was limiting his account with (wrong) exclusions that he had added in his earlier years.
Here's the test setup:
- ✅ **Removed all exclusion lists** (yep, every single one)
- **🔎 Campaign type:** all Search campaigns
- 📅 **Experiment period**: June 23 – August 31, 2025 (excl ramp-up)
- 📊 **Metrics:** conv. by time (due to conv. lags up to 22 days)
- **🧪 Comparison:** Variant vs. Base
## Campaign-level results.
Firstly, here’s the complete data from the test (interpretation below):
Secondly, interpretation of the raw data:
So, out of the 4 main campaigns tested:
- ✅ 1 performed slightly better in click-time conversions (but was _neutral_ in conv.-time).
- ❌ 3 lost, and not just a little:
- Lower conversions
- Much higher CPAs
- Significantly worse efficiency
The full summary in one line: **business outcomes clearly worsened** when Bob removed the exclusion lists.
**Decision:** Bob is keeping his exclusion lists because removing them did not deliver efficiency improvements — it even worsens outcomes under conv. by time attribution.
## The final verdict: exclusions still matter (but it depends as always).
If you **know how to add negatives correctly**, they absolutely help Smart Bidding and improve efficiency by **forcing the algorithm to focus on high-intent, high-quality traffic**. That’s what happened in this case.
But...
If you're inheriting accounts, or **don’t know the full exclusion history**, there’s a decent chance your lists might be hurting performance. Especially if they've been stacked (too) aggressively over time.
In those cases, a **reassessment is 100% valid**.
One of the members of The PPC Hub recently ran the same experiment and saw a small uplift in performance after removing 95% of his negative keywords. That’s why it’s so important to test for yourself.
A lot of specialists are excluding the wrong way — and that’s why you see people getting better results after delinking.
But it doesn’t mean that all exclusions are bad. Or that automation always knows best.
In the end, what really matters is the _quality_ of your exclusions.
## Don’t just follow the trend of removing exclusions lists “because Smart Bidding knows better.”
Test it. Validate it. Let the data decide.
And if you're unsure, start by cross-checking your converting search terms with your exclusion lists. You might be shocked at what you're blocking — and that’s an easy fix.
(Bob used Claude to do this with some quick n-gram matching — worked like a charm.)
## **Quick recap:**
- Removing exclusion lists hurt performance in our real-world test.
- Don’t assume the algorithm knows best — exclusions still play a critical role when used correctly.
- But… always reassess if you’re working with older campaigns. Bad exclusions can silently kill your results.
## PS… Want more stuff like this?
If you liked this experiment, you’ll _love_ what we share inside [**The PPC Hub**](https://www.ppcmastery.com/hub).
This breakdown was first shared with our members — along with tons of other exclusive tests, frameworks, and behind-the-scenes insights you won’t find anywhere else.
Inside, you’ll get access to:
- Deep-dive Google Ads experiments (like this one).
- Expert-level education & implementation support.
- The best community that learns & grows together.
Whether you're running ads for clients or scaling in-house, **The PPC Hub is your unfair advantage** in today’s Google Ads landscape.
[**Join us here — see you inside!
**](https://www.ppcmastery.com/hub)
And that’s all for today.
Thanks for reading — catch you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #139 — The Black Friday Toolkit
URL: https://www.ppcmastery.com/newsletter/tpe-139-the-black-friday-toolkit
Published: 2025-10-20
Author: Miles McNair
GM, Miles here with The PPC Edge.
Black Friday is only 5 weeks away, and if you haven’t started planning already… You’re almost too late.
But, as the old saying goes: _“the best time to plant a tree was 30 years ago, the second best time is now”_ — so better late than never.
In today’s issue, I want to give you The Black Friday Toolkit with a bunch of tactics and resources you can use to break all performance records this Q4.
Let’s dive right in!
## Black Friday workshop.
Last year, we hosted a Black Friday workshop and the tactics are still relevant today:
- High-level trends to be aware of.
- How to learn from last year's performance.
- How to define your objectives and target KPIs.
- How to craft irresistible holiday-specific offers.
- How to create highly converting holiday-specific landing pages.
- How to prepare and improve your product feed.
- How to leverage high-impact Google Merchant Center features.
- How to prepare compelling holiday-specific text, image, and video ads.
[**Check it out here, for free.**](https://www.youtube.com/watch?v=LGP8OBG0qIs)
## Other useful resources.
- [**How to boost CTR & CVR with GMC Promotions:**](https://www.ppcmastery.com/blog/tpe-71-boost-ctr-and-cvr-with-gmc-promotions) a simple, yet highly valuable tactic you can set up in <5 minutes.
- [**3 Irresistible Black Friday Offers to maximize profit:**](https://www.ppcmastery.com/blog/3-irresistible-black-friday-offers-to-maximize-profit) if you want to break your performance records, the most important thing is your offer. Here’s some inspiration to make sure you don’t have bad offers.
- [**How I personally prepare for Q4 (7 step case study):**](https://www.ppcmastery.com/blog/tpe-62-7-steps-to-crush-it-in-q4-case-study) a breakdown of what has worked for me in the past.
- [**Maximize profit with Seasonality Bid Adjustments:**](https://www.ppcmastery.com/blog/tpe-17-maximize-profit-with-seasonality-bid-adjustments) use this often-overlooked tactic to get maximum revenue on the peak buying moments (maximize growth and scale) and prevent overspend on the days after the peak buying moments (maximize efficiency).
- [**5 tips to prevent overspend after Black Friday:**](https://www.ppcmastery.com/blog/tpe-116-5-tips-to-prevent-overspend-after-black-friday) I’m all for scaling as hard as possible on peak moments, but afterwards, I’m not afraid to make drastic changes to protect my client’s efficiency. The worst that can happen: massive overspend 1-3 days after peak moments, and seeing all that juicy profit go up in smoke. This article will prevent that from happening.
- [**How to minimize stress in the Q4 peak season:**](https://www.ppcmastery.com/blog/tpe-115-q4-stress-in-ppc-here-s-how-to-manage-it) let’s be real: the Black Friday season is stressful. Here are some practical tips to make sure you don’t burn out.
- [**How Ruben Runneboom (Taskforce) prepares for Black Friday:**](https://www.youtube.com/watch?v=XddMfz1k_PA) I had Ruben on the podcast last year and his tactics are still relevant today, just like his bonus resources.
## Good luck preparing — I hope you’ll smash all performance records!
And that’s all for today, I hope this issue was useful for you.
All the best in the Q4 peak season, and don’t forget to take enough breaks to you don’t burn out!
Thanks for reading, catch you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #138 — the latest PPC news you might’ve missed
URL: https://www.ppcmastery.com/newsletter/tpe-138-the-latest-ppc-news-you-might-ve-missed
Published: 2025-08-15
Author: Miles McNair
GM, Miles here with The PPC Edge.
The PPC world is changing fast — as you know.
This newsletter’s purpose is to keep you informed on what works now (and what doesn’t), so you can get results faster.
From now on, next to my weekly deep-dives, I will also report more frequently on the latest PPC news updates (the most important ones, anyway).
That way, you’ll never miss anything, and you’re always up to date.
I just came back from an awesome vacation in France, and I missed a lot of big news updates.
So I caught up — and I’ll share the most important ones with you today.
Let’s dive right in!
## 1: RSAs now show full data instead of the useless performance labels.
This might be the biggest update of recent years: we finally have conversion & click data for each headline and description.
This makes ad testing so much better. Say goodbye to the stupid “good, best, learning” asset ratings — and say hello to granular, data-driven ad copy testing like back in the day.
This opens up many new possibilities.
Here’s how to access the data: go to campaigns > assets > add the right columns so you can see real data for your RSA assets.
**Source: [Bob](https://www.linkedin.com/in/bmmeijer/)**
## 2: Google is rolling out negative keyword lists to Performance Max campaigns (among other updates).
A very welcome update: Google will roll out campaign-level negative keyword lists. This is officially the end of the support workaround, because we’ll finally be able to directly add negative keywords, and negative keyword lists to our pMax campaigns.
But that’s not all — Google is rolling out more Performance Max updates:
- Increased Search Theme limits (use carefully).
- More demographic targeting (and gender exclusions).
- New reporting for new customer acquisition performance.
- More data for your pMax assets (conversions, clicks, costs & more).
- More Final URL Expansion assets reporting (see what Google created with “text customization” and “Final URL Expansion” — and remove anything that’s irrelevant or underperforming).
**Source: [Google](https://support.google.com/google-ads/answer/16451273)** (first seen by [**Duane Brown**](https://www.linkedin.com/posts/duanebrown_negative-keyword-lists-coming-to-pmax-kind-activity-7361353010481975297-QpQN?utm_source=share&utm_medium=member_desktop&rcm=ACoAABLxdOABSwYB6MYQyuuiSPnBQSxPJTJSybY))
## 3: New Branded Searches conversion metric lets you track brand lift for upper funnel campaigns.
According to Google, “Branded Searches” are a new conversion type that shows the number of searches users made for your brand on Google and YouTube after viewing your ads.
This can help you measure brand lift and the wider impact of your upper funnel campaigns.
Super interesting!
This is available for Video, Performance Max, and Demand Gen campaigns on YouTube, Discover, and Gmail inventory.
**Source: [Search Engine Land](https://searchengineland.com/google-ads-branded-searches-conversion-metric-459382)**
## 4: Google has secretly “upgraded” Brand Exclusions into AI Max for Search.
I didn’t know this, but apparently Google has started to “upgrade” Brand Exclusions into AI Max.
This is relevant for Search campaigns, and doesn’t affect Brand Exclusions in pMax.
**Source: [Duane Brown](https://www.linkedin.com/feed/update/urn:li:activity:7360678527123251201/)** (he made a good remark on why a small change like this can have a big impact for unknowing advertisers: keep an eye on your spend if you’re unwillingly “upgrading” to AI Max in the near future.
## 5: Google is rolling out gender exclusions for Performance Max.
You can now exclude certain genders from your pMax campaigns (female, male, unknown). This is a great layer of control if you’re operating in market that’s heavily focused on one demographic/gender.
I would not use it if there’s not clear focus on one specific gender — and always base your exclusions on data (I had a client once that was 100% focused on men, but 30% of the conversions still came from females — turned out lots of women bought the products as gifts).
**Source: [Thomas Eccel](https://www.linkedin.com/posts/thomaseccel_ppc-googleads-activity-7361645282872221697-xZ1T?utm_source=share&utm_medium=member_desktop&rcm=ACoAABLxdOABSwYB6MYQyuuiSPnBQSxPJTJSybY)**
## 6: Google is improving the pMax channel reporting with a share of cost slider.
With Google’s new pMax channel reporting, you can now also select a slider that calculates the share of cost for each channel.
This is another great update by Google, giving us more insights into pMax data.
**Source: [Thomas Eccel](https://www.linkedin.com/posts/thomaseccel_ppc-googleads-activity-7360988442446524417-dU_0?utm_source=share&utm_medium=member_desktop&rcm=ACoAABLxdOABSwYB6MYQyuuiSPnBQSxPJTJSybY)**
## 7: You can now run 50/50 experiments for AI Max for Search campaigns.
Google wants to make it easy for advertisers to start using AI Max for Search. That’s why they just released a way to A/B test AI Max vs your existing Search setup, directly in the Experiments tab.
To me, this signals how important AI Max is for Google — and I wouldn’t be surprised if it’s gonna be the future of Search campaigns.
**Source: [Search Engine Land](https://searchengineland.com/ai-max-experiments-arrive-in-google-ads-heres-how-they-work-459935)**
## Quick recap.
And there you have it: 7 of the biggest news updates of the last month or so:
1. RSAs now show full data instead of the useless performance labels.
2. Google is rolling out negative keyword lists to Performance Max campaigns (among other updates).
3. New Branded Searches conversion metric lets you track brand lift for upper funnel campaigns.
4. Google has secretly “upgraded” Brand Exclusions into AI Max for Search.
5. Google is rolling out gender exclusions for Performance Max.
6. Google is improving the pMax channel reporting with a share of cost slider.
7. You can now run 50/50 experiments for AI Max for Search campaigns.
Never a dull moment in PPC :).
**By the way, if you’re serious about taking your Google Ads results and career to the next level, consider joining [The PPC Hub](https://www.ppcmastery.com/hub).**
Inside, you’ll get access to high-level courses, resources, and a thriving community of 2.000+ experienced Google Ads Specialists who all learn and grow together.
Feel free to check it out [**here**](https://www.ppcmastery.com/hub), we’d love to have you!
That’s all for today — thanks for reading.
See you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #110 — How I mastered Google Ads faster by specializing in Ecom
URL: https://www.ppcmastery.com/newsletter/tpe-110-how-i-mastered-google-ads-faster-by-specializing-in-ecom
Published: 2025-07-16
Author: Miles McNair
Let’s get real: Google Ads is hard.
It took me years to deeply understand the game we all play and love.
(I’m still learning every day)
And now that I’ve gotten to a solid level, my job transformed into making it as easy as possible for -_you-_ to deliver the best possible results to your clients.
You see, true mastery of Google Ads takes time…
But there is one thing I did in my career that allowed me to get to mastery faster than most people:
Specialize in 1 client type (Ecommerce).
And coincidentally, Bob also did this early on in his career (Lead Gen).
By specializing, I was able to:
- Master Google Ads faster.
- Productize my service delivery (and get results faster).
- Make more money as a Google Ads Specialist.
Today, I’ll share my personal story and 3 reasons why specializing in Ecommerce has been the best move for my career.
At the end, I’ll list the most important takeaways you can apply to your specific case.
## Reason 1: Specializing in Ecom accelerated my learning.
When I started my career, I worked at an agency for 2.5 years.
As a trainee, I had a diverse portfolio of clients across different verticals:
- Some Lead Gen.
- Some Ecom.
Back then, my goal was to launch my own Ecommerce brand, so I fought hard internally to get a 100% Ecom portfolio (so I could learn the skills I needed to grow my own brand).
It took a year of politely, yet frequently, asking my manager to exchange my Lead Gen clients for Ecom clients.
Looking back, I realize that was the reason I mastered Google Ads relatively quickly.
Not because I'm a genius, but because I worked with clients who were all facing the same set of challenges.
And example:
- For one client, I encountered (and solved) attribution issues.
- For another client, I encountered (and solved) margin-related issues.
As a result, I could implement those solutions instantly for other similar clients without an additional learning curve.
This accelerated my learning because everything I did compounded.
If I had a portfolio with 50% Lead Gen clients, I would’ve never learned so fast, because their challenges are often completely different from Ecom.
By specializing, I increased my value in the eyes of my Dream Clients: Ecom brands.
## Reason 2: Specializing in Ecom increased my value in the marketplace.
Ultimately, we get paid to get results and solve problems for our clients.
The bigger the problems you solve, the more you can get paid.
Because I specialized in Ecom, I only encountered Ecom problems (which are often totally different from Lead Gen problems).
And the better I got, the bigger the problems I was able to solve.
I remember the first time I implemented profit tracking (POAS) and how that increased my perceived value in the eyes of my clients.
We were suddenly talking about PROFIT, not just revenue.
And that’s what most Ecom brand owners are after in the end: more profit.
Since then, I added profit tracking, implementation, and optimization to my toolbox.
And whenever I heard a new client talk about issues with low profit margins, I instantly knew how to help them.
And the second time I implemented profit data, my understanding of it became deeper — increasing my value in the marketplace even further.
Had I also done Lead Gen, I would’ve never learned so fast, and my value in the marketplace would’ve been much lower (because I would’ve been forced to also learn about Lead Gen client challenges around lead quality, Offline Conversion Tracking, Lead Scoring, Lead Nurturing, Lead-to-Sale ratios etc.).
## Reason 3: Specializing in Ecom allowed me to productize my service delivery (and get results faster).
Here’s a huge benefit that I haven’t seen many people talk about:
By specializing in Google Ads for Ecom clients, I was able to productize my service delivery.
Since all of my clients faced similar issues, I could create systems and processes around what drives results.
And because of that:
- Driving results became easier (because I just needed to follow my systems).
- I had way less stress (we do performance marketing, so better results = less stress — that’s just a fact).
- My clients were happier (because they trusted me and my process).
I could easily “pitch” my services to new clients because I had a proven system/growth plan that I tailored to their specific business and goals.
And by showing past results of clients that are similar to them, they trusted me to help them get the job done (another demonstration of the compound effect specialization had for me).
## What you can learn from my story.
I shared my story to inspire you, but I don’t want to tell you what you should do.
- Want to specialize in Lead Gen or Ecom? → Fantastic! _(you now know the benefits)_
- Don’t want to specialize in Lead Gen or Ecom? → Also fantastic! _(you now know the pitfalls)_
You see, I won’t say you should ONLY do Ecom or Lead Gen…
That’s for you to decide.
But, from my own experience, I know for a fact that your learning curve is shorter when you specialize, and your value in the market increases because it becomes easy to understand who you can help and how.
But, with that said…
Plenty of people in The PPC Hub love the challenges a diverse client portfolio brings.
If you’re ok with a longer learning curve, or if you have no say over your own client portfolio: don’t specialize.
But if your goal is mastery of Google Ads in as short of a time period as possible: I recommend specializing.
Take the insights from my career into consideration for your decisions.
Specializing leads to:
- Faster learnings.
- Faster results.
- Higher value in the marketplace.
But ultimately, do what makes you happy.
**A last note: want to deeply master Google Ads for Ecom or Lead Gen clients (or both if you have a diversified portfolio)? Consider joining [The PPC Hub](https://www.ppcmastery.com/hub)!**
Inside, you get access to our Google Ads Success Path program, which contains everything you need to deliver the best possible results with advanced strategies and tactics around Goalsetting, Conversion Tracking, Search, Performance Max, Google Shopping, Bids & Budgets, Landing Pages, Optimization, Reporting, & more.
It's our best training program to date — for PPC Freelancers and Agencies.
_(You could almost say this is a Master's Degree in advanced Google Ads!)_
If you're serious about becoming the best Google Ads Specialist you can be, **[join The PPC Hub here](https://www.ppcmastery.com/hub)**.
I hope this was helpful — see you again next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #113 — How to thrive in PPC in 2025 when others will struggle (part 1/2)
URL: https://www.ppcmastery.com/newsletter/tpe-113-how-to-thrive-in-ppc-in-2025-when-others-will-struggle-part-1-2
Published: 2025-07-16
Author: Miles McNair
GM, Miles here with The PPC Edge.
Google Ads has changed a lot recently. So I asked my LinkedIn peeps if they think driving results has become easier or harder.
The answer didn’t surprise me: 80% out of nearly 1.000 PPC Experts believe driving results with Google Ads has become harder.
I totally understand: our industry is changing faster than ever which can lead to stress, overwhelm, and frustration.
My fear is that a lot of Google Ads Specialists are going to struggle in 2025.
But I want YOU to succeed and feel confident in your abilities to deliver outstanding results to your clients… I truly do.
So I thought long and hard:
- How can you lay the foundation to make 2025 the best year of your career (so you can thrive when others will struggle)?
- How can you make delivering results easier, not harder?
The solution, IMO, is twofold:
1. Deeply master the fundamentals of Google Ads (preventing overwhelm by using a repeatable process that works).
2. Look beyond Google Ads: become a business partner for your clients (by evolving into a T-Shaped Google Ads Specialist).
I’ll reveal this solution in a 2-part series.
You get part 1 today, and part 2 will be shared in next week’s issue of The PPC Edge.
Let’s dive right in!
## How to thrive in 2025 part 1: deeply master the fundamentals of Google Ads (preventing overwhelm by using a repeatable process that works).
Let’s be honest: scaling Google Ads campaigns is hard.
In my opinion, the number 1 reason why Google Ads Specialists struggle and feel overwhelmed, is because they don’t follow a system to drive results.
There’s a lot you CAN do… **But how do you prioritize the tasks that have the highest impact on your results?**
You see, early on in my career, I was always looking for the next big advanced tactic — hoping that would improve my results.
But as I got more experienced, I realized this was the wrong approach.
Now I know those are just shiny objects.
The key to success is not implementing advanced tactics…
Instead, the key to success is deeply mastering the fundamentals.
**Let’s illustrate this with an example:**
My father is a professional guitar player and teacher, and a big fan of Jimi Hendrix.
Let’s say I want to learn how to play the guitar like the legend Jimi.
He’d tell me: _“Son, the key to being a bad-ass guitar player like Jimi, is mastering the fundamentals”_:
- Hold the guitar properly.
- Place your fingers properly.
- Practice basic scales and chords.
I’m sure he’d continue along the lines of: _"Mastering the fundamentals is key. And here's the thing — you never outgrow them. Even experienced players like Jimi still practice their scales and basic chords. They’re the foundation for everything else. The stronger your fundamentals, the easier it will become to play like Jimi.”_
Driving results with Google Ads is a lot like playing the guitar. Mastering the fundamentals is the key to success because you:
- Create a solid foundation to build upon.
- Focus on what drives results, not what sounds fancy.
- Have a repeatable process.
It simplifies Google Ads because it brings everything back to the core of what truly impacts performance.
And as a result, you don’t feel overwhelmed or stressed because you’re not looking for the next “big shiny advanced tactic”.
And you have a system that can be easily adapted to different clients with different needs.
You might be thinking: **_“Miles, quit the boring beginner BS, I am an experienced Google Ads Specialist!”_ 🤡**
But let me clarify something, before you try to fight me:
**Understand that Fundamentals = Foundational and NOT necessarily Beginner.**
Many people associate the word "fundamental" with "beginner".
But the fundamentals are the main things that provide the solid foundations for all the rest (and are independent of beginner / advanced).
You tackle that first — which makes it seem “beginner”.
But it’s not.
You cannot build on a broken foundation, so doing the fundamentals well is essential for success.
_(remember how you can't play the guitar like Jimi Hendrix without first mastering basic scales and chords?)_
- ❌ Beginners focus on advanced strategies.
- ✅ Experts focus on the fundamentals.
## Ok, but what does that mean for Google Ads…?!
A few months ago, I analyzed our own accounts over a long period and realized success comes down to the following 8 pillars (this helps me prevent overcomplication and keeps me focused on the most important things that drive results):
1. Irresistible offer.
2. Clear conversion tracking.
3. Defined goals and KPIs.
4. Effective campaign structure.
5. Precise targeting.
6. Compelling creatives.
7. Proper bid & budget management.
8. High-converting landing pages.
Nail them all, and you'll see success.
Miss one, and you'll fail:
- **No irresistible offer** = "Useless" _(nobody wants your products)_
- **No clear tracking** = "Blind" _(no useful data for the machine)_
- **No goals & KPIs** = "Aimless" _(no targets to aim for)_
- **Bad structure** = "Fragmented" _(can’t let the algo work for you)_
- **Bad targeting** = "Inaccurate" _(getting the wrong people)_
- **Poor creatives** = "Unremarkable" _(your ads don’t match)_
- **No bid/budget strategy** = "Inefficient" _(not properly spending your budget)_
- **Poor landing page** = "Leak" _(throwing money down the drain)_
**Let’s make it even more simple.**
When it comes to success with Google Ads, you ultimately just want to know:
- How can we create an **irresistible offer**?
- What are your **goals and KPIs**?
- How are you going to **set up your tracking so you measure as much as possible**?
- Who is your **target audience**?
- What does your ideal **campaign structure** look like to reach them?
- How can you **target your audience**?
- How can you write your ads to **generate clicks & conversions**?
- How can you **persuade users to convert** on your landing page?
- How are you going to **let the Smart Bidding algorithm work FOR YOU**, instead of AGAINST you _(what bid strategies do you need to leverage)_?
If you have the answers to these fundamental questions, it’s gonna be hard to make your campaigns fail!
## Proof that fundamentals are the key to success.
Bob shared a case study on **[LinkedIn](https://www.linkedin.com/posts/bmmeijer_this-case-study-is-a-google-ads-lead-gen-activity-7193298515559673856-WZQA/)** in which he improved his results significantly after nailing the fundamentals:
- +253% conversions.
- \-60% CPA.
- +456% conversion rate.
What he did (primarily):
- Account consolidation _**\[campaign structure\]**_
- Set up Offline Conversion Tracking. **_\[conversion tracking, goals & KPIs\]_**
- Test Broad Match + DSA. **_\[targeting\]_**
- Rapid RSA testing. _**\[creatives\]**_
- Improve the landing page. _**\[landing page\]**_
✅ Massive results, and he didn’t do anything fancy (just a solid implementation of the fundamentals).
**Same thing for [Ramial](https://www.linkedin.com/in/ramialaqeel/) (member of [The PPC Hub](https://www.ppcmastery.com/hub)), who massively improved his results after nailing his fundamentals:**
- +52% conversions.
- +40% ROAS.
- \-27% CPA.
What he did:
- Cleaned up his tracking. _**\[conversion tracking\]**_
- Account consolidation. _**\[campaign structure\]**_
- Test Broad Match and DSA. _**\[targeting\]**_
- Optimize product feed. _**\[creatives/targeting\]**_
✅ Again: nothing fancy (just a solid implementation of the fundamentals).
## Looking ahead to 2025: When everyone struggles and focuses on shiny objects (aka advanced tactics), you crush it by mastering the fundamentals.
Ultimately, it’s the “boring” fundamentals that drive 80% of your results.
Listen, I love fancy, advanced tactics just as much as you…
But only for accounts with a solid foundation. 99% of the time, you are better off sticking to the fundamentals first before you even think about advanced tactics.
**2025 is the year that a lot of Google Ads Specialists will struggle to deliver great results to their clients.**
But that’s not you.
You will have a great year — if you deeply master and apply the fundamentals (over and over and over).
And as a result, you will:
- Have a repeatable process to drive results.
- Experience less overwhelm, stress, and frustration.
- Feel confident in your abilities to help clients grow.
But deeply mastering Google Ads is not enough if you want to thrive in 2025 (it’s only the first step).
The second (and crucial) step is to look beyond Google Ads and become a business partner for your clients (by evolving into a T-Shaped Google Ads Specialist).
IMO, it’s the only to future-proof yourself and stay ahead in our fast-changing industry.
I’ll show you how that works in part 2 of this mini-series (**[click here to read it](https://www.ppcmastery.com/blog/tpe-114-how-to-thrive-in-ppc-in-2025-when-others-will-struggle-part-2-2)**).
## A final note.
Great news: we recently launched a new program in **[The PPC Hub](https://www.ppcmastery.com/hub)** called ‘The Google Ads Success Path’.
In this program, we’ll help you:
- Deeply master the fundamentals with Google Ads so you can drive outstanding results over and over.
- Become a business partner for your clients by evolving into a T-Shaped Google Ads Specialist.
That way, you'll be 10 steps ahead of your competition because you can access and implement the proven frameworks that drive maximum results in minimum time.
Get instant access by joining **[The PPC Hub](https://www.ppcmastery.com/hub)**.
And that’s all for today.
See you again next week (**[check out part 2 of this mini series here](https://www.ppcmastery.com/blog/tpe-114-how-to-thrive-in-ppc-in-2025-when-others-will-struggle-part-2-2)**).
Have a great week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #114 — How to thrive in PPC in 2025 when others will struggle (part 2/2)
URL: https://www.ppcmastery.com/newsletter/tpe-114-how-to-thrive-in-ppc-in-2025-when-others-will-struggle-part-2-2
Published: 2025-07-16
Author: Miles McNair
GM, Miles here with The PPC Edge _(I'm excited, it's one of my favorite issues!)_.
Today, I’m sharing part 2 of 2 in our mini-series: **“How to thrive in PPC in 2025 when others will struggle”.**
I created this because 80% of PPCers think driving results with Google Ads has become harder:
With that in mind, I created a twofold solution to make sure you can confidently drive results in 2025 (when others will struggle):
1. Deeply master the fundamentals of Google Ads (preventing overwhelm by using a repeatable process that works).
2. Look beyond Google Ads: become a business partner for your clients (by evolving into a T-Shaped Google Ads Specialist).
Last week, I showed you part 1 _[**\[Read it back here if you missed it\]**](https://www.ppcmastery.com/blog/tpe-113-how-to-thrive-in-ppc-in-2025-when-others-will-struggle-part-1-2)_.
Today, I’ll show you the second part of the solution (you’ll love it).
Let’s dive right in!
## How to thrive in 2025 part 2: look beyond Google Ads and become a business partner for your clients (by evolving into a T-Shaped Google Ads Specialist).
In [**part 1 of this mini-series**](https://www.ppcmastery.com/blog/tpe-113-how-to-thrive-in-ppc-in-2025-when-others-will-struggle-part-1-2), you learned why deeply mastering the fundamentals is the key to success with Google Ads.
But simply being a ‘Google Ads Button Pusher’ is no longer enough.
If you want to thrive (especially in the current landscape that’s driven by AI and automation), it’s essential to become a business partner for your clients.
And you do that by developing essential business skills that stack on top of your existing Google Ads skillset.
**We call this ‘T-Shaped Google Ads Specialists’:**
- You will have 1 core expertise: Google Ads (with deep knowledge).
- On top of that, you possess broad knowledge of wider business topics.
This makes you extremely powerful and relevant, as you’ll be able to help your clients grow their business (further than just Google Ads).
By becoming a T-Shaped Google Ads Specialist, you can serve your clients better by:
- Spotting **new opportunities or bottlenecks** they may not see themselves.
- Increasing **AOV/CVR/LTV**.
- Optimizing their **offers, pricing, funnels, and positioning**.
- Optimizing their **sales processes** (to increase lead-to-sale ratios).
- Challenging them on the **inefficiencies in their business**.
This does not mean you have to do everything yourself (it’s quite the opposite).
Let other specialists do the heavy lifting and implementation of things outside of your core expertise (Google Ads).
Your job is to develop a broad understanding of multiple topics so you know how to spot opportunities and identify growth bottlenecks.
In the end, the best Google Ads Specialists can look beyond Google Ads and help clients grow their businesses holistically.
But how do you do that?
## How to become a T-Shaped Google Ads Specialist (without getting overwhelmed).
It’s easy to look at our framework and get overwhelmed because you ask yourself: _“how the heck am I gonna learn all those extra skills?”_
Well… You must understand that true mastery takes time.
**Here’s my approach to getting better (without getting overwhelmed):**
I treat myself as a video game character I’m trying to level up.
Sounds weird? Let me explain.
When I was young, I played a game called “Runescape”.
You create a character that needs to complete quests, slay dragons, and fight other people for gold & glory.
_Image credit: **[Gamingbible.com](https://www.gamingbible.com/news/platform/pc/runescape-og-matched-2007-peak-185586-20231121)**_
But you can only do that by developing certain skills _(from level 1-99)_, like:
- Woodcutting.
- Firemaking.
- Cooking.
- Strength.
- Defense.
- Magic.
- Etc.
Everyone starts in the same starting area, but ends up in a different place because you can decide for yourself which skills you want to develop:
- Some players choose to focus on getting 1 skill (e.g. Magic) to the max level of 99.
- Others choose to build a more balanced character with multiple skills in the 30-60 level range.
And as time progresses, your character levels up and becomes stronger — allowing you to complete more quests, slay dragons, and get further ahead than other players.
**I treat my career as a Google Ads Specialist the same: throughout the year, I work on "leveling up my character" by developing my business skills.**
My core expertise is Google Ads, so I’m constantly keeping that axe sharp (by figuratively leveling it up to 99).
But on top of that, I challenge myself to get a broad understanding of other things that make me a better business partner for my clients (by figuratively leveling up certain skills to the 30-60 range).
Except in PPC, it’s not Woodcutting, Strength, or Magic… But:
- Unit Economics (+ AOV & LTV Boosters).
- Business Strategy (Leads & Sales).
- Conversion Rate Optimization.
- Offer Creation & Optimization.
- Advanced Data & Analytics.
- Channel Expertise.
- Etc.
And as a result, I become a well-rounded T-Shaped Google Ads Specialist with 1 core expertise (at level 99) + lots of other skills that I broadly understand (in the 30-60 range).
Not all skills have to be level 99 — I don’t have to know the nitty-gritty details of everything to spot opportunities and bottlenecks.
It’s quite the opposite: I only need a decent baseline to do so, and often a low- to mid-level is enough!
**Over to you — treat yourself as a video game character: decide which skills you want to dive into first, and start “leveling up”.**
Need some examples?
**If you’re doing Ecom, you could dive into:**
- Unit Economics (focusing on profit margins).
- CRO (focusing on better funnels & product pages).
- Advanced Data & Analytics (with full-funnel attribution).
**If you’re doing Lead Gen, you could dive into:**
- Lead Nurture & Scoring (to improve lead quality).
- CRM Automation to improve the lead-to-sale process.
- Channel Expertise (e.g. understanding how Email Marketing improves close rates).
But these are just examples.
**The key principle is this: the more skills with “broad knowledge” (level 30-60) you can stack on top of your deep understanding and core expertise of Google Ads (level 99), the better you can serve your clients.**
As a result, you’ll thrive when others will struggle, because you become a business partner — and not just a Google Ads button pusher.
Life is a never-ending journey of progress — you’re never done learning and improving.
**And if you’re smart about it, your progress compounds over time and you’ll be able to:**
- Feel confident in your abilities to help clients grow.
- Become an authority in the industry.
- Experience less overwhelm, stress, and frustration.
## And that’s how you thrive in 2025 (when others will struggle).
To summarize: 2025 is the year when lots of Google Ads Specialists will struggle to drive results.
But that’s not the case for you if you follow this simple 2-step process:
1. Deeply master the fundamentals of Google Ads (preventing overwhelm by using a repeatable process that works). _[**\[Read it back here in part 1 if you missed it\]**](https://www.ppcmastery.com/blog/tpe-113-how-to-thrive-in-ppc-in-2025-when-others-will-struggle-part-1-2)_.
2. Look beyond Google Ads: become a business partner for your clients (by evolving into a T-Shaped Google Ads Specialist).
Hopefully, this 2-part series was valuable.
I sincerely hope it’s gonna help you stay ahead in our fast-changing industry, and make 2025 the best year of your career.
## A final note.
Great news: we recently launched a new program in **[The PPC Hub](https://www.ppcmastery.com/hub)** called ‘The Google Ads Success Path’.
In this program, we’ll help you:
- Deeply master the fundamentals with Google Ads so you can drive outstanding results over and over.
- Become a business partner for your clients by evolving into a T-Shaped Google Ads Specialist.
That way, you'll be 10 steps ahead of your competition because you can access and implement the proven frameworks that drive maximum results in minimum time.
Get instant access by joining **[The PPC Hub](https://www.ppcmastery.com/hub)**.
And that’s all for today.
See you again next week!
Have a lovely day :).
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #137 — what works now in Google Ads (11 high-impact tips from top PPC experts)
URL: https://www.ppcmastery.com/newsletter/tpe-137-what-works-now-in-google-ads-11-high-impact-tips-from-top-ppc-experts
Published: 2025-07-16
Author: Miles McNair
GM, Miles here with a special issue of The PPC Edge.
We regularly share what’s working for _us_ — but today we’re doing this differently.
The PPC Hub has over 2.000 members right now, and most of them are experienced Google Ads Specialists.
That means there’s a lot we can learn from _each other_ — so I asked 11 of the highest-performing members of [**The PPC Hub**](https://www.ppcmastery.com/hub) to share something that worked well for them this year.
So here you go: 11 high-impact Google Ads tips from top PPC Experts (as well as my thoughts about those tips in a single line).
Let’s dive right in!
## **1: [Susan Koolen-Tops](https://www.linkedin.com/in/susan-koolen-tops-29760148/): segmentation & consolidation improved results.**
_“I'm working in-house for an international company and I'm working in 7 different accounts in 7 countries/webshops. In every country I have a native colleague that I'm coaching in the SEA field and online marketing. The past 6 months we worked on **segmentation and consolidation** in all accounts. We filtered out the spare parts and created new feed attributes to ensure segmentation based on animal type._
_We tested this segment in several types of campaigns in all accounts. Especially the Pmax acquisition campaign, specified on products for one specific animal, worked out super good. ROAS went crazy! Segmenting based on a part of a country (e.g. only the south) worked out pretty good as well._
_In June we ran a full asset festival campaign (discounts and giveaways). My advice is to make a separate Pmax for it, isolate the products 2 weeks before the launch of the sale discounts to ensure there is no learning time when you go live with your campaign. The assets (images and video) were in line with the rest of the campaign that was launched in all online marketing channels. As you can see, crazy ROAS as well! Tip for Black Friday.”_
**💜 My thoughts:** I love this. Segmenting based on specific parts of a country doesn’t seem like “best practice”, but it goes to show that every account is different and the strategy should align with the business goals, challenges, and limitations. The results don’t lie, well done!
## **2: [Ramial Aqeel](https://www.linkedin.com/in/ramialaqeel/): impacting results with Unit Economics.**
_“Over the last 6 months, doubling down on Unit Economics has had the biggest impact on both performance and client relationships. By having that clear understanding of the important numbers, I've been able to align much better with clients and specific business objectives. More meaningful conversations, better testing and much clearer and cleaner strategy. This is paramount for all PPC campaigns for steadier account growth, rather than second-guessing, and something I will be explicitly pushing at the forefront of my PPC services.”_
**💜 My thoughts:** I can’t stress enough how important it is to understand your client’s Unit Economics, because they usually have no idea themselves. Kudos to Ramial for championing this in The PPC Hub for a while now!
## **3: [Lol Lowe](https://www.linkedin.com/in/lollowe/): back to the basics increased CTR and conversions.**
_“The one thing that’s moved the needle on my ad campaigns is going back to basics on old school marketing i.e. understanding the end customer, what their concerns are, what they perceive as value and addressing those in the ad copy. Typically I’ve seen between a 19% & 67% increase in clickthrough rates and significantly increased conversions with or without landing pages that completely reflect the ad copy. I add customer research to Claude to help create ideas for the ad and landing page content, so it’s a nice blend of old and new style marketing.”_
**💜 My thoughts:** A perfect execution of the basics often leads to the best results, as you also see in this case from Lol!
## 4: [Wolkan Yagar](https://www.linkedin.com/in/wolkan-yagar/)**: 60% lower CPA with the Feeder strategy.**
_"This year, I decreased a client’s CPA by 60% by using Smart Bidding and Maximize Clicks based on John Moran’s Feeder strategy. The client is B2B selling pharmaceutical products with a high AOV. They were using broad match before and DSA with no restrictions. The result shouldn’t shock you: lots of wasted ad spend._
_So when I took over, I cleaned up everything: added like 1.000+ negatives, set up a solid DSA campaign with designated pages, and restructured the entire account. This slightly improved conversions and CPA. T__hen I discovered John’s Feeder strategy — and after implementing it the CPA dropped by 60%. I recommend everyone to try it out!"_
**💜 My thoughts:** It still surprises me how many B2B accounts have little to no negatives — and they still wonder why their CPAs are too high. Great case from Wolkan!
## **5: [Hester Geerdink](https://www.linkedin.com/in/hestercdijkstra/): increased value for clients outside of the Google Ads interface.**
_“Over the past six months, I’ve increased the value I deliver to clients by focusing less on the Google Ads interface and more on two other areas: marketing strategy and AI._
_For new clients, I develop strategies that go beyond account settings. By mapping out the marketing funnel, clients get a much clearer picture of how their audience behaves and where we can drive results. It also makes getting buy-in for landing pages a lot easier, something many PPC specialists struggle with. This more comprehensive approach allows you to overdeliver and creates a strong start to the partnership._
_On top of that, many businesses want to do something with AI to save time and money, but they don’t know where to begin. Luckily, the PPC Hub is full of savvy online marketers. :) Sometimes I build a solution myself, sometimes I simply point them to the right tools. Clients value the time and money saved. In a time when PPC is increasingly automated, this is exactly how you can maintain, and even grow, your added value.”_
**💜 My thoughts:** Hester perfectly demonstrates the essence and value of the T-Shaped Google Ads Specialist profile. Her deep knowledge of Google Ads + broad knowledge of broader business topics make her the perfect business partner for her clients and not just a commodotized button-pusher!
## **6: [Sandi Walsh](https://www.linkedin.com/in/sandralouisewalsh/): landing pages drove the best results.**
_“It’s been a massive six months for me, and I’m so grateful for all the support and tools from the PPC Hub community. Over the past 6 months, I finally cracked the ‘better landing page’ challenge by using the PPC Hub’s Custom GPT from the Success Path to help a new client build their first Google Ads–optimised landing page._
_It’s outperforming their old pages and bringing in high-quality leads. So much so that they’re building another one! This, plus going fully freelance, sharing my story on the PPC Mastery Podcast, and achieving Google Partner status this week, has really boosted my confidence._
_My big takeaway is that positioning yourself as a business partner, not just an ‘Ads manager’, is what sets us apart. Because it’s more than just the click, it’s what happens after the click that really drives results. And I couldn’t have done it without the constant support and inspiration from the PPC Hub community!”_
**💜 My thoughts:** Sandi recently went freelance after years of working at an agency — and she’s already miles ahead of the competition because she understands how important it is what happens after the click!
## **7: [Louis Bogdan](https://www.linkedin.com/in/imlouisbogdan/): feed better data into Google Ads with enriched conversion tracking.**
_"Enriching conversion tracking setups so that they go beyond feeding basic data into Google Ads has been a game changer. I've seen many stuck or slow campaigns sky-rocket in growth after implementing Server-Side Tagging, Conversion with Cart Data, user-provided data, and new customer data."_
**💜 My thoughts:** Your conversion tracking setup is the ultimate foundation for your results and Louis understands this. Whoever has the most high-quality, relevant data, wins!
## **8: [Harm-Jesse de Jong](https://www.linkedin.com/in/harm-jesse-de-jong/): breakthroughs by blocking out time for self-development and experimentation.**
_“The biggest breakthrough I’ve experienced over the past months is consciously blocking out time for my own development and experimentation — especially when it comes to AI._
_Starting with such a broad topic can feel overwhelming, but simply setting aside a few hours each week to dive into something new is a powerful first step. For me, this meant looking at which daily tasks I could potentially automate, and then just starting to experiment with building simple AI scripts._
_Sometimes there are already better solutions out there, but the real value comes from the learning process itself. Surrounding yourself with specialists and like-minded peers, and just trying things out, helps you stay up-to-date and actually grow with the industry._
_What’s more, this process is genuinely rewarding — it’s exciting to learn new things and realize you’re able to deliver even more value to your clients._ _And I’ve noticed it creates a kind of snowball effect: as you get a better grip on your own development, you start feeling more energized and motivated to keep going, making continuous learning something you really look forward to.”_
**💜 My thoughts:** Investing in yourself always has the highest ROI. Harm-Jesse always shows up to our live sessions and I’ve seen him have major “aha” moments, so I’m stoked to read his investments in himself (both with time and money) are paying off.
## **9: [Robin Hendriksen](https://www.linkedin.com/in/robinhendriksen/): consolidation still outperforms fragmented account structures.**
_“Over the past six months, consolidation in Google Ads has still consistently delivered more stable and better-performing results for me compared to fragmented account structures. Yet I still often see overly complex setups with far too many campaigns and ad groups, relying on automated bidding strategies — while most of those campaigns don’t even hit the 50-conversion threshold over 30 days._
_Without sufficient data, Google’s AI simply can’t perform optimally. So before scaling horizontally, focus on gathering enough conversion data per campaign. When data is limited, it's equally important to be critical of your bidding strategy. You don’t always need to start with an automated bidding strategy (something I still see happen far too often)._
_In some cases, I prefer to begin with manual CPC or Maximize Clicks to build initial volume and then transition to tROAS or tCPA once enough data is available. I also frequently see the technical foundation being overlooked. Personally, I always start by setting up proper conversion tracking, dynamic remarketing, and an optimized product feed. Without that foundation, campaigns lack stability: good input = good output._
_In the end, Google Ads is just one piece of the puzzle. What happens before the click (like creating an irresistible offer) and after the click (like optimizing landing pages) is ultimately more important than having a perfectly set up account structure. That’s exactly the kind of thinking I fully align with the PPC Hub. If you don’t get those two parts right, it doesn’t matter how well you build your campaigns — you still won’t get there.”_
**💜 My thoughts:** Robin’s take on consolidation sounds accurate, but I love his thoughts about Google Ads just being one piece of the puzzle even more. Ultimately, driving results comes from striking the perfect balance between what you do inside and outside the ad interface — and Robin gets that.
## **10: [Kudakwashe Chinhara](https://www.linkedin.com/in/kudachinhara/): transformative shift in skillset by tripling down on the fundamentals, while deepening technical automation skills.**
_“The most transformative shift over the last six months has been tripling down on these two, specifically drilling the fundamentals while deepening my technical automation skills. This approach to your T-shaped Google Ads Specialist framework has created two new revenue streams I never anticipated._
1. _I've secured multiple AI/Automation retainers by building custom tools that solve my own repetitive campaign management tasks._
2. _My software has generated direct sales from PPC practitioners who gain value from it._
_A bonus is that two recently launched campaigns for local services businesses had to be paused early due to overwhelming lead volume and closed deals - all from following the good ole formula._
_Also, a key insight for me is that I cannot automate or AI-enhance a fundamentally broken process. I need to master the basics first, then layer technology on top to scale what already works. Weakness in any fundamental creates a leak that undermines everything else, no matter how sophisticated your automation becomes.”_
**💜 My thoughts:** Kuda has seen a massive transformation since joining The PPC Hub about a year ago. I haven’t seen any other member who has so actively doubled down on mastering and applying the fundamentals of Google Ads like Kuda — and he embodies the T-Shaped Google Ads Specialist profile: deep knowledge of Google Ads + a self-chosen skill development of technical automation makes him a powerful expert.
## **11: [Geert Groot](https://www.linkedin.com/in/geertgroot/): using the Google Ads API & AI to build custom tools.**
_“2025 is the year automation really took off for me and my clients. Tools I've built with Cursor are using the Google Ads API combined with custom GPTs to set up new Search Ads within minutes._
_I've even got clients where the complete website is set up by talking to Cursor, where last week it went to next level when I played a voice memo from my client and the AI took off to make the changes._
_If you're not using AI, you are falling back rapidly, not only in management but even more in personal development. People using AI to help their clients will be adding more value, can deliver quicker and cheaper, and will take your job. So start to FAFO with the tools available and make your clients love you even more.”_
**💜 My thoughts:** Geert is one of the most active AI-builders in The PPC Hub and he’s built epic tools for his own use, to become more productive and efficient with less time per client. He’s right about how PPC Experts who leverage AI will eventually take all the opportunities… So start messing around with it!
## Want to join these pros and 2.000+ of the best PPC Experts in the world? Join The PPC Hub!
Inside, you’ll learn & grow together with the best Google Ads Specialists across the world.
Instantly unlock access to our growing library of courses, workshops, and resources, as well as the best PPC community in the world.
[**Click here to join The PPC Hub.**](https://www.ppcmastery.com/hub)
That’s all for today, I hope you enjoyed it!
See you next week :).
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #94 — Why Consolidation is the Key to Success with Google Ads
URL: https://www.ppcmastery.com/newsletter/tpe-94-why-consolidation-is-the-key-to-success-with-google-ads
Published: 2025-07-16
Author: Miles McNair
GM, Miles here!
If you ask me what the key is to success with Google Ads, I’ll say account consolidation.
It's the foundation on which great performance is built.
By aggregating data, you enable Google’s Smart Bidding algorithm to be more effective at reaching your goals.
But how does it work and how do you implement it?
I’ll show you in today’s issue of The PPC Edge.
Do this well, and your results are very likely to improve.
Let’s dive right in!
## The biggest mistake I see in accounts: over-segmented campaign structures.
Smart Bidding needs a lot of data to work well.
So the biggest mistake you can make in your Google Ads accounts is over-segmenting your campaign structure.
In other words: **creating too many campaigns with fragmented data leads to ineffective use of Google’s Smart Bidding algorithm**.
If your traffic is segmented into too many campaigns and/or ad groups, Smart Bidding has to attain the efficiency target for each segment independently (essentially spreading itself too thin).
This can result in a higher marginal cost for some conversions, reducing the overall efficiency of the bid strategy. That’s why I discourage over-segmenting (unless you have a good reason).
Let’s look at the solution: account consolidation.
## What is account consolidation?
“Account consolidation” is the act of merging campaigns and aggregating data to make Smart Bidding more effective.
By simplifying your account structure, you’ll have better input (more data), which leads to better output (results).
Again: Google’s Smart Bidding algorithm needs a lot of data to work well so it’s our job to aggregate as much data as possible (while remaining relevant).
Before I explain why it works so well, let’s look at some results from ourselves and [**The PPC Hub**](https://www.ppcmastery.com/hub):
**✅ My account: +345% conversion value & +22% ROAS.**
One of the biggest wins I had in my own accounts came from consolidating an Ecom account structure in 2020 (around the time when Smart Bidding became best practice): I merged 44 Non-Branded Search campaigns into 7, resulting in a conversion value uplift of +345%, and a ROAS increase of +22%.
This opened my eyes to the power of consolidation and data aggregation. If I were to do the consolidation again in 2024, I’d probably make even fewer campaigns.
**✅ Bob’s account: +253% conversions & -60% CPA.**
Bob recently shared an insane **[Lead Gen case study](https://www.linkedin.com/posts/bmmeijer_this-case-study-is-a-google-ads-lead-gen-activity-7193298515559673856-WZQA/?utm_source=share&utm_medium=member_desktop)** in which he increased conversions by +253% and reduced CPA by -60% by consolidating 19 campaigns into 4.
**✅ Ramial’s account: +94% conversions & -17% CPA.**
**[Ramial](https://www.linkedin.com/in/ramialaqeeldigital/)** went through our Search Mastery course in [**The PPC Hub**](https://www.ppcmastery.com/hub) and consolidated his campaigns for a Lead Gen client. The results speak for themselves: +94% conversions at a -17% lower CPA.
**✅ Niklas’ account: +9% conversion value & +18% ROAS.**
[**Niklas**](https://www.linkedin.com/in/niklaseckl/) also aggregated as much data as possible by consolidating his campaign structure, which led to a +9% conversion value increase at a +18% higher ROAS (Ecom client).
We have many more examples but let’s move on to why this works so well!
## Why is account consolidation so effective?
By consolidating traffic, Smart Bidding can look across all searches within a campaign to obtain the most conversions at a singular efficiency target. It has **maximum flexibility** to compete in more auctions to find the most conversions.
In simpler terms: Smart Bidding has more data and will be better at predicting future conversions and driving results.
Smart Bidding works best when it can optimize towards **the same marginal cost per conversion** across all related traffic. In theory, this will lead to the highest possible (conversion) volume at a given efficiency target.
And that’s exactly what we’ve seen in the examples above.
Mature accounts with lots of conversion data can generally experiment a bit more with campaign segmentations, but consolidation is typically very important in accounts with lower conversion volumes.
**Here’s 3 reasons why consolidated campaign structures with aggregated data are so effective:**
## How do you consolidate campaign structures?
I wish I could tell you there’s one road to success with consolidation, but there isn’t.
How you consolidate your campaign structures depends on a lot of factors (like your data, conversions, goals, targets, etc.)…
I can’t tell you how you should CONSOLIDATE your campaigns, but I can teach you how to THINK about consolidating your campaigns.
I always follow our ‘Golden Rule’ of campaign structures:
_“Always consolidate as much traffic as possible. Only segment when there is a good reason to do so.”_
The starting point is always consolidation and data aggregation. From there, you can think about campaign segmentations.
But always keep it simple and consolidate as much traffic as possible, while retaining relevancy.
**Only segment (aka create additional campaigns) if…**
1. If you have a different **business objective** _(e.g. use different bid strategies or targets)_.
2. If you want to **allocate specific budgets** _(e.g. allocate more budget to service X)_.
3. If you want to use **campaign-specific goals** _(e.g. use different conversion actions)_.
4. If you want to use **campaign-specific settings** _(e.g. NCA and location targeting)_.
5. If you have **specific insights the algo won’t know** _(e.g. business specific insights)_.
6. If you want to **provide additional insights or reporting** _(e.g. for specific categories)_.
7. If you see **attribution discrepancies** _(for different segments in your 3rd party tools)_.
8. If you want to **isolate an experiment** _(e.g. structure, bid strategies, etc)_.
Don’t have a compelling reason to segment? Consolidate. Always keep it simple!
_(Aka simplify your account by merging/consolidating campaigns to aggregate data)_
## How do you consolidate Ad Groups?
I also recommend you to consolidate your ad groups, in addition to your campaigns, with the **primary goal of aggregating data to make your Responsive Search Ads perform better**.
**Our Golden Rule for ad group consolidation: create one ad group per creative theme.**
- A creative theme is a **unifying concept** that binds together the keywords, ad copy, and landing page of a particular ad group.
- It ensures that there is a **tight correlation** between what the user is searching for, the ad they see, and the page they land on after clicking the ad.
- Use **one ad group per unique landing page** if possible.
- You need **\>2.000 impressions per month** per ad group for asset performance labels but I recommend you to aim for more.
**Only segment your ad groups if…**
1. If a keyword does not fit a current ad group and will mess up your **creative relevance**.
2. If you want to further specify ads and landing pages for **different user intents**.
3. If you want to segment **high-performers** for better analytics, reporting and optimization.
4. If some keywords warrant **a different ad message, tone, or offer** than others.
5. If there are **landing pages** that could be more directly relevant to specific keywords.
6. If you need to apply **negative keywords** to only a subset of keywords within an ad group.
7. If you want to use **different efficiency targets** for a subset of keywords.
8. If you want to **isolate an experiment** (e.g. assets, landing pages, QS, etc).
Avoid any unnecessary segmentation. This will only hurt the algorithm.
Again: keep it simple!
_(I will dive deeper into this in a future issue of The PPC Edge!)_
## The 4 biggest mistakes while consolidating campaign structures.
Lastly, here are the 4 biggest mistakes Google Ads Specialists make when consolidating their campaign structures:
**1: Unnecessary segmentations.**
You’re seriously harming your performance if you’re segmenting campaigns based on match types, locations, demographics, or audiences. Avoid unnecessary segmentations to improve performance (Smart Bidding uses these datapoints as signals already so no need to segment out any further).
**2: Consolidating Branded & Non-Branded traffic.**
I love simple and consolidated accounts. However, I will never consolidate Branded & Non-Branded traffic. They typically have vastly different goals, budgets and bid strategies (segmentation rules 1 & 2) so in 99.99% of the cases I keep them in separate campaigns.
**3: Not thinking about cannibalization between pMax & Search.**
The most basic form of data aggregation would be to create 1 Performance Max campaign — but that’s generally speaking not the best way approach consolidation.
Understand how pMax and Search work together (or better: how pMax cannibalizes on Search) and adjust your campaign structures and consolidation accordingly.
**4: Not focusing on simplicty.**
Below is an example of how Bob consolidated his Search campaigns into 1x Branded Search & 1x Non-Branded Search. His results improved significantly and the account became easier to manage (win-win!).
## Over to you: audit your account and consolidate your campaigns.
To recap: consolidation is the key to success with Google Ads. By aggregating data, Smart Bidding is more effective at generating conversions and reaching your goals.
It’s the foundation on which great performance is built and it almost always improves results.
Unfortunately, you can’t A/B test your entire account structure so you’ll need to run an A/A (before & after) experiment to test the effectiveness of consolidation.
Remember our Golden Rule: _“Always consolidate as much traffic is possible. Only segment when there is a good reason to do so.”_
**A final note: If you want our help consolidating your Search campaigns, then you will love our Search Mastery course.**
It’s only available in [**The PPC Hub**](https://www.ppcmastery.com/hub) (our membership exclusively for experienced Google Ads Specialists) and shows you all the best practices of “Modern-Day Search” so you can confidently drive results with this powerful campaign type (for both Ecommerce and Lead Gen accounts).
If you want to improve results, open yourself up to new opportunities for your life and career, and join a community of like-minded PPCers who all learn and grow together, then [**consider joining The PPC Hub here**](https://www.ppcmastery.com/hub).
Thanks for reading — that’s all for today.
I hope it was valuable, and see you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #135 — 50 PPC tasks for this Summer (2025 edition)
URL: https://www.ppcmastery.com/newsletter/tpe-135-50-ppc-tasks-for-this-summer-2025-edition
Published: 2025-07-15
Author: Miles McNair
GM, Miles here!
It’s Summer — which means most people are taking some time off (rightly so).
As a result, work slows down a bit.
I also notice it: clients are less responsive and the vibe is a bit more laidback in [**The PPC Hub**](https://www.ppcmastery.com/hub).
I love to take advantage of that by doing some of the tasks I normally wouldn’t have the time for.
I created a list of 50 tasks you can do this Summer, in the following categories:
- Audit
- Hygiene
- Learning & research
- New tests
- Preparation
- Reporting
- Tools
- Sales
- Other
I also shared this list last year, but updated and refreshed it so it’s super relevant in 2025.
Let’s dive right in!
# **Audit**
The first section is about auditing your life and accounts. Take one step back to move two steps forward.
# **1: Do a life audit: are you happy right now?**
I build my life intentionally. It’s easy to get caught up in life. Time goes by so fast, and the last thing I want is for life to slip through my fingers. I don’t want to just ‘go with the motions’. I want an awesome life, filled with the things I value.
At least twice per year, I do a life audit to make sure I’m still happy and enjoying the path that I’m on. If I’m not, I change the direction I’m headed towards.
And what better time to do a life audit, than during Summer?
The goal is to take a step back, and ask yourself:
- What is going well in my life?
- What do I dislike about my life?
- Is there anything I’d like to change?
- Do I still like my current job/clients?
- What do I want more of, that I’m currently not doing?
- On average, do I have fun in my days?
If any of the answers dissatisfy you, make the necessary changes and optimizations.
It’s your life — make the most out of it!
[_**Here’s a free guide with the template I use for my own Life Audits!**_](https://www.ppcmastery.com/blog/tpe-93-design-your-dream-life-with-life-audits)
# **2: Audit your account.**
When work slows down in the Summer, I love to do account audits. There are a few ways you can go about that:
1. Audit your own account
2. Sell an audit to a client
3. Exchange an audit with another specialist
You’ll be surprised how much you can grow when you do an audit of your own account. Or even better: get someone else to audit yours!
[_**Click here to grab a free copy of our Audit Templates!**_](https://www.ppcmastery.com/audit)
# **3: Go through the Insights tab.**
The "Insights" tab in Google Ads is a hidden goldmine full of treasures.
Check it frequently to dig for insights:
- Performance trends
- Change history insights
- Location-specific insights
- Search term insights and trends
- Recommendations to apply (not)
- Predicted search interest insights
- Auction insights (Performance Max)
- Audience insights (how they performed)
- Asset insights (performance per audience)
You can find these insights for the entire account, or per individual campaigns.
# **Hygiene**
The next part is about hygiene tasks. You’re probably not doing all of these because you have to prioritize other high-impact tasks. When work slows down in the Summer, I love going through hygiene optimizations that I otherwise didn’t have time for.
# **4: Go through your search term reports.**
This one speaks for itself. We’re sure you're already leveraging your search term reports. But I'd like to challenge you:
Take an even deeper look at your queries. Learn from them. Exclude new terms that you might’ve missed, add new keywords. Report back to your clients. Let your SEO colleagues know about anything you find.
There’s gold hidden in your search term reports if you take the time to go deeper than normal.
# **5: Go through your placement reports.**
Running YouTube and Display campaigns? Go through the placements report. See what you find and exclude anything that’s irrelevant (pro tip: specifically look for kids’ channels).
# **6: Optimize your extensions (sitelinks etc.).**
When work slows down, I love to optimize our extensions _(ok ok, assets...)_. I can keep it short here.
# **7: Create better video/image ads with tools.**
Another PPC task for this Summer: optimize your video and image ads. Use AI tools to speed up the process.
# **8: Work on your Quality Scores.**
Quality Scores definitely still matter, but they are often overlooked. Take some time to optimize them this Summer. Pro tip: start with keywords with ‘Below Average’ or ‘Average’ scores of Ad Relevance — those are easiest to improve.
[_**Want an in-depth guide on how to optimize Quality Score? Check it out here.**_](https://www.ppcmastery.com/blog/tpe-32-how-to-optimize-quality-score-in-2023)
# **9: Refresh your Customer Match lists.**
When was the last time you updated your Customer Lists in Google Ads? We’re guessing a long time ago. Take some effort to refresh them. Upload different lists and make segmentations of all customers, high-value customers, repeat purchasers etc.
[_**Here are 3 ways to beat your competition with Customer Match.**_](https://www.ppcmastery.com/blog/tpe-101-3-ways-to-beat-your-competitors-with-customer-match)
# **10: Clean up your product feed.**
Are you happy with the quality of your product feed? Do a feed audit and see where you can enrich it with high-quality, relevant data. Start with the most important feed attributes like titles, images and prices, but don’t forget about secondary attributes like colors, materials, GTINs, sizes etc.
[_**Grab a copy of our free Product Feed Blueprint here.**_](https://www.ppcmastery.com/feed)
# **11: Clean up non-serving keywords.**
How many active keywords do you have in your account, that aren’t getting any impressions? Clean up your keywords and make your account easier to manage.
# **12: Properly set up Google Merchant Center Next.**
Have you really taken the time to properly set up GMC Next, or have you been putting this off because you have other priorities? Optimize your settings like shipping, returns, automatic product improvements, product protection etc.
[_**Here's a guide with 12 hidden insights in GMC (needs to be updated for GMC Next but it's still relevant!)**_](https://www.ppcmastery.com/blog/tpe-59-12-hidden-insights-in-gmc)
# **13: Get your Google Ads certifications (boring).**
I hate the Google Ads certifications, but I also know that for some agencies and jobs, you’re required to refresh them every year. Look at when your certifications expire, and take some time to retake the tests this Summer. You don’t want to have to do this in Q4, when it’s the busiest time of the year.
If your job doesn’t require you to get the certifications, don’t even look at them.
Complete waste of time!
Pro tip: ask ChatGPT to take the test for you ;).
# **Learning & research**
In this next part, we’ll look at ways to develop yourself over the Summer by learning something new and researching new opportunities.
# **14: Take a course on PPC.**
The best way we can help you is through our online courses. If you’re interested in taking your skills to the next level, check out our offers at [**ppcmastery.com**](https://www.ppcmastery.com/).
We’d love to help you become an even better Google Ads Specialist!
If you wanna go all the way, I highly recommend joining [**The PPC Hub**](https://www.ppcmastery.com/hub) — you'll get access to many exclusive courses to help you master Google Ads.
# **15: Dive into YouTube advertising.**
YouTube Ads are still massively underused, and I think it’s because most specialists just don’t know how to run them. If you want to increase your value as a Google Ads Specialist, freelancer, or agency, mastering YouTube Ads will be a great idea [_**(follow Thomas Eccel for the best Demand Gen campaign insights).**_](https://www.linkedin.com/in/thomaseccel/)
# **16: Learn how to do full-funnel remarketing.**
Sometimes, to get the best remarketing results, you need to run campaigns outside of Google Ads. Have you tested remarketing on Meta (Facebook/Instagram etc.)? This tends to work complementary to Google Ads campaigns.
[_**Want a breakdown of a full-funnel Google Ads remarketing strategy? Check it out here.**_](https://www.ppcmastery.com/blog/tpe-33-full-funnel-remarketing-strategy-for-more-control)
# **17: Learn how to use ChatGPT for Google Ads.**
We all know ChatGPT — but are you actively using it for Google Ads? There are a lot of unique use cases: improving your RSAs, writing video ad scripts, researching competitors, keywords, drafting campaign setups etc.
The possibilities are endless and mastering ChatGPT (aka writing better prompts) will help you a lot as a Google Ads Specialist.
_Recently, we hosted 'The PPC Hub AI Week' for members of The PPC Hub with workshops from AI Experts like Mike Rhodes & more. Join [**here**](https://www.ppcmastery.com/hub) to watch it back instantly!_
# **18: Research AI tools to optimize workflow.**
The AI world is much bigger than just ChatGPT. There’s a tool for just about anything, and a lot of it is free or low-cost. Play around and get familiar with Claude, Cursor, Replit, and other AI Agent tools. Follow these amazing PPC Hubbers for great AI x PPC content: [**Mike Rhodes**](https://www.linkedin.com/in/mikerhodesideas/), [**Geert Groot**](https://www.linkedin.com/in/geertgroot/), [**Kudakwashe Chinhara**](https://www.linkedin.com/in/kudachinhara/), **[Alfred Simon](https://www.linkedin.com/in/alfred-simon/)** & [**Marc Cornelius**](https://www.linkedin.com/in/marc-cornelius/).
# **19: Do extensive competitor research.**
When was the last time you did competitor research? This is so valuable to do, even if you’re already working with a client for a long time. Find out what your competitors are doing that you’re not, and improve your entire online marketing strategy.
A great place to start: [**Google’s Ad Transparency Center**](https://adstransparency.google.com/) (see all competitor ads for free) — and run a few basic prompts through ChatGPT’s Deep Research feature!
# **20: Learn how to write Google Ads scripts.**
Scripts can give you an unfair advantage, as they can lead to better insights and optimizations. Writing them is hard, because you need to understand Javascript code. However, ChatGPT can help you with that.
[_**Here’s a list of our favorite pMax scripts, and links to download them.**_](https://www.ppcmastery.com/blog/tpe-91-5-pmax-scripts-for-more-control-and-insights)
# **21: Learn how to use Google Tag Manager.**
Mastering Google Tag Manager will not only increase your value as a PPC Expert, it will also make your life a whole lot easier. If you’re not using GTM a lot yet, now is the time to start learning how to use it!
If you want to master advanced conversion tracking and lay the foundation for success with Google Ads, check out our [**Conversion Tracking Mastery Course**](https://www.ppcmastery.com/conversion-tracking-mastery)!
# **22: Learn how to use Google Analytics 4.**
The same applies to GA4. We all hated the shift from Universal Analytics to Google Analytics 4, but there’s nothing we could do about it and now all we have is GA4. Have you taken time to truly master the platform, or are you still complaining about how UA was so much better?
Get over it and learn how to use GA4 (even though I also think it sucks lol)! :)
# **23: Read through official Google documentation.**
There is gold hidden in Google’s official documentation, but most people aren’t willing to sift through it. A great place to start: [**Google’s new features and announcements page**](https://support.google.com/google-ads/announcements/9048695?hl=en). Whenever they put out a new update, read the official documentation.
You’ll be surprised how much you can learn from it.
# **24: Read official GDPR documentation.**
This is boring, but so valuable. If you understand GDPR and privacy regulations on a deep level, you can be a better advisor and sparring partner to your clients.
I won’t pretend I completely understand GDPR and its implications… But it’s great to read up on, this Summer.
# **New tests**
In this section, I want to inspire you with a series of tests you can run in your accounts. Remember: never stop testing! :)
# **25: Set up an advanced conversion tracking technique (profit, OCT etc.).**
Basic tracking setups are no longer sufficient. If you want to take your results to the next level, you need to implement advanced tracking techniques like:
- Offline Conversion Tracking for Lead Gen
- Profit Tracking for Ecom
- Serverside Tagging
Whoever has the most high-quality data, wins.
There’s a LOT that goes into proper conversion tracking. **[If you want to upgrade your tracking skills with the latest techniques, check out this free training we created](https://www.youtube.com/watch?v=MDedygHHBrE)** a while ago (it’s still very relevant). It will help you understand and master the entire Google Ads tracking landscape from Rookie to Master.
[_**It’s live up on our YouTube channel.**_](https://www.youtube.com/watch?v=MDedygHHBrE)
# **26: Optimize your ads (write better copy).**
Responsive Search Ads have made Google Ads Specialists lazy. Don’t forget to keep testing new ad copy. Pro tip: use ChatGPT to speed up the process!
[_**Here’s a link to our free Ad Copy Wizard GPT.**_](https://www.ppcmastery.com/adcopy)
# **27: Make a list of high-impact tests for H2.**
I give you a lot of test ideas in this newsletter, but you need to make a list of tests that will be high-impact for your account(s). So list out everything you can do, and rate them according to the ‘ICE’-framework (Impact, Confidence, Effort). Start with the low-hanging fruit, and then work your way towards tests that potentially have the highest impact.
# **28: Test Automatically Applied Recommendations (JOKE).**
Just for fun: see what happens if you test Google’s AARs. You might be surprised by their impact.
_This is a JOKE — do not apply all of them. [**Here's a free guide to help you understand which AARs are harmless, and which ones are harmful. Check it out here.**](https://www.ppcmastery.com/blog/tpe-45-the-ultimate-guide-to-automatically-applied-recommendations)_
# **29: Dust off Microsoft Ads.**
Microsoft Ads generally has around 5-10% of the search market share worldwide. In some countries and demographics is more, some less.
Are you running Microsoft Ads? If not, now is the time to set them up (again). It’s an easy 5-10% revenue uplift with minimal extra effort because you can sync your Google Ads campaigns.
# **30: Test third-party attribution tools.**
Google Ads, just like any other ad platform, LOVES to take credit for every conversion. As you account grows and you start to spend on more channels than just Google, you need to use third-party attribution tools. Play around with them, see how the data is different. Recommendations: Hyros, Rockerbox, Northbeam, TripleWhale (or even GA4 if you want to go the free route).
# **31: Test new audiences.**
Use the Summer time to test new audiences on your upper funnel campaigns. An important learning of something we often see: if you can profitably scale an audience in the low-season, you can easily scale it in the high-season. Test new audiences now, so that you can run them up in Q4 for max growth and profit!
# **32: Test broad match.**
Broad match… You either hate it or love it. Honestly, it’s really good. If you haven’t already, run a few tests. Don’t want to take too much risk? Start with small controlled tests. There’s no way around broad match. Tested it with poor results? Ok sure, then stick to exact and phrase match. But if you haven’t tested it just because you don’t trust Google, then please go ahead and test again.
# **33: Optimize your landing pages.**
What happens after the click is often more important than what happens before the click. Optimize your landing pages. Even a 5% conversion rate uplift can be massive at scale. Just imagine if you’re able to increase your CVR by 10, 20 or even 30%.
[_**Click here to enroll in our brand-new Landing Page Mastery course!**_](https://www.ppcmastery.com/landing-page-mastery)
# **34: Test account consolidation.**
Since Summer is the low-season for most brands, you have the time to test new account structures. Test with consolidated structures (the benefit: more data at the campaign-level makes it easier for Smart Bidding to optimize for more conversions).
[_**This free guide will help you consolidate your accounts.**_](https://www.ppcmastery.com/blog/tpe-94-why-consolidation-is-the-key-to-success-with-google-ads)
# **35: Optimize your sales funnel.**
This goes hand-in-hand with optimizing your landing pages. Do a deep analysis of your entire funnel and see where the weak spots are. Then, optimize wherever you see the biggest dropoffs of users. Again: what happens after the click is often more important than what happens before.
# **Preparation**
In this section, we’ll look at some tasks you can do to prepare yourself and your accounts for better results in the future.
# **36: Create a roadmap.**
There is always a lot that you can do. This makes it easy to get overwhelmed. Create a roadmap of what you want to do and when. Don’t forget to share it with your client. Working with roadmaps causes trust as you have something to refer to. It also helps to keep everything structured.
# **37: Dive into the new updates.**
Every week, Google releases a TON of new updates. Use this Summer to catch up on everything you’ve missed. Here are a few good resources to start:
- [**Follow Adriaan Dekker on LinkedIn**](https://www.linkedin.com/in/adriaan-dekker-93b048a9/) (he shares all the updates daily and in his weekly newsletter).
- [**Read the official Google Ads "new features & announcements" blog**](https://support.google.com/google-ads/announcements/9048695?hl=en).
- [**Follow Ginny Marvin on LinkedIn**](https://www.linkedin.com/in/ginnymarvin/) (Ads Product Liaison at Google).
# **38: Start preparing for Q4 (Black Friday).**
Trust me when I say Q4 is around the corner. You really need to start preparing now. Urge your clients to start thinking about their offers and marketing strategy. The last thing you want is to have to do everything a few days before.
We’re about 2 months away from Q4. Just so you know. Start preparing now.
[_**Check out this episode of The PPC Mastery Podcast with Ruben Runneboom from Taskforce to start preparing properly.**_](https://www.youtube.com/watch?v=XddMfz1k_PA)
# **Reporting**
In this section, we’ll look at how you can improve your reporting this Summer.
# **39: Build a Looker Studio dashboard.**
I love using Looker Studio dashboards to report to my clients. They’re easy to use for everyone, even with no marketing background. The setup can be a bit technical, but the reward is huge: automated dashboards are the best. Use your time this Summer to build dashboards for yourself and your clients.
Pro tip: templatize them so you can use them across multiple accounts.
_Did you know members of The PPC Hub get access to our extensive Looker Studio dashboards for Ecom, Lead Gen & SaaS clients? They make data analysis and reporting so much easier and more efficient. Want access? [**Join The PPC Hub**](https://www.ppcmastery.com/hub)!_
# **40: Optimize your client reports.**
As an extension of your Looker Studio dashboards, look at how you can improve your client reports. Can you make them shorter? Have you ever asked your client if they like the report? Experience teaches us that we tend to over-report. Understand who you’re reporting to and what they want to see, and show them nothing more.
CEOs don’t care about impressions, CPCs and Quality Scores. They care about costs, revenue, ROAS.
Marketing managers might be more interested in granular reports with more data points.
Adjust your reports accordingly.
# **41: Do a deep H1 analysis and report to clients.**
This is how you can overdeliver to your clients: do a deep H1 analysis of their business and Google Ads results, and send it to them with concrete action steps. What do you see in the data that can help their business move forward? What do you see in the data that you can use to optimize your campaigns further?
Clients love these types of reports. Pro tip: keep them short and to the point, with concrete action steps!
# **Tools**
Let’s look at some tools you can test this Summer.
# **42: Implement a few scripts.**
Scripts are great to help you get more grip on your campaigns. **[Use this guide to help you get started with 8 high-impact scripts we use in our own accounts](https://www.ppcmastery.com/blog/tpe-41-8-high-impact-google-ads-scripts-more-control-insights-conversions).**
# **43: Test a new tool.**
Don’t like script? Test out a new tool! Some ideas:
- ProfitMetrics for ecom profit tracking
- Creatopy for image/video ad creation
- ProductHero for Performance-Based Bucketing
[_**Here's a guide with our favorite tools to save time and increase profits.**_](https://www.ppcmastery.com/blog/tpe-122-the-2025-ppc-expert-tool-stack-20-free-paid-tools)
# **44: Test Labelizers.**
Speaking of Performance-Based Bucketing… You can do that with Labelizers (either paid tools or free scripts).
[_**Check out this guide to help you get started for free.**_](https://www.ppcmastery.com/blog/tpe-46-advanced-pmax-campaign-structure-high-impact)
# **Sales**
In this section, we’ll look at some things you can do to boost your own sales.
# **45: Write content for LinkedIn (focus on inbound leads).**
All of our leads are inbound, mostly via LinkedIn. Write a few pieces of content, and see if you can get some inbound leads too. You have to be persistent and it might be slow at the start, but it will pay off in the end.
_In September, we’re going to do a special one-time live cohort for people who want to create content on LinkedIn to generate inbound leads — stay tuned for the invitation mid-August!_
# **46: Reach out to your dream clients.**
Have you ever wanted to work with a specific client or business? Reach out to them! If you don’t ask, you’ll never get it.
[_**Check out this story about how I got my first freelance client by reaching out to companies via job boards.**_](https://www.ppcmastery.com/blog/tpe-51-how-i-got-my-first-client-freelance)
# **47: Look for a new job.**
Are you still enjoying your job? If not, what’s keeping you there? Look for a new job! Life is too short to live on other people’s terms.
You don’t HAVE to pursue a freelancing career and you don’t HAVE to build your own business. If you’re happy working a regular job, that’s completely fine and more power to you. But please, don’t work at a job you hate.
# **48: Start a side hustle.**
Don’t want to leave your job, but looking for some extra income? Start a side hustle! Some ideas:
- Freelancing for a few clients
- Set up an affiliate project
- Test dropshipping
Even if you don't make any money, you will learn a lot!
[_**I created a guide with lessons from 5 of my own failed side hustles (and how they made me a better PPC Expert).**_](https://www.ppcmastery.com/blog/tpe-61-how-5-failed-side-hustles-made-me-a-better-ppc-expert)
# **49: Increase your prices.**
Are you a freelancer or agency owner? Ask yourself if you’re happy with your current rates. If not, what’s stopping you from increasing them? Be bold — make a case for why you should make more, and pitch it to current or new clients. Pro tip: make a connection between your increased rate and the improved results they have been getting by working with you. Numbers talk!
# **Other**
The most important tip is in this last section:
# **50: Take a break!**
Don’t forget do take a break. Go on a holiday with family and/or friends. Do some fun stuff. Sit in the sun.
The Summer period is nice to catch up on some of the tasks I added in this newsletter, but it’s also nice to slow down a bit and enjoy life.
So please, take a break and leave your laptop at home!
# **A final note.**
I hope this newsletter was valuable.
And if you're serious about becoming one of the best Google Ads Specialists in the field, consider joining The PPC Hub.
Inside, you'll find lots of courses and resources to master Google Ads, so you can confidently drive results for your clients.
Whether you're a freelancer or working at an agency/in-house, we will help you reach the next level of success for your career.
[**Feel free to join us here**](https://www.ppcmastery.com/hub).
And that's all for today.
Enjoy the rest of your Summer and see you next week!
Cheers,
Miles (& Bob)
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #136 — shiny object syndrome in PPC: why chasing trends kills your results
URL: https://www.ppcmastery.com/newsletter/tpe-136-shiny-object-syndrome-in-ppc-why-chasing-trends-kills-your-results
Published: 2025-07-15
Author: Miles McNair
GM, Miles here with The PPC Edge.
Ever chased a new PPC tactic that “everyone” was raving about on LinkedIn… only to realize 3 weeks later it made 0 impact?
Yeah, me too.
We’re constantly bombarded with new overhyped tools, AI “hacks”, and other shiny objects that promise better results instantly.
I call these “shiny objects”: tactics that _sound_ smart, but actually distract you from what really drives results.
So here’s the harsh truth:
**Shiny object syndrome is killing your performance.**
Why? Because it distracts you from what really matters:
You start chasing new trends instead of sharpening the _actual drivers_ of results.
The problem is that it’s subtle — it feels productive. But it also pulls you away from the “boring” stuff that actually works.
So you end up tweaking the wrong things — while the foundation of your account becomes unstable.
If that sounds familiar, don’t beat yourself up… This industry moves fast, and it’s easy to get distracted.
It happens to me too…
But if you want consistent, scalable, and profitable campaign performance — you need to double down on the fundamentals.
I’ll explain how in today’s issue — let’s dive in!
## **Here’s what actually drives success.**
Let me give it to you straight:
- Most accounts don’t need more tools.
- They need sharper execution of the fundamentals.
That’s where the real gains come from.
Here’s our proven Google Ads Success Formula we use every day to drive results:
The image might be a bit small, so Google Ads success =
- Irresistible offer +
- Conversion-optimized landing pages +
- Scalable unit economics +
- Aligned goals & KPIs +
- Crystal-clear conversion tracking +
- A solid campaign structure +
- Laser-sharp targeting +
- Compelling creatives +
- Efficient bid & budget management.
## That’s it, really. Nothing fancy. Just the fundamentals done right.
These things aren’t sexy. And they don’t make for “viral” posts on LinkedIn.
But they _work_ — and doing them properly compounds over time.
These are the timeless levers that scale accounts… So when performance drops, don’t start looking for new fancy-sounding strategies.
Instead, double down on building a solid foundation that allows you to scale more effectively.
Last year, we started teaching and emphasizing the importance of the fundamentals in [**The PPC Hub**](https://www.ppcmastery.com/hub). Since then, many members have posted case studies of how they improved results simply by nailing the fundamentals.
Like [**Kudakwashe Chinhara**](https://www.linkedin.com/posts/kudachinhara_%F0%9D%9F%AD%F0%9D%9F%AC%F0%9D%97%AB-%F0%9D%97%96%F0%9D%97%BC%F0%9D%97%BB%F0%9D%98%83%F0%9D%97%B2%F0%9D%97%BF%F0%9D%98%80%F0%9D%97%B6%F0%9D%97%BC%F0%9D%97%BB-%F0%9D%97%A5%F0%9D%97%AE%F0%9D%98%81%F0%9D%97%B2-%F0%9D%97%B3%F0%9D%97%BC%F0%9D%97%BF-activity-7328855552740986882-COIR?utm_source=share&utm_medium=member_desktop&rcm=ACoAABLxdOABSwYB6MYQyuuiSPnBQSxPJTJSybY), who 10xed conversion rate for a low-volume B2B client (among many other case studies he posted):
Or [**Ramial Aqeel**](https://www.linkedin.com/in/ramialaqeel/) who increased ROAS by 40%, simply by nailing the fundamentals:
And for [**Bob**](https://www.linkedin.com/posts/bmmeijer_this-case-study-is-a-google-ads-lead-gen-activity-7193298515559673856-WZQA?utm_source=share&utm_medium=member_desktop&rcm=ACoAABLxdOABSwYB6MYQyuuiSPnBQSxPJTJSybY), focusing on the fundamentals led to one of his best case studies: +253% conversions & -60% CPA:
All of them did nothing fancy and ignored all shiny objects. They were able to scale because they built a solid foundation with the fundamentals.
## **Real talk.**
Most accounts don’t fail because they’re missing the latest trend.
They fail because they never nailed the fundamentals. Really.
Your accounts go from unprofitable to scaling when you focus on the fundamentals.
But when you get distracted by shiny objects, you \*\*lose.
## **So try this next week.**
Audit your account(s) using our Google Ads Success Formula.
Ask yourself:
- Do we have an **irresistible offer?**
- Is our **landing page** optimized for conversions?
- Do we have scalable **unit economics**?
- Are my client/manager and I aligned on **goals & KPIs**?
- Does my **conversion tracking** setup allow me to measure as much as possible?
- Is my **campaign structure** built to scale?
- Are we **targeting** the right audiences/keywords?
- Are our **creatives** optimized to generate clicks & conversions?
- Are we efficiently managing our **bids & budgets**?
Spot the weakest link — fix that first.
Then, continue with the next logical step.
Fundamentals first, always — that is how you scale.
But the problem is that most people think these things are “boring”, and are therefore attracted by shiny objects that _sound_ fun and exciting…
But that’s the fastest way to failing.
**My final word on this:** tactics come and go, but fundamentals compound. So stay focused, execute ruthlessly, and ignore the “shiny” stuff… That’s how you get consistent results.
PS: want more clarity on what really works in 2025?
Join [**The PPC Hub**](https://www.ppcmastery.com/hub) to master the fundamentals and sharpen your edge.
Inside, you’ll get access to the proven frameworks that almost guarantee results, no matter how fast the PPC industry changes. Level up your skills and join our global community of 2.000+ world-class Google Ads Specialists who all learn and grow together.
Our 100+ 5-star reviews prove this will be the best investment you’ve done in your entire PPC career.
**Whatever you do: fundamentals first, always.**
That’s all for today — thanks for reading.
Catch you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #134 — Best of The PPC Edge 2025
URL: https://www.ppcmastery.com/newsletter/tpe-134-best-of-the-ppc-edge-2025
Published: 2025-07-13
Author: Miles McNair
GM, Miles here!
We’re already halfway through the year… Which means it’s almost time for my Summer Break.
Since work is slowing down this period, I’ll share the most popular issues of The PPC Edge from this year.
That way, you can catch up on anything you might’ve missed, or get reminded of some of the best tactics that worked well for us and [**The PPC Hub**](https://www.ppcmastery.com/hub) members.
Let’s dive in!
## The 8 most popular issues of The PPC Edge in 2025.
- [**TPE #118: 5 things you must know about pmax (that most people still don’t)**](https://www.ppcmastery.com/blog/tpe-118-5-things-you-must-know-about-pmax-that-most-people-still-don-t)
- [**TPE #119: Long-term PPC success? Look beyond Google Ads**](https://www.ppcmastery.com/blog/tpe-119-long-term-ppc-success-look-beyond-google-ads)
- [**TPE #120: Lead Gen case study: +250% conversions & -60% CPA**](https://www.ppcmastery.com/blog/tpe-120-lead-gen-case-study-250-conversions-60-cpa)
- [**TPE #122: The 2025 PPC Expert Tool Stack (20+ free & paid tools)**](https://www.ppcmastery.com/blog/tpe-122-the-2025-ppc-expert-tool-stack-20-free-paid-tools)
- [**TPE #123: 7 years of Google Ads experience in 12 high-impact lessons**](https://www.ppcmastery.com/blog/tpe-123-7-years-of-google-ads-experience-in-12-high-impact-lessons)
- [**TPE #125: -45% CPC & -52% CPA with Manual Bidding (Branded Search)**](https://www.ppcmastery.com/blog/tpe-125-45-cpc-52-cpa-with-manual-bidding-branded-search)
- [**TPE #126: how to win in the Modern-Day Search era**](https://www.ppcmastery.com/blog/tpe-126-how-to-win-in-the-modern-day-search-era)
- [**TPE #127: Forget ROAS (7 metrics to track instead)**](https://www.ppcmastery.com/blog/tpe-127-forget-roas-7-metrics-to-track-instead)
## More popular issues from the archive.
- [**TPE #36: 7 tips to prevent burnout in PPC**](https://www.ppcmastery.com/blog/tpe-36-7-tips-to-prevent-burnout-in-ppc)
- [**TPE #110: How I mastered Google Ads faster by specializing in Ecom**](https://www.ppcmastery.com/blog/tpe-110-how-i-mastered-google-ads-faster-by-specializing-in-ecom)
- [**TPE #99: Branded Search: necessity or a total waste of money?**](https://www.ppcmastery.com/blog/tpe-99-branded-search-necessity-or-a-total-waste-of-money)
- [**TPE #74: 29 books to become a world-class marketer**](https://www.ppcmastery.com/blog/tpe-74-29-books-to-become-a-world-class-marketer)
- [**TPE #93: Design Your Dream Life With “Life Audits”**](https://www.ppcmastery.com/blog/tpe-93-design-your-dream-life-with-life-audits)
## Free resources you might’ve missed.
- [**Get our Google Ads Audit Templates for free**](https://ppcmastery.com/audit)
- [**Write highly converting RSAs in seconds with our Ad Copy Wizard CustomGPT**](https://www.ppcmastery.com/adcopy)
- [**Optimize your product feed with our Shopping Feed Blueprint**](https://www.ppcmastery.com/feed)
## We’re launching a new format on our YouTube channel, stay tuned!
[**Subscribe to our YouTube channel**](https://www.youtube.com/@ppcmasterycom?sub_confirmation=1) so you don’t miss anything — tomorrow, we’re recording the first episode of a new format (just Bob & me), and I’m 100% sure you will LOVE THIS.
And that’s all for today.
If you’re serious about leveling up your Google Ads game, consider joining The PPC Hub.
Inside, you’ll find world’s greatest Google Ads education and community to unlock that next level in your career or business.
[**You won’t regret it — join 2.000+ experienced Google Ads Specialists here.**](https://www.ppcmastery.com/hub)
Have a great Summer!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #120 — Lead Gen case study: +250% conversions & -60% CPA
URL: https://www.ppcmastery.com/newsletter/tpe-120-lead-gen-case-study-250-conversions-60-cpa
Published: 2025-06-17
Author: Miles McNair
A few months ago, Bob posted a massive case study on LinkedIn of how he helped a Lead Gen client grow conversions by +250%, while reducing CPA by -60% (year-over-year).
The coolest thing about this case study is that he didn’t do anything fancy, and really took the account back to the fundamentals.
In today’s issue of The PPC Edge, I break down what he did, so you can get inspired on how to grow your own accounts.
Bob calls this case study a Google Ads Lead Gen Specialist’s wet dream ;-).
Let’s dive right in!
## The Lead Gen ‘Wet Dream’ Case Study: +250% conversions & -60% CPA.
Before we dive into the nitty-gritty of the case, here’s the proof:
Who doesn’t want such massive growth in conversions, while drastically reducing the CPA?
About the client:
- Active in the Automotive industry.
- Sells simple informational products.
- AOV is low, so they’re in the volume game.
### **Here’s the TLDR of what Bob did to grow conversions +250%, while reducing CPA -60% (year-over-year):**
1. Start from scratch: go back to the fundamentals.
2. Fix the tracking (from GACT to OCT).
3. Consolidate campaigns and ad groups with the Modern-Day Search approach.
4. Build out new, relevant keyword themes.
5. Switch to Target CPA.
6. Wait for more budget.
Let’s zoom in on each step.
## Step 1: Start from scratch: go back to the fundamentals.
The account was not managed properly, with heavily fragmented campaigns and ad groups.
There was a lot of untapped potential, which is why Bob decided to go in aggressively and start from scratch by creating a new foundation with the fundamentals (see steps 2-5).
It’s usually the ‘boring’ fundamentals that drive the best results, which is obvious in this case study as well.
## Step 2: Fix the tracking (from GACT to OCT).
Bob switched from Google Ads Conversion Tracking to Offline Conversion Tracking (Enhanced) to measure real business results and feed the algorithm with more relevant data.
A crucial step for the new foundation that he was building.
_Bob and his client decided to go with the Google API solution as volumes were too big for different OCT methods, such as manual and scheduled uploads. This increases the speed at which offline conversion were uploaded, but also the accuracy._
## Step 3: Consolidate campaigns and ad groups with the Modern-Day Search approach.
After pausing all campaigns, Bob completely restructured the account with our Modern-Day Search approach _(a combination of account consolidation, Smart Bidding, Broad Match, RSAs, and conversion-optimized landing pages)_:
- Consolidated 19 campaigns into 4 campaigns.
- Consolidated 89 ad groups into 21 ad groups.
- Introduced (full) Broad Match + Dynamic Search Ads (see step 4).
- Reduced RSA assets for rapid testing.
- Switched to Target CPA (see step 5).
As you can see, there’s nothing fancy here. But it had a massive impact on results.
The original account structure resulted in fragmented data, so by consolidating the campaigns, Google’s algorithm had way more data to work with and learn from (which massively benefitted the results).
## Step 4: Build out new, relevant keyword themes.
Consolidation alone wasn’t enough. There were a lot of low-intent, irrelevant keywords in the account so Bob used the historical SQR (Search Query Report) data + the Keyword Planner to advertise on high-intent, relevant keyword themes.
Testing Broad Match and DSA worked well for this account _(yes, really, Broad Match isn’t always as evil as people think it is — as long as your fundamentals are in place)_.
## Step 5: Switch to Target CPA.
The last step in restructuring the account: set up Smart Bidding (switching to Target CPA).
Something interesting happened after the new account structure was launched:
- Impressions and clicks decreased.
- Conversions and conversion rate skyrocketed.
Because of the new structure, Smart Bidding was able to double down on high-performing queries and ignored the rest.
The (absolute) top impression share increased significantly on high (conversion) volume queries.
More relevance → higher conversion rates → lower CPA.
## Step 6: Wait for more budget.
As you can see in the proof above, the results improved really quickly. The only problem: Bob had to wait for new budget approvals to scale further.
In the meantime, he slightly decreased his CPA targets to protect the efficiency (because raising budgets too fast can lead to overpaying).
After waiting for a few months, he finally got more budget and off he went! 🚀
## Quick recap & how you can drive similar results.
And that’s how Bob helped this Lead Gen client grow conversions by +250%, while reducing CPA by -60%:
1. Start from scratch: go back to the fundamentals.
2. Fix the tracking (from GACT to OCT).
3. Consolidate campaigns and ad groups with the Modern-Day Search approach.
4. Built out new, relevant keyword themes.
5. Switch to Target CPA.
6. Wait for more budget.
As you saw in this case study, the key to driving results with Google Ads is going back to the fundamentals. There’s nothing fancy about what Bob did for this Automotive client.
Do you want to master Google Ads so you can drive similar results for your clients?
Then you might like our new **Google Ads Success Path program (included in The PPC Hub Membership)**.
**The Google Ads Success Path is your step-by-step guide to mastering Google Ads so you can confidently deliver the best possible results to your clients.**
Inside, you will:
- Master the proven frameworks & strategies that consistently drive results (focusing on the fundamentals that actually work).
- Lay the foundation to become a T-Shaped Google Ads Specialist (future-proofing yourself and staying relevant for years to come).
It's the best program we've ever created and it will take your skills and results to the next level, guaranteed.
Get access by joining **[The PPC Hub](https://www.ppcmastery.com/hub)**.
_Here's what real PPC Experts say about the Google Ads Success Path (and The PPC Hub in general):_
And that’s all for today — I hope that was helpful.
Catch you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #123 — 7 years of Google Ads experience in 12 high-impact lessons
URL: https://www.ppcmastery.com/newsletter/tpe-123-7-years-of-google-ads-experience-in-12-high-impact-lessons
Published: 2025-06-17
Author: Miles McNair
GM, Miles here with The PPC Edge.
I recently celebrated my 7-year anniversary in the PPC industry.
I started my career on January 1st, 2018, with a traineeship at one of the best agencies in The Netherlands. It was the perfect start of my journey to mastering Google Ads.
After 2.5 years, I quit to pursue my freelance dream.
2 years after that, I started PPC Mastery with Bob, which I’ve been doing for nearly 2.5 years now.
In these 7 years, I’ve worked with 100+ clients and trained thousands of Google Ads Specialists all over the world.
Today, I’ll give you 7 years of Google Ads experience in 12 high-impact lessons.
Let’s dive in!
## **1: The fundamentals are the key to success.**
Early on in my career, I was always looking for the next big advanced tactic, hoping that would improve my results.
But as I got more experienced, I realized that was the wrong approach. After 7+ years in the game, I concluded that consistently focusing on doing the fundamentals well is the fastest way to results.
Since educating and training Google Ads Specialists is our job, we created a simple 9-step framework to help you drive maximum results.
We call it the Google Ads Success Formula:
It’s so simple, yet so powerful! In order to drive results with Google Ads, you need:
1. An irresistible offer.
2. Conversion-optimized landing pages
3. Scalable unit economics.
4. Clearly defined goals & KPIs.
5. Crystal clear conversion tracking.
6. A solid campaign structure.
7. Precise targeting.
8. Compelling creatives.
9. Proper bid & budget management.
Nail them all, and you'll see success.
Miss one, and you'll fail:
- **No irresistible offer** = "Useless" _(nobody wants your products)_
- **Poor landing page** = "Leak" _(throwing money down the drain)_
- **Bad unit economics** = “Unscalable” _(low margins & profits lead to issues)_
- **No goals & KPIs** = "Aimless" _(no targets to aim for)_
- **No clear tracking** = "Blind" _(no useful data for the machine)_
- **Bad structure** = "Fragmented" _(can’t let the algo work for you)_
- **Bad targeting** = "Inaccurate" _(getting the wrong people)_
- **Poor creatives** = "Unremarkable" _(your ads don’t match)_
- **No bid/budget strategy** = "Inefficient" _(not properly spending your budget)_
Most people overcomplicate Google Ads. The fastest way to success, is by relentlessly focusing on the fundamentals.
_By following the fundamentals, Bob helped a client grow conversions by 250%, while reducing CPA by -60%. Here’s the [**full case study**](https://www.ppcmastery.com/blog/tpe-120-lead-gen-case-study-250-conversions-60-cpa)._
## **2: Fundamental does not necessarily mean beginner.**
Many people wrongfully associate the word "fundamental" with "beginner".
But the fundamentals are the main things that provide the solid foundations for all the rest (and are independent of beginner / advanced).
You tackle that first — which makes it seem “beginner”.
But it’s not.
You cannot build on a broken foundation, so doing the fundamentals well is essential for success.
❌ Beginners focus on advanced strategies.
✅ Experts focus on the fundamentals.
I often hear people say: _“I am experienced, just give me the advanced stuff!”._
But what they fail to understand: you get advanced by doing the “boring” fundamentals well, over and over.
You don’t outgrow the fundamentals.
## **3: Shiny Object Syndrome is your biggest enemy.**
After 7+ years, I now know that obsessively focusing on the fundamentals almost guarantees results.
However… The biggest danger is losing discipline and getting attracted to new shiny objects that sound fancy but don’t do much for my results.
I call that ‘Shiny Object Syndrome’ — and it’s my biggest enemy.
I’m not perfect, and I get attracted to new, fancy ideas all the time. But I also try to keep myself focused on the fundamentals, because that’s how you get results.
So stay disciplined and say no to shiny objects.
## **4: Looking beyond Google Ads has the biggest impact on results.**
AI is simplifying our industry: nearly everything is automated and we have very little control.
And because of that, there’s less we can do to impact results inside of Google Ads.
While that sounds horrible, it might actually be a blessing in disguise.
Why? Because what you do outside of Google Ads often has a bigger impact on your results than what you do inside:
- Creating conversion-optimized landing pages.
- Helping your clients create irresistible offers.
- Help your clients revisit their unit economics.
- Help your clients clearly define goals & KPIs.
- Improving the messaging & positioning.
- Expanding to other countries.
- Etc.
❌ Beginners only look inside of Google Ads.
✅ Experts know real impact is made outside of Google Ads.
Get out of the Google Ads tunnel vision and look beyond Google Ads to make real impact for your clients.
_Here’s a [**complete case study**](https://www.ppcmastery.com/blog/tpe-119-long-term-ppc-success-look-beyond-google-ads) of how Bob’s longest-standing client has been with him for 7+ years, while 3X-ing his rate, getting a €50K bonus… All because he challenged himself to look beyond Google Ads._
## **5: The future of PPC belongs to T-Shaped Google Ads Specialists.**
AI and automation are completely leveling out the PPC playing field, so it’s harder and harder to find an edge inside of Google Ads.
And because of this, I foresee that many Google Ads Specialists, performance marketers, and agencies are going to struggle in the upcoming years to stay relevant.
In my opinion, the only way to stay relevant, future-proof yourself, and thrive in the upcoming years is by becoming a T-Shaped Google Ads Specialist.
As a T-Shaped Google Ads Specialist, you combine:
- **Deep knowledge of 1 core expertise** _(Google Ads in our case)._
- With **broad knowledge of many essential business skills** that stack on top of your core Google Ads expertise _(for example: channel expertise, optimizing sales funnels, human psychology, persuasive copywriting, lead scoring/nurturing/follow-up, CRO, etc.)_
We developed this framework because simply being a ‘Google Ads Button Pusher’ is no longer enough (the playing field is leveling out, which means it’s harder and harder to find your edge inside of Google Ads).
If you want to thrive (especially in the current landscape that’s driven by AI and automation), it’s essential to become a business partner for your clients.
And you do that by developing broad knowledge of topics that stack on top of your existing Google Ads skillset.
Remove your blinders and start looking beyond Google Ads, so you can serve your clients better by:
- Spotting **new opportunities or bottlenecks** they may not see themselves.
- Optimizing their **offers, pricing, funnels, and positioning**.
- Increasing **AOV/CVR/LTV**.
- Optimizing their **sales processes** (to increase lead-to-sale ratios).
- Challenging them on the **inefficiencies in their business**.
**This does not mean you have to do everything yourself (it’s quite the opposite).**
Let other specialists do the heavy lifting and implementation of things outside of your core expertise (Google Ads).
Your job is to develop a broad understanding of high-impact topics so you know how to spot opportunities and identify growth bottlenecks.
In the end, the best Google Ads Specialists look beyond Google Ads and help clients grow their businesses holistically.
But… Never lose sight of your core expertise: Google Ads. Keep your axe sharp at all times.
We are Google Ads Specialists first and foremost… But we have to evolve if we want to stay relevant in the upcoming years.
## **6: Google Ads can’t scale a broken offer.**
Another reason why it’s so crucial to look beyond Google Ads: your campaigns can’t scale a broken offer.
Your client’s offer is the foundation for everything. Your campaigns are just a way to promote and sell this offer.
But everything you do inside of Google Ads becomes useless without an irresistible offer and healthy unit economics.
So open the conversation and challenge your clients on these things.
## **7: Striking a balance between consolidation and segmentation is key to success.**
I have always loved thinking about campaign structures: it’s just so much fun.
With Search campaigns, consolidation is the way to go (as of right now):
_For a complete breakdown of why consolidation is so effective, check out [**this article**](https://www.ppcmastery.com/blog/tpe-94-why-consolidation-is-the-key-to-success-with-google-ads)._
For Performance Max and Shopping campaigns, segmentation tends to work better and gives you more control (if you have enough conversion data).
_Here’s a [**guide**](https://www.ppcmastery.com/blog/tpe-104-10-pmax-segmentations-for-more-control-scalability) with 10 advanced segmentations you can test in your accounts._
## **8: You MUST set boundaries when working with clients.**
Early on in my career, I learned how important it is to set boundaries when working with clients. Because when you don’t, they run you over.
When I was a trainee at my former agency job, I had a client who kept calling me at night and during my holiday (yes, really).
One time I was at the club, at 2:00 in the morning… Who calls at 2:00 in the morning?!
Anyways… That moment taught me to set clear boundaries — because without them, clients will not respect you.
So I told her I was only available during work hours and didn’t like her calling me at random times.
After that, the relationship got better and she stopped calling me outside of office hours.
Just because someone is your client doesn’t mean they can step over your boundaries or disrespect you. Always remember that.
## **9: Conversion tracking is the absolute foundation for success with Google Ads.**
I am shocked by how often I see suboptimal tracking setups (and suboptimal is me being kind).
And I have to be honest: before we started working together with Bob, I didn’t pay too much attention to my conversion tracking and data quality.
I thought it was my client’s responsibility.
But now, thanks to Bob, I understand it’s actually my job to ensure we have crystal-clear conversion tracking.
Tracking conversions with Google Ads becomes technical very fast. To prevent overwhelm, here’s our PPC Mastery Measurement Maturity Framework.
Use it as your blueprint to track as many conversions as possible!
## **1****0: In the beginning, new features suck. But they always become better.**
When I started my PPC career in 2018, Google had just launched Smart Bidding and we were heavily testing manual vs. automated bid strategies at my former agency.
In the beginning, manual outperformed by a mile. Smart Bidding was just bad.
But over time, it started to outperform out manual bid strategies.
I’ve seen a similar trend with almost all of Google’s new key features: they suck in the beginning but always become better.
Don’t believe me? Think about:
- Broad Match.
- Responsive Search Ads.
- Dynamic Search Ads.
- Smart Shopping.
- Performance Max.
These key features/products all sucked in the beginning, but they’re pretty good now.
Google is allocating tons of resources to make its flagship products better.
So the lesson I learned: if something doesn’t work well today, I will test it again in 3-6 months.
By that time, it will probably perform a lot better.
So no matter what Google throws our way (Search Max, keyword-less campaigns, Demand Gen, etc.), we just have to test and adapt!
## **11: Automation isn’t your enemy, it’s simply a means to an end.**
I’m surprised by how many posts I see on LinkedIn from people who still think Google’s automations are all evil, suggesting we should fight the algorithm:
- Never use broad.
- Never use Performance Max.
- Use single keyword ad groups.
- Use manual bidding strategies.
But with that line of thinking, you are stuck in the past.
The right question is not “how do I beat Google?”.
The right question is “how do I leverage Google’s automation and make it work FOR me, instead of AGAINST me?”.
Google’s algorithms are extremely sophisticated.
Thousands of invisible data points are used to show your ads to the right person at the right time, with the highest chance of getting a conversion.
And no, the system is not perfect. You have to set up everything with the right constraints (like for example excluding brand from pMax, only using broad match with smart bidding, using the right targets, consolidating data where possible, solid campaign structures, etc.)…
But please stop fighting the algorithm — and instead learn how to leverage it so it works FOR you.
Because when you do that, you’re very likely to see much better results.
## **12: I mastered Google Ads faster by specializing early on (in Ecom).**
True mastery of Google Ads takes time.
But there is one thing I did in my career that enabled me to get to mastery faster than most people: I specialized in 1 client type (Ecommerce).
By specializing, I was able to:
- Master Google Ads faster.
- Productize my service delivery (and get results faster).
- Make more money as a Google Ads Specialist.
Specializing in Ecom is one of the best decisions I made for my career, as it accelerated my learning curve (and it became easier for potential clients to find me).
[_**Here’s my complete story in case you’re interested.**_](https://www.ppcmastery.com/blog/tpe-110-how-i-mastered-google-ads-faster-by-specializing-in-ecom)
## There you have it: 7+ years of Google Ads experience in 12 high-impact lessons!
To recap, here’s the complete list:
1. The fundamentals are the key to success.
2. Fundamental does not necessarily mean beginner.
3. Shiny Object Syndrome is your biggest enemy.
4. Looking beyond Google Ads has the biggest impact on results.
5. The future of PPC belongs to T-Shaped Google Ads Specialists.
6. Google Ads can’t scale a broken offer.
7. Striking a balance between consolidation and segmentation is key to success.
8. You MUST set boundaries when working with clients.
9. Conversion tracking is the absolute foundation for success with Google Ads.
10. In the beginning, new features suck. But they always become better.
11. Automation isn’t your enemy, it’s simply a means to an end.
12. I mastered Google Ads faster by specializing early on (in Ecom).
If you want to take your Google Ads career to the next level, feel free to join [**The PPC Hub**](https://www.ppcmastery.com/hub).
Inside, you’ll gain total clarity on what it takes to deliver the best possible results to your clients.
I hope that was helpful — see you again next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #133 — 14 key traits of Elite PPC Specialists
URL: https://www.ppcmastery.com/newsletter/tpe-133-14-key-traits-of-elite-ppc-specialists
Published: 2025-06-17
Author: Miles McNair
GM — Miles here with The PPC Edge.
Over the last 3 years, I’ve worked with, coached, and observed 10.000+ Google Ads Specialists — from beginners to world-class pros.
And I kept asking myself:
**Why do some people struggle, while others level up so effortlessly?**
Turns out, it’s not just experience, luck, or even knowing more tactics.
The top 1% simply do things differently — they think, act, and operate on another level.
It comes down to **14 key traits** that separates the elite from the rest.
Today, I’m breaking those traits down — so you can develop and apply them too.
Let’s dive in!
## 1\. Takes extreme **ownership.**
Elite specialists don’t make excuses. They own results — even when external factors that may be beyond their control are at play. If performance drops, they don’t blame the algorithm, the client, or the market. They ask: _“What could I have done differently?”_
## 2\. **Looks beyond platform data.**
The best specialists know that platforms like Google Ads love to overattribute to themselves. The top 1% know that the most valuable insights often come from _outside_ of Google Ads: irresistible offers, CRM data, profit margins, close rates, lead quality… The pros zoom out to make better strategic decisions (and never fully rely on what the platforms says).
## 3\. **Takes control of landing pages.**
The best don’t stop at the click. Elite specialists help improve what happens _after_ — whether by writing copy, collaborating with CRO experts, or improving bad landing pages. The top 1% know that the biggest lever for results is the landing page.
## 4\. **Knows testing is the way to go.**
Elite specialists never stop testing. Headlines, audiences, landing pages, bidding strategies — everything is one big test. They know progress doesn’t come from guessing or from overthinking the ‘perfect strategy’, but from iterating based on real-world results.
## 5\. **Challenges themselves all the time.**
The best specialists are always asking: _“How can I get better?”_ — Whether that’s learning new skills, having difficult conversations, or experimenting with new campaign types — they seek growth by challenging themselves beyond their comfort zone.
## 6\. Knows investing in themselves is the only way to grow.
The top 1% know that the only way to grow is by investing in yourself. Whether that is through courses, communities, coaching, events, tools, books… They see these things as a non-negotiable expense — because they know their results (and income) will follow their skills.
## 7\. **Don’t wait for opportunities (but create them).**
The best specialists don’t wait for opportunities to be handed to them. They pitch ideas, suggest new strategies, ask for more responsibility, and take initiative. They create opportunities by being proactive — not reactive.
## 8\. **Is resourceful (says “I don’t know, but I’ll find out”).**
When top 1% specialists don’t know something, they are honest about it. Instead of covering it up, they try figure it out. Whether it’s reading documentation, testing something in a dummy account, or asking an expert — they never let “I don’t know” be the final answer. Instead, they always end with “… but I’ll find out”.
## 9\. **Is curious and eager to learn.**
The elite ask great questions. They dig deep. They don’t settle for surface-level understanding… They want deep mastery. And curiosity fuels mastery. The top 1% are incredibly curious about how Google Ads _really_ works, and never stop learning. They understand that once they think they know it all, they fall behind.
## 10\. **Communicates frequently and proactively.**
Elite specialists don’t disappear for 3 weeks and then drop a report. They communicate well, manage expectations early, and highlight wins AND challenges. This builds trust — and makes them an irreplaceable, valued business partner. They communicate frequently and proactively all the time, not just in the initial onboarding period.
## 11\. **Is obsessed with results & never satisfied.**
The elite celebrate wins… briefly. Then they ask: _“How can we do even better next time?”_ They live for the thrill of improvement, just for the sake of it.
## 12\. **Always thinks “what else can I do?”.**
The top 1% go above and beyond. They ask smart questions like:
- “Can I help improve the offer?”
- “Can I plug this into CRM to track LTV?”
- “Can we improve CVR on the landing page?”
They constantly look for ways to overdeliver beyond what is expected.
## 13\. **Prioritizes deep mastery over shortcuts.**
The best PPC Experts are not chasing hacks or trends. They double down on mastering the fundamentals. They know that shortcuts don’t build careers — but mastery does.
## 14\. **Knows going together takes you further.**
The best specialists don’t try to do everything alone. They join communities, build relationships, share knowledge, and ask for help. They know that surrounding themselves with other A-players is the fastest way to also become (and stay) an A-player.
## **Final thoughts.**
Every trait above is learnable.
This isn’t about being born “elite” — it’s about how you show up every day and work on improving yourself and your clients.
So here’s your challenge:
Pick 1 trait you haven’t developed yet — and work on it this week.
The compound effect of doing that over and over? That’s how you become world-class.
I believe in you!
**Oh, last note: want to surround yourself with 2.000+ Elite Google Ads Specialists who embody these traits every day?**
Then join The PPC Hub. That’s where the top 1% hang out.
We’ll help you develop the key skills and traits so you can drive the best possible results for your clients, and attract the best opportunities for your business, career, and life.
We’d love to see you inside! [**Click here for more info or to join The PPC Hub.
**](https://www.ppcmastery.com/hub)
Thanks for reading — see you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #125 — -45% CPC & -52% CPA with Manual Bidding (Branded Search)
URL: https://www.ppcmastery.com/newsletter/tpe-125-45-cpc-52-cpa-with-manual-bidding-branded-search
Published: 2025-06-16
Author: Miles McNair
GM, Miles here with a quick-win case study.
Bob recently retested the impact of Target Impression Share vs. Manual CPC on Branded Search, and we have a clear winner (resulting in better efficiency).
This test doesn't require much context, and it's not sexy... But it did help to reduce unnecessary wasted ad spend — and who doesn't want that?
So let’s dive right in!
## Branded Search experiment: Target Impression Share vs. Manual CPC.
Let’s start with the test setup:
- **A/B experiment:** Branded Search.
- **Bid strategy:** Target Impression Share vs. Manual CPC.
- **Hypothesis:** using Manual CPC will lead to similar traffic, but lower CPA and CPC.
**The results? Stable traffic and impression shares, lower costs, and more conversions with Manual CPC:**
✅ -45% CPC
✅ -52% CPA
✅ +171% ROAS
✅ -42% costs
The CPC and costs were statistically significant. Here’s a screenshot from Google Ads as proof, but it’s small _(and yes, this is a small account, but we see similar results in bigger tests)._
## **Why did it work and what can you do with this?**
With Target Impression Share, Bob noticed that the average CPCs were higher than usual, resulting in expensive Branded Search conversions.
With Manual CPC, he got more bang for his buck and better results with less spend.
It’s as simple as that — we don’t have to make it more complex than it is ;-).
If you’re running Branded Search campaigns with a Target Impression Share (or even conversion-based bid strategy), it’s worth it to run a 50/50 experiment against Manual CPC.
You’ll very likely see a sharp drop in CPC, stable traffic, and thus lower CPAs.
Easy win!
## A final note.
I can already hear some of you say: _“but Miles, you recently said there is no place for manual bidding in the new automated world we’re in… Why you switchin’ up bro?!”_
To you I say: there are always nuances. Nothing never works, and nothing always works.
That’s why we test and let the data decide.
Manual CPC is a great bid strategy in niche cases, and Branded Search campaigns is one of them.
So try it out for yourself and report back if you got more bang for your buck!
_(And let me know if you like these shorter, punchy, quick-win case studies)_
**Ok, really last note: do you struggle to stay up-to-date in the fast-changing PPC industry, feeling overwhelmed and losing confidence in your abilities (even with years of experience)?**
Then consider joining [**The PPC Hub**](https://www.ppcmastery.com/hub)! Inside, we’ll take your skills to the next level so you can:
- Deeply master Google Ads and drive maximum results in minimum time.
- Stay on the cutting edge of PPC with up-to-date strategies & workflows.
- Master the key skills that set you apart from struggling Google Ads Specialists.
- Become more valuable to your clients/agency/company and unlock new career opportunities.
**[Join here!](https://www.ppcmastery.com/hub)**
Thanks for reading — catch you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #132 — 2 overlooked reasons your pMax campaigns fail
URL: https://www.ppcmastery.com/newsletter/tpe-132-2-overlooked-reasons-your-pmax-campaigns-fail
Published: 2025-06-12
Author: Miles McNair
GM, Miles here!
Performance Max has been around for almost 4 years now (isn’t it crazy how time flies?).
Unfortunately, I still see that many Google Ads Specialists fail to make this campaign type work.
Often times, it’s not because of the ‘usual suspects’ like campaign structures, bid strategies, assets, or even data input.
After coaching 3.000+ PPC Experts in our [**Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) course, I discovered there are 2 overlooked reasons why pMax campaigns fail (that almost nobody talks about):
1. Incorrect (initial) product targeting.
2. Ignoring product competitiveness.
I’ll explain it all in today’s issue — let’s dive in!
## Overlooked reason pMax fails #1: Incorrect (initial) product targeting.
Some advertisers have thousands, if not hundreds of thousands of products…
Many Google Ads Specialists make this big mistake: they target every product in their client’s feed. As a result, you spread yourself too thin.
The key to success with pMax (especially if you have limited budgets), is aligning your (initial) product targeting with your goals and budget.
The sole goal of the “initial product targeting” is to **start off with products that are more likely to get conversions early on**, because you may be limited by budget and can’t use advanced segmentations yet due to a lack of conversions.
**What you want to do instead:** create a selection of products that have a high chance of getting conversions, such as competitively priced products.
Our Google Shopping & pMax Product Targeting Matrix contains 4 frequent scenarios to help you align your product targeting with your business goals:
**Scenario 1: Small budget + growth focus.**
- As your budget is limited, you have to look at how to spend your budget effectively.
- Get the most out of your best performing product groups first.
- Focus on products that have historically driven the most conversions, profitably.
- Focus on products with higher profit margins to maximize the value of each conversion.
In this scenario, your client is ambitious (growth focus), but has a small budget. So it’s crucial to start small, define clear targets, and request more budget once the initial performance looks promising.
**Scenario 2: small budget + efficiency focus.**
- As your budget is limited and you have to hit challenging targets, you need to be picky.
- Focus on products that have historically driven the most conversions, profitably.
- Focus on products with higher (potential) order values and profit margins.
- Exclude costly and poor-performing products with historically low ROAS.
In this scenario, your client has a small budget, doesn’t want to grow, but is focused on efficiency. This means you need clearly defined targets — and once those are met, you can convince stakeholders to spend more.
**Scenario 3: bid budget + growth focus.**
- As your budget is unlimited and you want to scale (hard), you can be aggressive.
- Maximize your coverage by targeting a large part of your product catalog (if not all).
In this scenario, you want to grow your account, and budget is not an issue (the ideal scenario). However, don’t neglect your product targeting: exclude anything that doesn’t perform well and allocate more budget to scale your winners.
**Scenario 4: big budget + efficiency focus.**
- Even though your budget is unlimited, you have strict efficiency targets to meet.
- Be critical about adding poor-performing products — even with unlimited budgets.
- Start by including products that have performed well in the past + products w/o data.
In this scenario, you can spend as much as you want, so long as you are hitting your efficiency targets. Find ways to maximize impression and click shares on your top performers and experiment frequently with new products and categories to scale further.
**Final thoughts on your (initial) product targeting.**
The newer your account and/or less product-level data you have, the more important your (initial) product targeting becomes.
Doing this well is the difference between struggling to get your pMax campaigns off the ground, and having the potential to scale.
As you grow, you can add more products — but never blindly advertise on your entire catalog.
When in doubt, use our Product Targeting Matrix to align your product targeting with your goals.
## Overlooked reason pMax fails #2: No focus on product competitiveness.
With Performance Max campaigns, the majority of your budget is typically spent on Google Shopping placements.
The key to success with Shopping (almost nobody talks about this)?
**Competitiveness** (I know that's broad, so let me explain).
Sure, you need an optimized feed, a strong campaign structure, and the right bid strategy…
But the Shopping battle is won outside of the Google Ads interface.
Most Google Ads Specialists ignore this crucial component of pMax & Shopping success, and that’s why they fail.
**You must be better than your competition on all fronts and need an “Exceptional Shopping Experience”:**
1. Shipping Experience.
2. Return Experience.
3. Browsing Experience.
4. Purchase Experience.
**Do these right, and you will be rewarded in 2 ways:**
1. Better Shopping Ads rankings.
2. More conversions.
Let me give you a practical breakdown of how to improve the competitiveness of your (client’s) brand, so you can win the highly competitive Google Shopping (and therefore pMax) battle.
**Get better rankings with an “exceptional” Shopping Experience.**
Your price is an important ranking factor for ads on the Shopping network.
But did you know Google also factors in your Shopping Experience Scorecard to determine your rankings?
Your products can rank higher in the Shopping results if you enroll in the Shopping Experience Scorecard program in GMC Next and have an “Exceptional” rating:
How the Top Quality Store Badge shows up in the SERPs:
The Shopping Experience Scorecard consists of the following elements:
1. Shipping Experience.
2. Return Experience.
3. Browsing Experience.
4. Purchase Experience.
**Keyword: Experience!**
Google wants to make the Shopping experience as good as possible, so they can compete with other price comparison platforms and marketplaces like Amazon.
The better your Shopping Experience, the better your AdRank (and the more compelling your Shopping Ad will be).
Let’s zoom in on the components of the Shopping Experience Scorecard.
**2.1: Shipping Experience.**
This measures the shipping and delivery experience you provide to customers.
Here’s how to optimize it:
- **Delivery time**: Lower the number of days it takes for customers to receive their orders.
- **Delivery cost**: Lower the cost for customers to receive orders, excluding item costs.
**
2.2: Return Experience.**
This measures the return experience you provide to customers.
Here’s how to optimize it:
- **Return window**: Increase the number of days customers can return an item.
- **Return cost**: Lower the cost for customers to return an item.
**
2.3: Browsing Experience.**
This measures the customer’s experience when visiting your website.
Here’s how to optimize it:
- **High-resolution images**: Increase the percentage of product images on your website that are more than 1048 px.
- **Images per item**: Increase the average number of product images per unique item.
**
2.4: Purchase Experience.**
This measures the customer’s experience while purchasing a product from your website.
Here’s how to optimize it:
- **Promotion disapproval rate**: Decrease the percentage of your Google Merchant Center promotions that are disapproved.
- **e-Wallet types accepted**: Increase the number of payment methods that you accept: PayPal, Google Wallet, Apple Pay and Amazon Pay.
**Bonus: Store Ratings.**
Besides these four key areas, your store rating also plays a role.
Your store ratings (and product reviews) are incredibly important to not only get better rankings, but also to show customers your shop is trustworthy. This is always good for more clicks and conversions!
> 💡 **Pro-tip: Is the Shopping Experience Scorecard not available in your country? Optimize these areas nonetheless.
>
> **They might not influence your ranking now but they might in the future. Also, by optimizing for a higher Shopping Experience Scorecard, you might become a better choice than your direct competitors in terms of shipping policies, return policies, et cetera! This will result in more clicks and conversions, regardless of the score Google might give you or not.
>
>
## Most Google Ads Specialists ignore these important tactics, and that’s why their pMax campaigns fail.
Performance Max is an incredibly powerful, but also complex campaign type.
On the surface, it looks pretty easy: just create a campaign, add a few assets, and let Google drive conversions.
But in reality, it’s not that simple.
If you want to drive meaningful results with Performance Max campaigns, you have to do a lot of things right (both inside and outside of Google Ads).
The examples in this newsletter are a perfect example of that:
Most Google Ads Specialists never even think about their client’s initial product targeting or competitiveness, and go straight into building campaigns.
**We have recently relaunched our [Performance Max Mastery](https://www.ppcmastery.com/performance-max-mastery) course (fully updated for the second time). 3.000+ PPC Experts have used it to drive the best possible pMax rsults — and it can be your affordable shortcut to success too:**
- How Performance Max works (with the internal matching hierarchy).
- How to prevent cannibalization of Search and other campaign types.
- How to feed the algorithm with high-quality, relevant data.
- The “sweet science” of campaign structures (basic vs. advanced segmentations).
- How to create conversion-optimized assets.
- How to unlock the insights Google won’t give you.
- Why competitiveness is the key to win.
- pMax vs. Standard Shopping.
- pMax vs. Demand Gen.
- Full-asset vs. Feed-only.
- Product feed best practices.
- **Walkthroughs** to make implementation easy.
- … And so much more!
**[
Click here to join 3.000+ PPC Experts in Performance Max Mastery and get €50 off for a limited time](https://www.ppcmastery.com/performance-max-mastery)** _(past students or in The PPC Hub? Check your account — you get the newly updated course for free!)_
That’s all for today — thanks for reading.
See you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
Join 20K+ readers and get free Audit Templates
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
Join 20K+ readers and get free Audit Templates
---
### TPE #131 — my only regret in PPC (wish I had learned this sooner)
URL: https://www.ppcmastery.com/newsletter/tpe-131-my-only-regret-in-ppc-wish-i-had-learned-this-sooner
Published: 2025-06-01
Author: Miles McNair
GM, Miles here!
I have only 1 regret in my PPC career:
_(it’s not a missed client opportunity, failed experiment, or some account I screwed up)_
I regret not working on landing pages earlier.
I’ll explain below — so you can hopefully learn from my regret and start developing this high ROI skill ASAP.
Let’s dive in!
## In the first half of my career, I was too focused on in-platform strategies and optimizations.
I obsessed over what I could control inside Google Ads:
- New campaign structures.
- Bids & budget tweaks.
- Keyword strategies.
- Audience targeting.
- Ad copy testing.
Basically all the things we, as PPC Experts, should master.
I believed that if I could just get _really_ good at in-platform optimizations, everything else would fall into place.
So, I left the creation of landing pages to my clients — figured it wasn’t part of _my_ job.
But here’s what I learned the hard way:
## When your landing page sucks, in-platform optimizations won’t improve results.
Some campaigns would generate a lot of high-quality clicks:
- Great CTRs.
- Solid Quality Scores.
- Great intent (search terms matched keywords).
But leads and sales? Still lagging behind.
My initial reaction would always be to tweak my campaigns.
But that didn’t always mean the results got better.
**So as I got more experience, I realized the real bottleneck wasn’t inside Google Ads.**
It was the landing page.
Even when you do everything right inside Google Ads — you still can’t scale if your landing page isn’t optimized for conversions.
**And so I learned that what happens after the click is arguably more important than what happens before.**
But for some reason, we leave the creation of landing pages to our clients…
## Why I changed my mind and started to create my own landing pages.
Somewhere along the way, I realized that if I truly wanted to impact results, I needed to take responsibility for the full path from click to conversion.
Not just pre-click — also post-click.
But I didn’t know where to begin — I thought it was this big, complex task for people with technical skills.
But then I met Bob…
And he showed me how he templatized his clients’ landing pages and got a 20% conversion rate on his B2C Lead Gen client (that’s wild!!):
Bob taught me how to improve results with conversion-optimized landing pages (without being a CRO Expert or a designer).
He said it’s just a matter of having:
1. An irresistible offer.
2. A logical structure (information hierarchy).
3. Copy that converts.
4. Conversion design that supports the core message.
5. A simple drag-and-drop page builder.
## Creating landing pages isn’t hard — it’s a lot of logical thinking.
Bob showed me how you can easily double or triple your conversion rate with a conversion-optimized landing page.
You just have to:
- Follow a clear structure.
- Guide the visitor step by step.
- Remove friction.
- Answer objections before they occur.
- Create desire for your offer.
- And make it easy to say “yes.”
You don’t need to be a world-class designer, CRO Expert, or copywriter.
You just need to understand how people make decisions — and give them the right information in the right order.
Simple as that.
## If I could start over, I would learn how to create conversion-optimized landing pages _much_ sooner.
I would take full control over the entire path from click to conversion.
- I would help my clients test new offers.
- I would test new landing page structures.
- I would relentlessly test above the fold.
- I would match the copy to the intent of the click.
Because when you fix the landing page, you have more control over the outcome:
- Conversion rates can easily double or triple.
- Unprofitable campaigns become profitable.
- You can scale without increasing budgets.
- Client relationships improve (decreasing churn).
## My advice to you: start optimizing your landing pages, it’s the highest ROI skill for PPC Experts.
Your value as a Google Ads Specialist multiplies when you know how to create conversion-optimized landing pages.
So start owning the complete path from click to conversion — and watch your results and value skyrocket.
I promise you: it’s not as hard as it seems, and it’s totally worth it.
I wish I had realized that sooner…
So please learn from my regret and take control of your clients’ landing pages! :)
**Last note:** a few months ago, we launched [**Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery) as part of our Google Ads Success Path program in The PPC Hub.
It’s the only landing page course for Google Ads Specialists (by Google Ads Specialists).
And last week, some people in my LinkedIn comments have asked about it (see below).
So we decided to make Landing Page Mastery available outside of The PPC Hub too! :)
- **Launch date:** June 16th.
- **Launch offer:** 50% off for 5 days.
- **Interest list:** opening up soon!
[**We just opened up the Interest List — click here to join and we'll notify you when the course goes live (with that limited-time 50% discount).**](https://www.ppcmastery.com/landing-page-mastery)
_(As a bonus, we'll send you a free 5-day crash course that goes deep into our Conversion Amplifier Framework, starting on June 9th — you'll love it!)_
And that’s all for today — thank you for reading.
See you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #130 — urgent AI wake-up call for PPC Experts
URL: https://www.ppcmastery.com/newsletter/tpe-130-urgent-ai-wake-up-call-for-ppc-experts
Published: 2025-05-23
Author: Miles McNair
GM, Miles here!
Last year, I said a storm was coming.
Sam Altman (the CEO of OpenAI) had just made a bold prediction:
_**“95% of what marketers use agencies, strategists, and creatives for today will be easily, instantly, and nearly freely handled by AI.”**_
At the time, it felt extreme.
But AI has changed so fast in 12 months…
**Today, the storm has arrived (we are officially in the “Age of AI”):** major companies like Zapier, Shopify, and Fiverr are rebuilding their teams around an AI-first policy.
What does this trend tell us, and how does it relate to your work as a Google Ads Specialist?
Consider this issue a wake-up call…
I’ll share my thoughts and what you must do to stay relevant.
Let’s dive in!
## Why big companies are building AI-first teams.
AI is disrupting the marketing (and PPC) industry in front of our eyes:
- **March 2024:** OpenAI’s CEO says _“AI will handle 95% of agency tasks”_
- **April 2025:** Fiverr’s CEO sent out a company-wide memo:
- _“AI is coming for your jobs. Heck, it’s coming for mine too. This is a wake-up call.”_
- (He urged every employee to become exceptional, or get replaced in a matter of months)
In addition, companies like [**Duolingo**](https://www.theverge.com/news/657594/duolingo-ai-first-replace-contract-workers), [**Zapier**](https://zapier.com/blog/how-zapier-rolled-out-ai/), and [**Shopify**](https://www.cnbc.com/2025/04/07/shopify-ceo-prove-ai-cant-do-jobs-before-asking-for-more-headcount.html) have announced that using AI is a “fundamental expectation”, and (contract) workers will get replaced with AI.
This isn’t a “trend”.
It’s a full-blown restructuring of how work is done.
It’s time to adapt, or get left behind (seriously).
## If you are not using AI in your daily workflow, you are officially behind (and someone who does will take away all your opportunities).
I don’t mean to be harsh — but it is true.
After intensively playing with AI for a few months, I can confidently say that most manual labor should be done _with_\* AI:
- Data analysis? → Use AI.
- Ad copy writing? → Use AI.
- Landing page drafts? → Use AI.
- Search query analysis? → Use AI.
- Keyword/market research? → Use AI.
- Anything that requires thinking? → Use AI.
When you use AI, you get deeper insights, faster. What took hours or even days, now takes minutes.
_\*Noticed how I said “with” AI, not “by” AI? It’s not so much about automating everything, but more so about working smarter and going deeper by integrating AI in your workflow._
## But AI doesn’t close the skill gap — it exposes it.
Here’s a false belief too many people buy into:
**❌ _“AI is leveling the playing field and closes the skill gap (creating equal opportunity for all)”_**
I fully disagree.
Think about it: when everyone uses the same tech and tools, why doesn’t everyone get the same results?
**In the Age of AI, your edge comes from what you feed _into_ the AI tools.**
**And what you feed into the tools, is determined by your knowledge, skills, and expertise.**
So how do you stay relevant in the Age of AI?
Become exceptional at your work (as Fiverr’s CEO said) and master your craft — then use AI to multiply your impact.
## AI won’t take your opportunities, but someone using AI will.
Again, nearly everything you do as a Google Ads Specialist (from research to creating ads and landing pages to data analysis) _should_ be done with AI.
But the biggest threat to your career?
Someone with your exact job title uses AI to work 10x faster, with 10x more clients, for 10x better results.
That’s your competition now.
## How to stay relevant in the Age of AI: the 100x Advantage.
I believe AI is creating a 100x Advantage for Google Ads Specialists who continue to evolve.
But remember: it’s not _just_ about the tools — it’s about what you feed into them.
So on Wednesday, May 28th, I’m hosting a [**free workshop**](https://www.ppcmastery.com/bash):
In this workshop, I’ll break down:
1. Why **mastering the fundamentals** is your greatest unfair advantage.
2. Why thinking like a **business partner** keeps you relevant.
3. How AI becomes a **100x multiplier** for experts — but a limiter for noobs.
This is not another fluffy AI tools session…
It’s the [**blueprint**](https://www.ppcmastery.com/bash) to future-proof your career — so you use AI to 100x your impact and stay relevant in the Age of AI (when the vast majority is going to fall behind).
## Which side of the gap will you be on?
AI is creating a massive divide between average and Elite Google Ads Specialists:
- The average will be inefficient, overwhelmed, and losing clients.
- While the Elite multiply their impact, are confident, and thrive.
I want you to be on the right side of the gap.
So if you want to thrive in the Age of AI — join our workshop for free.
[**Register here and I’ll see you on Wednesday, May 28th (recordings will be shared after).**](https://www.ppcmastery.com/bash)
That’s all for today — see you at the workshop (and otherwise next week).
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #129 — 7 surprising GML observations
URL: https://www.ppcmastery.com/newsletter/tpe-129-7-surprising-gml-observations
Published: 2025-05-22
Author: Miles McNair
GM, Miles here with a special issue of The PPC Edge.
Last night, Google announced a suite of new products and features at Google Marketing Live.
I don’t know why, but I thought it was a special edition.
Not because we got some cool new features… But because it revealed a glimpse of the future — of where the industry is headed as a whole.
So today, I’ll share 7 surprising observations and highlight the things I’m excited about the most.
It’s not a complete recap of every new feature, but just the things that got my attention.
For a complete overview of all announcements, check out Google’s [**blog**](https://accelerate.google/intl/en/gml-announcements).
_All images in this issue belong to Google!_
Let’s dive in!
## **Observation 1: AI does really change extremely fast.**
When you’re in the thick of it, you don’t really see how fast technology really changes. But when you zoom out, it’s actually insane:
Last year, GML was all about how Product Studio can use AI to change image backgrounds for your Shopping Ads.
Super cool, at the time.
But this year, Google really showed how advanced the technology has become in just 12 months:
- Complete cinematic videos made with VEO 3.
- Insane images created with Imagen 4.
- AI Agents are on the rise.
Super impressive! Just imagine where we stand in 12 months…
In addition, Google has revealed they will **start experimenting with ads in the new AI Mode**, as well as ads on AI Overviews on desktop.
As expected: AI is everywhere and it’s not slowing down.
**Real quick:** as you can see, AI is changing the industry fast.
That’s why we’re organizing a free workshop next week:
## **The 100x Advantage: The Surprising 3-Step Strategy to 100x Your Value and Stay Relevant in the Age of AI.**
It’s on Wednesday, May 28th at 2:00 PM CEST, and 100% free.
[**Click here to register**](https://www.ppcmastery.com/bash) (we’re also giving away 3 PPC Hub year memberships).
_The PPC Hub turns 2 in June, that’s why the image is so festive ;-)._
## **Observation 2: AI is lowering the barrier to entry even more.**
With all of these updates, Google is making it _even easier_ for advertisers to start using Google Ads.
For instance, Google announced different **AI Marketing Agents** that you can talk to about your performance, get recommendations on what to do next, and even instruct to take certain actions.
A few thoughts, I believe:
- This will not be great at first.
- It will get really good in 12-24 months.
- It’s gonna feel like AARs initially (same Optiscore advice).
- If Google allows us to program it per account, then it’s game over.
However, no matter how good it gets, there’s always a trust hurdle (having Google as a single source of truth is dangerous for many reasons).
## **Observation 3: AI is changing the Shopping experience.**
I love how AI is changing online shopping:
Google’s new **“Try it on”** feature allows you to try on products digitally:
- Upload an image of yourself.
- Swipe through clothes to see how they fit you.
- Use agentic (automatic) actions to buy directly with Google Pay.
I think this could significantly reduce return rates for ecom brands, which is a good thing!
On the flip side, I fear this will increase consumerism… But that’s a different discussion.
## **Observation 4: The days of nitty-gritty features for advertisers are over.**
A few years ago, GML was all about new product updates.
This year, it felt like a summary of the direction we’re headed with our industry as a whole: more AI, more automation, and less control.
The day of nitty-gritty features for advertisers is over…
Well, almost… Google announced **A/B testing for Shopping Ads** in Google Merchant Center Next — including AI-enabled recommendations on how to improve your titles, images, etc.
This was something that was lacking, so I’m super happy about this update.
Google also showed the new **channel reporting for Performance Max** campaigns, which was already announced a while ago.
Although not new, it’s a great feature we welcome with open arms.
## **Observation 5: Google is pushing YouTube more than ever before.**
Bob observed that Google is really doubling down on AI-powered discovery and multimodal understanding.
In other words: helping people discover products in real-time, across different platforms.
And that’s exactly why Google is pushing YouTube so hard now (via Demand Gen campaigns).
In the upcoming years, it’s gonna be a great cash cow for Google.
I liked the **Creator Partnerships Hub** that is coming to Google Ads:
Google is doubling down on Influencer Marketing, making it easy to find and partner with creators directly in Google Ads (including pricing, audience sizes, etc.).
And Google is going to roll out **video ads in Search & Shopping** results soon — that’s an _actual_ gamechanger…
## **Observation 6: Google is great a repackaging older features.**
I have to call Google out: they are the masters of taking old features, and putting them in a new “jacket” (as we say in the Netherlands).
For example:
**AI Max for Search** was hyped as the next big thing, with keywordless targeting that will take everything to the next level.
But after digging more into what it actually is, it’s just a combination of Broad Match, auto-generated ads, and DSA.
Not groundbreaking at all, but they make it seem so.
In addition, Google said goodbye to the “Power Pair” (Performance Max + Search), and introduced the idea of the **“Power Pack”** (LOL, cringeeee).
This is Google’s new holy grail and I expect this to be the main talking point for reps moving forward.
It felt like a huge buzzword, and also not groundbreaking _at all_.
## **Observation 7: Google tried really hard to show its dominance.**
My last observation has nothing to do with the actual announcement, but the _way_ Google _talked about_ the announcements:
They used a lot of (what we call in the Netherlands) “big muscle language”.
In simple words: they were really hyping up their own successes, putting a lot of time and effort into saying how fantastic YouTube is, how small features are “gamechangers” because of a flat 10% uplift in performance, and how they’re processing billions if not trillions of searches per year.
It makes you think: when someone is putting so much effort into _saying_ how good he is, is he really that good?
## Quick recap.
And that’s it, 7 observations after GML 2025:
1. AI does really change extremely fast.
2. AI is lowering the barrier to entry even more.
3. AI is changing the Shopping experience.
4. The days of nitty-gritty features for advertisers are over.
5. Google is pushing YouTube more than ever before.
6. Google is great at repackaging older features.
7. Google tried really hard to show their dominance.
What was your favorite announcement of GML 2025?
Feel free to reply, I’d love to hear from you!
## Final note: don’t forget to sign up for our free workshop!
AI has disrupted the PPC industry. Discover the **surprising 3-step strategy** top 1% Google Ads Specialists are using to stay ahead. Join The PPC Hub's exclusive 2-year anniversary workshop to futureproof your career in the Age of AI — or risk falling behind.
[**Register here for free and I’ll see you on Wednedsday, May 28th!**](https://www.ppcmasterty.com/hub)
Thank you for reading, catch you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #128 — Create highly converting RSAs in seconds (with AI)
URL: https://www.ppcmastery.com/newsletter/tpe-128-create-highly-converting-rsas-in-seconds-with-ai
Published: 2025-05-15
Author: Miles McNair
GM, Miles here with The PPC Edge.
As a Google Ads Specialist, you know how important it is to test ad copies.
But… We’ve stopped writing ads manually.
Instead, we’ve created a CustomGPT (AI) that’s programmed based on our Creative Excellence Framework, to transform irresistible offers into compelling RSA headlines and descriptions.
The output is insane: complete, diverse RSAs in a matter of seconds.
Until now, our CustomGPT was only available for members of [**The PPC Hub**](https://www.ppcmastery.com/hub).
But today, it’s yours for free — to thank you for being an awesome subscriber of The PPC Edge.
I’ll show you how to use it, and why this CustomGPT generates far better ads than other GPTs and basic prompts.
Let’s dive in!
## Introducing the PPC Mastery Ad Copy Wizard 🧙🏽♂️: create highly converting RSAs in seconds.
The problem with 99% of ad copy GPTs and basic AI prompts: they lack context and generate random headlines and descriptions without any relevance.
Our [**Ad Copy Wizard CustomGPT**](https://www.ppcmastery.com/adcopy) is different because it’s programmed based on our Creative Excellence Framework (transforming your irresistible offer into conversion-optimized ads):
## How to use the PPC Mastery Ad Copy Wizard.
[**Click here to access our Ad Copy Wizard for free.**](https://www.ppcmastery.com/adcopy)
You don’t even have to enter a prompt — everything is pre-programmed for you.
Just click the pre-written prompt to automatically ask: _“can you help me transform my offer into compelling headlines & descriptions using the Creative Excellence Framework?”_
From there, the Ad Copy Wizard will ask you a few short questions about:
1. **Your core** **offer** (product/service, features/benefits, USPs, value boosters)
2. **Your target audience** (and their pain points, awareness level)
3. **Proof** **elements** (reviews & ratings, awards, etc.)
4. **Risk removal** (guarantees, trials, etc.)
5. **Technical requirements** (ad group theme, keywords, character limits, etc.)
That way, it has full context on what matters to you and how to turn your irresistible offer into compelling RSAs with diverse assets that allow for proper ad copy testing:
- Benefit-focused headlines.
- Feature-focused headlines.
- Social proof headlines.
- Urgency headlines.
- Scarcity headlines.
- Value-related headlines.
- Risk-reversal headlines.
- Call to action headlines.
- Core benefit + feature description.
- Social proof + value description.
- Urgency + risk reversal description.
- Clear call to action description.
And the best part? You can ask for infinite variations to refine the output!
Here’s an example of the output it created for a local car dealership in Austin, Texas, USA (it even tells you why this copy works):
## Over to you: use the PPC Mastery Ad Copy Wizard to create high-converting RSAs in seconds!
Is AI perfect? No, of course not. But with our CustomGPT, you’ll never have to start from scratch again!
Writing highly converting RSAs has never been this easy.
[**Click here to get access to the PPC Mastery Ad Copy Wizard for free!**](https://www.ppcmastery.com/adcopy)
## A final note.
Do you struggle to stay up to date in the fast-changing PPC industry? And are you serious about taking your Google Ads skills, results, and career to the next level?
Then consider joining [**The PPC Hub**](https://www.ppcmastery.com/hub). Inside, our Google Ads Success Path program and elite community of 2.000+ experienced Google Ads Specialists will help you:
- Deeply master Google Ads and drive maximum results in minimum time.
- Stay on the cutting edge of PPC with up-to-date strategies & workflows.
- Master the key skills that set you apart from struggling Google Ads Specialists.
- Become more valuable to your clients/agency/company and unlock new career opportunities.
If that sounds interesting, feel free to join us [**here**](https://www.ppcmastery.com/hub).
Thanks for reading — catch you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #126 — how to win in the Modern-Day Search era
URL: https://www.ppcmastery.com/newsletter/tpe-126-how-to-win-in-the-modern-day-search-era
Published: 2025-04-30
Author: Miles McNair
GM, Miles here with The PPC Edge.
Search campaigns have changed a lot over the years.
Old best practices like Single Keyword Ad Groups and hyper-granular campaigns no longer work as well as they used to.
That’s because Google’s technology has evolved:
- Data consolidation is key.
- Broad Match + Smart Bidding is the new normal.
- And creative testing is all over the place with RSAs.
Unfortunately, many people struggle to scale Search campaigns because they don’t know how to properly leverage Google’s automated solutions.
So today, we’ll dive into our Modern-Day Search framework, so you know how to properly set up & scale Search campaigns in this new era of automation and ‘smart’ targeting solutions.
Let’s dive in!
## The Modern-Day Search framework.
In the ‘Modern-Day Search' era, Google has become incredibly good at understanding the meaning and intent behind a user’s keyword (based on thousands of user signals that are invisible to our marketers’ eyes).
This makes it easier to reach more high-intent customers, with fewer keywords.
Our Modern-Day Search framework revolves around simplification and automation.
Apply the following 4 pillars to properly set up and scale your Search campaigns:
## Modern-Day Search Pillar 1: Consolidate.
Consolidation is the act of merging campaigns and aggregating data to make Smart Bidding more effective at reaching your goals — and it’s the foundation of Modern-Day Search campaigns.
By simplifying your account structure, you’ll have better input (more data), which leads to better output (results).
Remember: Google’s Smart Bidding algorithm needs a lot of data to work well, so it’s our job to aggregate as much data as possible (while remaining relevant).
This is what consolidation or simplification looks like in a real account:
In one of Bob’s best [**case studies**](https://www.ppcmastery.com/blog/tpe-120-lead-gen-case-study-250-conversions-60-cpa), he used completely restructured a struggling lead gen account by consolidating 19 Non-Branded Search campaigns into 4, resulting in +253% conversions and -60% CPA.
And it’s been a massive weapon for members of The PPC Hub since we started teaching this in our Search Mastery course.
Consolidation is the way to go for Search, but there are always exceptions. You can find a deep dive in [**this article**](https://www.ppcmastery.com/blog/tpe-94-why-consolidation-is-the-key-to-success-with-google-ads).
The downside of consolidation is putting everything on 1 pile and losing control and relevance of your ads…
In our Search Mastery course (available in [**The PPC Hub**](https://www.ppcmastery.com/hub)), we explain how to create hyper-consolidated campaigns, without losing relevance (with smart tactics like final URLs and Dynamic Keyword Insertion on the keyword-level).
## Modern-Day Search Pillar 2: Broad Match.
The second pillar is Broad Match. And yes, I said Broad Match.
If that makes you cringe, you need to get a reality check. It’s not as evil or bad as people make it out to be.
Is it perfect? Of course not.
But when done right, it’s a powerful weapon to scale your results to the next level.
You see, keyword targeting has changed:
- Google understands intent and not just words (semantic vs. syntax matching).
- Match types aren’t what they used to be (exact match is definitely not exact).
- Fighting the algorithm is a never-ending struggle (e.g. close variants).
**Broad Match + Smart Bidding = the new normal** — and the biggest reason is because it’s the only match type that uses all of the available user signals to understand the intent of both the user’s search AND your keyword:
But… We’re not saying you should always run full-broad.
There are always nuances and reasons you should _not_ run (full) broad:
- Low volume/budget accounts.
- Niche products/services.
- You’re not leveraging Smart Bidding.
- When query intent is critical.
Your bid strategy and goals determine the match types you choose, and for _most_ conversion-focused accounts, Broad Match is the way to go (when controlled properly).
To close off this pillar, here are some A/B test results for my fellow data-geeks. But don’t rely on our data — experiment yourself (we’ll show you how in our Search Mastery course, available in [**The PPC Hub**](https://www.ppcmastery.com/hub)).
Modern-Day Search Pillar 3: Smart Bidding.
And that brings me to the 3rd pillar of the Modern-Day Search framework: Smart Bidding.
NEVER EVER use Broad Match without Smart Bidding (unless you love burning money for no reason).
- Broad match without Smart Bidding **\= money pit.**
- Smart Bidding without challenging targets **\= waste.**
- Smart Bidding + Challenging targets + Broad Match = **controlled scaling.**
## Modern-Day Search Pillar 4: Creatives.
The last pillar of our Modern-Day Search framework is all about creating compelling creatives (AKA writing highly-relevant Responsive Search Ads).
Most Google Ads Specialists whip out a few headlines and descriptions without giving them too much thought, but we suggest you do things differently.
Here’s the Creative Excellence Framework we use to write highly-relevant, high-converting RSAs with the right message at the right time (based on where someone is in the customer journey).
Before you write your ads, deeply research your client’s offer, target market, USPs, and competitive advantages.
Then, use that research to create compelling creatives that resonate with your target audience… And map the ads to where your customer is in their journey.
A copywriting model I love for this: “enter the conversation that’s already going on in your customer’s mind”.
In other words: show them what they’re looking for, and present your offer as the solution to their problems.
## And that’s how you win in the Modern-Day Search era!
Consolidation + Broad Match + Smart Bidding + RSAs = winning.
Automation is not the enemy. When used correctly, it can be huge lever for success. But when used _incorrectly_, they will do more harm than good.
In our Search Mastery course (exclusively available in [**The PPC Hub**](https://www.ppcmastery.com/hub)), we ensure you launch, optimize, and scale your ‘Modern-Day Search’ campaigns the right way:
- How to consolidate like the pros (and when to create segmentations).
- How to save time & improve results with Hyper Consolidation (without losing relevance).
- How to run (full) Broad Match experiments (and when to choose Phrase & Exact).
- How to create highly-converting RSAs with our CustomGPT based on the Creative Excellence Framework.
- Walkthroughs to make implementation as easy as possible.
- … And so much more!
If you’re serious about taking your skills, results, and career/business to the next level, [**consider joining The PPC Hub**](https://www.ppcmastery.com/hub). You’ll love it.
And that’s all for today — thanks for reading.
We’ll be back next week.
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #127 — Forget ROAS (7 metrics to track instead)
URL: https://www.ppcmastery.com/newsletter/tpe-127-forget-roas-7-metrics-to-track-instead
Published: 2025-04-30
Author: Miles McNair
GM, Miles here with The PPC Edge.
I need to address something that’s been on my mind.
Lately, I’ve seen a lot of braggy posts like:
- _"We hit 700% ROAS!"_
- _“We helped a client get 12x ROAS!"_
Nice results… But what does that actually tell you?
**Without context, absolutely nothing.**
Unfortunately, too many clients and Google Ads Specialists still think a higher ROAS always equals better results.
A high ROAS may look impressive, but without digging into margins, CAC, and volume… It doesn’t say much.
So today, I’m breaking down why ROAS can be misleading — and 7 metrics to use instead that actually move the needle for real business results.
Let’s dive in!
## **ROAS ≠ Profit.**
Clients love seeing a high ROAS.
It looks great on reports and easy to understand ($1 in, $3 out).
But here’s the truth:
- You can have a great ROAS and still be losing money.
- You can have a high ROAS and leave growth on the table.
- A high ROAS might actually mean you’re **not spending enough**.
Let’s run the numbers with a simplified example:
- **Advertiser A:** €10.000 spend, €70.000 revenue → 700% ROAS
Profit margin = 20%, generating €14.000 in gross profit.
- **Advertiser B:** €10.000 spend, €40.000 revenue → 400% ROAS
Profit margin = 50%, generating €20.000 in gross profit.
**Who’s winning?**
_Well, sure, it depends on your goals… But to make my point:_
Not Advertiser A… Despite having a 700% ROAS, their gross profit is 30% lower than Advertiser B with ‘only’ a 400% ROAS.
_Yes, this is a simplified example… Sometimes gross profit isn’t the end goal and you want to maximize revenue… But most clients simply want more profit._
That’s why ROAS by itself is a **vanity metric**.
If you're only focused on making ROAS go up, you're not telling the whole story…
And you’re almost guaranteed to leave profit and growth on the table.
## **🚩 ROAS can be manipulated.**
To make things even worse:
Some agencies use high ROAS numbers to make results _look_ better than they really are by:
- Including Branded Search & Remarketing (which typically have a higher ROAS).
- Over-reporting on bottom-of-funnel keywords (same thing).
- Avoiding top-of-funnel campaigns (that typically have more diminishing returns and lower ROAS).
Clients see and get impressed by a great ROAS, but under the hood?
Well, who knows what goes on under the hood…
Could be tons of missed volumes and growth opportunities, low margins, or even flat-out unprofitable campaigns.
## 7 metrics to track instead of ROAS.
If you want to drive real business results, here are 7 alternatives to measure (and report on) next to ROAS:
**1: Gross Profit.**
_\= Revenue – Cost of Goods Sold (COGS)_
This is your profit after product costs, but before ad spend or overhead. It shows how much money you actually make from sales — and gives you a solid base for smart scaling.
**2: POAS (Profit on Ad Spend).**
_\= Gross profit ÷ ad spend_
POAS tells you how much profit you’re making after ad spend — not just revenue.
This can be a great optimization signal for Smart Bidding too.
**3: MER (Marketing Efficiency Ratio).**
_\= Total revenue ÷ total marketing spend (all channels)_
MER helps you understand the bigger picture, as it accounts for all revenue and all marketing spend, not just Google Ads. This is great to understand the overall performance of your client.
**4: Contribution Margin.**
_\= Revenue – variable costs (COGS, shipping, ad spend, etc.)_
Contribution Margin tells you how much money from each sale is available to cover your fixed costs and eventually contribute to profit after covering variable costs.
**5: Customer Lifetime Value (LTV)**
_\= Average Order Value_ x avg. amount of purchases over avg. Customer Lifespan\*
LTV tells you how much a customer is worth to your business on average over time (not just from their first purchase, but from everything they’re likely to buy in the future. This allows you to justify higher CPAs that might be unprofitable on the first order, but profitable on repeat orders.
\*_Pro-tip: expressing your LTV in terms of Lifetime Gross Profit paints a clearer picture than Lifetime Revenue (which doesn’t say anything about profitability)_
**6: Blended (n)CAC (\[New\] Customer Acquisition Cost).**
_\= Total marketing & sales spend ÷ total (new) customers acquired_
This shows you how much it costs to acquire a (new) customer across all channels.
When you stack this against LTV, you instantly know whether you're scaling profitably or not.
**7: LTV:CAC Ratio**
_\= Lifetime Value ÷ Customer Acquisition Cost_
And now for the holy grail of performance marketing: the LTV:CAC Ratio.
You’re essentially asking: _"For every dollar I spend to acquire a customer, how much revenue or profit do I get back over time?”_
It exposes if your business model is sustainable and scalable, or not.
## Now, don’t get me wrong — **ROAS isn’t _bad_ by default...**
It’s a fantastic diagnostic metric. It helps you place the right bids, compare campaign performance, and monitor trends over time.
But ROAS on its own? It’s incomplete.
Without context — like your profit margins, CAC, LTV, and growth goals — it tells you _very little_ about actual performance or business impact.
That’s why we need to go deeper:
- Stop reporting on numbers without context.
- Paint the full picture with more data points like POAS, MER, and LTV:CAC.
- Use ROAS as a diagnostic metric, but educate your clients on what truly matters.
## **Quick Recap:**
- ROAS doesn’t tell the full story — context is everything.
- High ROAS can signal under-investment, not success.
- You might be missing profit or growth opportunities.
- Track and report on POAS, MER, and LTV:CAC to maximize scale.
- Stop sharing numbers without context just to impress unknowing clients.
**Last note: if you’re serious about taking your Google Ads skills, results, and career/business to the next level, consider joining The PPC Hub.**
Inside, you get access to our step-by-step Google Ads Success Path program, that takes you by the hand with a proven system to master what it takes to drive maximum results in minimum time.
[**If that sounds interesting, feel free to join us and 2.000+ experienced Google Ads Specialists here**](https://www.ppcmastery.com/hub) (or check out the video below to see what our members say).
And that’s all for today — thanks for reading.
Catch you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #124 — 15 tips to boost CTR (Search Ads)
URL: https://www.ppcmastery.com/newsletter/tpe-124-15-tips-to-boost-ctr
Published: 2025-02-21
Author: Miles McNair
Google recently [**announced**](https://support.google.com/google-ads/answer/15967262?sjid=8235389359320874357-EU) big changes are coming to Responsive Search Ads:
- Headlines can now show instead of descriptions.
- Headlines can now show instead of sitelinks.
As a result, what defines a “headline” is becoming blurry and testing becomes more difficult.
So today, I’ll share 15 tips to increase your CTR by writing better ad copy.
Most of these are not “sexy”, but their impact is high.
Remember: the fundamentals always drive the best results.
Let’s dive right in
## **1: Include your keyword in the headline and description.**
This is essential to increase ad relevance, which increases Quality Score and the likeliness someone clicks on your ad. With RSAs, add the keyword to max 3 headlines and 2 descriptions to redundancy.
Bonus tip: use Dynamic Keyword Insertion for even more relevance!
## **2: Don't try to be fancy: focus on what the user needs.**
With Google Ads, clear and to the point beats fancy and smart. If someone is looking for 'best white sneakers size 44', show them 'best white sneakers size 44'.
The more direct you can be, the better.
## **3: Use verbs in CTAs (tell the user to do something).**
This one speaks for itself: use active language to stimulate a user to take a certain action.
- 'Register today'.
- 'Learn more'.
- 'Buy now'.
## **4: Focus on the result your customer will get.**
What problem do you solve for your customer? Show that in your ad.
Sell the destination, not the journey.
Selling fitness programs? Don't say 'buy our fitness program'...
Instead, say 'get six-pack abs in just 30 days'.
## **5: Add as many ad extensions as possible.**
Extensions (or assets I guess haha) instantly boost CTR. Use them to increase ad size, push competitors down, and show relevant info.
Sitelinks, callouts, structured snippets, promotions, prices, images... Use them all if you can.
## **6: Use local language for local searches.**
This is a no-brainer for local businesses.
Increase ad relevance and chances to get a click by adding the location to your ad. If someone's looking for a plumber in Parkville, MD, show them a plumber in Parkville, MD.
Simple as that, but often overlooked.
## **7: Use scarcity & urgency tactics.**
Nothing gets people to move more than scarcity and urgency.
As humans, we want what we can't have.
- Got 5 items left in stock? Show that in your ad with Ad Customizers.
- Sale ending soon? Show that in your ad with a countdown timer!
## **8: Include social proof.**
Another human psychology trigger that's just as strong as scarcity and urgency: social proof.
Assure people you can deliver.
Example: 'Rated 4.7/5. by 50K+ happy customers'
## **9: Focus on 1 angle at a time.**
Don't try to sell your customers too much at once, you'll confuse them.
Instead, focus on 1 angle, 1 problem, 1 solution.
Confused people don't click your ad.
## **10: Test your assumptions.**
Never assume something will work. Set hypotheses and experiment. Never stop testing!
## **11: Test different lengths.**
Don't make all headlines and descriptions max length.
Test different lengths so your ads can show perfectly on different screen sizes without cutting off words at the end.
## **12: Keep it simple.**
Keep your ads as simple as possible.
Just tap into what the user is looking for with relevant keywords in the ad, and play a bit with psychological triggers like scarcity, urgency, social proof, a CTA, and you're good to go.
## **13: Use generic USPs.**
Generic USPs are not product-specific, but showcase why your business is the best option.
- 'Lowest price guaranteed'
- 'Free shipping and returns'
- '30-day money-back guarantee'
## **14: Use product-specific USPs.**
These help convince your customers of why they need your products.
- 'Save up to 9% energy today'
- 'Comfortable & stylish'
- 'Premium leather'
- 'Save €25 today'
## **15: Write for your customers, not for Google.**
Yes, you need high ad relevance for a high Quality Score.
But don't go overboard by stuffing keywords in every single headline.
Always write for your customers, not for Google. Don't spam your keywords, keep it clean.
## There you have it: 15 tips to increase Google Ads CTR!
Use these to get more clicks, boost CTR, and ultimately conversions.
I hope it was helpful!
**Last note: do you struggle to stay up-to-date in the fast-changing PPC industry, feeling overwhelmed and losing confidence in your abilities (even with years of experience)?**
Then consider joining [**The PPC Hub**](https://www.ppcmastery.com/hub)! Inside, we’ll take your skills to the next level so you can:
- Deeply master Google Ads and drive maximum results in minimum time.
- Stay on the cutting edge of PPC with up-to-date strategies & workflows.
- Master the key skills that set you apart from struggling Google Ads Specialists.
- Become more valuable to your clients/agency/company and unlock new career opportunities.
[**Join here!**](https://www.ppcmastery.com/hub)
****
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #121 — The 2025 guide to Google Ads Conversion Tracking
URL: https://www.ppcmastery.com/newsletter/tpe-121-tracking
Published: 2025-01-23
Author: Miles McNair
GM, Miles here with The PPC Edge.
In 2024, Google Ads conversion tracking became a huge mess:
- More people are using ad blockers.
- Google announced to kill third-party cookies, but then didn’t.
- Privacy regulations + lack of user consent lead to gaps in conversion data (remember the whole Consent Mode thing?!).
As a community, we worked hard to navigate the changing world…
But we expect that the tracking issues are only gonna get worse in 2025:
- More privacy regulations and laws worldwide.
- Browsers will continue to block cookies.
- More users become privacy-aware and reject tracking consent.
The current landscape causes a huge problem:
Without proper conversion tracking, you will never get your desired results. It’s the absolute foundation for Google Ads success.
**That’s why we created the ‘PPC Mastery Measurement Maturity Framework’.**
It shows you the best practices you need to future-proof your Google Ads tracking, and measure more high-quality conversions.
We recently updated the framework. Use it as your blueprint to track as many conversions as possible this year.
I wish I had something like this when I started my career (although the state of tracking was much different back then).
Let’s dive in, shall we?
## Track more high-quality conversions with our updated Measurement Maturity Framework.
Our updated Measurement Maturity Framework contains 3 sections:
1. Start with a solid **foundation**.
2. **Enhance** your dataset with advanced features.
3. **Correct** your dataset for more accuracy.
Tracking conversions with Google Ads becomes technical very fast. To prevent overwhelm, we’ll dive into the foundation today, as well as the most important advanced features to enhance your dataset.
## Section 1: Start with a solid foundation.
The first section of the updated Measurement Maturity Framework helps you lay the foundation for success.
How you set this up can truly make or break your conversion tracking.
If you implement the 3 tracking techniques we have for you in this section, you will already be ahead of 90% of your competitors.
**1.1: Implement Server-Side Tagging.**
We believe Server-Side Tagging (SST) is no longer optional — it’s a must in nearly every account (except maybe the really small ones):
- It **prevents data loss** due to client-side issues such as ad-blockers, cookie restrictions, or browser limitations and increases accuracy.
- It leads to **faster page load times and improved UX**, because the processing load is shifted from the user's device to your server.
We won’t dive into the nitty-gritty details of SST in this newsletter.
Just understand that your server directly communicates with third-party platforms, such as Google Ads, using server-to-server connections.
Server-Side Tagging typically collects data in first-party context, which is a great way to future-proof your tracking setup.
With SST, we’ve seen conversion uplifts between 10-30%!
_We use Taggrs to help us set up SST with ease. Get it for free for 1 month [**here**](https://taggrs.io/en/partnership-ppc-mastery/)._
**1.2: Implement the Google Ads Conversion Pixel (Tag) for all website conversions.**
You can’t rely on GA4 data and must therefore use the Google Ads Conversion Pixel (Tag) to:
- Measure more **conversions and data points.**
- Improve **attribution** with cross-device and view-through conversions.
- Use additional **advanced data enhancement features** (see section 2).
- Optimally **integrate Offline Conversion Tracking**.
It’s best to import GA4 conversions for observation and back-up purposes. We highly recommend you to use Google Ads Conversion Tracking (or Offline Conversion Tracking, see section 1.3) for all your tracking needs.
_If you combine Server-Side Tagging with Google Ads Conversion Tracking, you will receive more conversion data and insights!_
**1.3: Implement Offline Conversion Tracking for all offsite conversions (Lead Gen).**
Offline Conversion Tracking is an absolute must for Lead Gen advertisers. It helps you:
- Track the **real impact** of your Google Ads campaigns on offline sales.
- Optimize toward more profound **lead-to-sale events** and increase your bottom-line results.
How it works:
- **Customer data is matched** with online identifiers (e.g., GCLID, GBRAID, WBRAID, email) to link offline conversions with your ads.
- Google Ads uses this data to **attribute offline conversions** to specific in-platform dimensions, like campaigns and keywords.
With Offline Conversion Tracking, you unlock extremely valuable data points about your closed deals, cost per closed deal, lead-to-closed dea ratio, and ultimately (gross) profit.
Added benefit: you can use the real conversion values from closed deals to optimize for high-value leads/customers with Value-Based Bidding (VBB).
The most common way to set up Offline Conversion Tracking is with Zapier. For advanced and high-volume accounts, the Google Ads API might be the best solution.
## Section 2: Enhance your dataset with advanced features.
At this point, you’ve laid the foundation for success with Server-Side Tagging, Google Ads Conversion Tracking, and Offline Conversion Tracking (Lead Gen).
Now it’s time to go beyond the foundation and enhance our dataset with advanced features.
Let’s look at the most important advanced tracking techniques to measure more high-quality data than your competitors _(these will really take your skills and performance to the next level)_:
- Enhanced Conversions.
- Consent Mode.
- Profit tracking.
**2.1: Implement Enhanced Conversion to improve attribution.**
Enhanced Conversions supplements your existing conversion tags by sending over hashed first party conversion data, such as an email.
This enables Google Ads to match and attribute that data to logged-in Google users who viewed or clicked on ads through for example another device when a cookie was deleted.
In other words:
- You will **recover conversions** that otherwise wouldn’t have been measured.
- You will **improve bidding optimization** through better data and attribution.
Rachel Williams, member of [**The PPC Hub**](https://www.ppcmastery.com/hub) recently saw a 10% increase in measured conversions on the Search network when she implemented Enhanced Conversions.
That’s massive!
Long story short: implement Enhanced Conversions to recover conversions that would otherwise have been lost!
Google recently updated the diagnostics, which shows a great overview of the additionally reported conversions thanks to Enhanced Conversions!
**2.2: Implement Google Consent Mode (V2) and fill in the gaps with Conversion Modelling.**
Google Consent Mode V2 was the talk of the town last year (because it was mandatory to set up before March 2024 if you had end-users in the EEA region).
The panic has settled down and we have gotten used to enabling Consent Mode by default in the EU.
But privacy regulations aren’t the only reason you need Consent Mode.
We recommend everyone to use Consent Mode so you can leverage the benefits of Conversion Modelling (which helps you recover lost conversions from people who rejected tracking consent).
Still not convinced? 40% rejects cookies on our own website lolz (Consent Mode recovers a percentage of those users).
Here’s how Google Consent Mode works:
- Consent Mode **automatically adjusts how your tags behave** based on the cookie consent status of your users.
- Using consent signals, Google uses Conversion Modeling to **recover lost conversions** from users who didn’t consent to ads cookies.
- When consent is granted, tags will **function normally**. When consent is denied, associated tags will **adjust their behavior** accordingly.
- Conversion Modeling can **help fill in blanks** at times when it’s not possible to observe the path between ad interactions and conversions.
Meaning: Consent Mode gives you additional conversions that you would otherwise not have measured.
_Quick note on Conversion Modelling: you can’t segment observed and modeled conversions inside of Google Ads. So you will have to trust Google…_
But, on average, we see an uplift of 5% in measured conversions (this used to be visible, but we haven’t seen it in a long time — some say it’s only available in the first 30 days… Not sure!).
Stack this on top of the +/- 10% uplift from Enhanced Conversions, and you have a lot of extra data to work with!
**2.3: Implement Profit Tracking to measure and/or optimize for profit (Ecommerce).**
Most advertisers only track revenue and use Return On Ad Spend (ROAS) to analyze and improve campaigns.
The problem: these metrics don’t tell you anything about your profitability.
Google will push the products that are most likely to get conversions and won’t look at profit margins. You might be getting a lot of conversions and revenue, but that doesn’t mean you’re profitable.
The solution: implement profit tracking and enable Profit On Ad Spend (POAS).
(The easiest way to set up profit tracking is with a tool called [**ProfitMetrics.io**](https://profitmetrics.io/?fpr=ppcmastery).)
These are the benefits:
- See **gross profit data** in Google Ads.
- Stop **unprofitable ads and scale hidden winners**.
- Increase Profit on Ad Spend and **know exactly how much profit you make**.
- **Deliver better input to let Google** improve campaign performance (profit).
## Implement this framework and you will be 10 steps ahead of your competition!
Again: we haven’t covered the entire framework in this issue because I don’t want to overwhelm you.
If you want to take your conversion tracking and data input to the next level, you can also implement the following advanced features:
- Conversions with Cart Data (understand what people buy).
- New Customer Data to segment new vs. returning customers.
- Transaction IDs to avoid duplicate conversions.
- Custom Variables to gain business-specific insights.
**And you can correct your dataset with:**
- Conversion Adjustments to remove or change conversion data.
- Data Exclusions to clean up your conversion data.
**But… The most important things is that you first start with a solid foundation:**
- Server-Side Tagging.
- Track conversions with the Google Ads conversion pixel (GACT).
- Implement Offline Conversion Tracking for offsite conversions (Lead Gen).
**And then enhance your dataset with:**
- Enhanced Conversions and Consent Mode to fill in the gaps.
- Profit Tracking to measure and/or optimize for profit (Ecommerce).
Investing in a solid, advanced conversion tracking setup is no longer optional.
You MUST future-proof your conversion tracking and dataset in order to survive in the current PPC landscape.
Follow our Measurement Maturity Framework, and you will be 10 steps ahead of your competition.
Remember: crystal-clear conversion tracking is the absolute foundation for success with Google Ads.
So make sure you invest time and effort in setting everything up optimally.
## Next step: need help implementing?
Most of these tracking techniques are technical and difficult to set up and we’d love to help you out.
We created a complete course (Conversion Tracking Mastery) on how to set up your Google Ads conversion tracking setup so you can:
- Track as much as possible (has a huge impact on the algorithm).
- Measure more high-quality conversions and real business results.
- Set up everything with ease (with over-the-shoulder implementation videos).
If that sounds interesting, consider joining [**The PPC Hub**](https://www.ppcmastery.com/hub). Inside, you’ll unlock instant access to Conversion Tracking Mastery and lots of other program that will take your Google Ads skills and results to the next level.
And that’s all for today — hope it was helpful.
See you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #122 — The 2025 PPC Expert Tool Stack (20+ free & paid tools)
URL: https://www.ppcmastery.com/newsletter/tpe-122-the-2025-ppc-expert-tool-stack-20-free-paid-tools
Published: 2025-01-22
Author: Miles McNair
GM, Miles here with The PPC Edge!
People often ask us about our favorite Google Ads tools.
So today, I’ll share my of PPC tools that can help you save time and increase profit.
This is by no means a complete directory, but just a collection of my favorite ones.
You might be familiar with some of them, while others might be new.
Let’s dive right in!
_Quick note: some of the links are affiliate links, but not all of them. As always, we only recommend tools we actually use ourselves._
## 1: Account monitoring & auditing: TrueClicks.
[TrueClicks](https://trueclicks.com/#via=bce015) helps you stay on top of your accounts with automated account audits. It's a no-brainer for agencies and freelancers with a large portfolio of clients.
**The benefits of using TrueClicks:**
- Automated account audits.
- Get notified when something breaks.
- Never miss an optimization opportunity again.
## 2: Tracking: Taggrs.
[Taggrs](https://taggrs.io/en/partnership-ppc-mastery/) is an undefeated tool that simplifies your (server-side) tracking setups.
**The benefits of server-side tracking & Taggrs:**
- Prevent data loss due to client-side issues.
- Faster load times and improved UX.
- Track more conversions.
## 3: Call tracking: AdCalls.
Many businesses close deals on the phone. The problem: you can’t easily track those sales. But with [AdCalls](https://adcalls.com/) you can!
## 4: Landing pages: Unbounce & Leadpages.
Your landing page has a massive impact on your results. [Unbounce](https://unbounce.com/) and [Leadpages](https://www.leadpages.com/) make it easy to create your own conversion-optimized landing pages (they also have a big library of templates to pull inspiration from).
**The benefits of using Unbounce:**
- Test landing pages without a developer.
- Easy to use drag & drop builder.
- For Lead Gen, Ecom and SaaS.
## 5: Profit tracking (POAS): ProfitMetrics.
[ProfitMetrics](https://profitmetrics.io/?fpr=ppcmastery) is an absolute no-brainer for all of our ecom accounts, because it allows you to track (and steer on) actual profit.
**The benefits of using ProfitMetrics:**
- Track profit, not just revenue.
- Steer on POAS, not just ROAS.
- Measure more conversions with the Conversion Booster.
- ProfitMetrics also uses server-side tracking.
## 6: CSS, bucketing, and (AI-based) feed optimization: ProductHero.
[ProductHero](https://producthero.com/en/google-css?utm_source=referral&utm_medium=ppcmastery.com) is another no-brainer for ecom clients.
**The benefits of using ProductHero:**
- CSS: get 20% off Shopping clicks (EU).
- Enable Performance-Based Bucketing with the [Labelizer](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com).
- Optimize your product feed with the [Optimizer](https://producthero.com/en/optimizer?utm_source=referral&utm_medium=ppcmastery.com) & [Products AI](https://producthero.com/en/products-ai?utm_source=referral&utm_medium=ppcmastery.com) tool.
- Scrape, compare, and benchmark product prices with [Pricelizer](https://producthero.com/en/pricelizer?utm_source=referral&utm_medium=ppcmastery.com).
## 7: Third-party attribution: TripleWhale & more.
Third-party attribution tools are crucial for analyzing performance across the entire marketing mix, especially for advanced advertisers with a lot of spend on various channels.
You can't solely rely on Google Ads (or any platform) data — and that’s where third-party attribution tools like [TripleWhale](https://www.triplewhale.com/), [Rockerbox](https://www.rockerbox.com/), [Hyros](https://hyros.com/), [PolarAnalytics](https://www.polaranalytics.com/), and [Northbeam](https://www.northbeam.io/) come in.
You could use GA4 as a free alternative… But remember that you’re still relying on attribution by Google, instead of an unbiased third-party tool.
**The benefits of using third-party attribution tools:**
- Analyze performance across the entire marketing mix.
- Build custom attribution models for your business.
- You no longer rely on in-platform data.
## 8: Cookie banners: Cookiebot.
If you track users online with the proper consent/compliance, you are liable for fees. [Cookiebot CMP](https://www.cookiebot.com/) helps you make your online (cookie) tracking compliant. We use Cookiebot for our website and it works really well.
**The benefits of using Cookiebot:**
- Track users with the proper consent.
- You are compliant with all the boring legal stuff _(always consult with a professional)_.
## 9: Feed management: Channable.
[Channable](https://www.channable.com/) remains undefeated in the feed management world, we can’t live without it. If you have a feed, you need Channable. It's simply the best feed management + campaign automation tool in the world.
**The benefits of using Channable:**
- Easily manage your Shopping feed.
- Connect any source you want.
- Automate campaign creation.
## 10: Reduce meetings: Loom.
If there’s one thing I hate, it’s useless meetings. With [Loom](https://loom.com/), we drastically reduce the amount of meetings per week.
**The benefits of using Loom:**
- Save time by sending clients small updates with a quick Loom video.
- Increase the frequency of checking in with your client.
- Reduce time spent on useless meetings.
## 11: Designing: Canva.
[Canva](https://www.canva.com/) is truly one of the best tools in the existence of the world. If you’re a design-noob like me, this tool is perfect for you.
**The benefits of using Canva:**
- Create anything without the need for Photoshop skills.
- Create banners/videos based on templates.
## 12: AI-based banner creation: Creatopy.
I wish we would’ve found a tool like [Creatopy](https://www.creatopy.com/) earlier in our careers.
**The benefits of using Creatopy:**
- Quickly and easily create banners based on templates.
- Design conversion-optimized ads without design skills.
## 13: Productivity: Google Ads Editor.
We looooove the Google Ads Editor. You’re probably familiar with it, but we wanted to mention it anyway.
This is one of those tools that you truly need to master to make yourself 10 times as productive.
**The benefits of using Google Ads Editor:**
- Speed up campaign creation.
- Save time by making bulk edits.
- Make changes in draft-mode, and publish whenever needed.
## 14: Focus: Brain FM.
I can’t live without [Brain.fm](https://www.brain.fm/). After a while, your brain becomes accustomed to the music and you instantly get into focus-mode by association. And the Lo-Fi beats are just amazing.
**The benefits of using Brrain FM:**
- Listen to music that’s designed to help you focus better.
- Choose from a wide range of genres.
## 15: Client onboarding: AgencyAccess & LinkMyAgency.
With [AgencyAccess](https://www.agencyaccess.co/) and [LinkMyAgency](https://www.linkmyagency.com/), you can easily onboard clients and get access to accounts smoothly and quickly. Say goodbye to endless emails back & forth with clients asking them for access… And blow them away with a professional, branded, onboarding experience.
## 16: Infinite inspiration: ChatGPT & Claude.
We use [ChatGPT](https://chatgpt.com/) & [Claude](https://claude.ai/) every day to brainstorm ideas, come up with ad copy, improve landing pages, do research, etc. An absolute no-brainer for every marketer.
## 17: Competitor analysis: SEMRush & SpyFU.
Who doesn’t love spying on competitors for fresh insights? Our favorite tools include [SEMRush](https://www.semrush.com/), [Similarweb](https://www.similarweb.com/), and [SpyFu](https://www.spyfu.com/).
## 18: Conversion Rate Optimization: Microsoft Clarity & VWO.
CRO is one of the most underrated ways to scale hard. And tools like [Microsoft Clarity](https://clarity.microsoft.com/) (heatmaps & session recordings) and [VWO](https://vwo.com/) (split-testing & more) make it easier for you to test things that increase your conversion rates.
## 19: Sync external data sources with dashboards: PowerMyAnalytics.
With [PowerMyAnalytics](https://www.powermyanalytics.com/), you can connect external data sources (like Microsoft Ads or backend data) to your dashboards (like Looker Studio).
## 20: Google Ads training community: The PPC Hub.
Obviously I have to plug our own [PPC Hub](https://www.ppcmastery.com/hub), world’s greatest Google Ads training platform and community (I am biased, I admit that). If you want to gain total clarity on how to drive results with Google Ads, and surround yourself with nearly 2.000 of world’s greatest PPC Experts, then [feel free to join us](https://www.ppcmastery.com/hub)!
I am always on the lookout for new tools. What would you recommend? Feel free to let me know!
Did you know there’s a big database of PPC tools, created by Wijnand Meijer from TrueClicks?
It’s called [ppc.software — check it out here](https://ppc.software/) (hundreds of tools).
I hope that was valuable — see you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #119 — Long-term PPC success? Look beyond Google Ads
URL: https://www.ppcmastery.com/newsletter/tpe-119-long-term-ppc-success-look-beyond-google-ads
Published: 2025-01-11
Author: Miles McNair
GM, Miles here with The PPC Edge.
Lately, I’ve spoken a lot about the importance of looking beyond Google Ads to make the greatest impact as a Google Ads Specialist.
It might sound counterintuitive since our job is to drive results with Google Ads, but hear me out.
Today, I want to share the story of how Bob’s longest-standing client has been with him for 7+ years _(a rarity in today’s competitive agency landscape)._
He achieved this by looking beyond Google Ads and becoming a true business partner for his client.
_(Quick note: if you’re new here — [**Bob**](https://www.linkedin.com/in/bmmeijer/) is my co-founder and business partner, and has 10+ years of experience with Google Ads. He truly is the best Google Ads Specialist I know, and I’ve learned a lot from him since partnering up for PPC Mastery. I’m sure his stories and lessons are valuable to you too!)_
Let’s dive in!
## From ‘on the side’ to full-fledged partner: how Bob’s longest-standing client has been with him for 7+ years.
Bob started working with this client ‘on the side’ when he was still working at an agency.
Over the years, he became his client’s right-hand man, and:
- More than 3X-ed his rate (from €65/hour to €200/hour).
- Received a €50.000 bonus (yes, really, as a freelancer).
- Helped his client in an acquisition process.
_Here’s the proof of the increased rate, shared with Bob’s permission (I know it’s small):_
I’ve never heard of a company giving a FREELANCER a bonus… Have you?!
**The reason Bob got a €50K bonus, was because his client truly saw him as an integral part of his team. He helped his client’s business grow not only with Google Ads, which made him truly irreplaceable.**
But what did he exactly do to be in such a great position?
It all started with Bob’s desire to make _real impact_ — and he did that outside of the Google Ads interface.
## **Looking beyond Google Ads was the key to success.**
Don’t get me wrong: Google Ads has always been at the core of Bob’s service delivery for this client. But he also realized that Google Ads is just a piece of the puzzle, not the puzzle itself.
Over the years, he identified growth opportunities and bottlenecks that allowed his client to grow to never-expected heights.
Here are a few examples of what he did outside of Google Ads, that most PPC Experts would never even think about _(because it’s not what is ‘expected’ from us)_:
- Set up a **Customer Lifetime Value Framework for Offline Conversion Tracking & Value-Based-Bidding** based on profit margins _(together with development)_.
- Helped **cross borders and expand to other countries** _(from NL + BE to 25 languages)._
- Helped **expand to other channels** _(he didn’t manage those channels, but introduced his clients to senior experts from his network — the finest form of leverage)_.
- Helped set up **Google Tag Manager, GA4, and Advanced Looker Studio Dashboards** _(to make it easier to gain insights, report, and optimize based on the most important metrics that matter to his client — AKA qualified leads, closed deals, and gross profit)_**.**
- Helped **build conversion-optimized landing pages** to take control over what happens after the click _(which often influences results more than what happens before)._
- … And so much more that is not typically ‘required’ of Google Ads Specialists.
Bob could’ve easily set up everything perfectly in his Google Ads account and let it run on autopilot. That would’ve surely driven results.
But he realized that wasn’t enough if he wanted to:
- Make a real impact and _actually_ grow his client’s business.
- Future-proof himself and become immune to competition.
You see, Bob got that €50K bonus because his client didn’t want to lose HIM as a freelancer on his team.
Most agencies fight hard to not lose a client…
But in Bob’s case, it was the other way around: his client fought hard to keep HIM on board…
How’s that for leverage?!
## If you don’t start looking beyond Google Ads, you’ll run into big problems.
AI and automation is completely leveling out the PPC playing field, so it’s harder and harder to find an edge inside of Google Ads.
And because of this, I foresee that many Google Ads Specialists, performance marketers, and agencies are going to struggle in the upcoming years to stay relevant.
In my opinion, the only way to stay relevant, future-proof yourself, and thrive in the upcoming years is by looking beyond Google Ads.
If you don’t, you will run into big problems:
- You will **not** grow accounts to their maximum potential.
- You will become a **commodity** (a service with no differentiating factors).
- Your work can get **replaced** by AI or someone using AI (seriously).
And because of that, your clients will shop around for other agencies, freelancers, and partners who _do_ realize that the key to long-term success lies outside of Google Ads (with irresistible offers, scalable unit economics, conversion-optimized landing pages, etc.).
So the question then is: what’s most impactful and how do you spot opportunities outside of Google Ads?
## **The solution: become a T-Shaped Google Ads Specialist.**
Bob was able to have such long-term success with this client because he evolved into a T-Shaped Google Ads Specialist.
As a T-Shaped Google Ads Specialist, you combine:
- **Deep knowledge of 1 core expertise** _(Google Ads in our case)._
- With **broad knowledge of many essential business skills** that stack on top of your core Google Ads expertise _(for example: channel expertise, optimizing sales funnels, human psychology, persuasive copywriting, lead scoring/nurturing/follow-up, CRO, etc.)_
We developed this framework because simply being a ‘Google Ads Button Pusher’ is no longer enough (the playing field is leveling out, which means it’s harder and harder to find your edge inside of Google Ads).
If you want to thrive (especially in the current landscape that’s driven by AI and automation), it’s essential to become a business partner for your clients.
And you do that by developing essential business skills that stack on top of your existing Google Ads skillset.
By removing your blinders and looking beyond Google Ads, you can serve your clients better by:
- Spotting **new opportunities or bottlenecks** they may not see themselves.
- Optimizing their **offers, pricing, funnels, and positioning**.
- Increasing **AOV/CVR/LTV**.
- Optimizing their **sales processes** (to increase lead-to-sale ratios).
- Challenging them on the **inefficiencies in their business**.
**This does not mean you have to do everything yourself (it’s quite the opposite).**
Let other specialists do the heavy lifting and implementation of things outside of your core expertise (Google Ads).
Your job is to develop a broad understanding of high-impact topics so you know how to spot opportunities and identify growth bottlenecks.
In the end, the best Google Ads Specialists look beyond Google Ads and help clients grow their businesses holistically.
**But where do you begin?**
Firstly, understand that true mastery of anything takes a lot of time. And we’re on a life-long journey of improvement and learning new skills.
There is literally no end to growth — and you shouldn’t be in a rush.
**When it comes to your next steps in becoming a T-Shaped Google Ads Specialist, start by Identifying the highest leverage skills that will impact your results (and think about what you enjoy learning about).**
If you’re doing Ecom, you could dive into:
- **Unit Economics** _(focusing on profit margins)._
- **CRO** _(focusing on better funnels & product pages)._
- **Advanced Data & Analytics** _(with full-funnel attribution)._
Doing Lead gen? You could dive into:
- **Lead Nurture & Scoring** _(to improve lead quality)._
- **CRM Automation** _(to improve the lead-to-sale process)._
- **Channel Expertise** _(e.g. understanding how Email Marketing improves close rates)_.
But these are just examples.
The key principle is this: develop broad knowledge of topics that stack on top of your core Google Ads expertise.
Over time, you will be able to spot opportunities and bottlenecks that both your clients and competition do not see _(which usually lies outside of Google Ads)_.
And as a result, you will:
- Become **irreplaceable** and have long-lasting client relationships like Bob (7+ years).
- Become an **authority** in the industry and attract more Dream Clients.
- Feel **confident** in your abilities to help clients grow.
- **Future-proof** yourself when others will struggle.
- Experience **less** overwhelm, stress, and frustration.
## **To recap: look beyond Google Ads for long-term success.**
In the next couple of years, many Google Ads Specialists, performance marketers, and agencies will struggle to stay rele.
And IMO, the only way to not fall behind in the long term is by looking beyond Google Ads and becoming a T-Shaped Google Ads Specialist.
Want our help with staying ahead of the curve? Then read on.
We’re launching our new ‘Google Ads Success Path’ program exclusively available in **[The PPC Hub](https://www.ppcmastery.com/hub)** _(kickoff: Thursday, January 16th)_, that focuses on 2 things:
1. **Gain total clarity on how to drive results with Google Ads** _(your core expertise)_ with a structured, step-by-step approach on Goalsetting, Conversion Tracking, Bids & Budgets, Search, Performance Max & Shopping, Landing Pages, and Analysis, Reporting & Optimization.
2. **Lay the foundation to become a T-Shaped Google Ads Specialist.** After you’ve deeply mastered Google Ads, you get access to ‘Power Ups’ — exclusive mini-courses that help you develop broad knowledge of the skills that help you become a true business partner for your clients (such as understanding offers, unit economics, CRO, other channel expertise, and more).
This program is only available for members of The PPC Hub, and you can sign up [**here**](https://www.ppcmastery.com/hub) (doors close on Tuesday, January 14th, at 11:59 pm CET).
500+ PPC Experts have already signed up for the first cohort — will you join us too?
Let’s work together to:
- Make 2025 the best year of your career.
- Ensure you have a future-proof skillset.
- Stay ahead of the curve.
[**Click here to enroll in The PPC Hub, and get access to the Google Ads Success Path**](https://www.ppcmastery.com/hub).
_As they say in 'The Mandalorian':_
And that’s all for today — thanks for reading.
See you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #118 — 5 things you must know about pMax (that most people still don’t)
URL: https://www.ppcmastery.com/newsletter/tpe-118-5-things-you-must-know-about-pmax-that-most-people-still-don-t
Published: 2025-01-06
Author: Miles McNair
GM, Miles here with the first PPC Edge issue of 2025!
I hope you had a fantastic holiday period — I sure did.
I’m back with fresh new content to help you make the most out of Google Ads this year.
Today, I’ll be sharing 5 things you must know about Performance Max — that still a lot people don’t.
Understanding these things will help you prevent getting bad results. And we all want that, right?
Let’s dive in!
## 5 things you must know about Performance Max (that might sound obvious, but most people are still unaware of).
Performance Max campaigns have been around for more than 3 years now, and we’ve tried our best to demystify and make sense of the black box that it is.
Last week, I recorded the new Performance Max & Shopping module for our upcoming Google Ads Success Path program (exclusively available in [**The PPC Hub**](https://www.ppcmastery.com/hub)).
It’s full of gems, fundamental insights, and advanced tactics.
And with some of those fundamental insights, I feel like _‘everyone already knows this’_.
But when I look online and audit accounts, I see that a lot of the fundamental mistakes are still being made.
**So here are 5 things you must know about Performance Max (that might sound obvious, but most people are still unaware of):**
1. You can add negative keyword (lists) via support.
2. Audience signals are NOT direct targeting.
3. Search themes can lead to cannibalization of Search.
4. Performance Max over-inflates itself with brand conversions.
5. You can see spend allocation across channels with a script.
Let’s dive in on each of these!
## 1: You can add negative keyword (lists) via support.
Since the beginning, we haven’t been able to add negative keywords to Performance Max campaigns directly.
However, there’s a workaround: you can fill out the ‘[**Performance Max Campaign Modification Request Form**](https://support.google.com/google-ads/contact/pmax_implementation)’ to get Google support to add negative keywords or negative keywords lists to your pMax campaigns!
That’s a great way to exclude brand traffic or underperforming search terms.
It’s a simple [**form**](https://support.google.com/google-ads/contact/pmax_implementation) that you can fill out to ask Google to exclude any keyword, topic, or placement.
It speaks for itself:
1. Fill out all relevant details about your account.
2. Select what you want to exclude and at what level.
3. Download and fill out the ‘pMAX: Request Template’.
4. Upload the template, give consent and submit the form.
And voila, Google support will now add your negative keywords (lists) to your pMax campaigns!
_p.s. Self-serve campaign-level negative keywords for Performance Max are available in [**Beta**](https://support.google.com/google-ads/answer/15726455?hl=en) right now. I hope they will soon be rolled out to all accounts!_
## 2: Audience signals are NOT direct targeting.
With pMax campaigns, you can set up Audience Signals to inform Google what audience segments are valuable to your business.
However, what many people don’t understand: audience signals are NOT direct targeting.
They are mere signals, used to guide Google's algorithm in the right direction.
But eventually, Google can and WILL go beyond your signals.
The [**official documentation**](https://support.google.com/google-ads/answer/14530785?hl=en) confirms it: _“**Performance Max may show ads to relevant audiences outside of your signals** if they have a strong likelihood of converting to help you meet your performance goals.”_
It surprises me how often I still hear people talk about complex audience signal layering strategies for pMax, as if it has any impact on your campaigns.
It does not and it's a waste of time.
Audience signals are mere suggestions that give us a fake sense of control.
They are NOT used for targeting, and Google WILL eventually go beyond them.
## 3: Search themes can lead to cannibalization of Search.
When you run Search and Performance Max campaigns together, this happens a lot:
- Search stops spending.
- Performance Max takes over most traffic.
This can be frustrating, especially when you want to control your traffic with well-structured Search campaigns.
I see many people struggle with this because they don’t deeply understand the ins and outs of Performance Max, its mechanics, and how internal matching works between campaign types.
When you use Search Themes in pMax, a seemingly harmless feature, you basically tell Google that you don’t mind whether a specific search term gets picked up by your Search or Performance Max campaigns. _(Because they get the same prioritization in the auction as your identical Phrase and Broad Match keywords)_
This graph effectively shows how the Internal Matching Hierarchy works between Search & Performance Max campaigns.
[_**
For a more detailed case study (with a real-life example) on how Search Themes in pMax can negatively impact your Search campaigns, check out issue #108 of The PPC Edge here.**_](https://www.ppcmastery.com/blog/tpe-108-exposing-why-search-doesn-t-spend-next-to-pmax)
## **4: Performance Max over-inflates itself with brand conversions.**
You can’t trust your Performance Max results.
Why? Because they’re heavily inflated by Branded Search conversions. This makes pMax look better than it actually is.
Performance Max heavily cannibalizes your other campaigns and LOVES to take credit for every single conversion. People who search for your brand would’ve converted anyway, so why should you let pMax take credit for it?
Since Google launched Performance Max in 2021, I’ve been super vocal about why I think you should exclude branded traffic, but unfortunately I still see many accounts in which brand is still included in pMax campaigns.
Here’s the simple solution:
1. Analyze your share of brand in pMax (with a script).
2. Exclude brand from pMax with Brand Exclusions or via support.
3. Catch brand traffic in Branded Search and Branded Shopping campaigns.
[_**For more context on why this is important and how to fix it, check out issue #92 of The PPC Edge.**_](https://www.ppcmastery.com/blog/tpe-92-you-can-t-trust-pmax-data-3-simple-steps-to-fix-it)
[](https://www.ppcmastery.com/blog/tpe-92-you-can-t-trust-pmax-data-3-simple-steps-to-fix-it)
## 5: You can see spend allocation across channels with a script.
Performance Max is a giant black box and Google is not telling us how much we spent on each individual ad network (Search, Shopping, Video, Display, etc.).
Luckily for us, Mike Rhodes built a fantastic script that allows you to see the spend allocation and performance per network.
It’s an absolute MUST in every account that runs Performance Max campaigns.
[_**Here’s a guide that explains it into more detail, with links to get the script.
**_](https://www.ppcmastery.com/blog/tpe-81-unlock-pmax-insights-updated-script)
## Use these 5 things to create better Performance Max campaigns that actually perform well.
To recap, here are the 5 things you must know about Performance Max (that might sound obvious, but most people are still unaware of):
1. You can add negative keyword (lists) via support.
2. Audience signals are NOT direct targeting.
3. Search themes can lead to cannibalization of Search.
4. Performance Max over-inflates itself with brand conversions.
5. You can see spend allocation across channels with a script.
And that’s all for now.
I hope you learned something new today. And if not, you just realized your knowledge of pMax is already really good!
Have a great day ahead, and see you next week :).
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #117 — 13 PPC Predictions for 2025
URL: https://www.ppcmastery.com/newsletter/tpe-117-13-ppc-predictions-for-2025
Published: 2024-12-17
Author: Miles McNair
GM, Miles here with The PPC Edge.
The new year is right around the corner.
In today’s issue, I want to look at trends and predictions for the PPC world in 2025.
I’ve asked members of [**The PPC Hub**](https://www.ppcmastery.com/hub) for input as well.
Let’s not waste any time and dive right in!
## **13 PPC predictions to prepare for in 2025.**
I don’t think any industry moved faster than PPC this year.
And I don’t expect it to slow down in 2025.
Here are 13 predictions for the PPC industry in 2025, from myself and members of The PPC Hub:
1. Google Ads Specialists who focus on the fundamentals are the ones who have success.
2. PPC Experts who look beyond Google Ads will have the most success.
3. “Hidden features” will continue to lead to wasted ad spend.
4. Keywordless Search will roll out.
5. Image Search will increase in popularity within pMax & Shopping.
6. Brands will focus more on attribution & incrementality (by Caterina Mariani).
7. Building a Central Data Hub leads to personalized campaigns, at scale.
8. AI will transform Google Shopping.
9. How users interact with Search will change.
10. More PPC Experts will embrace AI as the output becomes better.
11. Video will become more important.
12. More automated account structures.
13. AI Agents will transform the PPC industry.
Let’s break everything down below!
## **Prediction 1: Google Ads Specialists who focus on the fundamentals are the ones who have success.**
It’s easy to get overwhelmed by our fast-changing industry. The key to success will be doing the fundamentals well, over and over.
While many Google Ads Specialists will continue to look for the next “advanced tactic” (AKA shiny objects), it’s those who focus on the fundamentals that will thrive.
_[**Here’s a guide that explains it better and what fundamentals to focus on**](https://www.ppcmastery.com/blog/tpe-113-how-to-thrive-in-ppc-in-2025-when-others-will-struggle-part-1-2)._
## **Prediction 2: PPC Experts who look beyond Google Ads will have the most success.**
Simply “doing Google Ads” is no longer enough. You will get replaced by AI or someone using AI. The only way to future-proof yourself and stay relevant is by becoming a business partner for your clients.
And you do that by developing the skills necessary to evolve into a T-Shaped Google Ads Specialist.
The most successful PPCers will combine deep knowledge of Google Ads with broad knowledge of business skills to help their clients on a level that most can’t.
[_**Here’s a guide that explains how to do just that.**_](https://www.ppcmastery.com/blog/tpe-114-how-to-thrive-in-ppc-in-2025-when-others-will-struggle-part-2-2)
_****_
I’m not the only one who thinks so…
[**Hester Geerdink**](https://www.linkedin.com/in/hestercdijkstra/), Freelance Google Ads Specialist, predicts that more automation will lead to more activities outside of Google Ads:
She continues: _“With the embrace of AI, a lot is changing and even faster than before. Google will automate more and faster, which means that you will have to take more and more action yourself to maintain insight and control. I think scripts and tools will be more valuable than ever._
_Furthermore, automation means that less time is spent in the Google Ads interface. Therefore, also look at other activities that are aligned with Google Ads._
_For example, dive into Social Ads, CRO, Marketing Strategy, Conversion Tracking, or something completely different. Combining Google Ads services and an additional specialization will work well in 2025._
_It is an adapt or die kind of situation. This rule has always applied, of course, but I have the feeling that it's importance is now quickly becoming stronger.”_
## **Prediction 3: “Hidden features” will continue to lead to wasted ad spend.**
[**Thomas Eccel**](https://www.linkedin.com/in/thomaseccel/) predicts that we need to be careful with hidden features that are designed to make Google money, not help the advertiser.
_“Google Ads will continue to implement so called “hidden features” and opt you in by default, advertisers need to be cautious to not waste spend. Hidden features of 2024 were for example Demand gen video partner, optimized targetings, Pmax vertical videos etc.”_
## **Prediction 4: Keywordless Search will roll out.**
[**Lol Lowe**](https://www.linkedin.com/in/lollowe/), Freelance Google Ads Specialist, predicts that Google will roll out Keywordless Search:
_“This is already in Beta under the guise of Search Max. Working much like Performance Max does, Google will use keywords, landing pages and creative you supply as a guideline (not for specific targeting) and go far beyond that to try and hit campaign objectives._
_For those of us that have been around Google Ads since year dot, this is giving “Adwords Express” vibes, however, Google’s machine learning has moved on leaps and bounds since those days so I expect Ads Managers will have to embrace it while armed with lots of scripts to pull out the data that Google inevitably won’t share! I’m calling 2025, the year of massive negative keyword libraries.”_
## **Prediction 5: Image Search will increase in popularity within pMax & Shopping.**
[**Casey Gill**](https://www.linkedin.com/in/caseywebbgill/), Senior Search Specialist at Websavvy, predicts that _“2025 will offer opportunities to harness the huge increase in image search within PMax and Shopping campaigns._
_With the rise of non-keyword searches such as image search over the past year, I suspect we will soon see the option to target Google Lens directly within campaigns, auto-linking products in Google Merchant center to specific themes or lookalike brands/products based on AI image search. I also suspect paid promotion extensions, badges and offers will become more visible within Google Lens.”_
## **Prediction 6: Brands will focus more on attribution & incrementality (by Caterina Mariani).**
I can fully get behind [**Caterina Mariani**](https://www.linkedin.com/in/caterina-mariani/)’s prediction for 2025:
## **Prediction 7: Building a Central Data Hub leads to personalized campaigns, at scale.**
Here’s what [**Ruben Runneboom**](https://www.linkedin.com/in/rubenrunneboom-ecommerce-specialist/overlay/photo/), co-founder of Taskforce Agency, predicts for 2025:
_“We’re still at the start of a new era where first-party data is becoming non-negotiable._
_Last year, I predicted it: first-party data would be the key to staying ahead of the competition. And guess what? It’s happening. Over the past year, we’ve helped clients drive more profit by weaving in data like return rates, product lifecycles, reviews, and even insights from Search Console into their Google Ads strategies._
_CDP’s allows you to create hyper-specific audience targeting and it is a great way to start building your full-funnel automations, not only within Google Ads but cross-channel._
_A holistic approach is becoming increasingly important, shifting the focus away from channel-specific performance.”_
## **Prediction 8: AI will transform Google Shopping.**
The Google Shopping Experience has changed a lot in 2024, and [**Floris van Vleuten**](https://www.linkedin.com/in/floris-van-vleuten/) (founder Amplifize) and [**Denie Geertzen**](https://www.linkedin.com/in/denie-geertzen/) (Freelance Google Ads Specialist) think this will be taken to the next level in 2025.
[**Floris**](https://www.linkedin.com/in/floris-van-vleuten/) sees a big opportunity: _“We, as experts, have to truly understand how Google's AI will provide our potential customers with our ads, and make sure to give Google the exact right datapoints to maximize that experience._
_For brands who've built their proof of concept, a good Google Ads Expert will be essential to stand out from the crowd. I'm very excited for 2025 and I think anyone who bridges Google and Ecommerce should be excited too.”_
In addition, [**Denie**](https://www.linkedin.com/in/denie-geertzen/) thinks that Ecommerce adveritisng will drastically change in 2025:
_“Just like in 2024, external tools will remain essential for optimizing data beyond the Google Ads interface. The adoption of external tools like Triple Whale, ProfitMetrics, and Lifetimely is still really low and will therefore continue to provide a competitive advantage over many other advertisers._
_Advertisers leveraging AI tools like Google’s Product Studio will experiment/optimize faster and outperform competitors who don’t improve their product images. I’m excited!”_
## **Prediction 9: How users interact with Search will change.**
[**Ramial Aqeel**](https://www.linkedin.com/in/ramialaqeel/) predicts that _"2025 will likely see a continued shift in the way users interact with search. Driven by the rise of voice search and increased use of GPT, this is expected to prompt longer and more conversational queries, potentially opening the door for new strategies and products which are tailored to capture and optimise for higher search intent."_
## **Prediction 10: More PPC Experts will embrace AI as the output becomes better.**
[**Adriaan Dekker**](https://www.linkedin.com/in/adriaan-dekker-google-ads-freelancer-rotterdam/) predicts that _“more specialists will start embracing AI & that the output becomes better. Also, there will be more diversity in the use for example AI will become an important part of generating pictures. With this change, we will see again that the time spent on accounts can decrease so specialists are going to work more in different accounts and look more into the strategies."_
## **Prediction 11: Video will become more important.**
[**Roger Cooney**](https://www.linkedin.com/in/roger-cooney/), co-founder at MoonSauce Agency, thinks that Video will become more important in 2025:
_“Just today I saw people on Linkedin posting that they're now seeing a spot for Video Assets in their Google Ads accounts. This isn't too surprising since it's been available for a while in Microsoft Ads, even if it's used sparingly from what I've seen taking over accounts. But beyond that, I think Google Ads will make a bigger play into CTV (Connected TV). Their current CTV solution is lacking, and almost no one thinks of Google Ads when they want to run CTV. There's a huge untapped market there for Google, even if it might be challenging for them to work out deals for the inventory.”_
## **Prediction 12: More automated account structures.**
**[Arjan Schoorl](https://www.linkedin.com/in/arjanschoorl/)**, co-owner at Flowboost, predicts the following:
_“In 2025, we are moving more and more towards automating account structures. Producthero started years ago with the labelizer, which automatically scales shopping campaigns by giving the right signals to the algorithm by splitting campaigns based on performance._
__
_Many tasks will be automated and if you can apply models or strategies such as a labelizer in combination with smart bidding, this results in a powerful account structure from which there is no winning._
_The differentiation then goes into the offer on your website, how easy your order flow is on the website, how your overall, broader marketing is set up and what synergy all platforms have. It is even more important in 2025 that you find a good marketing partner who will also join you as a business partner.”_
## **Prediction 13: AI Agents will transform the PPC industry.**
I love PPC Legend [**Mike Rhodes**](https://www.linkedin.com/in/mikerhodesideas/)’ prediction for 2025:
_“The PPC industry is on the cusp of a dramatic transformation through AI agents, yet many agencies remain unprepared._
_… one identifying keyword opportunities and negative keywords, another optimizing budgets in real-time based on client goals and performance data, and others handling routine optimizations that currently consume hours of analyst time. The agencies that thrive will be those building and deploying these customized agents to augment their teams._
_However, the concerning reality is that many agencies aren't experimenting with this technology today, essentially sleeping at the wheel while this revolution unfolds. In 2025, my mission is teaching agencies how to create (and monetize) their own AI agents - because the question won't be whether to use them, but how many you have working for you. And if you own them or have to buy them from someone else.”_
[**Want to learn more about how AI is influencing the PPC industry and how you can leverage it as a Google Ads Specialist? Check out this interview I did with Mike on The PPC Mastery Podcast**](https://www.youtube.com/watch?v=ln2X_uYlJFw)!
## **Quick recap: 13 PPC predictions to prepare for in 2025.**
So there you have it: 13 predictions for the PPC industry in 2025:
1. Google Ads Specialists who focus on the fundamentals are the ones who have success.
2. PPC Experts who look beyond Google Ads will have the most success.
3. “Hidden features” will continue to lead to wasted ad spend.
4. Keywordless Search will roll out.
5. Image Search will increase in popularity within pMax & Shopping.
6. Brands will focus more on attribution & incrementality (by Caterina Mariani).
7. Building a Central Data Hub leads to personalized campaigns, at scale.
8. AI will transform Google Shopping.
9. How users interact with Search will change.
10. More PPC Experts will embrace AI as the output becomes better.
11. Video will become more important.
12. More automated account structures.
13. AI Agents will transform the PPC industry.
A big thanks to all PPC Hub members who contributed to this issue — I hope it was helpful to you.
All the best, and let’s make 2025 a smashing success, together.
Have an awesome day!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #115 — Q4 stress in PPC? Here’s how to manage it
URL: https://www.ppcmastery.com/newsletter/tpe-115-q4-stress-in-ppc-here-s-how-to-manage-it
Published: 2024-11-07
Author: Miles McNair
GM, Miles here with a special issue of The PPC Edge.
It's Black Friday week: the busiest and most hectic week of the year if you have ecom clients.
Therefore, I’m not sharing an advanced Google Ads tip today like normally.
I want to share something that’s arguably even more important: how to manage stress around Black Friday.
In a week like this, it's important to take good care of yourself so you don't burn out.
But unfortunately, this doesn’t get spoken about nearly enough…
So use these tips to destress, and prevent burnout altogether.
Nothing’s more important than your mental (and physical) health.
_Oh, and even if you don’t have ecom clients, this newsletter is still important because working in PPC can be very stressful in general._
Let’s dive right in!
## Black Friday week is stressful, here’s what you can do about it.
I have mixed feelings regarding Black Friday week: I love, and I hate it.
I love it because it’s fun to crush performance records.
And I hate it because it can get really stressful:
- Clients are very demanding.
- You’ll have use a lot of brainpower.
- You’ll have to make a lot of last-minute changes.
- Some clients will blame you for bad performance.
- You’ll likely make long days and work on weekends.
**Here are 5 things I do to manage stress this week, to make sure I don’t burn out:**
1. Focus on (mental) health.
2. Take time off.
3. Seek help on time.
4. Set boundaries.
5. Put everything in perspective: it’s just work.
Hopefully the tips in this newsletter will help you manage the additional stress from this week.
## 1: Focus on (mental) health.
The best way to deal with work-related stress: focusing on (mental) health and living a healthy lifestyle.
- Eat healthy.
- Sleep well.
- Move and exercise a lot.
That’s how you feel strong and energetic, and are much less sensitive to stressors.
It might feel like you don’t have time to do all of these…
But trust me: by focusing on (mental) wellness, you actually generate the energy you need to operate at the highest level possible.
## 2: Take time off.
Not taking enough time off from work is the quickest way to burn out.
Do this instead:
### **2.1: Take frequent walks throughout the day.**
Walks are a magical way to get some movement, clear your mind and get mental clarity.
I’m not a doctor and this is not medical advice, but trust me — you’ll experience huge benefits from walking frequently throughout the day. Micro breaks are needed to perform at a high level.
### **2.2: Do something fun after work.**
I love to work, but I also understand the importance taking breaks and doing something fun afterwards.
I like to go on long walks/hikes with my girlfriend or play some FIFA or other video games to unwind.
_Here’s a pic of when I beat Thomas Eccel with FIFA 25 — sorry Thomas ;-). If anyone wants it just LMK._
It doesn’t matter what you do, as long as it’s a fun, relaxing activity you enjoy (either alone or with people you like).
### **2.3: Take time off after this week.**
I don’t normally work on weekends unless I want to, but I make an exception around Black Friday.
Most brands run promotions on Saturday and Sunday too, so I’m constantly analyzing performance, and communicating with my clients to make sure we stay on top of it.
This costs a lot of energy, so I like to take some time off afterwards.
This doesn’t have to be a 2-week vacation.
I like to take 1 or 2 days off to disconnect from the madness. This fully recharges my batteries and I’m ready to rock again as we move towards Christmas.
My advice to you: take 1 or 2 days off to chill, do fun stuff, hang out with people you like, and do something that recharges your energy.
Doing this can be the difference between burning out or not (I know this from my own experience).
## 3: Seek help on time.
A lot of people feel ashamed about being stressed and don’t want to ask for help.
My advice: seek help on time. Involve your team members/clients to share the workload.
The longer you wait, the more stressful it’s gonna be for you.
Talk to people regularly, not only when it’s too late. Give your manager/boss a headsup when you feel overworked. You’ll do yourself and your company a huge favor.
Seeking help is a sign a strength, not weakness.
I had to learn this the hard way in life.
## 4: Set boundaries.
People often feel stressed when boundaries get overstepped too often.
Ask yourself: how much are you willing to do for someone, and where is the line?
Use the instant feedback you’re getting from yourself and communicate your boundaries whenever someone crosses them.
Examples where I had to draw a line in the past:
- A client texted me at 2:00 am on Friday evening to fix something.
- Another client wanted me to swap the ads at 8:00 pm on Saturday because they had a last-minute decision to change offer.
I’m always super flexible, but only within the reasonable boundaries I set and communicate with my clients.
I could’ve just done what they asked me when they contacted me, but I pushed them back instead because my boundaries were overstepped.
Only you can decide what your limit is. Be mostly flexible, but firm when needed.
## 5: Put everything in perspective: it’s just work.
We often make work too big and important, while in reality it’s not.
Be flexible to help your clients the best possible way you can…
And remind yourself that nobody is going to die, even if performance isn’t what you hoped it would be.
Don’t take it too seriously and let work just be work.
## Do the best you can — but not at the expense of your (mental) health.
Give it your all this week, and do everything you can to deliver the best possible results for your clients…
But never at the expense of your own mental health.
**To recap, here are 5 things you can do to manage stress this week, so you don’t burn out:**
1. Focus on (mental) health
2. Take time off
3. Seek help on time
4. Set boundaries
5. Put everything in perspective: it’s just work
Best of luck — I hope you have a fun and exciting week with lots of broken records (without too much stress).
_And please, take 1-2 days off after Black Friday to recharge your batteries. I promise you it’ll do wonders._
Speak soon,
Miles (and Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #116 — 5 tips to prevent overspend after Black Friday
URL: https://www.ppcmastery.com/newsletter/tpe-116-5-tips-to-prevent-overspend-after-black-friday
Published: 2024-11-07
Author: Miles McNair
What’s up everyone — Miles here with The PPC Edge!
Black Friday is officially behind us.
I hope you had a week full of smashed records and happy clients!
Today is Cyber Monday so I expect fireworks again for our clients.
But after that, conversion rates will likely drop for a while, before they shoot back up before Christmas.
In this period, it’s crucial to manage your campaigns, bids, and budgets carefully so you don’t overspend.
Today, I’ll give you 5 ways to prevent overspend after Black Friday.
Let’s dive right in!
**⚠️ _Quick note: please decide for yourself when it’s the right time to scale down — it totally depends on how long you run promotions and conversion rates stay up._ ⚠️**
## How I prevent overspend after Black Friday (5 steps)
I’m all for scaling as hard as possible on peak moments, but afterwards I’m not afraid to make drastic changes to protect my client’s efficiency.
The worst that can happen: massive overspend 1-3 days after peak moments, and seeing all that juicy profit go up in smoke.
Here’s what I do to prevent that:
1. Decrease budgets
2. Increase ROAS targets
3. Negative Seasonality Bid Adjustments
4. Pause overperformers (keywords etc)
5. Reset campaigns (ads, landing pages etc.)
All of these work together.
Typically for my clients, the scaling down starts the day after Cyber Monday.
But again: it depends on the market, offer, budgets, etc.
Let’s zoom in on each of these tactics.
## 1: Decrease budgets
You’ve likely pushed hard to maximize revenue and profit at the peak, but now it’s time to scale down by decreasing the budgets.
I’m usually pretty aggressive when I’m scaling down because I want to protect my efficiency at all cost.
I plan to cut spend by an average of 50-60% to bring it back to the levels we had before Black Friday.
How much you should decrease your budgets depends on your targets, actual results, expected conversion rate drops, and performance stability.
If your performance has been really stable, maybe you don’t need to scale back as much.
But if you had a massive peak, you may need to scale back more.
### **⚠️ Remember: _“The higher they fly, the harder they fall.”_**
Seasonal impact is also an important factors to take into consideration: if your products are suitable as Christmas gifts, then maybe you don’t need to scale down as much (because your expected conversion rates are probably higher throughout December).
My recommendation is this: don’t be afraid to cut budgets after the peak to protect your efficiency. If the performance stays good, you can always scale up again later.
Trust me, nothing is worse than seeing extra Black Friday profits go up in flames due to overspend after the peak.
But decreasing budgets alone is not enough…
## 2: Increase ROAS targets
Before Black Friday, you’ve probably ramped up your spend by decreasing ROAS targets. Now is the time to increase your ROAS targets again.
Either revert back to the ROAS targets you used before, or if the gap is too big, make a few smaller, daily adjustments this week.
_Note: adjusting ROAS targets daily is not the ideal way to manage your bid strategies, but this period is an exception._
_The regular rules and best practices don’t always apply in the peak season, in my opinion._
_I’m ok with making +20% adjustments for a few days in a row to protect my efficiency._
## 3: Negative Seasonality Bid Adjustments
If I expect a conversion rate drop of more than 30% (either on the account-level or on specific campaigns), I will use Negative Seasonality Bid Adjustments (SBAs with negative targets).
This will inform the Smart Bidding algorithm that you’re expecting a conversion rate drop, and as a result it will spend less aggressively.
But don’t use negative SBAs lightly.
Only use them if you really think there will a huge drop-off after a big peak. Beware that if you use Seasonality Bid Adjustments with a negative target, your spend will go down drastically and so will your conversions.
[_**If you need it, here’s a guide on how to properly use (Negative) Seasonality Bid Adjustments.**_](https://www.ppcmastery.com/blog/tpe-17-maximize-profit-with-seasonality-bid-adjustments)
## 4: Pause overperformers (keywords etc.)
Listen, I love scaling the living sh\*t out of my campaigns — but I also love to protect the efficiency when the time is right.
Nothing goes up forever.
Around Black Friday, everything overperforms: keywords, products, optimized targeting, upper-funnel campaigns etc.
The worst thing you can do is to keep everything on, assuming that it will continue to perform well.
I will pause (or significantly decrease) anything that only performed well on the peak.
I’m not afraid to pause specific (broad) keywords, products, upper-funnel audiences etc. if it’s needed to ensure we don’t overspend.
Don’t assume anything will continue to perform well, just because it worked on Black Friday.
Even more so: if something ONLY worked on Black Friday, it’s probably not going to work afterwards — kill it quickly.
Now on to the last part.
## 5: Reset campaigns (ads, landing pages etc.)
The last step to make sure you don’t overspend — reset your campaigns:
- Pause all sale ads
- Reactivate evergreen ads
- Pause all sale assets (extensions…)
- Reactivate the right landing pages
- Sync your product feeds
- Double check if in your feed is correct
- Reset shipping & returns information
And last but not least: get ready for the next peak (the ramp up towards Christmas).
## Bonus: Data Exclusions
If your data is completely messed up (e.g. due to a tracking issue), Data Exclusions could be a solution.
Shoutout to [**Ruben Runneboom**](https://www.linkedin.com/in/rubenrunneboom-ecommerce-specialist/) for bringing this to my attention:
To set them up, go to: tools > budgets & bidding > adjustments > exclusions.
_Important: I suggest to ONLY use Data Exclusions if your data is messed up — if you just want to scale back, use the steps I mentioned in this newsletter._
## Last note: don’t forget to celebrate your wins!
As performance marketers and Google Ads Specialists, it’s our work to help clients grow.
But don’t take it for granted.
You’ve worked hard — so celebrate your wins together with clients:
- Send them screenshots of great performance.
- Congratulate them with epic results.
This is great for team spirit, and helps build the client relationship like nothing else.
## Your next step: get ready for the Christmas peak!
To recap, here’s how you prevent overspend after Black Friday / Cyber Monday:
1. Decrease budgets
2. Increase ROAS targets
3. Negative Seasonality Bid Adjustments
4. Pause overperformers (keywords etc)
5. Reset campaigns (ads, landing pages etc.)
But that’s not everything… Christmas is coming…
Your action step: analyze what worked well, and get ready to implement your learnings fast so you can maximize performance one last time between now and Christmas.
I hope you smashed those performance records.
And hopefully this newsletter helps you stay safe from overspend after the peak.
I wish you good fortune in the Christmas peaks to come ;).
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #70 — 5 steps to prevent overspend after Black Friday
URL: https://www.ppcmastery.com/newsletter/tpe-70-5-steps-to-prevent-overspend-after-black-friday
Published: 2024-11-06
Author: Miles McNair
What’s up everyone — Miles here with The PPC Edge!
Black Friday is officially behind us.
What a week — smashed records, happy clients, and on top of that we welcomed hundreds of new students to our courses and The PPC Hub.
_Can’t wait to take a few days off later :)._
Anyway, today is Cyber Monday so I expect fireworks again for my clients.
But after that, conversion rates will likely drop for a while, before they shoot back up before Christmas.
**[Lowie Verschelden](https://www.linkedin.com/in/lowie-verschelden/)**, member of **[The PPC Hub](https://www.ppcmastery.com/hub)**, asked a very good question:
_“How to prevent overspend after 2 weeks of sales?”_
In today’s newsletter, I want to give you my approach to make sure my clients don’t overspend.
_Quick note: today is Cyber Monday so please decide for yourself when it’s the right time to scale down — it totally depends on how long you run promotions and conversion rates stay up._
Let’s dive right in!
## How I prevent overspend after Black Friday (5 steps)
I’m all for scaling as hard as possible on peak moments, but afterwards I’m not afraid to make drastic changes to protect my client’s efficiency.
The worst that can happen: massive overspend 1-3 days after peak moments, and seeing all that juicy extra profit go up in smoke.
Here’s what I do to prevent that:
1. Decrease budgets
2. Increase ROAS targets
3. Negative Seasonality Bid Adjustments
4. Pause overperformers (keywords etc)
5. Reset campaigns (ads, landing pages etc.)
All of these work together.
Typically for my clients, the scaling down starts the day after Cyber Monday.
Let’s zoom in on each of these.
## 1: Decrease budgets
You’ve likely pushed hard to maximize revenue and profit at the peak, but now it’s time to scale down by decreasing the budgets.
I’m usually pretty aggressive when I’m scaling down because I want to protect my efficiency at all cost.
I plan to cut spend by an average of 50-60% to bring it back to the levels we had before Black Friday.
How much you should decrease your budgets depends on your targets, actual results, expected conversion rate drops, and performance stability.
If your performance has been really stable, maybe you don’t need to scale back as much.
But if you had a massive peak, you may need to scale back more.
**Remember: _“The higher they fly, the harder the fall.”_**
Seasonal impact is also an important factors to take into consideration: if your products are suitable as Christmas gifts, then maybe you don’t need to scale down as much (because your expected conversion rates are probably higher throughout December).
My recommendation is this: don’t be afraid to cut budgets after the peak to protect your efficiency. If the performance stays good, you can always scale up again later.
Trust me, nothing is worse than seeing extra Black Friday profits go up in flames due to overspend after the peak.
But decreasing budgets alone is not enough…
## 2: Increase ROAS targets
Before Black Friday, you’ve probably ramped up your spend by decreasing ROAS targets. Now is the time to increase your ROAS targets again.
Either revert back to the ROAS targets you used before, or if the gap is too big, make a few daily adjustments this week.
Note: adjusting ROAS targets daily is not the ideal way to manage your bid strategies, but this period is an exception.
The regular rules and best practices don’t always apply in the peak season, in my opinion.
I’m ok with making +20% adjustments for a few days in a row to protect my efficiency.
## 3: Negative Seasonality Bid Adjustments
If I expect a conversion rate drop of more than 30% (either on the account-level or on specific campaigns), I will use Negative Seasonality Bid Adjustments (SBAs with negative targets).
This will inform the Smart Bidding algorithm that you’re expecting a conversion rate drop, and as a result it will spend less aggressively.
Don’t use negative SBAs lightly.
Only use them if you really think there will a huge drop-off after a big peak. Beware that if you use Seasonality Bid Adjustments with a negative target, your spend will go down drastically and so will your conversions.
[_**If you need it, here’s a guide on how to properly use (Negative) Seasonality Bid Adjustments.**_](https://www.ppcmastery.com/blog/tpe-17-maximize-profit-with-seasonality-bid-adjustments)
## 4: Pause overperformers (keywords etc.)
Listen, I love scaling the living sh\*t out of my campaigns — but I also love to protect the efficiency when the time is right.
Nothing goes up forever.
Around Black Friday, everything overperforms: keywords, products, optimized targeting, upper-funnel campaigns etc.
The worst thing you can do is to keep everything on, assuming that it will continue to perform well.
I will pause (or significantly decrease) anything that only performed well on the peak.
I’m not afraid to pause specific (broad) keywords, products, upper-funnel audiences etc. if it’s needed to ensure we don’t overspend.
Don’t assume anything will continue to perform well, just because it worked on Black Friday.
Even more so: if something ONLY worked on Black Friday, it’s probably not going to work afterwards — kill it quickly.
Now on to the last part.
## 5: Reset campaigns (ads, landing pages etc.)
The last step to make sure you don’t overspend — reset your campaigns:
- Pause all sale ads
- Reactivate evergreen ads
- Pause all sale assets (extensions…)
- Reactivate the right landing pages
- Sync your product feeds
- Double check if in your feed is correct
- Reset shipping & returns information
Last but not least: get ready for the next peak (the ramp up towards Christmas).
## Bonus: Data Exclusions
If your data is completely messed up (e.g. due to a tracking issue), Data Exclusions could be a solution.
Shoutout to **[Ruben Runneboom](https://www.linkedin.com/in/rubenrunneboom-ecommerce-specialist/)** for bringing this to my attention:
To set them up, go to: tools & settings > bid strategies > advanced controls > data exclusions
Important: I suggest to ONLY use Data Exclusions if your data is messed up — if you just want to scale back, use the steps I mentioned in this newsletter.
## Last note: don’t forget to celebrate your wins!
As performance marketers and Google Ads Specialists, it’s our work to help clients grow.
But don’t take it for granted.
You’ve worked hard — so celebrate your wins together with clients:
- Send them screenshots of great performance.
- Congratulate them with epic results.
This is great for team spirit, and helps build the client relationship like nothing else.
## Your action step: get ready for the Christmas peak!
To recap, here’s how you prevent overspend after Black Friday / Cyber Monday:
1. Decrease budgets
2. Increase ROAS targets
3. Negative Seasonality Bid Adjustments
4. Pause overperformers (keywords etc)
5. Reset campaigns (ads, landing pages etc.)
But that’s not everything…
Christmas is coming…
**Your action step: analyze what worked well, and get ready to implement your learnings fast so you can maximize performance one last time between now and Christmas.**
Seven blessings to you all.
_(I just finished watching Game of Thrones for the second time so the GoT lingo is strong with me atm)._
I hope you smashed those performance records.
And hopefully this newsletter helps you stay safe from overspend after the peak.
I wish you good fortune in the Christmas peaks to come ;).
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #111 — new Shopping & pMax updates (my thoughts)
URL: https://www.ppcmastery.com/newsletter/tpe-111-new-shopping-pmax-updates-my-thoughts
Published: 2024-10-30
Author: Miles McNair
GM, Miles here.
Google just announced a game-changing update:
**Standard Shopping and Performance Max will have the same prioritization in the auction, and the campaign with the highest AdRank will serve.**
Before the update, pMax would automatically take priority (when used in the same account as your Standard Shopping campaigns).
_First seen by [**James Gibson**](https://www.linkedin.com/in/jamesgibsonppc/)._
I’m not sure if Google released this update in favor of advertisers or because of the antitrust case that's still going on…
But in today’s issue of The PPC Edge, I’ll share my thoughts and how it might impact your accounts, performance, and decision-making.
I think this update is more impactful for you if your account is pMax-heavy than Standard Shopping-heavy, because it technically gives less weight to pMax in the auction, and more to Standard Shopping.
Let’s dive right in!
## **The auction dynamics will become more complex.**
Performance Max and Standard Shopping now have the same priority in the auction, and the campaign with the highest AdRank wins.
_(Which is totally fair IMO)_
This makes the auction dynamics more complex as Shopping Ads could be served from different campaigns (with equal weight in the auction).
Because of this, [**Bob thinks**](https://www.linkedin.com/posts/bmmeijer_with-the-new-performance-max-auction-dynamics-activity-7253688730341797888-w4Hh?utm_source=share&utm_medium=member_desktop) that the chances of Google favoring pMax over Standard Shopping (you vs. competitors) are lower, giving him more confidence that we won’t risk losing out on potential traffic by choosing SS over pMax.
As he said: this assumption is based on speculation and 0 proof, but it sounds plausible.
All-in-all, the auction dynamics will become more complex.
## **Dormant Standard Shopping campaigns could come back to life.**
If you have active Standard Shopping campaigns in your account next to pMax, make sure to keep an eye on your performance because they might come back to life.
This was a great point by Andrew Lolk, check out his post [**here**](https://www.linkedin.com/feed/update/urn:li:activity:7252962247868612608/).
## **Your ROAS/CPA targets play a bigger role because of the impact on AdRank.**
The campaign with the highest AdRank serves in the auction, and your bid strategy and targets play a huge role in this important metric.
So make sure you have more aggressive targets on the campaigns you want to favor.
## **Branded Standard Shopping campaigns could potentially get a lot more Non-Branded traffic.**
This is a big one.
I almost always exclude Brand from pMax and catch this traffic in a Branded Standard Shopping campaign ([**here’s how that works**](https://www.ppcmastery.com/blog/tpe-92-you-can-t-trust-pmax-data-3-simple-steps-to-fix-it)).
Up until now, pMax would take priority in the auction, catching most Non-Branded traffic.
But since Standard Shopping and pMax will have the same weight, you might catch more Non-Branded traffic in your Branded Shopping campaign(s) which is unfavorable.
So keep an eye on your Branded Shopping campaigns, and keep excluding Non-Branded terms that slip through (and maybe even change your targets to reduce the AdRank of these campaigns).
## **If Standard Shopping gets priority in your auction, pMax might spend more on non-Shopping placements.**
[**Dids Reeve**](https://www.linkedin.com/in/didsreeve/) made an excellent remark on a post by [**Andrew Lolk**](https://www.linkedin.com/feed/update/urn:li:activity:7252962247868612608/): could it be that pMax will divert its budget to non-Shopping placements?
I think this is very plausible, so [**keep an eye on your spend allocation insights with Mike Rhodes’ pMax script**](https://www.ppcmastery.com/blog/tpe-81-unlock-pmax-insights-updated-script).
If you see that pMax suddenly spends more on Video, Display, and Search, make sure your adjust your targets and budgets accordingly (if this is in alignment with your goals and strategy).
## Why my decision-making won’t change.
Even though it’s a great update, it doesn’t change how I think about choosing between Standard Shopping and Performance Max campaigns.
Up until now, if I wanted Standard Shopping to take priority in the auction (and have full control), I would just not use pMax and focus on Standard Shopping only.
The only thing that changes for me is that I can now use pMax next to Standard Shopping, and I have to watch how each campaign type reacts and performs.
But again: if I wanted full control, I would’ve already opted for a full Standard Shopping setup, and that won’t change in the future.
## **Keep an eye on your accounts in the upcoming weeks.**
As always, monitor your accounts and campaigns, but do it even more in the upcoming weeks. Google said they will be “gradually” rolling out the update in Q4 — with no exact timelines.
A big update like this is a lot of fun, but can also break the dynamics of a well-structured account. Since we’re in Q4, I suggest not making any big changes to prevent destroying your setup.
But in Q1, it might be interesting to start testing Standard Shopping vs pMax again.
So keep an eye on your internal matching between pMax and Standard Shopping, and your campaign- and account-level performance.
Another big update, so as you know: never a dull moment in PPC ;-).
That’s all for today.
See you again next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #112 — how to maximize Google Ads results in Q4
URL: https://www.ppcmastery.com/newsletter/tpe-112-how-to-maximize-google-ads-results-in-q4
Published: 2024-10-30
Author: Miles McNair
GM, Miles here.
We only have 3.5 weeks left before Black Friday.
If you haven’t started preparing, now’s the time.
Q4 is the most important period for Ecommerce companies: people are spending a lot of money and conversion rates skyrocket.
If you do your job well, you can easily break and set new performance records for your clients.
A few weeks ago, we hosted 2 advanced workshops in The PPC Hub to help our members prepare early so they can maximize performance between Black Friday and Christmas.
And I want you to deliver the best possible results to your clients too…
So in today’s issue of The PPC Edge, I want to give you a surprise gift.
Instead of the usual long-form, written newsletter, you’ll get FREE access to our workshops to help you make the most out of the Q4 peak season.
**Here’s what we’ll cover:**
- What you can learn from last year’s performance.
- How to define your objectives and target KPIs.
- Crafting irresistible holiday-specific offers.
- Creating high-converting holiday-specific landing pages.
- Analyzing upcoming seasonal trends.
- The importance of Conversion Tracking & Remarketing Tagging.
- How to prepare and improve your product feed.
- How to leverage high-impact Google Merchant Center features.
- Preparing conversion-optimized ads (text, images, videos).
- Tactics to maximize sales (including bids & budgets).
- _… And so much more!_
Oh, btw, we like to overdeliver…
So you’re also getting access to **7 implementation resources** that will help you generate even more profit for your clients.
Use the golden nuggets in this workshop to set new performance records that will impress your clients!
[**Click here to unlock instant access to the workshop (for FREE).**](https://www.ppcmastery.com/bf)
All the best, and catch you again next week!
Cheers,
Miles (& Bob)
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #109 — 6 powerful Google Ads lessons I learned on our podcast
URL: https://www.ppcmastery.com/newsletter/tpe-109-6-google-ads-lessons-i-learned-on-our-podcast
Published: 2024-09-30
Author: Miles McNair
GM, Miles here with a special edition of The PPC Edge.
Over the last 9 weeks, I’ve released 8 episodes of The PPC Mastery Podcast.
And on Wednesday, I’m airing the season finale (with none other than the legend Mike Rhodes, who blew my mind with his insights on how to leverage AI in PPC).
Today, I want to reflect on the top 6 lessons I have learned from interviewing 9 awesome guests.
_(And that’s exactly why I love hosting interviews on my show: because just like you, I also get to learn from smart, like-minded people)._
I consider myself to be a good Google Ads Specialist…
But in these interviews, I put on my “humble noob hat” who just wants to learn and is open to new perspectives (no ego).
And in today’s newsletter, I’m sharing my 6 key takeaways, to help you become a better Google Ads Specialist.
Let’s dive right in, shall we?
## Lesson 1: is Google price fixing auctions? (John Moran)
PPC legend [**John Moran**](https://www.linkedin.com/in/johnmorangads/) came by to discuss how he recently exposed big problems with Google Ads data.
He found out that his CPCs got inflated when he scaled his ad spend, and showed proof.
My mind was blown and got me wondering: is Google truly price fixing auctions?
He shared his solution:
- Kill conversion tracking (he used YouTube Engagements).
- Gauge performance with third-party attribution tools.
- Use Manual CPC to take back control.
And he shared proof of how Google’s algorithms tend to favor existing traffic before going for incremental growth from colder audiences.
Please note that I do not recommend testing this unless you know for 110% what you’re doing and why.
John is a smart man and understands the game on a deep level.
He does a LOT of pre-work to determine whether or not he should use this “kill conversion tracking and use manual CPC” strategy.
If you haven’t already, definitely check out the episode to get your mind blown:
- [**YouTube**](https://www.youtube.com/watch?v=0WKA3ELyqo4).
- [**Spotify**](https://open.spotify.com/episode/2RAu5LDLqQ3GM5ZxKHWhsz?si=cfe61032a9474d3e).
## Lesson 2: Demand Gen has a lot of potential (Thomas Eccel).
[**Thomas Eccel**](https://www.linkedin.com/in/thomaseccel/) has become a good PPC friend of mine over the last year or so.
I was blown away by his depth of knowledge about Demand Gen campaigns.
This conversation opened my eyes on the power of this campaign type, which for some reason doesn’t get talked about much on LinkedIn.
Did you know:
- Demand Gen learns on the AD GROUP level (which is different from all other campaign types)?
- Therefore, Thomas recommends only using 1 campaign (consolidation is key here too).
- And Thomas uses Meta audiences and data to improve his Demand Gen performance (so that it learns faster), smart!
As a little bonus, he also shared his CustomGPT called [**“PPC Support and Strategic Advice”**](https://chatgpt.com/g/g-vkqvYa3ZX-ppc-support-and-strategic-advice-by-thomas-eccel). I love it when people build awesome tools!
I think Demand Gen will see a huge uplift in adoption in 2025, as Google has announced that YouTube Video Action campaigns will be migrated to Demand Gen.
Interesting times ahead — and now is the time to get familiar with this still relatively underused campaign type.
Catch my episode with Thomas here:
- [**YouTube**](https://www.youtube.com/watch?v=M9_blQMZQww).
- [**Spotify**](https://open.spotify.com/episode/4aObs7jcIVUz3fivpb9db9?si=f4c0a8b9109246ef).
## Lesson 3: Google Ads CAN work with small budgets (Geert Groot).
You guys LOVED this episode (and so did I)!
[**Geert Groot**](https://www.linkedin.com/in/geertgroot/) is a legend: he works with 100+ small accounts and his approach to Google Ads and client management is different from most people:
- He only works with small, local clients.
- He doesn’t send monthly reports.
- He knows how to drive results with limited funds.
So I asked him how, and he gave me his unfiltered best practices on how to grow clients with limited budgets, and he said you need to “focus on relevance”:
- A small set of hyper-relevant keywords (mostly Exact Match).
- A strong landing page.
- Relevant, local targeting.
- Manual CPC to take back control.
- Use scripts to stay on top of results.
- And a LOT of negative keywords.
In his words: “keep it simple and don’t overcomplicate things”.
What’s interesting about Geert’s approach is that he ignores pretty much every modern-day best practice. Everything he does, is with his Dream Clients in mind (local small business owners).
If you have clients with limited funds, you’ll love this episode. Catch it on:
- [**YouTube**](https://youtu.be/N75OoGXfVzM).
- [**Spotify**](https://open.spotify.com/episode/3FQxmLQpA1n0imqKxQ2Ech?si=2d97a0fc91b54367).
## Lesson 4: want to scale 20x? Look beyond Google Ads (Niklas Buschner).
Where Geert showed us how to get results with limited budgets, [**Niklas Buschner**](https://www.linkedin.com/in/niklas-buschner/) (CEO @ Radyant) went the other route and talked about how he scaled a Lead Gen client from €28K to €550K in 1.5 years.
That’s insane scale… So I analyzed his case study and came to the following conclusion:
If you want to make real impact and grow a company super fast, look beyond just Google Ads.
After laying the foundation with a well-optimized account, he took it a step further that most PPC Experts:
- He set up Offline Conversion Tracking and actively steered on Qualified Leads (instead of just all, low-quality, spammy leads).
- OCT also helped him gain insights in Closed Deals (aka the real value of Google Ads).
- He took control of the landing page and optimized it for his client.
- He implemented his Local Search Strategy (creating a combination of hyper-relevant keywords, ads, and landing page copy).
In addition, Niklas shared that “you need to learn to speak the language of your client”.
In this case, that meant getting familiar with and steering and reporting on the metrics and goals that his client cared about.
Generally speaking, that means more Qualified Leads, more Closed Deals, and more Profit.
A super inspiring conversation if you’re into scaling! Catch it on:
- [**YouTube**](https://youtu.be/vNT7hXVy2cs).
- [**Spotify**](https://open.spotify.com/episode/3iCCoYVwv2A9OWVFccthJw?si=bc2cd173c31c4d74).
## Lesson 5: Search has changed a LOT (with Bob Meijer).
I loved having [**Bob**](https://www.linkedin.com/in/bmmeijer/) on the show twice. The first episode was about “Modern-Day Search”, aka best practices for Search campaigns in 2024 and beyond.
Here are a few of my key takeaways:
- Consolidation is the key to success with Search (simplify your structures).
- RSAs kinda suck because you need way too much data to make them work.
- Broad Match is not as bad as people say it is, but you need to run controlled tests (Bob shared examples of when it worked, and when it didn’t).
This conversation is full of golden nuggets for both Lead Gen and Ecom accounts that run Search campaigns.
Watch it here:
- [**YouTube**](https://youtu.be/JyRNeXTYBp8).
- [**Spotify**](https://open.spotify.com/episode/1NXjyzb7RywErMwAV2Hi0m?si=0311e3f2893c4eb0).
## Lesson 6: AI is a huge opportunity when used correctly (Mike Rhodes).
Spoiler alert: [**Mike Rhodes**](https://www.linkedin.com/in/mikerhodesideas/) is coming on for the season finale this Wednesday!
In a super inspiring conversation, he shared his vision on how to leverage AI with Google Ads (even if it’s not perfect yet).
Some of my personal takeaways:
- It’s super easy to build scripts and PPC tools with ChatGPT.
- You can also leverage AI for analysis and ideation (for ads).
- Mike uses a creative way to brainstorm together with AI, as if it was his personal assistant.
- AI is changing faster than anything else. So even if it hasn’t worked for you up until now, try again in 3-6 months. It will have been upgraded significantly by that time. And to be honest, you may have been using it all wrong to begin with.
In Mike’s words: _“AI is going to change things much faster than people think.”_
And I agree with the sentiment. This inspiring episode is full of gems.
Catch it Wednesday on our [**YouTube**](https://www.youtube.com/@ppcmasterycom/videos) channel and [**Spotify**](https://open.spotify.com/show/4TFu3yXljvnFa3UKKPA9fW?si=338efee774e348ea)!
## Get ready for the season finale (and more episodes).
Quick note: I didn’t mention 2 other great episodes:
- [**How to optimize Google Ads for profit**](https://www.youtube.com/watch?v=9eYKcft0okI) (with [**Frederik Boysen**](https://www.linkedin.com/in/frederik-boysen-607ab444/) from ProfitMetrics).
- [**The latest Google Ads news & trends**](https://www.youtube.com/watch?v=cXk_guy1gkY) (with [**Adriaan Dekker**](https://www.linkedin.com/in/adriaan-dekker-google-ads-freelancer-rotterdam/)).
With that said: get ready for the season finale on Wednesday. Mike Rhodes stops by to inspire you on how to leverage AI as a Google Ads Specialist.
In addition: I’m already planning the next couple of episodes and have fantastic guests lined up to talk about:
- How to get ready for peak performance on Black Friday.
- How to get results with Google Ads for B2B Lead Gen.
- Google Shopping best practices.
- Insights from an agency CEO.
- … And so much more!
## Don’t wanna miss anything? Subscribe now!
I will continue to release new episodes every Wednesday on our [**YouTube**](https://www.youtube.com/@ppcmasterycom) channel and [**Spotify**](https://open.spotify.com/show/4TFu3yXljvnFa3UKKPA9fW?si=5ae1d7a7c16749ed).
And lastly: thank you for all your comments and feedback. Your kind words motivate me to create more high-level PPC content for you.
And of course a massive thank you to all our fantastic guests!
Are there are any topics or guests you want to see on the show? Let me know by sending an email to [info@ppcmastery.com!](mailto:info@ppcmastery.com!)
And that’s all for today — I hope you liked it.
Have a lovely week and catch you later!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #108 — Exposing why Search doesn't spend next to pMax
URL: https://www.ppcmastery.com/newsletter/tpe-108-exposing-why-search-doesn-t-spend-next-to-pmax
Published: 2024-09-23
Author: Miles McNair
Are you running Search alongside Performance Max campaigns? Then read today’s issue carefully.
Recently, a member of **[The PPC Hub](https://www.ppcmastery.com/hub)** _(let’s call him Jack)_ asked why his Search campaigns hardly spend anything next to pMax:
Without looking into his account, I assumed Search Themes were causing issues (I explain why below).
And I was correct: after running Mike Rhodes’ pMax script, Jack found out his Performance Max spent 53% of the budget on the Search network (cannibalizing on his Search campaigns).
So I asked him to remove the Search Themes. As a result, this happened:
- pMax spend on the Shopping network increased (22% → 70%).
- pMax Spend on the Search network decreased (53% → 31%).
- Search campaigns started to run again with conversions.
In today’s issue, I will explain why Search Themes can be problematic for your account, and what to do about it instead.
Let’s dive right in!
## Why is Search hardly spending next to pMax?
When you run Search and Performance Max campaigns together, this happens a lot:
- Search stops spending.
- Performance Max takes over most traffic.
This can be frustrating, especially when you want to control your traffic with well-structured Search campaigns.
I see many people struggle with this because they don’t deeply understand the ins and outs of Performance Max, its mechanics, and how internal matching works between campaign types.
Without any context of his account, I just knew Jack had issues with his pMax and Search campaigns because of Search Themes, and here’s why:
**Search themes will have the [same prioritization as your phrase match and broad match keywords](https://support.google.com/google-ads/answer/2756257?sjid=2933628500281950390-EU) in your Search campaigns and the one with the highest Ad Rank will be prioritized:**
**What this chart tells you:**
- Search Themes in Performance Max campaigns will have the same prioritization as phrase and broad match keywords in Search campaigns.
- Exact match keywords in Search campaigns that are identical to the search queries will take priority in the auction.
- Phrase and broad match keywords that are identical to the search queries will be equally eligible to enter the auction.
- So phrase/broad match keywords will have the same value in the auction as Search Themes (if you don’t consider AdRank).
- If there is no identical match, the campaign/ad group that enters the auction is often determined by AdRank. Exceptions might apply if campaigns are limited by budget etc.
This is where it becomes a bit tricky and messy.
I’ve seen many accounts where Search Themes lead to cannibalization of Search campaigns (as was the case Jack above).
And as a result, Search hardly spends.
Search Themes seems like a great, harmless feature… But can actually cause damage to your account when cannibalization occurs (like we’ve seen in Jack’s example).
## What do to about the cannibalization?
If you want to stop your pMax campaigns from cannibalizing on your Search campaigns, you can do two things:
1. Remove your Search Themes.
2. Use more Exact Match keywords.
**Here’s why, according to [Google’s official documentation](https://support.google.com/google-ads/answer/2756257?sjid=2933628500281950390-EU):**
- “𝘖𝘯 𝘚𝘦𝘢𝘳𝘤𝘩 𝘪𝘯𝘷𝘦𝘯𝘵𝘰𝘳𝘺 𝘴𝘱𝘦𝘤𝘪𝘧𝘪𝘤𝘢𝘭𝘭𝘺, 𝘴𝘦𝘢𝘳𝘤𝘩 𝘵𝘩𝘦𝘮𝘦𝘴 𝘪𝘯 𝘗𝘦𝘳𝘧𝘰𝘳𝘮𝘢𝘯𝘤𝘦 𝘔𝘢𝘹 𝘤𝘢𝘮𝘱𝘢𝘪𝘨𝘯𝘴 𝘸𝘪𝘭𝘭 𝘩𝘢𝘷𝘦 𝘵𝘩𝘦 𝘴𝘢𝘮𝘦 𝘱𝘳𝘪𝘰𝘳𝘪𝘵𝘪𝘻𝘢𝘵𝘪𝘰𝘯 𝘢𝘴 𝘺𝘰𝘶𝘳 𝘱𝘩𝘳𝘢𝘴𝘦 𝘮𝘢𝘵𝘤𝘩 𝘢𝘯𝘥 𝘣𝘳𝘰𝘢𝘥 𝘮𝘢𝘵𝘤𝘩 𝘬𝘦𝘺𝘸𝘰𝘳𝘥𝘴 𝘪𝘯 𝘚𝘦𝘢𝘳𝘤𝘩 𝘤𝘢𝘮𝘱𝘢𝘪𝘨𝘯𝘴.”
- “𝘌𝘹𝘢𝘤𝘵 𝘮𝘢𝘵𝘤𝘩 𝘬𝘦𝘺𝘸𝘰𝘳𝘥𝘴 𝘵𝘩𝘢𝘵 𝘢𝘳𝘦 𝘪𝘥𝘦𝘯𝘵𝘪𝘤𝘢𝘭 𝘵𝘰 𝘵𝘩𝘦 𝘴𝘦𝘢𝘳𝘤𝘩 𝘲𝘶𝘦𝘳𝘪𝘦𝘴 𝘸𝘪𝘭𝘭 𝘤𝘰𝘯𝘵𝘪𝘯𝘶𝘦 𝘵𝘰 𝘣𝘦 𝘱𝘳𝘪𝘰𝘳𝘪𝘵𝘪𝘻𝘦𝘥 𝘰𝘷𝘦𝘳 𝘴𝘦𝘢𝘳𝘤𝘩 𝘵𝘩𝘦𝘮𝘦𝘴 𝘢𝘯𝘥 𝘰𝘵𝘩𝘦𝘳 𝘬𝘦𝘺𝘸𝘰𝘳𝘥𝘴.”
**In other words: Search Themes compete in the same auction as Broad/Phrase keywords.**
This only proves that it’s still very important to build out granular, well-structured Search campaigns (if you wish to take full control over this campaign type).
So don’t blindly use random Search Themes in Performance Max asset groups.
This could have a huge impact on cannibalization and internal mismatching between Search and pMax campaigns.
Once again, this proves it's absolutely crucial to DEEPLY understand how Google Ads works...
Otherwise you're gonna make many costly mistakes.
## Are Search Themes always bad?
The short answer is: no…
The long answer is:
it depends on how you plan to use Performance Max.
- If you want to catch the majority of your traffic with pMax on all placement types (including Search), then please do use Search Themes.
- But if you want to catch your Search traffic in dedicated Search campaigns, don’t use Search Themes.
## Today’s action point: check your spend allocation script.
Today’s call to action:
1. Check your [**spend allocation script**](https://www.ppcmastery.com/blog/tpe-81-unlock-pmax-insights-updated-script) to see how your pMax campaigns are spending across Search, Shopping, and upper-funnel placements.
2. Then, based on your goals, decide if you should remove your Search Themes to catch your traffic on Search, or keep them if you want to prioritize pMax in the auctions.
**And keep in mind: in the auction, Google will give the same value to phrase and broad match keywords as it will give to your Search Themes (if you don’t consider AdRank).**
I can’t decide for you what the best course of action is…
But I can give you the information so you can make the best informed decision for your specific goals and accounts.
_Like Sam said so elegantly in The Lord of the Rings: "I can't carry it for you, but I can carry you!"_
I hope this was useful.
I’ll catch you in next week’s issue of The PPC Edge!
_Oh and if you want to take your Google Ads skills to the next level, consider joining The PPC Hub. Inside, you’ll find everything you need to deeply master Google Ads, and surround yourself with 1.300+ A-players who all learn & grow together. [**Click here for more info**](https://www.ppcmastery.com/hub)!_
__
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #107 — 9 conversion-boosting Feed Optimization Hacks
URL: https://www.ppcmastery.com/newsletter/tpe-107-9-conversion-boosting-feed-optimization-hacks
Published: 2024-09-16
Author: Miles McNair
GM, Miles here with The PPC Edge! :)
If you’re running Shopping and/or Performance Max campaigns for Ecommerce clients, you know that your product feed has a huge impact on results.
But most Google Ads Specialists don’t spend enough time optimizing their feeds, which leads to suboptimal results.
So today, I’m sharing 9 conversion-boosting feed optimization hacks you can implement to improve your Shopping & pMax results today.
Let’s dive right in!
## The impact of an optimized feed: conversions +21% & clicks +62%.
I’ve optimized many feeds in the past. A year ago, I posted the results of one of my accounts on LinkedIn (way more traffic and conversions with similar efficiency):
- +69% impressions
- +62% clicks
- +21 conversions
- \-1% ROAS
_The worse your product feed, the more impact you can make!_
_I wish I still had access to that account to grab screenshots of the performance increases and proof… But you’re gonna have to trust me on this one :)._
### **Here are 9 conversion-boosting Feed Optimization Hacks you can implement today to start improving your Shopping & Performance Max results:**
1. Start with the **most important attributes** (80/20).
2. Write for **humans**, but also for the **machine**.
3. Use **competitive pricing & promotions**.
4. **Frontload** the most important keywords in your titles.
5. Add important keywords at the end of your **descriptions**.
6. Stand out with **optional attributes**.
7. Add a **variety of images** (lifestyle, virtual).
8. Add (third-party) **ratings & reviews**.
9. Use **AI** to enhance your product feeds.
_(This is not only important for better results, but also to prevent product disapprovals in GMC Next!)_
## Hack 1: Start with the most important attributes (80/20).
You can optimize many things, but what truly impacts performance?
Out of 70+ feed attributes:
- Some are required.
- Some are optional.
- Some are recommended.
- Some are “it depends”.
Only a handful of attributes are truly important.
The rest is nice to have (but can make a huge difference in visibility and conversions when done right).
That doesn't make them unimportant, but from a time-management perspective it’s best to focus on the 20% of the attributes that generate 80% of the results.
Here are the key components of a well-optimized Shopping Ad (the 80/20):
1. A compelling **title** with key product data.
2. Third-party **ratings** on the GTIN level.
3. Detailed **description** with additional info.
4. Up-to-date **price**, **sale price**, **tax**, and **shipping**.
5. **Merchant** or **advertiser** selling the product.
6. High-quality **images** showcasing the product.
_Of course you also need other required attributes like a unique product ID or a link but let’s not look at -everything- here, just the 80/20._
Let’s get into 8 more nitty-gritty hacks to enhance your product feed so you can increase impressions, clicks, and conversions.
## Hack 2: Write for humans, but also for the machine.
When you’re optimizing your product feed, it’s important to understand when you’re writing for humans and when you’re writing for the machine.
On the one hand, you’re adding data to directly get more clicks from real humans:
- Your title with the most important keywords.
- A competitive price.
- Transparent shipping policy (preferably free).
- Product ratings / reviews.
On the other hand, you’re adding data to get more impressions and to let Google know how to identify certain products:
- GTIN / MPN (so Google knows what’s what).
- Product type.
Some attributes are more technical than others, but they are all important to get as many impressions, clicks, and ultimately conversions, as possible.
## Hack 3: Use competitive pricing & promotions.
One of the biggest driver of results is your price. So make sure it’s competitive.
As Dan Kennedy famously said: _“there’s no strategic advantage to being the second cheapest in the market.”_
Ultimately, Google Shopping is a price comparison platform that wants the best deal for its users.
Users keep coming back if Google provides the best possible user experience and deals.
Generally speaking, the better your price, the better your Shopping Ad position and click share.
### **Have an item on sale?**
This makes your ads truly stand out:
- Use the attribute.
- Use a start and end date in .
### **Next to your (sale) price, make sure you set up a promotion in GMC Next to be eligible to show a clickable promotion badge on your ads (this has a huge impact on clicks and conversions).**
This is what that looks like in the Shopping results:
_Important note: this feature is NOT a replacement of the “sale” annotations or striked-through prices — you still need to set up in your feed! [**Here’s a simple guide to set it up in GMC**](https://www.ppcmastery.com/blog/tpe-71-boost-ctr-and-cvr-with-gmc-promotions)._
## Hack 4: Frontload the most important keywords in your titles.
The title is one of the most prominent and essential parts of your Shopping Ad.
The more specific and detailed, the better Google can match your products with users' searches.
Also, a detailed and attractive title drives more clicks and improves your CTR.
_Pro-tip: use the attribute with max 65 characters to make sure your title shows up well in smaller inventory (especially relevant if you’re running pMax & Demand Gen)._
## Hack 5: Add important keywords at the end of your descriptions.
Your descriptions only show when someone clicks on the “Shopping Tab” (most users won’t do this but that doesn’t make the attribute less important).
Obviously, you want to add great sales copy to your descriptions…
But I use it differently than most people: I also add a bunch of relevant keywords at the end of my descriptions.
I’ve noticed it really helps with getting matched on more (relevant) search terms!
## Hack 6: Stand out with optional attributes.
Most feed attributes are optional and therefore most Google Ads Specialists skip optimizing them.
You can make a big impact to your results by adding as much information as possible to optional attributes such as:
-
-
-
-
- … etc!
The advantage is twofold:
1. Google knows more about your products and can show more relevant ads to (long-tail) searches.
2. Users know more about your products so you will get more (relevant!) clicks.
## Hack 7: Add a variety of images (lifestyle, virtual).
A huge mistake advertisers make with Google Shopping: they use boring product images.
It’s really easy to go beyond and beat your competition with:
-
-
And if you want to really stand out, use Google’s new AR features and **[virtual try-on tools](https://support.google.com/google-ads/answer/14627170)** _(this not only helps to improve results, but also to reduce returns)_:
## Hack 8: Add (third-party) ratings & reviews.
What sells like nothing else? Social proof and testimonials!
Add as many product ratings & reviews as you can from:
- Your store.
- Review aggregators.
- Review sites.
- Google users.
- Programs in GMC Next.
## Hack 9: Use AI to enhance your product feeds.
And the last hack in this issue: do NOT optimize your product manually. This takes a lot of time and you can easily make costly mistakes.
I recommend using a product feed management tool such as Channable _(we show you how to use this to optimize your feed in our [**Shopping Mastery course, exclusively available in The PPC Hub**](https://www.ppcmastery.com/hub))._
And if you’re smart, use AI to enhance your product feeds to save A LOT of time and manual effort.
FeedGen was the first AI-based solution for feeds, but it’s super technical and hard to use.
I’m not a fan.
Luckily, more tools are now rolling out AI-based feed optimization.
### **On Wednesday, we’re hosting a free workshop with ProductHero, who have just released their new “Products AI” feature that allows you to enhance your shopping feed with AI.**
[](https://ppcmastery.com/feed)
We’ll dive into:
- More feed management best practices.
- How to enhance your data with AI.
- \+ Of course a Q&A at the end.
The goal is not to optimize your feed with AI just for the sake of it…
The goal is to save time and improve your Shopping & Performance Max results.
[**Feel free to join us and 700+ Google Ads Specialists here**](https://ppcmastery.com/feed).
## To summarize: 9 hacks to optimize your product feed and improve Shopping & pMax results.
Start optimizing your product feeds today (for better results):
1. Start with the **most important attributes** (80/20).
2. Write for **humans**, but also for the **machine**.
3. Use **competitive pricing & promotions**.
4. **Frontload** the most important keywords in your titles.
5. Add important keywords at the end of your **descriptions**.
6. Stand out with **optional attributes**.
7. Add a **variety of images** (lifestyle, virtual).
8. Add (third-party) **ratings & reviews**.
9. Use **AI** to enhance your product feeds.
### **Last note: if you want to truly master feed management and everything else that goes into driving results with Google Shopping & Performance Max, consider joining [The PPC Hub](https://www.ppcmastery.com/hub).**
We just released our new “Shopping Mastery” course which contains the most in-depth feed management training in the world (with tons of real-life examples, best practices, and over-the-shoulder implementation instructions).
Next to that, you’ll unlock our proven framework to properly launch, optimize, and scale Shopping (& pMax) campaigns.
This 26-hour course is basically a Google Shopping MBA, and contains many golden nuggets on:
- Advanced Google Shopping Rankings (Bids x Competitiveness x Context).
- Advanced feed management with our Product Feed Blueprint.
- Hidden insights in Google Merchant Center Next.
- Advanced campaign structures for maximum scale.
- … And so much more!
On Tuesday, enrollment in The PPC Hub opens for 1 week only, and is limited to 100 spots (whichever comes first).
[**If that sounds interesting to you, feel free to join us here.**](https://www.ppcmastery.com/hub)
Full = full, no extensions as always.
And that’s all for today.
Thanks for reading, I hope it was valuable.
See you again next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #105 — How to trademark and protect your brand with Google Ads
URL: https://www.ppcmastery.com/newsletter/tpe-105-how-to-trademark-and-protect-your-brand-with-google-ads
Published: 2024-08-21
Author: Miles McNair
GM, Miles here with a short & sweet issue of The PPC Edge.
Don’t you hate it when your annoying competitors try to steal your customers by using your brand name in their ad copy (like in the example below)?
Well… In that case, **[use this form to submit your trademark to Google Ads](https://support.google.com/google-ads/contact/3rd_party_auth_req)** (make sure you officially registered it beforehand).
Your competitors’ ads should get disapproved after your trademark appeal has been approved.
Still see it in their ads? [**Use this form to file a complaint**](https://reportcontent.google.com/forms/legal_trademarks/trademark_ads).
But beware: they can still target your trademark as keywords and use it on their landing pages.
**What if your competitors still advertise on your trademarked keywords, but without your brand name in the ad copy?**
In the screenshot below, you see how Thinkific says they are “The Better Alternative” without specifically naming a competitor (Kajabi in this case):
This is technically legal so filing a complaint with Google is not going to help.
To prevent this from happening, **[Esther Kooistra](https://www.linkedin.com/in/estherkooistra1/)** shared a fantastic workaround in [**The PPC Hub**](https://www.ppcmastery.com/hub) to combat this situation:
Get in touch with your competitors and ask them to stop advertising on your brand name.
If they continue, tell them you will also advertise on their brand name. This will increase the average CPCs for both parties, which is less than ideal.
They will usually stop advertising on your brand name, because nobody wants to be in a bid-war (especially if the other party has deeper pockets).
## Submit your trademarks today.
If you’re managing Google Ads on behalf of clients, help them protect their brand with trademarks.
To recap: here are the links to the forms:
- [**Submit trademark to Google Ads**](https://support.google.com/google-ads/contact/3rd_party_auth_req).
- [**File trademark complaint**](https://reportcontent.google.com/forms/legal_trademarks/trademark_ads).
And if you’re ready to upgrade your skills and take your career to the next level, consider joining [**The PPC Hub**](https://www.ppcmastery.com/hub).
Inside, you’ll find everything you need to master Google Ads and confidently drive results for your clients.
As a big bonus, you also get to connect with 1.000+ experienced Google Ads Specialists from all over the world.
[**If that sounds interesting, feel free to join us here**](https://www.ppcmastery.com/hub).
And that’s all for today — I hope that was helpful.
See you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #106 — More — Better — New (the perfect framework to scale anything)
URL: https://www.ppcmastery.com/newsletter/tpe-106-more-better-new-the-perfect-framework-to-scale-anything
Published: 2024-08-21
Author: Miles McNair
GM, Miles here with The PPC Edge! :)
Looking to scale Google Ads accounts? I have something for you.
I recently listened to The Game podcast by Alex Hormozi, where he was asked how to scale a business.
He shared a simple framework that changed everything for me.
It’s so simple yet so effective…
It’s called the “More — Better — New” framework.
You can use it to scale anything:
- Google Ads accounts.
- Google Ads creatives.
- LinkedIn content.
- Your personal brand.
- And almost everything else.
It gives clarity on what you can/must do to grow and I’ve been using it in my businesses ever since I heard about it from Hormozi.
You can apply this framework to nearly everything, but I will apply it to Google Ads (we’re PPC Experts after all).
Let’s dive right in, you’re gonna love this one.
## “More — Better — New”: the perfect framework to scale anything.
Imagine your client comes to you and says: _“Hey, we want to scale — what can we do?”_.
What would your answer be?
You’d probably think of new stuff to try out:
- New channels.
- New strategies.
- New experiments.
And while there’s nothing wrong with that, you’re missing out on two big (low-hanging fruit) opportunities: doing more of what’s currently working and ideally doing them better (before you try new stuff).
Whenever I look for scale, I use the “More — Better — New” framework.
Simply stated, what you can do to scale (in this order):
- You can do **_more_** of what’s currently working.
- You can do what you’re currently doing **_better_**.
- You can do something **_new_**.
This has given me a lot of clarity, focus, and direction.
Let’s dive into the framework.
## **Step 1: Do _more_ of what’s currently working.**
Before you try anything new — ask yourself _“What’s currently working that we can do more of?”_.
You can almost always do more.
Analyze your best-performing campaigns and ads, and simply do more of those.
Double your inputs:
- Increase spend.
- Increase traffic.
- Add more creatives.
- Etc.
After you do _more_, you can do what you’re currently doing, but _better_.
## Step 2: Do what you’re currently doing, _better_.
Getting better gives you more results for the same effort, and that’s what you want.
And as Hormozi said: you can only get better by doing one thing — testing.
In his words: _“You do more and more, until it breaks. Then, you make it better”_.
If you do “more” long enough, your CAC (Cost to Acquire a Customer) will eventually get too high, so you have to optimize your setup and make it better.
- Did results improve? Great, keep doing it.
- Did results decrease? Keep optimizing.
Every action a prospect takes in the customer journey is a potential “drop-off” point.
Test and optimize the points with the highest drop-off rates.
- Low CTR? Optimize your ads.
- Low CVR? Optimize your landing page/offer.
- Low Lead-to-Sale Rate? Optimize the sales process.
- Low traffic? Optimize your targeting (keywords etc.)
- Etc.
Generally speaking, you’ll see the biggest impact on results by optimizing what happens _after the click_ (the landing page, offer, CTAs, sales process etc.).
Of course, your Google Ads account needs to be set up correctly, but it’s always smart to focus the majority of your optimization time on improving what happens after the click, since this is directly tied to your conversion rate.
**Beware: time is limited.** If you want the biggest return on ad spend and time, find the biggest bottlenecks and run one (big) test at a time.
And always test until you reach statistical significance.
After you run many experiments, your effort to make it better yields lower returns.
If that happens, you can invest your time into something _new_ that will bring higher returns.
## Step 3: Do something _new_.
After you’ve improved your marketing with _more_ and _better_, it’s time to try out _new_ stuff.
I’ve worked with 100+ big and small clients and there’s always something new you can try:
- New advertising channels (YouTube, Meta, TikTok, TV, etc.).
- New advertising formats (Shorts, Reels, Podcasts etc.).
- New influencers, affiliates, and sponsorships.
- New funnels, offers, and landing pages.
- Etc.
So when do you do _new_?
_“When the returns you get from doing more/better are lower than what you could get from a new placement or new way of advertising”_ — Alex Hormozi.
## **To summarize: the ultimate sweet spot for scale? More, better.**
If you want to scale, start by doing more of what’s currently working, AND make it better.
Only after you’ve maxed that out, try new things.
Every time you go for new, there’s a learning curve that fragments your attention.
This could hurt what you’re doing that’s already working.
Therefore, always do more, better first to grab those low-hanging fruits.
This framework has given me tremendous clarity on how I approach scaling, and I hope you found it valuable as well!
If you’re looking for practical ways to scale Google Ads (the ins & outs on Advanced Conversion Tracking, Modern-Day Search, Google Shopping, Performance Max & so much more), then consider joining [**The PPC Hub**](https://www.ppcmastery.com/hub).
Inside you’ll find everything you need to confidently drive results.
[**Click here to get more info and join if that interests you**](https://www.ppcmastery.com/hub)! :)
_Lastly: the “More — Better — New” framework originally appeared in [**Alex Hormozi’s $100M Leads**](https://www.amazon.com/100M-Leads-Strangers-Stuff-Acquisition-com/dp/1737475766/ref=tmm_hrd_swatch_0?_encoding=UTF8&dib_tag=se&dib=eyJ2IjoiMSJ9.4t3e39lziST8PZYIzvwW_SMEBjJcCZjziuR3RmmckADIgRAvqQ8I6t-mQthmJ_zJxb0hDX4-rqzWySF-75sabvkVP24__VV30DSYnbG26L7gH8MS_6_dvFRVHuZHwlvAFgyMPKWU7yIPvWfLojmr-2tjWAGUwYxvUjHMBQWGS9lZx3nJoDeNV3hTL6E3TlK-oZPwK2gBRcPifG-LGyxSeRKTb_e75EAbuqraFgeYhX0.Ab_M3fCDgoEOb8yVZoK4aZgMCRB52e16FJKCRYRaOZA&qid=1724048432&sr=8-1) book. I highly recommend reading it!_
Thanks for reading — see you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #104 — 10 pMax segmentations for more control & scalability
URL: https://www.ppcmastery.com/newsletter/tpe-104-10-pmax-segmentations-for-more-control-scalability
Published: 2024-08-16
Author: Miles McNair
GM, Miles here with The PPC Edge!
How you segment your Performance Max campaigns has a big impact on results.
Today, I will give you 10 advanced pMax campaign segmentations for more control and scalability. These also work for Standard Shopping campaigns.
I don’t always use all of them, but I listed them out to give you inspiration for your next test.
Let’s dive right in!
## Preface: why campaign segmentations are crucial for success with pMax & Shopping.
Contrary to Search campaigns, consolidation is not the holy grail for pMax & Shopping.
You can often drive better results by creating advanced segmentations.
But, here’s a huge disclaimer: don’t think about segmenting your campaigns if you don't have sufficient conversion volumes (<50 conversions per month).
**Here are a few reasons why you might want to go beyond basic campaign structures:**
- You want to give your **best-performing** products the attention they deserve.
- You want to cap spending on **underperforming** products.
- You want to push **zero-impression** products.
- You want to allocate your budgets towards products currently on **sale**.
- You want to bid more aggressively on **new** products to get traction, fast.
- You want to bid less aggressively on products that are (almost) **out of stock**.
- _… And more._
**Now that’s out of the way, let’s look at 10 advanced pMax & Shopping campaign segmentations you can implement today to improve your results** _([straight from our new Shopping Mastery course — exclusively available in The PPC Hub)](https://www.ppcmastery.com/hub)._
## 1: Segment by Category (easy).
This basic campaign segmentation gives you control over how hard you push certain product categories.
Segmenting by category is a very simple, yet effective segmentation tactic that can be very powerful in the early stages of your account.
**But keep in mind that you do not want to over-segment!**
Keep your conversion volumes in check. Therefore, it’s recommended to only segment mid- to high-volume categories and create a “rest” segmentation for lower-volume categories.
## 2: Bestsellers vs. Regular (easy).
With this basic yet effective segmentation, you isolate and scale your best-performing products.
I’ve had cases in the past where we pushed only 1 specific product, because it was the ultimate bestseller.
## 3: Products on Sale vs. Regular (easy).
If needed, I like to create a new campaign to push products that are on sale.
This ensures we maximize visibility and spend on products that have a higher conversion rate (likely).
I exclude them from the main campaign(s) as long as they are in the sale campaign to prevent duplicate targeting.
_Pro-tip: Besides pushing products that are currently on sale (by looking at whether or not the product has a in place), you can also consider isolating products that have an active promotion in Google Merchant Center Next._
## 4: Segment by Price Competitiveness (moderate).
The prices of your products play a huge role in getting clicks and conversions. With a Price Competitiveness segmentation, you isolate products that are cheaper than your competitors’ products (giving you a massive advantage).
Use (third-party) price scraping tools to analyze your price vs. the market and label your products ‘cheaper’, ‘more expensive’, or ‘equal price’.
Set up your campaign structure accordingly and adjust your bids to push more aggressively for products with competitive prices.
## 5: New Products vs. Old Products (easy).
When you add new products to an existing campaign, they tend to not get a lot of impressions. That’s why I like to launch new products in a new campaign first.
That way, I force the algorithm to experiment and spend a dedicated budget on them.
I can always put them in the main campaign(s) later on.
_Pro-tip: In fast-changing, trend-sensitive industries like apparel, **new collections often outperform older collections**. This is why you might want to prioritize your new collections over older ones._
_But… You also want to sell out of your older collections. This is where this segmentation tactic becomes really useful._
## 6: Segment by Seasonality (easy).
Let’s say you’re a retailer that sells thousands of products, including swimwear and winter jackets.
In the Summer, I like to push swimwear in a separate campaign to maximize sales in the relevant season. The same applies to jackets in the Winter.
With this basic segmentation, you will increase sales during high-demand seasons and ensure you’re spending your budget as efficiently as possible.
## 7: Segment by Inventory Levels (easy).
With this basic segmentation, you avoid promoting low-stock or out-of-stock items, and instead focus on products with sufficient stock and/or variants.
## 8: Segment by Value (easy).
This basic segmentation allows you to allocate budget to products with higher profit margins or value to the business.
You categorize products based on their value (e.g. high, medium, low), and create campaigns for each value segment. Bid more aggressively on products with high value.
🚨 _But beware… Of all of the segmentation tactics out there, this segmentation tactic might be **our least favorite.**_
_The main reason is that we haven’t seen this tactic outperform other tactics in any of the accounts we audited and/or managed._
_Besides that, products that are clicked on aren’t always the products people eventually purchase and value ≠ profit…_
_Instead we are fans of Performance-Based Bucketing (see below)._
## 9: Segment by Performance (moderate).
We call this segmentation ‘Performance-Based Bucketing’, which allows you to:
- Increase spend on best products.
- Decrease spend on worst products.
- Get more control and better scalability.
Here’s how it works:
Based on historical data, your targets, and CVR/clicks thresholds your products will get a specific performance label (created by ProductHero):
- Heroes (your best-performing products).
- Sidekicks (products that perform near target).
- Villains (your worst-performing products).
- Zombies (products with low impressions).
You then create a supplemental feed with performance labels for each product. Connect it to your product feed in GMC Next.
Then, for every label, you set up a campaign:
After that, your products will automatically rotate between campaigns once they receive a new label based on recent performance.
For example: one of your best products suddenly drops in ROAS and CVR and performs below target. The label will change from ‘Heroes’ to ‘Villains’, which automatically puts the product in your ‘Villains’ campaign.
Works really well!
_If you wanna dive deeper: [**Here’s a complete guide on how it works.**](https://www.ppcmastery.com/blog/tpe-46-advanced-pmax-campaign-structure-high-impact)_
## 10: Query-level Sculpting (hard).
**🚨 💎 Warning: Shiny Object Alert 💎 🚨**
This tactic is fun but complex and not recommended for most accounts… With that said, let’s look at how it works (shoutout to Martin Röttgerding who invented this back in 2014).
Query-level Sculpting generally only makes sense for Standard Shopping.
You try to manipulate Google into spending more budget on specific (high-performing) search queries.
I will dive into the technicalities of this in a future issue of The PPC Edge, but here’s the TLDR:
- Regain control over search term matching.
- Adjust bids based on query performance.
- Improve efficiency by prioritizing high-converting queries.
**Here’s how it works:**
- Set up 3 campaigns for different query types (e.g. generic, brand, product).
- Adjust bids accordingly (low for generic, medium for brand, high for product).
- Use campaign priorities to tell Google which campaign to prioritize (high for generic, medium for brand, low for product).
- Use negative keywords to force Google to (not) match certain queries to certain campaigns (exclude brand + product on generic, exclude product on brand and leave product as is).
This advanced segmentation was best practice for a long time, before Smart Bidding was a thing. Today, it’s a massive shiny object and I wouldn’t recommend it unless you have a really compelling reason to spend more on specific queries.
The setup takes a lot of work and can easily break — so beware.
… With that said, it’s a fun tactic to experiment with so I wanted to share it anyway :).
## Over to you: experiment with advanced segmentations.
There are many more advanced segmentations you can apply to your Performance Max and Standard Shopping campaigns. Choosing the right setup depends on your unique situation and business goals.
There is no one-size-fits-all segmentation. Experiment and find what works for you — do more of it and, ideally, better.
Keep reviewing your setup and never stop testing.
If you’re serious about improving your Shopping and Performance Max results, you will love our new Shopping Mastery course (exclusively available in The PPC Hub).
It includes everything you need to dominate your competitors on the Shopping network:
- Shopping Ranking Factors explained.
- Advanced feed management.
- Advanced GMC Next setup.
- Advanced campaign structures and tactics.
This 20-hour masterpiece is filled with gems and I’m sure it’s gonna help you crush your competition.
Unlock instant access when you join [**The PPC Hub**](https://www.ppcmastery.com/hub).
And that’s all for today — thank you for reading.
See you next week, have a fantastic day! :)
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #103 — 50 PPC tasks for this Summer (2024 edition)
URL: https://www.ppcmastery.com/newsletter/tpe-103-50-ppc-tasks-for-this-summer-2024-edition
Published: 2024-07-29
Author: Miles McNair
It’s Summer — which means most people are taking some time off (rightly so).
As a result, work slows down a bit.
I also notice it: clients are less responsive and the vibe is a bit more laidback in [**The PPC Hub**](https://www.ppcmastery.com/hub).
I love to take advantage of that by doing some of the tasks I normally wouldn’t have the time for.
I created a list of 50 tasks you can do this Summer, in the following categories:
- Audit
- Hygiene
- Learning & research
- New tests
- Preparation
- Reporting
- Tools
- Sales
- Other
I also shared this list last year, but updated and refreshed it so it’s super relevant in 2024.
Let’s dive right in!
## **Audit**
The first section is about auditing your life and accounts. Take one step back to move two steps forward.
### **1: Do a life audit: are you happy right now?**
I build my life intentionally. It’s easy to get caught up in life. Time goes by so fast, and the last thing I want is for life to slip through my fingers. I don’t want to just ‘go with the motions’. I want an awesome life, filled with the things I value.
At least twice per year, I do a life audit to make sure I’m still happy and enjoying the path that I’m on. If I’m not, I change the direction I’m headed towards.
And what better time to do a life audit, than during Summer?
The goal is to take a step back, and ask yourself:
- What is going well in my life?
- What do I dislike about my life?
- Is there anything I’d like to change?
- Do I still like my current job/clients?
- What do I want more of, that I’m currently not doing?
- On average, do I have fun in my days?
If any of the answers dissatisfy you, make the necessary changes and optimizations.
It’s your life — make the most out of it!
[_**Here’s a free guide with the template I use for my own Life Audits!**_](https://www.ppcmastery.com/blog/tpe-93-design-your-dream-life-with-life-audits)
### **2: Audit your account.**
When work slows down in the Summer, I love to do account audits. There are a few ways you can go about that:
1. Audit your own account
2. Sell an audit to a client
3. Exchange an audit with another specialist
You’ll be surprised how much you can grow when you do an audit of your own account. Or even better: get someone else to audit yours!
_**[Check out this issue of The PPC Edge for our approach to auditing Google Ads accounts.](https://www.ppcmastery.com/blog/tpe-34-how-to-audit-google-ads-accounts-updated)**_
### **3: Go through the Insights tab.**
The "Insights" tab in Google Ads is a hidden goldmine full of treasures.
Check it frequently to dig for insights:
- Performance trends
- Change history insights
- Location-specific insights
- Search term insights and trends
- Recommendations to apply (not)
- Predicted search interest insights
- Auction insights (Performance Max)
- Audience insights (how they performed)
- Asset insights (performance per audience)
You can find these insights for the entire account, or per individual campaigns.
## **Hygiene**
The next part is about hygiene tasks. You’re probably not doing all of these because you have to prioritize other high-impact tasks. When work slows down in the Summer, I love going through hygiene optimizations that I otherwise didn’t have time for.
### **4: Go through your search term reports.**
This one speaks for itself. We’re sure you're already leveraging your search term reports. But I'd like to challenge you:
Take an even deeper look at your queries. Learn from them. Exclude new terms that you might’ve missed, add new keywords. Report back to your clients. Let your SEO colleagues know about anything you find.
There’s gold hidden in your search term reports if you take the time to go deeper than normal.
### **5: Go through your placement reports.**
Running YouTube and Display campaigns? Go through the placements report. See what you find and exclude anything that’s irrelevant (pro tip: specifically look for kids’ channels).
### **6: Optimize your extensions (sitelinks etc.).**
When work slows down, I love to optimize our extensions _(ok ok, assets...)_. I can keep it short here.
### **7: Create better video/image ads with tools.**
Another PPC task for this Summer: optimize your video and image ads. Use a tool like [**Creatopy**](https://www.creatopy.com/) to create new variations in bulk.
### **8: Work on your Quality Scores.**
Quality Scores definitely still matter, but they are often overlooked. Take some time to optimize them this Summer. Pro tip: start with keywords with ‘Below Average’ or ‘Average’ scores of Ad Relevance — those are easiest to improve.
_[**Want an in-depth guide on how to optimize Quality Score? Check it out here.**](https://www.ppcmastery.com/blog/tpe-32-how-to-optimize-quality-score-in-2023)_
### **9: Refresh your Customer Match lists.**
When was the last time you updated your Customer Lists in Google Ads? We’re guessing a long time ago. Take some effort to refresh them. Upload different lists and make segmentations of all customers, high-value customers, repeat purchasers etc.
_**[Here are 3 ways to beat your competition with Customer Match.](https://www.ppcmastery.com/blog/tpe-101-3-ways-to-beat-your-competitors-with-customer-match)**_
### **10: Clean up your product feed.**
Are you happy with the quality of your product feed? Do a feed audit and see where you can enrich it with high-quality, relevant data. Start with the most important feed attributes like titles, images and prices, but don’t forget about secondary attributes like colors, materials, GTINs, sizes etc.
### **11: Clean up non-serving keywords.**
How many active keywords do you have in your account, that aren’t getting any impressions? Clean up your keywords and make your account easier to manage.
### **12: Properly set up Google Merchant Center Next.**
Have you really taken the time to properly set up GMC Next, or have you been putting this off because you have other priorities? Optimize your settings like shipping, returns, automatic product improvements, product protection etc.
**_[Here's a guide with 12 hidden insights in GMC (needs to be updated for GMC Next but it's still relevant!)](https://www.ppcmastery.com/blog/tpe-59-12-hidden-insights-in-gmc)_**
### **13: Get your Google Ads certifications (boring).**
I hate the Google Ads certifications, but I also know that for some agencies and jobs, you’re required to refresh them every year. Look at when your certifications expire, and take some time to retake the tests this Summer. You don’t want to have to do this in Q4, when it’s the busiest time of the year.
If your job doesn’t require you to get the certifications, don’t even look at them.
Complete waste of time!
Pro tip: ask ChatGPT to take the test for you ;).
## **Learning & research**
In this next part, we’ll look at ways to develop yourself over the Summer by learning something new and researching new opportunities.
### **14: Take a course on PPC.**
The best way we can help you is through our online courses. If you’re interested in taking your skills to the next level, check out our offers at [**ppcmastery.com**](https://www.ppcmastery.com).
We’d love to help you become an even better Google Ads Specialist!
If you wanna go all the way, I highly recommend joining **[The PPC Hub](https://www.ppcmastery.com/hub)** — you'll get access to many exclusive courses to help you master Google Ads.
### **15: Dive into YouTube advertising.**
YouTube Ads are still massively underused, and I think it’s because most specialists just don’t know how to run them. If you want to increase your value as a Google Ads Specialist, freelancer, or agency, mastering YouTube Ads will be a great idea.
### **16: Learn how to do full-funnel remarketing.**
Sometimes, to get the best remarketing results, you need to run campaigns outside of Google Ads. Have you tested remarketing on Meta (Facebook/Instagram etc.)? This tends to work complementary to Google Ads campaigns.
_[**Want a breakdown of a full-funnel Google Ads remarketing strategy? Check it out here.**](https://www.ppcmastery.com/blog/tpe-33-full-funnel-remarketing-strategy-for-more-control)_
### **17: Learn how to use ChatGPT for Google Ads.**
We all know ChatGPT — but are you actively using it for Google Ads? There are a lot of unique use cases: improving your RSAs, writing video ad scripts, researching competitors, keywords, drafting campaign setups etc.
The possibilities are endless and mastering ChatGPT (aka writing better prompts) will help you a lot as a Google Ads Specialist.
_Recently, we hosted 'The PPC Hub AI Week' for members of The PPC Hub with workshops from AI Experts. **[Here's a recap that will inspire you on how to use AI for Google Ads](https://www.ppcmastery.com/blog/tpe-98-ai-ppc-real-use-cases-from-industry-experts)**!_
### **18: Research AI tools to optimize workflow.**
The AI world is much bigger than just ChatGPT. There’s a tool for just about anything, and a lot of it is free.
**[Here's a database with lots of free and paid AI tools](https://www.futuretools.io/)**.
### **19: Do extensive competitor research.**
When was the last time you did competitor research? This is so valuable to do, even if you’re already working with a client for a long time. Find out what your competitors are doing that you’re not, and improve your entire online marketing strategy.
A great place to start: **[Google’s Ad Transparency Center](https://adstransparency.google.com/)** (see all competitor ads for free).
### **20: Learn how to write Google Ads scripts.**
Scripts can give you an unfair advantage, as they can lead to better insights and optimizations. Writing them is hard, because you need to understand Javascript code. However, ChatGPT can help you with that.
_**[Here’s a list of our favorite pMax scripts, and links to download them.](https://www.ppcmastery.com/blog/tpe-91-5-pmax-scripts-for-more-control-and-insights)**_
### **21: Learn how to use Google Tag Manager.**
Mastering Google Tag Manager will not only increase your value as a PPC Expert, it will also make your life a whole lot easier. If you’re not using GTM a lot yet, now is the time to start learning how to use it!
If you want to master advanced conversion tracking and lay the foundation for success with Google Ads, check out our **[Conversion Tracking Mastery Course](https://www.ppcmastery.com/conversion-tracking-mastery)**!
### **22: Learn how to use Google Analytics 4.**
The same applies to GA4. We all hated the shift from Universal Analytics to Google Analytics 4, but there’s nothing we could do about it and now all we have is GA4. Have you taken time to truly master the platform, or are you still complaining about how UA was so much better?
Get over it and learn how to use GA4! :)
### **23: Read through official Google documentation.**
There is gold hidden in Google’s official documentation, but most people aren’t willing to sift through it. A great place to start: [**Google’s new features and announcements page**](https://support.google.com/google-ads/announcements/9048695?hl=en). Whenever they put out a new update, read the official documentation.
You’ll be surprised how much you can learn from it.
### **24: Read official GDPR documentation.**
This is boring, but so valuable. If you understand GDPR and privacy regulations on a deep level, you can be a better advisor and sparring partner to your clients.
I won’t pretend I completely understand GDPR and its implications… But it’s great to read up on, this Summer.
## **New tests**
In this section, I want to inspire you with a series of tests you can run in your accounts. Remember: never stop testing! :)
### **25: Set up an advanced conversion tracking technique (profit, OCT etc.).**
Basic tracking setups are no longer sufficient. If you want to take your results to the next level, you need to implement advanced tracking techniques like:
- Offline Conversion Tracking for Lead Gen
- Profit Tracking for Ecom
- Serverside Tagging
Whoever has the most high-quality data, wins.
There’s a LOT that goes into proper conversion tracking. **[If you want to upgrade your tracking skills with the latest techniques, check out this free training we created](https://www.youtube.com/watch?v=MDedygHHBrE)**. It will help you understand and master the entire Google Ads tracking landscape from Rookie to Master.
_[**It’s live up on our YouTube channel.**](https://www.youtube.com/watch?v=MDedygHHBrE)_
### **26: Optimize your ads (write better copy).**
Responsive Search Ads have made Google Ads Specialists lazy. Don’t forget to keep testing new ad copy. Pro tip: use ChatGPT to speed up the process!
_**[Here's a free guide to help you set up A/B tests with 'Ad Variations'.](https://www.ppcmastery.com/blog/tpe-87-how-to-a-b-test-ad-copy-with-responsive-search-ads)**_
### **27: Make a list of high-impact tests for H2.**
I give you a lot of test ideas in this newsletter, but you need to make a list of tests that will be high-impact for your account(s). So list out everything you can do, and rate them according to the ‘ICE’-framework (Impact, Confidence, Effort). Start with the low-hanging fruit, and then work your way towards tests that potentially have the highest impact.
### **28: Test Automatically Applied Recommendations (JOKE).**
Just for fun: see what happens if you test Google’s AARs. You might be surprised by their impact.
_This is a JOKE — do not apply all of them. [**Here's a free guide to help you understand which AARs are harmless, and which ones are harmful. Check it out here.**](https://www.ppcmastery.com/blog/tpe-45-the-ultimate-guide-to-automatically-applied-recommendations)_
### **29: Dust off Microsoft Ads.**
Microsoft Ads generally has around 5-10% of the search market share worldwide. In some countries and demographics is more, some less.
Are you running Microsoft Ads? If not, now is the time to set them up (again). It’s an easy 5-10% revenue uplift with minimal extra effort because you can sync your Google Ads campaigns.
### **30: Test third-party attribution tools.**
Google Ads, just like any other ad platform, LOVES to take credit for every conversion. As you account grows and you start to spend on more channels than just Google, you need to use third-party attribution tools. Play around with them, see how the data is different. Recommendations: Hyros, Rockerbox, Northbeam, TripleWhale (or even GA4 if you want to go the free route).
### **31: Test new audiences.**
Use the Summer time to test new audiences on your upper funnel campaigns. An important learning of something we often see: if you can profitably scale an audience in the low-season, you can easily scale it in the high-season. Test new audiences now, so that you can run them up in Q4 for max growth and profit!
### **32: Test broad match.**
Broad match… You either hate it or love it. Honestly, it’s really good. If you haven’t already, run a few tests. Don’t want to take too much risk? Start with small controlled tests. There’s no way around broad match. Tested it with poor results? Ok sure, then stick to exact and phrase match. But if you haven’t tested it just because you don’t trust Google, then please go ahead and test again.
### **33: Optimize your landing pages.**
What happens after the click is often more important than what happens before the click. Optimize your landing pages. Even a 5% conversion rate uplift can be massive at scale. Just imagine if you’re able to increase your CVR by 10, 20 or even 30%.
### **34: Test account consolidation.**
Since Summer is the low-season for most brands, you have the time to test new account structures. Test with consolidated structures (the benefit: more data at the campaign-level makes it easier for Smart Bidding to optimize for more conversions).
_**[This free guide will help you consolidate your accounts.](https://www.ppcmastery.com/blog/tpe-94-why-consolidation-is-the-key-to-success-with-google-ads)**_
### **35: Optimize your sales funnel.**
This goes hand-in-hand with optimizing your landing pages. Do a deep analysis of your entire funnel and see where the weak spots are. Then, optimize wherever you see the biggest dropoffs of users. Again: what happens after the click is often more important than what happens before.
## **Preparation**
In this section, we’ll look at some tasks you can do to prepare yourself and your accounts for better results in the future.
### **36: Create a roadmap.**
There is always a lot that you can do. This makes it easy to get overwhelmed. Create a roadmap of what you want to do and when. Don’t forget to share it with your client. Working with roadmaps causes trust as you have something to refer to. It also helps to keep everything structured.
### **37: Dive into the new updates.**
Every week, Google releases a TON of new updates. Use this Summer to catch up on everything you’ve missed. Here are a few good resources to start:
- [**Follow Adriaan Dekker on LinkedIn**](https://www.linkedin.com/in/adriaan-dekker-93b048a9/) (he shared all the updates daily and in his weekly newsletter).
- **[Read the official Google Ads "new features & announcements" blog](https://support.google.com/google-ads/announcements/9048695?hl=en).**
- **[Follow Ginny Marvin on LinkedIn](https://www.linkedin.com/in/ginnymarvin/)** (Ads Product Liaison at Google).
**38: Start preparing for Q4 (Black Friday).**
Trust me when I say Q4 is around the corner. You really need to start preparing now. Urge your clients to start thinking about their offers and marketing strategy. The last thing you want is to have to do everything a few days before.
We’re about 2 months away from Q4. Just so you know. Start preparing now.
## **Reporting**
In this section, we’ll look at how you can improve your reporting this Summer.
### **39: Build a Looker Studio dashboard.**
I love using Looker Studio dashboards to report to my clients. They’re easy to use for everyone, even with no marketing background. The setup can be a bit technical, but the reward is huge: automated dashboards are the best. Use your time this Summer to build dashboards for yourself and your clients. Pro tip: templatize them so you can use them across multiple accounts.
_Did you know members of The PPC Hub get access to our extensive Looker Studio dashboards for Ecom, Lead Gen & SaaS clients? They make data analysis and reporting so much easier and more efficient. Want access? **[Join The PPC Hub](https://www.ppcmastery.com/hub)**!_
_
_
### **40: Optimize your client reports.**
As an extension of your Looker Studio dashboards, look at how you can improve your client reports. Can you make them shorter? Have you ever asked your client if they like the report? Experience teaches us that we tend to over-report. Understand who you’re reporting to and what they want to see, and show them nothing more.
CEOs don’t care about impressions, CPCs and Quality Scores. They care about costs, revenue, ROAS.
Marketing managers might be more interested in granular reports with more data points.
Adjust your reports accordingly.
### **41: Do a deep H1 analysis and report to client.**
This is how you can overdeliver to your clients: do a deep H1 analysis of their business and Google Ads results, and send it to them with concrete action steps. What do you see in the data that can help their business move forward? What do you see in the data that you can use to optimize your campaigns further?
Clients love these types of reports. Pro tip: keep them short and to the point, with concrete action steps!
## **Tools**
Let’s look at some tools you can test this Summer.
### **42: Implement a few scripts.**
Scripts are great to help you get more grip on your campaigns. **[Use this guide to help you get started with 8 high-impact scripts we use in our own accounts](https://www.ppcmastery.com/blog/tpe-41-8-high-impact-google-ads-scripts-more-control-insights-conversions).**
### **43: Test a new tool.**
Don’t like script? Test out a new tool! Some ideas:
- ProfitMetrics for ecom profit tracking
- Creatopy for image/video ad creation
- ProductHero for Performance-Based Bucketing
_**[Here's a guide with our favorite tools to save time and increase profits.](https://www.ppcmastery.com/blog/tpe-65-google-ads-tools-to-save-time-and-increase-profits)**_
### **44: Test Labelizers.**
Speaking of Performance-Based Bucketing… You can do that with Labelizers (either paid tools or free scripts).
_**[Check out this guide to help you get started for free.](https://www.ppcmastery.com/blog/tpe-46-advanced-pmax-campaign-structure-high-impact)**_
## **Sales**
In this section, we’ll look at some things you can do to boost your own sales.
### **45: Write content for LinkedIn (focus on inbound leads).**
All of our leads are inbound, mostly via LinkedIn. Write a few pieces of content, and see if you can get some inbound leads too. You have to be persistent and it might be slow at the start, but it will pay off in the end.
### **46: Reach out to your dream clients.**
Have you ever wanted to work with a specific client or business? Reach out to them! If you don’t ask, you’ll never get it.
### _**[Check out this story about how I got my first freelance client by reaching out to companies via job boards.](https://www.ppcmastery.com/blog/tpe-51-how-i-got-my-first-client-freelance)**_
### **47: Look for a new job.**
Are you still enjoying your job? If not, what’s keeping you there? Look for a new job! Life is too short to live on other people’s terms.
You don’t HAVE to pursue a freelancing career and you don’t HAVE to build your own business. If you’re happy working a regular job, that’s completely fine and more power to you. But please, don’t work at a job you hate.
### **48: Start a side hustle.**
Don’t want to leave your job, but looking for some extra income? Start a side hustle! Some ideas:
- Freelancing for a few clients
- Set up an affiliate project
- Test dropshipping
Even if you don't make any money, you will learn a lot!
**_[I created a guide with lessons from 5 of my own failed side hustles (and how they made me a better PPC Expert).](https://www.ppcmastery.com/blog/tpe-61-how-5-failed-side-hustles-made-me-a-better-ppc-expert)_**
### **49: Increase your prices.**
Are you a freelancer or agency owner? Ask yourself if you’re happy with your current rates. If not, what’s stopping you from increasing them? Be bold — make a case for why you should make more, and pitch it to current or new clients. Pro tip: make a connection between your increased rate and the improved results they have been getting by working with you. Numbers talk!
## **Other**
The most important tip is in this last section:
**50: Take a break!**
Don’t forget do take a break. Go on a holiday with family and/or friends. Do some fun stuff. Sit in the sun.
The Summer period is nice to catch up on some of the tasks I added in this newsletter, but it’s also nice to slow down a bit and enjoy life.
So please, take a break and leave your laptop at home!
## A final note.
I hope this newsletter was valuable.
And if you're serious about becoming one of the best Google Ads Specialists in the field, consider joining The PPC Hub.
Inside, you'll find lots of courses and resources to master Google Ads, so you can confidently drive results for your clients.
Whether you're a freelancer or working at an agency/in-house, we will help you reach the next level of success for your career.
**[Feel free to join us here](https://www.ppcmastery.com/hub)**.
And that's all for today.
Enjoy the rest of your Summer and see you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #53 — 50 PPC tasks for this Summer (1/2)
URL: https://www.ppcmastery.com/newsletter/tpe-53-50-ppc-tasks-for-this-summer-1-2
Published: 2024-07-29
Author: Miles McNair
It’s Summer — which means most people are taking some time off (rightly so).
As a result, work slows down a bit.
I also notice it: clients are less responsive and the vibe is a bit more laidback in [**The PPC Hub**](https://www.ppcmastery.com/hub).
I love to take advantage of that by doing some of the tasks I normally wouldn’t have the time for.
I created a list of 50 tasks you can do this Summer, in the following categories:
- Audit
- Hygiene
- Learning & research
- New tests
- Preparation
- Reporting
- Tools
- Sales
- Other
I also shared this list last year, but updated and refreshed it so it’s super relevant in 2024.
Let’s dive right in!
## **Audit**
The first section is about auditing your life and accounts. Take one step back to move two steps forward.
### **1: Do a life audit: are you happy right now?**
I build my life intentionally. It’s easy to get caught up in life. Time goes by so fast, and the last thing I want is for life to slip through my fingers. I don’t want to just ‘go with the motions’. I want an awesome life, filled with the things I value.
At least twice per year, I do a life audit to make sure I’m still happy and enjoying the path that I’m on. If I’m not, I change the direction I’m headed towards.
And what better time to do a life audit, than during Summer?
The goal is to take a step back, and ask yourself:
- What is going well in my life?
- What do I dislike about my life?
- Is there anything I’d like to change?
- Do I still like my current job/clients?
- What do I want more of, that I’m currently not doing?
- On average, do I have fun in my days?
If any of the answers dissatisfy you, make the necessary changes and optimizations.
It’s your life — make the most out of it!
[_**Here’s a free guide with the template I use for my own Life Audits!**_](https://www.ppcmastery.com/blog/tpe-93-design-your-dream-life-with-life-audits)
### **2: Audit your account.**
When work slows down in the Summer, we love to do account audits. There are a few ways you can go about that:
1. Audit your own account
2. Sell an audit to a client
3. Exchange an audit with another specialist
You’ll be surprised how much you can grow when you do an audit of your own account. Or even better: get someone else to audit yours!
_**[Check out this issue of The PPC Edge for our approach to auditing Google Ads accounts.](https://www.ppcmastery.com/blog/tpe-34-how-to-audit-google-ads-accounts-updated)**_
### **3: Go through the Insights tab.**
The "Insights" tab in Google Ads is a hidden goldmine full of treasures.
Check it frequently to dig for insights:
- Performance trends
- Change history insights
- Location-specific insights
- Search term insights and trends
- Recommendations to apply (not)
- Predicted search interest insights
- Auction insights (Performance Max)
- Audience insights (how they performed)
- Asset insights (performance per audience)
You can find these insights for the entire account, or per individual campaigns.
## **Hygiene**
The next part is about hygiene tasks. You’re probably not doing all of these because you have to prioritize other high-impact tasks. When work slows down in the Summer, we love going through hygiene optimizations that we otherwise didn’t have time for.
### **4: Go through your search term reports.**
This one speaks for itself. We’re sure you're already leveraging your search term reports. But I'd like to challenge you:
Take an even deeper look at your queries. Learn from them. Exclude new terms that you might’ve missed, add new keywords. Report back to your clients. Let your SEO colleagues know about anything you find.
There’s gold hidden in your search term reports if you take the time to go deeper than normal.
### **5: Go through your placement reports.**
Running YouTube and Display campaigns? Go through the placements report. See what you find and exclude anything that’s irrelevant (pro tip: specifically look for kids’ channels).
### **6: Optimize your extensions (sitelinks etc.).**
When work slows down, we love to optimize our extensions _(ok ok, assets...)_. We can keep it short here.
### **7: Create better video/image ads with tools.**
Another PPC task for this Summer: optimize your video and image ads. Use a tool like [**Creatopy**](https://www.creatopy.com/) to create new variations in bulk.
### **8: Work on your Quality Scores.**
Quality Scores definitely still matter, but they are often overlooked. Take some time to optimize them this Summer. Pro tip: start with keywords with ‘Below Average’ or ‘Average’ scores of Ad Relevance — those are easiest to improve.
_[**Want an in-depth guide on how to optimize Quality Score? Check it out here.**](https://www.ppcmastery.com/blog/tpe-32-how-to-optimize-quality-score-in-2023)_
### **9: Refresh your Customer Match lists.**
When was the last time you updated your Customer Lists in Google Ads? We’re guessing a long time ago. Take some effort to refresh them. Upload different lists and make segmentations of all customers, high-value customers, repeat purchasers etc.
_**[Here are 3 ways to beat your competition with Customer Match.](https://www.ppcmastery.com/blog/tpe-101-3-ways-to-beat-your-competitors-with-customer-match)**_
### **10: Clean up your product feed.**
Are you happy with the quality of your product feed? Do a feed audit and see where you can enrich it with high-quality, relevant data. Start with the most important feed attributes like titles, images and prices, but don’t forget about secondary attributes like colors, materials, GTINs, sizes etc.
### **11: Clean up non-serving keywords.**
How many active keywords do you have in your account, that aren’t getting any impressions? Clean up your keywords and make your account easier to manage.
### **12: Properly set up Google Merchant Center Next.**
Have you really taken the time to properly set up GMC Next, or have you been putting this off because you have other priorities? Optimize your settings like shipping, returns, automatic product improvements, product protection etc.
**_[Here's a guide with 12 hidden insights in GMC (needs to be updated for GMC Next but it's still relevant!)](https://www.ppcmastery.com/blog/tpe-59-12-hidden-insights-in-gmc)_**
### **13: Get your Google Ads certifications (boring).**
We hate the Google Ads certifications, but we know that for some agencies and jobs, you’re required to refresh them every year. Look at when your certifications expire, and take some time to retake the tests this Summer. You don’t want to have to do this in Q4, when it’s the busiest time of the year.
If your job doesn’t require you to get the certifications, don’t even look at them.
Complete waste of time!
Pro tip: ask ChatGPT to take the test for you ;).
## **Learning & research**
In this next part, we’ll look at ways to develop yourself over the Summer by learning something new and researching new opportunities.
### **14: Take a course on PPC.**
The best way we can help you is through our online courses. If you’re interested in taking your skills to the next level, check out our offers at [**ppcmastery.com**](https://www.ppcmastery.com).
We’d love to help you become an even better Google Ads Specialist!
If you wanna go all the way, I highly recommend joining **[The PPC Hub](https://www.ppcmastery.com/hub)** — you'll get access to many exclusive courses to help you master Google Ads.
### **15: Dive into YouTube advertising.**
YouTube Ads are still massively underused, and we think it’s because most specialists just don’t know how to run them. If you want to increase your value as a Google Ads Specialist, freelancer, or agency, mastering YouTube Ads will be a great idea.
### **16: Learn how to do full-funnel remarketing.**
Sometimes, to get the best remarketing results, you need to run campaigns outside of Google Ads. Have you tested remarketing on Meta (Facebook/Instagram etc.)? This tends to work complementary to Google Ads campaigns.
_[**Want a breakdown of a full-funnel Google Ads remarketing strategy? Check it out here.**](https://www.ppcmastery.com/blog/tpe-33-full-funnel-remarketing-strategy-for-more-control)_
### **17: Learn how to use ChatGPT for Google Ads.**
We all know ChatGPT — but are you actively using it for Google Ads? There are a lot of unique use cases: improving your RSAs, writing video ad scripts, researching competitors, keywords, drafting campaign setups etc.
The possibilities are endless and mastering ChatGPT (aka writing better prompts) will help you a lot as a Google Ads Specialist.
_Recently, we hosted 'The PPC Hub AI Week' for members of The PPC Hub with workshops from AI Experts. **[Here's a recap that will inspire you on how to use AI for Google Ads](https://www.ppcmastery.com/blog/tpe-98-ai-ppc-real-use-cases-from-industry-experts)**!_
### **18: Research AI tools to optimize workflow.**
The AI world is much bigger than just ChatGPT. There’s a tool for just about anything, and a lot of it is free.
**[Here's a database with lots of free and paid AI tools](https://www.futuretools.io/)**.
### **19: Do extensive competitor research.**
When was the last time you did competitor research? This is so valuable to do, even if you’re already working with a client for a long time. Find out what your competitors are doing that you’re not, and improve your entire online marketing strategy.
A great place to start: **[Google’s Ad Transparency Center](https://adstransparency.google.com/)** (see all competitor ads for free).
### **20: Learn how to write Google Ads scripts.**
Scripts can give you an unfair advantage, as they can lead to better insights and optimizations. Writing them is hard, because you need to understand Javascript code. However, ChatGPT can help you with that.
_**[Here’s a list of our favorite pMax scripts, and links to download them.](https://www.ppcmastery.com/blog/tpe-91-5-pmax-scripts-for-more-control-and-insights)**_
### **21: Learn how to use Google Tag Manager.**
Mastering Google Tag Manager will not only increase your value as a PPC Expert, it will also make your life a whole lot easier. If you’re not using GTM a lot yet, now is the time to start learning how to use it!
If you want to master advanced conversion tracking and lay the foundation for success with Google Ads, check out our **[Conversion Tracking Mastery Course](https://www.ppcmastery.com/conversion-tracking-mastery)**!
### **22: Learn how to use Google Analytics 4.**
The same applies to GA4. We all hated the shift from Universal Analytics to Google Analytics 4, but there’s nothing we could do about it and now all we have is GA4. Have you taken time to truly master the platform, or are you still complaining about how UA was so much better?
Get over it and learn how to use GA4! :)
### **23: Read through official Google documentation.**
There is gold hidden in Google’s official documentation, but most people aren’t willing to sift through it. A great place to start: [**Google’s new features and announcements page**](https://support.google.com/google-ads/announcements/9048695?hl=en). Whenever they put out a new update, read the official documentation.
You’ll be surprised how much you can learn from it.
### **24: Read official GDPR documentation.**
This is boring, but so valuable. If you understand GDPR and privacy regulations on a deep level, you can be a better advisor and sparring partner to your clients.
We won’t pretend by saying we completely understand GDPR and its implications… But it’s great to read up on, this Summer.
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #57 — how we fixed a broken pMax campaign
URL: https://www.ppcmastery.com/newsletter/tpe-57-how-we-fixed-a-broken-pmax-campaign
Published: 2024-07-24
Author: Miles McNair
Welcome back to The PPC Edge!
This issue is a case study on how we fixed a broken Performance Max campaign by creating effective diagnoses.
Performance Max campaigns can work really well, but there’s no guarantee the results will always be good.
Inevitably, at some point, your performance will drop. And that also happened in one of our accounts.
When that happens, you need to be systematic in your approach to fix it and get the results back up.
This issue is an inside look into how we look at our campaigns when the performance isn’t on the level we want it to be.
We’ll look at:
1. About the case
2. What happened (performance drop)
3. What we did to fix it (creating diagnoses)
4. Key takeaways from this case
5. How to diagnose your own campaigns
Hopefully you can learn from our thought process.
Let’s dive in!
## 1: About the case
The client in this case study is fairly big, with:
- Around 2.000 conversions per month in peak seasons
- Only have 8 product categories, of which 2 major ones, and only +/- 100 SKUs
- Simple campaign structure (2 major product categories in separate pMax campaigns)
- Additional Search, Display, YouTube, and Discovery campaigns
- Performance Max setup: “full-on” (with all assets)
- Budget: unlimited within ROAS target
- ROAS target: 2.5 (250%)
_Side note: a great alternative campaign structure is [**Performance-Based Bucketing**](https://www.ppcmastery.com/blog/tpe-46-advanced-pmax-campaign-structure-high-impact), but we hadn’t tested it yet for this client at the point of this case study._
## 2: What happened (performance drop)
**The problem:** our Performance Max results started to decrease on 1 of the major product categories:
The campaign started off strong with a ROAS above the target. But all of a sudden, the costs went up fast, and the ROAS dropped -28%.
Red flag: we were performing below target!
We had to do something — but it’s not always easy because your options with pMax campaigns are relatively limited.
Here’s what we did to fix it…
## 3: What we did to fix it (creating diagnoses)
We noticed something was off but couldn’t quite see what was going on.
… Until we checked our spend allocation script and noticed an unusual spike in costs on the Video network:
_[**Unfamiliar with this script? Check out this guide to download and use it.**](https://www.ppcmastery.com/blog/tpe-81-unlock-pmax-insights-updated-script)_
Out of nowhere, this campaign was spending +/- 60% of the budget on video.
Red flag!
### **Attempt at fixing the campaign #1: switch to feed-only pMax**
Since the campaign was spending the majority of the budget on video, we decided to switch to a feed-only setup, to focus more on bottom-of-funnel placements.
The initial response was positive:
- \-43% spend
- +10% ROAS
We were able to bring the costs from the Video network down.
But… We were still performing below target (around 2.2/220% ROAS).
### **Attempt at fixing the campaign #2: revert back to Standard Shopping**
We had to dig in again, because the ROAS was still below our target of 2.5/250%.
We noticed a lot of mismatching and waste on search terms (read: heavy mismatching).
That’s when we decided to revert back to Standard Shopping for this product category (to get a tighter grip on search term exclusions).
**The impact:** +66%, more control and we were performing above target again!
- In the first week, the ROAS was about the same
- After excluding a LOT of mismatched search terms, the ROAS increased again
- Final result: less waste, more control, ROAS +66% and performing above target again
_Now before you ROAS-warriors go “RoAS iS nOt ThE MoSt ImPorTanT ThInG”…_
_Well, there is truth to that, but that’s not the point of this case study. The point is to show you the thought process behind diagnosing your situation to create an action plan for getting your performance back to healthy levels._
Sometimes the answer is NOT running Performance Max. You need to make the right decisions for your accounts, based on the data that you have.
Let’s look at the key takeaways from this case, and how you can diagnose your own campaigns.
## 4: Key takeaways from this case
Here are some of the key takeaways we learned from this case:
- Performance Max is **not set and forget**.
- Constantly keep a finger on the pulse to **monitor your performance**.
- **Create a clear diagnosis** when a campaign is not performing well.
- **Find your weak spots** and create an action plan to optimise them.
- **Look beyond** only changing your targets.
- You fix a broken campaign by **systematically diagnosing** and **tweaking**.
- **It’s totally OK** to revert back to Standard Shopping if that’s what’s needed.
- Most important levers to turn: your **offer**, **campaign structure**, **products**, **search terms**, **assets**, **bid strategies**, **targets**, and **budget**.
## 5: How to diagnose your own campaigns
Are your Performance Max campaigns not performing well? Diagnose the situation and create an hypothesis of what’s going on by asking yourself these questions:
1: Are your **offers** good enough? Indication your offer isn’t good enough: high amount of clicks and/or CTR, but low CVR.
2: Where was the **budget** spent? Look at channels, placements, products, search terms. Is there cannibalization from other campaigns?
3: On which **networks** are you spending your budget? Use Mike Rhodes’ [**script**](https://www.ppcmastery.com/blog/tpe-81-unlock-pmax-insights-updated-script).
4: Are you pushing the right **products**? If not, do you need to exclude product IDs or does it make sense to change your campaign structure?
5: Are your **targets** (tCPA/tROAS) set up correctly?
6: Are your **budgets** set up correctly? Beware: after a certain point, pMax will spend more on upper funnel placements.
7: Are your **assets** causing underperformance? Should you optimize certain assets? Start with any auto-generated crap.
8: Do you need to optimize your **product feed**?
9: Is there a lot of waste in your **search term insights**?
10: Are your **settings** optimized (e.g. location targeting, final URL expansion etc.)?
These questions will help you diagnose the campaign and create an hypothesis of what's going on.
Based on this hypothesis, you can come up with the solution that will fix your results.
Don’t give up — like you saw in this case study: you usually need to try different things until you find the solution that fixed the problem.
## Apply this to your own campaigns
Check this case study again whenever you have a pMax campaign that’s not performing well, or when you have a sudden performance drop.
**[And use this script](https://www.ppcmastery.com/blog/tpe-81-unlock-pmax-insights-updated-script)**, it's super useful to find out where pMax spent your money.
We hope it helps you make the right decisions to get the results you’re after.
That’s all for today — we’ll see you next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #102 — The key to dominate Google Shopping: Competitiveness
URL: https://www.ppcmastery.com/newsletter/tpe-102-the-key-to-dominate-google-shopping-competitiveness
Published: 2024-07-22
Author: Miles McNair
Hey, Miles here with The PPC Edge!
Google Shopping is highly competitive.
This is the key to success, and almost nobody is talking about it:
**Competitiveness** (I know that's broad, so let me explain).
Sure, you need an optimized feed, a strong campaign structure, and the right bid strategy…
But the Shopping battle is won outside of the Google Ads interface.
You must be better than your competition on all fronts.
You need:
- The best products and competitive prices.
- The best seller ratings and reviews.
- The best shipping and return policy.
- The best browsing experience.
- The best purchase experience.
Do these right, and you will be rewarded in 2 ways:
1️⃣ You'll get better Shopping Ads rankings.
2️⃣ You'll get more conversions.
Today, I’m giving you a practical rundown on how to improve the competitiveness of your (client’s) brand, so you can win the highly competitive Google Shopping battle.
_All of these insights relate to the Google Shopping ecosystem. It doesn’t matter whether you run Standard Shopping or Performance Max campaigns — the principles are the same!_
Let’s dive in!
## Understand the most important Google Shopping Ranking Factors.
For our new Shopping Mastery course (exclusively available in [**The PPC Hub**](https://www.ppcmastery.com/hub)), we created a framework with the most important Google Shopping Ranking Factors.
It’s a combination of:
1. Your Bids.
2. The Competitiveness of your offers and store.
3. The Context of your product information (via your feed).
Do those right, and you’ll get more visibility in the Shopping results (and ultimately drive more conversions).
Today, I will highlight the most underrated, and highly impactful ranking factor: **Competitiveness**.
Get better than your competition and you will be rewarded.
Let’s look at how you can win the Shopping battle with:
1. Competitive (sale) prices.
2. An “exceptional” Shopping Experience (Scorecard).
## 1\. Get better rankings with competitive (sale) prices.
Google Shopping is a comparison platform that wants to give its users the best UX and deals.
Pricing is the most important ranking factor, especially in niches with homogeneous products or retailers selling popular brands in competitive markets (think about supplements, electronics, fashion, and books).
Products in these categories are easily comparable (apples with apples).
So Google compares the (sale) price of your products vs. those of other merchants.
Besides price, Google also factors in other things like shipping and return policies, store ratings, browsing experience, and more.
### **🧠 _Quick quiz: who would get the click?_**
_I don’t know about you, but I would click on the top store (Megekko). They have the best listing with the lowest price, free delivery, the longest return window, and a lot of shop reviews._
As you can see here, competitive prices are extremely important to get better rankings, clicks, and conversions.
But how do you set competitive prices? Here are 3 options:
1. Real-time price monitoring.
2. Dynamic pricing tools.
3. Promotions and discounts.
Let’s dive in on each of these.
### **1.1: Real-time price monitoring.**
Regularly check the prices of similar products sold by your competitors. This includes not only direct competitors but also larger marketplaces and platforms.
You can do that by:
- Using third-party tools (paid).
- Building your own price monitoring tool (complex).
- Using price competitiveness insights in GMC Next (free).
You can use real-time price data to:
- Monitor competitor prices.
- Set alerts when prices change.
- Dynamically adjust your prices.
_Image source: [**Pricefy.io**](https://pricefy.io/)_
And you can also use this data to adjust your campaign tactics:
### **1.2: Dynamic pricing tools.**
Adjust prices in real-time based on demand, competition, and market conditions. This ensures your prices are always competitive while respecting your margins.
This is a powerful way to make your prices competitive, but it could also become a race to the bottom if you and your competitors keep undercutting each other. So beware of that!
### **1.3: Promotions and discounts.**
Run promotions such as discounts, coupons, or bundles to make your prices more attractive temporarily during high-traffic periods (holidays/sale events).
You can leverage multiple types of promotions like:
[_**Need help setting these up in Google Merchant Center Next? Check out this free guide!**_](https://www.ppcmastery.com/blog/tpe-71-boost-ctr-and-cvr-with-gmc-promotions)
Here’s an example of how promotions can improve your Shopping listings:
Next to the price of your products, your shipping costs also impact your total price, ranking, and clicks.
You now understand why price is one of the most important Google Shopping Ranking Factors.
Let’s look at something else that’s incredibly important, but often overlooked: the “Shopping Experience”.
## 2\. Get better rankings with an “exceptional” Shopping Experience.
Next to the price, sale price, and GMC promotions, Google also factors in your Shopping Experience Scorecard to determine your rankings.
Your products can rank higher in the Shopping results if you enroll in the Shopping Experience Scorecard program and have an “Exceptional” rating.
💡 _**Pro-tip: Is the Shopping Experience Scorecard not available in your country? Optimize these areas nonetheless.**_
_They might not influence your ranking now but they might in the future. Also, by optimizing for a higher Shopping Experience Scorecard, you might become a better choice than your direct competitors in terms of shipping policies, return policies, et cetera! This will result in more clicks and conversions, regardless of the score Google might give you or not._
How the Top Quality Store Badge shows up in the SERPs:
The Shopping Experience Scorecard consists of the following elements:
1. Shipping Experience.
2. Return Experience.
3. Browsing Experience.
4. Purchase Experience.
Keyword: **Experience**!
Google wants to make the Shopping experience as good as possible, so they can compete with other price comparison platforms and marketplaces like Amazon.
The better your Shopping Experience, the better your AdRank (and the more compelling your Shopping Ad will be).
Let’s zoom in on the components of the Shopping Experience Scorecard.
### **2.1: Shipping Experience.**
This measures the shipping and delivery experience you provide to customers. Here’s how to optimize it:
- **Delivery time**: Lower the number of days it takes for customers to receive their orders.
- **Delivery cost**: Lower the cost for customers to receive orders excluding item costs.
### **2.2: Return Experience.**
This measures the return experience you provide to customers. Here’s how to optimize it:
- **Return window**: Increase the number of days customers can return an item.
- **Return cost**: Lower the cost for customers to return an item.
### **2.3: Browsing Experience.**
This measures the customer’s experience when visiting your website. Here’s how to optimize it:
- **High-resolution images**: Increase the percentage of product images on your website that are more than 1048 px.
- **Images per item**: Increase the average number of product images per unique item.
### **2.4: Purchase Experience.**
This measures the customer’s experience while purchasing a product from your website. Here’s how to optimize it:
- **Promotion disapproval rate**: Decrease the percentage of your Google Merchant Center promotions that are disapproved.
- **e-Wallet types accepted**: Increase the number of payment methods that you accept: PayPal, Google Wallet, Apple Pay and Amazon Pay.
### **Bonus: Store Ratings.**
Besides these four key areas, your store rating also plays a role.
Your store ratings (and product reviews) are incredibly important to not only get better rankings, but also to show customers your shop is trustworthy. This is always good for more clicks and conversions!
## Your action step for this week: dominate Google Shopping with competitive prices and an optimized Shopping Experience.
The Google Shopping landscape is highly competitive.
You win the battle with competitive prices, and an optimized Shopping Experience.
So start by auditing your own Shopping ads and check:
- Can you offer more competitive prices?
- Where can you optimize your Shopping Experience Scorecard?
Doing this will lead to better rankings, and more clicks and conversions.
Keep track of your performance, and let me know how it goes!
And if you want a proven framework to properly launch, optimize, and scale Shopping campaigns, you will love our new Shopping Mastery Course.
This 20-hour course is basically a Google Shopping MBA, and contains many golden nuggets on:
- Advanced Google Shopping Rankings (Bids x Competitiveness x Context).
- Advanced feed management with our Product Feed Blueprint.
- Hidden insights in Google Merchant Center Next.
- Advanced campaign structures for maximum scale.
- … And so much more!
You can unlock instant access by joining [**The PPC Hub**](https://www.ppcmastery.com/hub).
Or join the [**interest list for an exclusive one-time launch in September**](https://www.ppcmastery.com/shopping-mastery).
_(If you want max value, The PPC Hub is the best option)._
And that’s all for today.
Thank you for reading, and have a fantastic week.
See you next next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #46 — advanced pMax campaign structure (high impact)
URL: https://www.ppcmastery.com/newsletter/tpe-46-advanced-pmax-campaign-structure-high-impact
Published: 2024-07-22
Author: Miles McNair
The difference between failing and winning Performance Max campaigns is how you set up your campaign structure.
It can truly make or break your performance.
In this issue of The PPC Edge, we share an advanced feed-only pMax campaign structure that works really well for ecom accounts.
It also works for Standard Shopping.
Let’s dig right in!
## The problem with automation: Google is the boss
The biggest issue with automated campaigns like pMax, is that Google decides which products get pushed.
News flash: it’s not always the best performers.
Here’s proof from one of our accounts: 66% of the budget was spent on underperforming products:
And only 33% of revenue comes from best performers…
_Note: we got this data from the **[Flowboost Labelizer](https://www.ppcmastery.com/blog/tpe-83-updated-pmax-script-for-advanced-campaign-segmentation)** script. Your products get a performance label based on historical data:_
- _Index (products that perform on target)_
- _Over-index (overperforming products)_
- _Near-index (products that perform near target)_
- _Under-index (underperforming products)_
_Check out this **[guide](https://www.ppcmastery.com/blog/tpe-83-updated-pmax-script-for-advanced-campaign-segmentation)** for a complete breakdown._
_Let’s move on!_
So… These insights show us Google is not always efficient at pushing our best-performing products.
## The solution: Performance-Based Bucketing
Luckily for us, there’s a solution. We call it ‘Performance-Based Bucketing’.
It works particularly well for feed-only pMax (and Standard Shopping) campaigns.
_Important note: this is an advanced strategy that needs a lot of conversions (50-100 per month in total)._
These are the benefits:
- Increase spend on best products
- Decrease spend on worst products
- More control and better scalability
And it’s 100% data-driven.
Full credit to [**ProductHero**](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com) for popularizing this strategy with their [**Labelizer**](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com) tool that labels products as ‘Heroes - Sidekicks - Villains - Zombies’.
You can set up Performance-Based Bucketing with a tool like [**ProductHero Labelizer**](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com), or a script like [**Flowboost Labelizer**](https://www.ppcmastery.com/blog/tpe-39-new-pmax-script-for-product-performance-and-segmentation).
For the sake of simplicity, we’ll only show how the strategy works with **[ProductHero Labelizer](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com)**. If you want, you can also use another tool or script.
## **The main goal: increase spend on your best products, and decrease spend on the worst**
With Performance-Based Bucketing, you spend the majority of your budget on your best-performing products, and less on your worst-performers.
Here’s how it works:
Based on historical data, your targets, and CVR/clicks thresholds your products will get a specific performance label:
- Heroes (your best-performing products)
- Sidekicks (products that perform near target)
- Villains (your worst-performing products)
- Zombies (products with low impressions)
[**ProductHero Labelizer**](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com) then creates a supplemental feed with performance labels for every product. You need to connect it to your product feed in Google Merchant Center.
Then, for every performance label, you’ll set up a campaign.
After that, your products will automatically rotate between campaigns once they receive a new label based on recent performance.
For example: one of your best products suddenly drops in ROAS and CVR and performs below target. The label will change from ‘Heroes’ to ‘Villains’, which automatically puts the product in your ‘Villains’ campaign.
Let’s briefly look at each performance label and campaign.
## 1: Heroes — your best-performing products
These are your best-performing products.
- Budget: +/- 50% of daily budget
- Bid strategy: optionally lower tROAS to push harder
The main goal: maximize spend on your best products.
## 2: Sidekicks — products that perform near target
These are products that show potential, but aren’t there yet (for example: high ROAS but low amount of clicks).
- Budget: +/- 20% of daily budget
- Bid strategy: variable ROAS target
The main goal: dedicate a portion of your daily budget to products with high potential. Once these products get more spend, they will likely shift from Sidekicks to either Heroes or Villains.
_Note: if your Heroes and Sidekicks campaigns have low conversions, you can combine them to provide more data for the algorithm._
## 3: Villains — your worst-performing products
These are your worst-performing products.
- Budget: +/- 10% of daily budget
- Bid strategy: optionally higher tROAS to scale down
The main goal: decrease spend on worst-performing products.
If a product performs very badly over a long period of time, you could remove them from your campaigns altogether. However, we like using Villains campaigns, because some products might perform decently with low spend.
## 4: Zombies — products with low impressions
These are products with low impressions. Google often prioritizes products with historical data, resulting in low impressions on a big percentage of your products.
- Budget: +/- 20% of daily budget
- Bid strategy: variable ROAS target
The main goal: increase visibility on products with low impressions to find new winners.
## Easy technical implementation with ProductHero Labelizer
If you want to test Performance-Based Bucketing in your accounts, we suggest using [**ProductHero Labelizer**](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com).
It’s one of those tools that instantly pays for itself (and it’s not even expensive — around €99 per month).
How you set it up depends on your account data and goals.
Luckily for us, [**ProductHero**](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com) has an easy-to-use setup wizard that guides you through the process and helps you determine your thresholds.
## Over to you: test Performance-Based Bucketing, take your account to the next level
Performance-Based Bucketing is an advanced strategy to take back control and scale your best-performing products.
[**ProductHero Labelizer**](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com) is the best, easiest-to-use tool to help you set it up fast.
If you want our help in setting this up, then our Performance Max Mastery course might be interesting to check out.
For only €149, we'll show you everything you need to launch, optimize, and scale pMax campaigns (the right way).
**[Enroll here to take your pMax campaigns to the next level!](https://www.ppcmastery.com/performance-max-mastery)**
And that’s all for today.
Happy testing and see you next week!
Cheers,
Bob & Miles
_Disclaimer: this newsletter is NOT sponsored by **[ProductHero](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com)** but we did include affiliate links. We only recommend tools we actually use ourselves. **[ProductHero](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com)** is a fantastic company that has a big, positive impact on the PPC world and we’re 100% sure you will improve your Shopping/pMax performance with their [**Labelizer**](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com)._
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #101 — 3 ways to beat your competitors with Customer Match
URL: https://www.ppcmastery.com/newsletter/tpe-101-3-ways-to-beat-your-competitors-with-customer-match
Published: 2024-07-14
Author: Miles McNair
GM, Miles here!
If you’ve followed me for a while, you know I believe your data input is crucial for success with Google Ads and sets you apart from competitors.
My motto is: _“Whoever has the most high-quality, relevant data, wins.”_
We all know how important conversion tracking is…
But data input goes way beyond that.
Today, I want to talk about another (first-party) data source that is often overlooked: your customer lists.
_(Also known as Customer Match)._
It’s criminally underused — so today I want to give you 3 ways to integrate your first-party data with Customer Match to take your performance to the next level.
Let’s dive right in!
## 3 ways to take your performance to the next level with Customer Match.
A quick refresher: what is Customer Match and why are customer lists important?
I’m glad you asked ;-).
Customer Match lets you use first-party customer data to share the unique insights you have about your customers beyond Google’s understanding.
Consider it a proactive nudge in the right direction, providing Google with datapoints about your customers that only you know.
Using information that you have about your customers, Customer Match will target ads to those customers and others like them.
### **Here are 3 ways you can leverage Customer Match to stand out from competitors and improve your performance:**
1. Improve input for Smart Bidding.
2. Improve (future-proof) targeting options.
3. Improve reporting insights.
Let’s zoom in on each of these.
## 1: Improve input for Smart Bidding with Customer Match.
Customer Match lists are used in Smart Bidding and Optimized Targeting to feed the algorithm with additional (first-party) data points to help you find the right audiences.
By uploading (highly relevant!) customer data into Google Ads, you inform Smart Bidding and Optimized Targeting which audiences are valuable to your business.
This data will then be used as signals to improve the bidding and targeting effectiveness of your campaigns.
## 2: Improve (future-proof) targeting options with Customer Match.
As we move towards a cookie-less world, Customer Match lists will continue to enable you to reach your most valuable users without relying on traditional tag based website visitors.
You can do lots of different things using customer lists. You can reach:
- Existing customers (up- & cross-selling and special offers).
- Dormant customers (re-activation campaign).
- New customers similar to your most valuable customers (with OT & lookalikes).
- Last year’s (deplatformed) Black Friday audience with new, exclusive deals.
- Event/webinar attendees (online and offline).
- Loyalty program members.
- Free trial customers.
- Qualified leads.
- … And so much more (the sky is the limit 🥹).
## 3: Improve reporting insights with Customer Match.
By adding your customer list to your Google Ads campaigns, you can observe the performance of your customer segments.
You can use this data to understand which customer lists drive results, and which don’t.
They make for great talking points with clients!
## So how do you put Customer Match into practice?
Every business is unique.
And every business needs a tailored Customer Match setup.
Start by asking yourself these questions:
- What types of data do I have about my customers?
- Can I identify frequent buyers, occasional shoppers, or one-time purchasers?
- Are there patterns in the purchasing behavior (frequency, categories, average spend)?
- Can I segment my audience based on their lifecycle stage (new, active, lapsed)?
- Are there patterns in the types of products or services they are interested in?
### **Here are some examples of first-party data segments you can create with Customer Match for Lead Gen and SaaS accounts:**
### **And here are some examples of first-party data segments you can create with Customer Match for Ecom accounts:**
## Last tip: automate your customer list uploads.
Always try to automate your customer list synchronization with Google Ads.
Manually uploading customer match data is suboptimal, inefficient and privacy sensitive.
Use a too like Zapier for low to moderate data syncs. Use the Google Ads API when you have a lot of data to synchronize.
## Over to you: implement Customer Match in your accounts.
And there you have it — 3 ways you can leverage Customer Match to stand out from competitors and improve your performance:
1. Improve input for Smart Bidding.
2. Improve (future-proof) targeting options.
3. Improve reporting insights.
If you implemented Customer Match, I'd love to hear about your success. Send me an email and tell me how it went.
And if you want to dive deeper into mastering the nitty gritty of Google Ads, check out [**The PPC Hub**](https://www.ppcmastery.com/hub).
Inside, you’ll find everything you need to drive results, stay ahead of the competition, and become the best Google Ads Specialist you can possibly be.
[**Join 1.200+ experienced PPC Experts who are all learning, growing, and crushing it together.**](https://www.ppcmastery.com/hub)
That’s all for today — thanks for reading.
See you soon!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #100 — 29 lessons about growth, PPC, mindset & more
URL: https://www.ppcmastery.com/newsletter/tpe-100-29-lessons-about-growth-ppc-mindset-more
Published: 2024-07-08
Author: Miles McNair
GM, Miles here with issue #100 of The PPC Edge!
I have something special for you today, but first let’s look back to where we started.
What a crazy ride it’s been since the first issue on June 27th, 2022:
When I started The PPC Edge 2 years ago, PPC Mastery didn’t exist…
And I hadn’t even spoken to Bob yet… Like ever!
In this 2-year period, I’ve developed myself like crazy:
- [**The PPC Hub**](https://www.ppcmastery.com/hub) grew to 1.200+ members.
- Thousands of students went through our courses.
- The PPC Edge grew to nearly 20K subscribers.
I constantly evolved and reinvented myself as a Google Ads Specialist to be able to serve you at the highest level possible.
In today’s issue, I want to reflect on my top 29 insights and lessons from this wild journey as it relates to Google Ads, marketing, personal growth, mindset, emotions, growth, and more.
I hope you find it valuable.
Next week, I’ll be back with die-hard Google Ads strategies!
Thanks for being an awesome subscriber of The PPC Edge — I truly appreciate you.
Let’s dive in!
## **Growth.**
Here’s what I’ve learned about growth:
**1: The best investment you can make is in yourself.**
Since I started my freelancing career in 2020, I have invested tens of thousands of Euros in courses, training programs, and coaching to upgrade my knowledge. Some were great, others bad. But generally speaking, investing in yourself yields the highest ROI. I focus on developing skills that compound and stack on top of each other.
**2: Learning never stops — aim to get 1% better every day.**
I aim to become 1% better every day. This may not sound like a lot, but just look at [**this insane graph from James Clear**](https://jamesclear.com/continuous-improvement) that illustrates what happens when you become 1% better or worse every day for a year:
- If you get 1% better every day for a year, you end up >37X better!
- And if you get 1% worse every day for a year, you’re finished.
[**The 1% Rule by Tommy Baker**](https://www.amazon.com/1-Rule-Process-Achieve-Wildest/dp/1985635488) is a fantastic book that goes into depth on how to get 1% better every single day.
**3: Be ambitious, but also grateful for what you have.**
I am super ambitious. I always want more, more, more.
I can’t help it — it’s part of my DNA (probably because of my American side).
But… I’ve also learned to be grateful for what I already have, to stay grounded, and to find joy in the little things.
So I’m constantly finding the balance between ambition, and gratitude. That’s where I am the happiest.
More is fun, but not the answer for lasting happiness. But it’s also not evil to want more. It doesn’t make you greedy, it just shows character and ambition (as long as you can still find joy in the little things).
**4: Joy lies in the pursuit of a goal, not in the accomplishment of it.**
We all know the cliche “It’s about the journey, not the destination”. I believe it’s a cliche because it’s true!
I’ve learned to fall in love with the process. The end result doesn’t matter, because it’s a consequence and natural side effect of the process and taking action every day.
Dickie Bush taught me to train my brain to release dopamine for the act of doing something, not for the result it’s driving or not.
For example: I “reward” myself for hitting publish on a post on LinkedIn, not for the amount of impressions it’s getting. Simple trick with a huge impact on how I feel.
**5: First, you focus on personal growth. Then, you grow through contribution (aka helping others).**
When you’re young and inexperienced, you must take in as much knowledge as you can to grow. But later on, as you get more experienced, how you grow shifts from helping yourself to helping others.
I’ve noticed this in my life as well: consuming more content isn’t the only growth path anymore. I shifted my focus from helping myself to helping others, and it’s made a huge difference in my personal growth (these 100 issues of The PPC Edge are a testament to that).
Want to know more? [**Here’s an awesome episode of the Own Your Future Podcast with Dean Graziosi and Russell Brunson**](https://www.youtube.com/watch?v=UtgvIgqFUuY).
**6: Teacher learns most.**
I learned this from Robin Sharma and it’s stuck with me ever since: “teacher learns most”.
What it means: you learn a lot from teaching your craft to others, because it forces you to distill endless information into bite-sized, understandable chunks.
It forces you to streamline your thoughts and ideas. You’ll quickly find the holes in your understanding of your expertise.
Seriously, try explaining how Smart Bidding works to a newbie. Or why Search isn’t spending when you run pMax next to it.
By teaching others, you learn the most.
**7: Your income is directly tied to your ability to solve other people’s problems.**
This is such a universal truth. Want to make more money? Learn how to solve other people’s problems. The more complex the problem, the more you can earn. And this multiplies with speed: the faster you can help people solve their complex problems, the more you’ll earn.
- Want to earn more as a freelancer? Solve bigger problems.
- Want to earn more in-house? Solve bigger problems.
## **Mindset.**
Here’s what I’ve learned about mindset:
**8: Nobody’s gonna save you — you are responsible for everything in your life (the good and the bad).**
I’m a big believer in the concept of [**“Extreme Ownership”**](https://www.amazon.com/Extreme-Ownership-audiobook/dp/B015TM0RM4/ref=sr_1_1?crid=1XVIDDMWSVVOO&dib=eyJ2IjoiMSJ9.x4z6KtGpcudpFUoLUQR7gU_z-zEL8TKT_XvJtU4_qgDXPf_YLvw9io4nX-XKklM4WTlV8PFFONxxdWz1LbqKNgzLRcJzcIv6qaMgC2Y8tT2_yl4-C0WhLkbWFfjueyf4G9gz_O2mtE4gV_nsOIuNKQS2F4BImdkyqwyGeh3frBMHLifWL4OV9ZBX014xPtOg_Gku3sPczBQrpQrXb9_wFEniJAgdG9M_-9Iox4F_AiE.jPmy59-h08AVIW1xtbaVSXlEe9Ec2V14dDXviQSJyww&dib_tag=se&keywords=extreme+ownership%5D&qid=1720423956&s=books&sprefix=extreme+ownership%2Cstripbooks-intl-ship%2C192&sr=1-1): everything that happens in my life is my fault and responsibility, even if it’s not technically my fault.
It’s easy to blame other people or circumstances, but that just makes me a victim. I like to take control of my life, and I do that through extreme ownership.
**9: Believe in yourself and have unwavering self-confidence — you can do anything you set your mind to.**
I believe self-confidence is a superpower. Many people are insecure on a deep, personal level. I’m lucky to have two parents who are both super self-confident, so I take after them. When my siblings and I got “punished” as kids, my mother always told us “I’m speaking to your BEHAVIOR, not your PERSON.”
Such a hack to let children understand they can get reprimanded for bad behavior, while leaving their character and self-confidence intact.
In other words: your behavior sucks, you don’t suck as a person!
**10: Be kind.**
I won’t get all “kumbaya” right now but in my mid-twenties I realized it pays off to be kind. So I stopped complaining, stopped gossiping, and treat everyone with respect.
You can see someone’s character by the way they treat the janitor. Take note.
**11: An obsessive personality is a feature, not a bug.**
I have an obsessive personality. Dickie Bush taught me this is a feature, not a bug.
Why? Because people who can obsess over things are generally those who perform the best.
As a kid, I played a LOT of video games (Runescape, World of Warcraft, FIFA, etc.). I totally obsessed over them. Was I addicted? Probably… But I also learned a lot from them.
And I transfer the same obsessive character traits to Google Ads and building PPC Mastery: I totally obsess over my content, helping the members of The PPC Hub, and providing you with the insights that will take your career to the next level.
So if someone tells you to stop obsessing over something, kindly tell them this is a feature, not a bug.
## **Learning to learn.**
Here’s what I’ve learned about learning to learn:
**12: Be careful who you take advice from.**
Earlier in my career, I would literally buy every course I came across on YouTube and Facebook. Some were great, but a lot of them were bad.
Because I was still finding my voice online, I was trying to copy what others were doing. After a while, I realized I wasn’t showing my real self.
Nowadays, I’m more careful with whom I take advice from (it’s generally only from people I look up to and who are a few steps ahead of me).
**13: Don’t give advice if people don’t ask for it.**
I learned the hard way that nobody likes to get unsolicited advice. So I stopped giving my advice if someone didn’t ask for it.
There’s always resistance when you tell people they should act a certain way, even if you have the best intentions for them in mind.
So stop giving advice, and start leading by example.
## **Dealing with emotions.**
Here’s what I’ve learned about dealing with emotions:
**14: Emotions need to be released — do not push them under the rug.**
As a man, I’ve never been great at feeling or expressing emotions. My natural coping mechanism is to push them under the rug and ignore how I’m feeling.
I learned the hard way that this is very harmful in the long run.
Whether that means getting angry, feeling excited, or crying your eyes out — emotions need to be released. You’ll always feel better after.
Suppressing emotions is bad for your health.
**15: Haters gonna hate.**
I’ve grown my LinkedIn following to >50K in the past 2 years, and I’ve had my fair share of haters. I pay them no mind: haters gonna hate!
I keep doing me, and I’ll continue to focus on providing value to my community.
As Kanye West said in [**Good Life**](https://www.youtube.com/watch?v=FEKEjpTzB0Q): _“50 told me: go ahead switch your style up, and if they hate then let them hate and watch the money pile up!”_
**16: Protect your boundaries, say no often.**
As I’ve grown my personal brand and business, I’ve noticed more and more people want a piece of my time.
- “Hey man, can I pick your brain? It’s only 1 hour, cmon man”.
- “Hey man, love what you’re doing, wanna promote my tool?”
I’m sure everyone has good intentions, but I have learned to protect my boundaries and time. I hardly ever jump on calls with people to stay focused on the main goals.
In the beginning, saying no might feel like you’re an asshole, but it’s actually the opposite. You signal to yourself and others that you value your time, and people respect that.
Just don’t be a dick when you say no — do it in a kind way. I typically say something along the lines of (I learned this on the [**Millionaire Mindcast**](https://open.spotify.com/show/7MIOfeQIjTmQ8MG6bKqfDK?si=00448c2dd7934fca) podcast):
_“Thanks for your kind words and reaching out. I’m super busy with lots of projects right now and I’m trying to stay focused so I’m minimizing calls. I’ll have more time in 6-12 weeks, feel free to circle back by then!”_
## **Building epic products.**
Here’s what I’ve learned about building epic products:
**17: If it’s worth doing, it’s worth doing well.**
I learned this from Alex Hormozi: if it’s worth doing, it’s worth spending more time and energy on making it A++.
We apply this to all of our courses: we only deliver A++ products and will never sacrifice quality for speed.
**18: Show, don’t tell.**
Earlier in my career, I always told everyone my plans. But talk is cheap… In 2021 or so, I came across a podcast by Eelco de Boer in which he talked about how he never tells anyone about his plans. He focuses on building and shows people what’s he doing, instead of telling them.
Got a new business idea? Work on it — build it — show people. Don’t go around telling everybody.
Talk is cheap. Show, don’t tell.
**19: Sell before you make.**
I worked on my first Google Ads course in 2021 (in Dutch at the time). This was long before PPC Mastery existed. I spent months building the curriculum and filming all the modules. And then when I wanted to sell it, I had crickets.
Nobody wanted to buy my course…
So now, instead, I always “sell before I make”. In other words: I validate an idea before I spend time creating a course.
If I reach a certain milestone, I’ll go ahead and create the course. If I don’t, I’ll simply refund the initial buyers and I didn’t waste any time.
**20: Feed the community first, then the masses.**
I learned this recently from [**an epic thread on X**](https://x.com/AbelowRob/status/1808184852908499215?t=Hluz2LCkDF8jqN66vMfK-Q&s=33) about how Fred Again sells out his music shows without spending any money on marketing.
One of the key insights: “feed the community first, then the masses”.
We apply this to PPC Mastery as well: first, we “feed” The PPC Hub. Then the wider community, and then the rest if there are any leftovers.
Figure out for yourself who you need to feed first to keep your business healthy (usually it’s a mix of your clients, colleagues, and the community).
## **Navigating the fast-changing PPC world.**
Here’s what I’ve learned about navigating the fast-changing PPC world:
**21: Be skeptical, but practical.**
You may feel like Google doesn’t always have the best interest of advertisers in mind. They’re pushing Broad Match again? AARs? Demand Gen? Performance Max?
This can make you skeptical. And you should be.
But… Being TOO skeptical can actually be harmful.
I always try to find the perfect balance between being skeptical, while still being practical.
What that means: in the back of my mind I understand that Google doesn't always have advertisers’ best interests in mind. But I am also practical enough to test everything for myself.
Then, after gathering the data, I can make my own decisions.
**22: Be adaptable to change.**
I’m just gonna put this quote here, it says it all:
**23: Be curious.**
Curiosity is a superpower, especially with Google Ads. I always test everything for myself so I can draw my own conclusions, and so should you.
Instead of saying Broad Match and pMax suck, try testing those features every 3-6 months.
Be curious about how Google Ads works on a deeper level — that’s where your competitive edge comes from.
**24: Don’t complain.**
This is helpful in life in general, but especially with Google Ads: don’t complain. It’s not gonna get you anywhere.
**25: The moment you think you know it all is the moment you start to fall behind.**
Stay curious and never lose your hunger to develop yourself. The moment you think you know everything is the moment you start to fall behind. In our fast-changing PPC world, new and hungry talent is constantly on the rise and ready to take your spot.
Stay curious and keep investing in yourself to keep the axe sharp!
## **Making mistakes and failing.**
Here’s what I’ve learned about making mistakes and failing:
**26: Don’t be afraid to make mistakes (that’s how you learn and grow).**
As a kid, I was often afraid to make mistakes and this often led to me freezing.
For instance: growing up, I played football. I usually played in “lower” teams, but I knew deep down that I could compete in the highest teams. Unfortunately, I was often too afraid to ask for the ball because I was insecure about losing it.
News flash younger Miles: losing the ball is part of the sport.
Now I know that making mistakes is the path to mastery and growth.
The more mistakes you can make, the better you will become (if you learn from them).
## **Productivity and focus.**
Here’s what I’ve learned about productivity and focus:
**27: You can get a week’s worth of work done with 4 hours of focused time in the morning.**
The key to productivity is protecting your focus. I can get a week’s worth of work done in 4 hours of focused time in the morning.
I’m not kidding — getting work done is not rocket science. You just have to protect your focus. Remove all distractions, and sit with 1 task for 2-4 hours. It takes forever to get back into the rhythm if I get distracted — but if I can work for 4 hours without any interruptions… Man I can get a lot done. And so can you!
**28: The boring work is the moat (learn how to fight shiny object).**
A moat refers to your competitive edge. Doing the boring work is your moat. Most people get shiny object syndrome (aka not doing what they’re supposed to be doing and getting distracted by “the next big thing”).
I get it too, but I force myself to stay focused on the tasks that drive the business forward.
For you can that could: stay focused on what’s important to drive results for your clients. And stay focused on generating leads for your freelance business/agency.
[**Here’s a fantastic episode of The Espresso Hour in which Dickie Bush and Nicolas Cole explain exactly why the boring work is your moat!**](https://www.youtube.com/watch?v=wDy5GhF17xY)
**29: Take care of your body and mind and everything falls into place.**
Lastly: the key to a happy life is to eat well, exercise regularly, and move throughout the day.
My best days always involve some sort of physical exercise — and my worst days are usually when I skip them.
## And that's all!
So there you have it — 29 insights and success principles that led me to where I am today. I hope you found them valuable.
In next week’s issue of The PPC Edge, I’m back with hard-core Google Ads tips.
_Oh, and The PPC Mastery Podcast also returns in 3-4 weeks!!_
Thanks for your support as always — have a great day!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #99 — Branded Search: necessity or a total waste of money?
URL: https://www.ppcmastery.com/newsletter/tpe-99-branded-search-necessity-or-a-total-waste-of-money
Published: 2024-06-30
Author: Miles McNair
GM, Miles here!
A while back, one of our PPC Hub members asked if you always need a Branded Search campaign, and why.
And recently, I’ve seen an increasing amount of discussions about this topic on LinkedIn.
So in today’s issue of The PPC Edge, I want to address whether Branded Search campaigns are a necessity or a total waste of money.
Let’s dive right in!
## Branded Search: necessity or a waste of money?
Branded Search campaigns contain branded keywords to capture the demand around your brand.
This traffic is actively searching for your brand.
Some PPC Experts say Branded Search campaigns are a waste of money if you have a top organic position.
While there might be truth to that, I believe there are 5 key reasons why I think you should run them, even if you have that top organic position.
## Reason 1: Protect your brand from competitors.
As an advertiser, you want to protect your brand at all costs.
The last thing you want is for a warm lead to get snatched by your competitors.
A Branded Search campaign can help you retain that top position and protect your brand.
In most cases, lots of competitors advertise on your brand (just check the Auction Insights):
- Sometimes directly with keyword targeting.
- Sometimes indirectly with Broad Match/DSA/pMax.
Here’s an example of ClickCease directly trying to steal traffic from Lunio (completely legal, btw):
Lunio did a great job at protecting their brand with a Branded Search ad.
It would've been a waste for them if Clickcease got the top position (even if they lost 1-5% of their customers, that could be huge).
Let's look at another example where Asos (a retailer) tries to indirectly “steal” traffic from G-Star RAW (a brand):
G-Star is a DTC brand but retailers also sell their products.
So they need a Branded Search campaign to stay on top of the search results.
Without it, they would lose out on a lot of valuable traffic, and a percentage of customers would buy from retailers.
Sure, this would still drive attention and revenue from the G-Star RAW brand, but sales via retailers are always less profitable.
So this just proves that whenever there is any competition, you simply need a Branded Search campaign (otherwise you’re gonna lose out on a lot of missed sales, both directly and indirectly).
## Reason 2: Dominate the search results.
With a branded search ad, you can dominate the search results because you (likely) also have the highest organic position.
Let's look at the Lunio example again:
They dominate the search results with extensions _(ok I guess I’m supposed to call them assets lolz)_ like sitelinks, callouts etc…
Leaving less space for the competitors.
As a brand, you want to maximize your visibility and push competitors down as much as possible and you can do that with a Branded Search campaign.
## Reason 3: Control your landing page.
In addition to using up more inventory on the search engine results page, you can also control your landing page with branded search clicks.
- Got a special offer you want to send paid traffic to?
- Or just the homepage?
It's up to you - complete freedom to decide what's best.
## Reason 4: CPCs are low (and so are costs).
When you advertise on your branded keywords, you'll have low CPCs.
Therefore, defending your brand with Branded Search campaigns is relatively cheap.
**The potential up- and downsides of running Branded Search campaigns:**
- Potential upside: protect your brand at a relatively low price.
- Potential downside: you spend 5-10% of your budget on traffic that might’ve converted anyway.
**The potential up- and downsides of NOT running Branded Search campaigns:**
- Potential upside: you save 5-10% of your budget.
- Potential downside: you allow competitors to steal your traffic.
In my opinion, the potential downside of NOT running Branded Search campaigns far outweighs the potential downside of when you DO run them.
Someone called Branded Search the "Google Tax", and I think it's quite fitting.
I don't remember who but I got it from Bob.
Protect your brand at all costs!
## Reason 5: Performance Max can eat up branded traffic.
If you don't exclude Branded Search terms from your Performance Max campaigns, they will get matched there.
In other words: pMax will eat up branded clicks and inflate its own data.
Without you knowing it, you're already likely advertising on your brand name through Performance Max...
And it's making the data look better than it actually is (because pMax takes credit for conversions that would've happened anyway).
By setting up a Branded Search campaign, pMax gets deprioritized in the auction and branded search terms will be matched on the right campaign.
But regardless, it’s better to exclude branded traffic from pMax altogether _([**here’s an article on why you can’t trust pMax data and 3 simple steps to fix it**](https://www.ppcmastery.com/blog/tpe-92-you-can-t-trust-pmax-data-3-simple-steps-to-fix-it))_.
## Branded Search campaigns are a necessity, not a waste of money.
And there you have it — 5 reasons to create a Branded Search campaign:
1. Protect your brand from competitors.
2. Dominate the search results.
3. Control your landing page.
4. CPCs are low (and so are costs).
5. Performance Max can eat up branded traffic.
In my opinion, the potential downside of NOT running Branded Search campaigns far outweighs the potential downside of when you DO run them.
But as always, it’s up to you to decide what’s best for your client-specific strategy.
Good luck, and protect your brand at all costs!
That’s all for today — have a great week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #54 — 50 PPC tasks for this Summer (2/2)
URL: https://www.ppcmastery.com/newsletter/tpe-54-50-ppc-tasks-for-this-summer-2-2
Published: 2024-06-24
Author: Miles McNair
Welcome back to The PPC Edge — this issue is part 2 of a two-part series about 50 tasks you can do this Summer in the following categories:
- Audit
- Hygiene
- Learning & research
- New tests
- Preparation
- Reporting
- Tools
- Sales
- Other
It would be an overkill to share all 50 tasks at once, so we’re splitting them up in two newsletters.
In **[part 1](https://www.ppcmastery.com/blog/tpe-53-50-ppc-tasks-for-this-summer-1-2)**, we looked at 24 tasks for the first 3 categories (Audit, Hygiene, Learning & Research)
Today, we’ll dive into part 2 as we look at new tests, preparation, reporting, tools, sales, and other.
Let’s dive in!
## **New tests**
In this section, we want to inspire you with a series of tests you can run in your accounts. Remember: never stop testing! :)
**25: Set up an advanced conversion tracking technique (profit, OCT etc.)**
Basic tracking setups are no longer sufficient. If you want to take your results to the next level, you need to implement advanced tracking techniques like:
- Offline Conversion Tracking for Lead Gen
- Profit Tracking for Ecom
- Serverside Tagging
Whoever has the most high-quality data, wins.
There’s a LOT that goes into proper conversion tracking. **[If you want to upgrade your tracking skills with the latest techniques, check out this free training we created](https://www.youtube.com/watch?v=MDedygHHBrE)**. It will help you understand and master the entire Google Ads tracking landscape from Rookie to Master.
_[**It’s live up on our YouTube channel.**](https://www.youtube.com/watch?v=MDedygHHBrE)_
**26: Optimize your ads (write better copy)**
Responsive Search Ads have made Google Ads Specialists lazy. Don’t forget to keep testing new ad copy. Pro tip: use ChatGPT to speed up the process!
**27: Make a list of high-impact tests for H2**
We give you a lot of test ideas in this newsletter, but you need to make a list of tests that will be high-impact for your account(s). So list out everything you can do, and rate them according to the ‘ICE’-framework (Impact, Confidence, Effort). Start with the low-hanging fruit, and then work your way towards tests that potentially have the highest impact.
**28: Test Automatically Applied Recommendations (JOKE)**
Just for fun: see what happens if you test Google’s AARs. You might be surprised by their impact.
_This is a JOKE — do not apply all of them. [**We created a guide to help you understand which AARs are harmless, and which ones are harmful. Check it out here.**](https://www.ppcmastery.com/blog/tpe-45-the-ultimate-guide-to-automatically-applied-recommendations)_
**29: Dust up Microsoft Ads**
Microsoft Ads generally has around 5-10% of the search market share worldwide. In some countries and demographics is more, some less.
Are you running Microsoft Ads? If not, now is the time to set them up (again). It’s an easy 5-10% revenue uplift with minimal extra effort because you can sync your Google Ads campaigns.
**30: Test third-party attribution tools**
Google Ads, just like any other ad platform, LOVES to take credit for every conversion. As you account grows and you start to spend on more channels than just Google, you need to use third-party attribution tools. Play around with them, see how the data is different. Recommendations: Hyros, Rockerbox, Northbeam, TripleWhale (or even GA4 if you want to go the free route).
**31: Test new audiences**
Use the Summer time to test new audiences on your upper funnel campaigns. An important learning of something we often see: if you can profitably scale an audience in the low-season, you can easily scale it in the high-season. Test new audiences now, so that you can run them up in Q4 for max growth and profit!
**32: Test broad match**
Broad match… You either hate it or love it. Honestly, it’s really good. If you haven’t already, run a few tests. Don’t want to take too much risk? Start with small controlled tests. There’s no way around broad match. Tested it with poor results? Ok sure, then stick to exact and phrase match. But if you haven’t tested it just because you don’t trust Google, then please go ahead and test again.
**33: Optimize your landing pages**
What happens after the click is often more important than what happens before the click. Optimize your landing pages. Even a 5% conversion rate uplift can be massive at scale. Just imagine if you’re able to increase your CVR by 10, 20 or even 30%.
**34: Test account consolidation**
Since Summer is the low-season for most brands, you have the time to test new account structures. Test with consolidated structures (the benefit: more data at the campaign-level makes it easier for Smart Bidding to optimize for more conversions).
**35: Optimize your sales funnel**
This goes hand-in-hand with optimizing your landing pages. Do a deep analysis of your entire funnel and see where the weak spots are. Then, optimize wherever you see the biggest dropoffs of users. Again: what happens after the click is often more important than what happens before.
## **Preparation**
In this section, we’ll look at some tasks you can do to prepare yourself and your accounts for better results in the future.
**36: Create a roadmap**
There is always a lot that you can do. This makes it easy to get overwhelmed. Create a roadmap of what you want to do and when. Don’t forget to share it with your client. Working with roadmaps causes trust as you have something to refer to. It also helps to keep everything structured.
**37: Dive into the new updates**
Every week, Google releases a TON of new updates. Use this Summer to catch up on everything you’ve missed. Here are a few good resources to start:
- [**12 Performance Max updates**](https://www.ppcmastery.com/blog/tpe-47-12-new-pmax-updates)
- [**Follow Adriaan Dekker on LinkedIn**](https://www.linkedin.com/in/adriaan-dekker-93b048a9/) (he shared all the updates daily and in his weekly newsletter)
**38: Start preparing for Q4 (Black Friday)**
Trust us when we say Q4 is around the corner. You really need to start preparing now. Urge your clients to start thinking about their offers and marketing strategy. The last thing you want is to have to do everything a few days before.
We’re less than 2 months away from Q4. Just so you know. Start preparing now.
## **Reporting**
In this section, we’ll look at how you can improve your reporting this Summer.
**39: Build a Looker Studio dashboard**
We love using Looker Studio dashboards to report to our clients. They’re easy to use for everyone, even with no marketing background. The setup can be a bit technical, but the reward is huge: automated dashboards are the best. Use your time this Summer to build dashboards for yourself and your clients. Pro tip: templatize them so you can use them across multiple accounts.
**40: Optimize your client reports**
As an extension of your Looker Studio dashboards, look at how you can improve your client reports. Can you make them shorter? Have you ever asked your client if they like the report? Experience learns us that we tend to over-report. Understand who you’re reporting to and what they want to see, and show them nothing more.
CEOs don’t care about impressions, CPCs and Quality Scores. They care about costs, revenue, ROAS.
Marketing managers might be more interested in granular reports with more data points.
Adjust your reports accordingly.
**41: Do a deep H1 analysis and report to client**
This is how you can overdeliver to your clients: do a deep H1 analysis of their business and Google Ads results, and send it to them with concrete action steps. What do you see in the data that can help their business move forward? What do you see in the data that you can use to optimize your campaigns further?
Clients love these types of reports. Pro tip: keep them short and to the point, with concrete action steps!
## **Tools**
Let’s look at some tools you can test this Summer.
**42: Implement a few scripts**
Scripts are great to help you get more grip on your campaigns. **[Use this guide to help you get started with 8 high-impact scripts we use in our own accounts](https://www.ppcmastery.com/blog/tpe-41-8-high-impact-google-ads-scripts-more-control-insights-conversions).**
**43: Test a new tool**
Don’t like script? Test out a new tool! Some ideas:
- ProfitMetrics for ecom profit tracking
- Creatopy for image/video ad creation
- ProductHero for Performance-Based Bucketing
**44: Test Labelizers**
Speaking of Performance-Based Bucketing… You can do that with Labelizers (either paid tools or free scripts). **[Check out this guide to help you get started for free.](https://www.ppcmastery.com/blog/tpe-46-advanced-pmax-campaign-structure-high-impact)**
## **Sales**
In this section, we’ll look at some things you can do to boost your own sales.
**45: Write content for LinkedIn (focus on inbound leads)**
All of our leads are inbound, mostly via LinkedIn. Write a few pieces of content, and see if you can get some inbound leads too. You have to be persistent and it might be slow at the start, but it will pay off in the end.
**46: Reach out to your dream clients**
Have you ever wanted to work with a specific client or business? Reach out to them! If you don’t ask, you’ll never get it. **[Check out this story about how Miles got his first freelance client by reaching out to companies via job boards.](https://www.ppcmastery.com/blog/tpe-51-how-i-got-my-first-client-freelance)**
**47: Look for a new job**
Are you still enjoying your job? If not, what’s keeping you there? Look for a new job! Life is too short to live on other people’s terms. You don’t HAVE to pursue a freelancing career and you don’t HAVE to build your own business. If you’re happy working a regular job, that’s completely fine and more power to you. But please, don’t work at a job you hate.
**48: Start a side hustle**
Don’t want to leave your job, but looking for some extra income? Start a side hustle! Some ideas:
- Freelancing for a few clients
- Set up an affiliate project
- Test dropshipping
**49: Increase your prices**
Are you a freelancer or agency owner? Ask yourself if you’re happy with your current rates. If not, what’s stopping you from increasing them? Be bold — make a case for why you should make more, and pitch it to current or new clients. Pro tip: make a connection between your increased rate and the improved results they have been getting by working with you. Numbers talk!
## **Other**
The most important tip is in this last section:
**50: Take a break!**
Don’t forget do take a break. Go on a holiday with family and/or friends. Do some fun stuff. Sit in the sun (if it doesn’t rain like here in NL lol).
The Summer period is nice to catch up on some of the tasks we added in this newsletter, but it’s also nice to slow down a bit and enjoy life.
So please, take a break and leave your laptop at home!
That concludes it for this two-part series. A lot went into creating these newsletters so we’d love to hear some feedback.
Enjoy the rest of your Summer and see you next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #98 — AI & PPC: real use-cases from industry experts
URL: https://www.ppcmastery.com/newsletter/tpe-98-ai-ppc-real-use-cases-from-industry-experts
Published: 2024-06-23
Author: Miles McNair
GM, Miles here! :)
AI is a hot topic in the PPC industry.
Every new product Google Ads releases is embedded with AI.
Some love it, others struggle, but most people haven’t experimented much yet.
To celebrate the 1-year anniversary of [**The PPC Hub**](https://www.ppcmastery.com/hub), we gathered the brightest PPC minds for workshops on how to use AI effectively with Google Ads.
They showed us the good, bad & ugly of AI in PPC.
Our members left very inspired and armed with tools to start leveraging AI with Google Ads.
In today’s issue of The PPC Edge, I’m sharing my biggest takeaways of the workshops to show you what you can do with AI.
I’ll also give my opinion on where I feel it’s still lacking (gotta keep it honest, as always).
_And at the end, I'll give share a link to a database of AI tools, super handy!_
Let’s dive in!
## The PPC Hub AI Week: lots of inspiration and real AI use-cases in PPC.
We hosted 4 workshops in 4 days with [**Mike Rhodes**](https://www.linkedin.com/in/mikerhodesideas/) (2x), [**Lars Maat**](https://www.linkedin.com/in/larsmaat/), and [**Alex van de Pol**](https://www.linkedin.com/in/alexvandepol-apoldigital/):
I’ll share my key takeaways of each workshop below.
My personal thoughts on AI at the moment: it feels like a weird mix of shiny objects, and the most important thing in the world…
Let me explain:
- On the one hand, AI feels like a shiny object because it looks unfinished. Lots of tools have huge promises, but the output is often still below-par.
- On the other hand, AI feels like the most important thing in the world because of the opportunities, its rapid-changing nature, and the fact it’s embedded in everything nowadays.
I’m not all in on AI-based solutions yet, but there are tons of great use-cases, which I’ll show you below.
## **Workshop 1 by Mike Rhodes (Enhancing Your Google Ads and Marketing with AI).**
_“AI will not take your job, but humans using AI will.” — Mike Rhodes_
Mike is such a fun man to listen to.
In his first workshop, he showed us the endless possibilities with AI.
In his words: _“the only constraint is your imagination”._
AI might feel “unfinished”, but it’s developing very fast.
Because of that, it’s recommended to dabble in and experiment with it at least every 3-6 months.
There are various ways to leverage AI in PPC, saving you a lot of time by automating repetitive tasks and generating unique insights within seconds.
You can make a lot of impact by:
- Automating reports.
- Gathering unique insights.
- Letting AI analyze your data.
_[**Mike’s pMax script**](https://mikerhodes.circle.so/checkout/latest-script?affiliate_code=9b0f98) is the perfect example of this as it gives you tons of insights Google won’t give you. And he built the majority of it with AI!_
But you could also use AI to:
- Write ad copy.
- Create conversion-focused landing pages.
- Do competitor, market, and customer research.
With AI, creating custom scripts has become easier than ever. You just need basic coding knowledge and some imagination.
Here’s a golden nugget tip from Mike: if you don’t know where to start, you can simply ask ChatGPT what it needs from you to deliver certain insights/results.
For example: you could ask: “I want to optimize my landing pages to drive more conversions based on proven conversion-design frameworks. What do you need from me to give me what I need in order to do that?”
As a result, ChatGPT will just tell you what it needs from you…
That’s really meta, but it works!
In the upcoming months, I want to build my own CustomGPT to help with landing page optimization to drive more conversions (feels like such low-hanging fruit).
## **Workshop 2 by Lars Maat (Use your own data and enrich it with AI in order to get those conversions!).**
_“AI is a tool, not the solution.” — Lars Maat_
In the second workshop, Lars Maat showed us real case studies on how he’s leveraging AI with his agency Maatwerk Online:
- Using CustomGPTs to analyze data at scale.
- Finding insights based on statistical frameworks within seconds.
- Using tools to automate repetitive tasks.
Ultimately, the goal is to use AI to quickly analyze big sets of data, giving you insights that you can act upon (which ultimately leads to better results).
Here are a few tools he mentioned that are worth digging into:
- **Google Vision API** → extract insights from images, docs, and videos (great for SEO, too).
- **Vertex AI** → optimize feeds with AI, split-testing Shopping Ads with FeedX, and create image assets at scale with Adios.
## Workshop 3 by Alex van de Pol (Enhancing Product Feeds and Image Assets with Google FeedGen & Adios).
This was by far the most technical workshop, as Alex showed us the step-by-step process to optimize your product feeds with FeedGen, and create image assets at scale with Adios.
My key takeaways:
- The technology feels not finished yet, and it’s a bit technical to set up (therefore, not many people are experimenting with it).
- If the tools become easier to use, I see lots of use cases for (big) advertisers, especially in the fashion and furniture industries.
- You should never run tools like these once and expect 10/10 results. Everything needs tweaking, but you can get a lot of new ideas and insights within seconds.
## **Workshop 4 by Mike Rhodes (Unlock the power of scripts: automate, analyze, and optimize).**
_“How to go from Script Zero to Hero, even if you’re scared of code.” — Mike Rhodes_
Mike came back for another workshop, in which he showed us how easy it can be to create your own Google Ads scripts with AI.
What it comes down to:
- You need a basic understanding of javascript code.
- You need a basic understanding of Google Sheets.
- You need to have a solid imagination.
With these 3 ingredients, you can virtually create any script you like, analyzing data, providing insights, or automating tasks.
Many PPCers want to build their own scripts, but have no idea where to start.
If I had to pay someone to teach me how to create scripts, I’d go with [**Nils Rooijmans**](https://www.linkedin.com/in/nilsrooijmans/) or [**Mike Rhodes**](https://www.linkedin.com/in/mikerhodesideas/).
In July, Mike is hosting a 4-week workshop on how to create your own scripts.
I saw first-hand how easy it can be to create these powerful scripts (as long as you know what you’re doing and have a good teacher).
I highly recommend it if you want to get unique insights, analyze data, and automate tasks at scale with scripts.
Lots of people from [**The PPC Hub**](https://www.ppcmastery.com/hub) are attending and there are some spots left.
Last year, Mike did the same workshop for $1.999-$2.999, but this year he’s dropping the price to $299.
Do with that what you will, but if you’re into scripting this is a great opportunity to learn how to create your own.
[**Feel free to register here.**](https://mikerhodes.circle.so/checkout/scripts-and-sheets-workshop?affiliate_code=9b0f98)
## Bonus tip: check out this database of AI tools!
Mike or Lars (I forgot who it was) shared a huge database with tons of AI tools. Check it out at [**futuretools.io**](https://www.futuretools.io/).
## **To recap: AI still feels unfinished at times.**
But there’s no denying there is a lot of opportunity.
Keep experimenting with it so you don’t fall behind. Even if something doesn’t work well for you today, keep experimenting.
Try again in 3-6 months. You’ll be amazed by how much better AI will become in super short timeframes.
I’m gonna dabble more into CustomGPTs for ad copy, data analysis, and landing page optimizations.
When I have more insights, I’ll share them with you.
And that’s all for today.
Thank you for reading — I’ll catch you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #97 — Lead Gen case study: €28K/mo → €553K/mo in 1.5 years (20x)
URL: https://www.ppcmastery.com/newsletter/tpe-97-lead-gen-case-study-28k-mo-553k-mo-in-1-5-years-20x
Published: 2024-06-10
Author: Miles McNair
Hey, it’s Miles here with a very special issue of The PPC Edge.
In **[The PPC Hub](https://www.ppcmastery.com/hub)** (our coaching and community platform for experienced Google Ads Specialists), we give our members the opportunity to present a case in a monthly event called “The Floors Is Yours”.
Recently, [**Niklas Buschner**](https://www.linkedin.com/in/niklas-buschner/) presented a case study on how his agency [**Radyant**](https://www.linkedin.com/company/radyant/) scaled a Lead Gen account 20x from €28K/mo to €553K/mo in spend, helping his client on track to surpassing €10M in revenue in 2024.
We helped Niklas on various parts of this journey, so today I want to share the case study with you (co-created by [**The PPC Hub**](https://www.ppcmastery.com/hub) and [**Radyant**](https://www.linkedin.com/company/radyant/)).
This case study is different from other case studies and is very actionable with real actions and real results — to inspire you on what’s possible with Google Ads, and to take your results to the next level.
Let’s dive right in, you’re gonna love this one!
## From €28k/mo to €553K/mo in 1.5 years: the TLDR overview.
Before we dive into each step of the case study, here’s the “too long didn’t read” summary:
- Who: **Niklas Buschner** with his agency **Radyant**.
- The client: in the **home renovation industry** (Lead Gen).
- The client’s goal: become the **market leader** in their sector.
- The challenge: they were **not properly utilizing Google Ads**.
- The big result: s**caled spend from €28K/mo to €553K/mo in 1.5 years**, putting the client on track to surpass €10M in revenue in 2024.
- How: **5 phases**, see below.
_And a special shoutout to Marius, Radyant’s Head of SEA. Without him, this case study wouldn’t have existed._
Let’s dive into the case study, step by step!
## The background and challenge.
Niklas is the founder and CEO of Radyant. He started working together with this client in September 2022. They’re active in the home renovation industry.
Their goal: become the market leader in their sector.
Their challenge: they were already spending €28K/mo on Google Ads, but weren’t properly utilizing it. While working together, Niklas encountered various problems, which he was able to solve with [**The PPC Hub**](https://www.ppcmastery.com/hub).
He scaled the account from €28K/mo to €553K/mo in ad spend in 1.5 years through 5 phases:
1. Auditing the account.
2. Creating a solid foundation.
3. Integrating Offline Conversion Tracking to optimize towards Qualified Leads.
4. High-impact experimentation.
5. Scaling beyond Search.
## Phase 1: Auditing the account.
An initial audit exposed many flaws in the account:
- The data was fragmented by 10 Search campaigns.
- 5 of them had <10 conversions per month.
- All campaigns ran on “Maximize clicks”.
- Leads were tracked through GA4.
- There were lots of duplicate conversions.
- They weren’t using any extensions/assets.
- They only used Exact Match keywords.
## Phase 2: Creating a solid foundation.
The account asked for a new approach, so Niklas started off by completely rebuilding the foundation:
- Consolidating existing campaigns (Smart Bidding works better with more data per campaign).
- Switch to Target CPA instead of Maximize clicks.
- Clean up tracking: use the Google Ads Tag instead of GA4, and deduplicate conversions.
- Use Offline Conversion Tracking to see the true impact of Google Ads on “offline” sales.
- Optimizing every aspect of ads (copy, assets/extensions).
After 3 months, the spend doubled and the Cost per Lead (CPL) increased by 42%.
This might not sound like a great result, but Offline Conversion Tracking proved otherwise:
Thanks to OCT, it was possible to shift the budget to the campaign with the highest Total Deal Value (more on that below in phase 3).
## Phase 3: Integrating Offline Conversion Tracking to optimize towards Qualified Leads.
The next step would be to critical to continue scaling: integrating Offline Conversion Tracking to actively optimize towards Qualified Leads.
The challenge: switching to optimizing on Qualified Leads can upset the algorithm and mess up your results. So Bob helped Niklas in [**The PPC Hub**](https://www.ppcmastery.com/hub) with a clear action plan _(this is exactly why we created The PPC Hub — to not only help our members with exclusive courses, but also by creating a space where questions can get asked to get unstuck fast)_:
As a result, Niklas was now able to actively steer towards Qualified Leads:
Switching to optimizing towards Qualified Leads significantly increased Total Deal Value (+100%) and ROAS (+63%), while decreasing the cost per Qualified Lead (-8%).
## Phase 4: High-impact experimentation.
After 6-9 months, the account was in a much better state.
Next step: implementing high-impact experiments:
- Broad Match.
- Testing new landing pages.
- Local Search.
### **Broad Match.**
This will make some people cringe but Broad Match generated an extra +17% conversions, at a -15% lower CPL (with >€100K ad spend, this is a very trustworthy test).
### **Testing new landing pages.**
We often stress the importance of taking control of your client’s landing pages.
Niklas proved this once again: he redesigned his client’s landing pages from the ground up and tested them against the old LPs.
**The results: +30% CVR and +35% ROAS — that’s insane.**
This allowed them to scale even harder.
Pro tips from Niklas: _“Create mobile-first landing pages, and make sure they are lightning fast. Use reviews and social proof to let happy clients do the selling for you, clearly state the main benefits of your offer, leverage sales psychology with loss aversion, urgency, and scarcity, and make it super easy for your customers to convert”._
### **Local Search.**
At this point, the monthly spend was around €430K. The next competitive edge came from Radyant’s Local Search Strategy: increasing conversion rate by creating hyper-relevant ads, landing pages, and keywords:
- **Keywords:** Insert all keywords with city themes as exact match.
- **Ads:** Use keyword placeholders for dynamic insertion.
- **Landing page:** show the city in the headline on the LP.
The results significantly improved, again: +15% CVR, +16% ROAS, and CPL dropped by -20%.
## Phase 5: Scaling beyond Search.
The client is now looking into how they can scale even further by leveraging Demand Gen and Performance Max campaigns for more reach beyond Search.
## The results.
And that’s how Niklas’ client grew from €28K/mo to €553K/mo in ad spend, and is now on track to surpass €10M in revenue in 2024 (pushing them closer to their goal of becoming the market leader in their industry).
## The most important learning from this case study.
This is a massive 20X case study, but there’s nothing too fancy about it. It’s just a demonstration of doing the fundamentals really well:
- Starting off with an audit.
- Having an irresistible offer.
- Properly setting up conversion tracking.
- Scaling with Broad Match.
- Creating hyper-relevant ads, keywords, and landing pages.
Niklas perfectly executed what we teach in The PPC Hub:
- Focus on the fundamentals first.
- Once the foundation is laid, implement advanced tactics.
**So... Do you want to take your Google Ads results to the next level?**
Here’s how we can help you (Google Ads Specialists or business owners):
### **Are you a Google Ads Specialist?**
Consider joining [**The PPC Hub**](https://www.ppcmastery.com/hub) (our coaching and community platform for experienced Google Ads Specialists like Niklas).
Inside, you’ll find everything you need to confidently drive results:
- Access to **exclusive courses to deeply master Google Ads**.
- Access to **live advanced workshops and events**.
- Access to **community forum**: ask questions and get unstuck.
There’s a LOT of value in here and we are committed to helping you become the best Google Ads Specialist you can possibly be, so you can confidently drive results and open yourself up to new opportunities for your career and life.
[**If that sounds interesting, click here to join.**](https://www.ppcmastery.com/hub)
_But don't take it from us, here's what Niklas says about The PPC Hub:_
### **Are you a business owner?**
If you want to scale your business, consider working together with [**Niklas Buschner**](https://www.linkedin.com/in/niklas-buschner/) and [**Radyant**](https://www.linkedin.com/company/radyant/).
Niklas is one of our most active members in [**The PPC Hub**](https://www.ppcmastery.com/hub) and a true Google Ads mastermind.
If someone can help you grow your business to new heights, it’s Niklas. Find him on [**LinkedIn**](https://www.linkedin.com/in/niklas-buschner/), check out [**Radyant**](https://www.linkedin.com/company/radyant/) or [**book a call to request a free audit here**](https://hubspot.radyant.io/meetings/niklas/intro).
And that’s all for today. Let’s build your success story together in [**The PPC Hub**](https://www.ppcmastery.com/hub)!
Thank you for reading and see you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #96 — Why Google Ads campaigns fail (and what to do instead)
URL: https://www.ppcmastery.com/newsletter/tpe-96-why-google-ads-campaigns-fail-and-what-to-do-instead
Published: 2024-06-03
Author: Miles McNair
GM, Miles here with The PPC Edge.
Two weeks ago, I asked my LinkedIn followers if they think it has become harder or easier to drive results with Google Ads.
Out of 1.332 people, 77% voted “harder”:
This saddens me, because I wish good performance for everyone.
Therefore, I created a framework to make it as easy as possible for you to drive results.
It goes back to the fundamentals of Google Ads: what is REALLY important, and what isn’t?
I call it “The Google Ads Success Formula: the 8-step framework to prevent your campaigns from failing.”
If your campaigns fail, it’s usually because 1 of the 8 steps is missing or suboptimal.
I hope this makes it a bit easier for you to confidently drive results.
Let’s dive right in!
## The Google Ads Success Formula: the 8-step framework to prevent your campaigns from failing.
Scaling Google Ads campaigns is hard. There’s a lot you CAN do… But how do you prioritize tasks that have the highest impact on your results?
I analyzed my own accounts over a long period and realized success comes down to the following 8 pillars (this helps me prevent overcomplication and keeps me focused on the most important things that drive results):
1. Irresistible offer
2. Clear conversion tracking
3. Defined goals and KPIs
4. Effective campaign structure
5. Precise targeting
6. Compelling creatives
7. Proper bid & budget management
8. High-converting landing pages
Nail them all, and you'll scale.
Miss one, and you'll fail:
- **No irresistible offer** = "Useless" _(nobody wants your products)_
- **No clear tracking** = "Blind" _(no useful data for the machine)_
- **No goals & KPIs** = "Aimless" _(no targets to aim for)_
- **Bad structure** = "Fragmented" _(can’t let the algo work for you)_
- **Bad targeting** = "Inaccurate" _(getting the wrong people)_
- **Poor creatives** = "Unremarkable" _(your ads don’t match)_
- **No bid/budget strategy** = "Inefficient" _(not properly spending your budget)_
- **Poor landing page** = "Leak" _(throwing money down the drain)_
When Google Ads campaigns fail, it’s usually because one of these pillars is missing or suboptimal (I often see multiple missing pillars which makes it even worse).
Here’s a huge mistake most Google Ads Specialists are making: they only chase shiny objects (aka advanced tactics).
But it’s the “boring” fundamentals that drive 80% of your results.
_Listen, I love advanced tactics. But only for advanced accounts. You’re always better off sticking to the fundamentals first before you even think about advanced tactics!_
## How to turn around failing campaigns.
You can use the framework above to diagnose your campaigns: audit where you’re lacking and start implementing the fixes.
Let’s look at the 8 biggest reasons your Google Ads campaigns fail (and what to do instead).
### **Reason 1 why Google Ads campaigns fail: you don’t have an irresistible offer.**
Without an irresistible offer, your Google Ads campaigns are **useless** and will fail. You must ensure you have product-market fit before you even think about advertising.
### **Reason 2 why Google Ads campaigns fail: you’re not properly tracking conversions.**
Conversion tracking and data input are the absolute foundation for success with Google Ads.
Google’s Algorithm needs a lot of conversion data to function properly. If you don’t maximize the data input, you will get **inconsistent results**.
You need to go beyond the basics to properly track conversions in this day and age:
- Lay the foundation with **Google Ads Conversion Tracking** _(preferably with **Server-Side Tagging**)._
- Use **Offline Conversion Tracking** _(essential for Lead Gen!)._
- **Enhance your dataset** so you have more data to work with _(Enhanced Conversions, Consent Mode etc.)_
- Measure **real business results** _(qualified leads, sales, profit)._
- Use **first-party data** to steer the algorithm in the right direction _(not only with tracking but also with other data sources like your product feed and audiences)_.
✅ Good data = good results.
❌ Bad data = bad results.
Without crystal-clear conversion tracking, you are **blind** and your campaigns will fail.
Whoever has the most high-quality, relevant data, wins.
_Check out [**issue #79 of The PPC Edge**](https://www.ppcmastery.com/blog/tpe-79-google-ads-conversion-tracking-best-practices-2024-update) if you want a step-by-step guide to ensure you track as many high-quality conversions as possible._
### **Reason 3 why Google Ads campaigns fail: you haven’t defined clear goals & KPIs.**
When I just started working together with Bob, he told me he NEVER launches a campaign if he is not aligned with his client on the goals and KPIs.
He taught me setting goals upfront is crucial for success with Google Ads:
✅ It helps you measure success.
✅ You are aligned with your client.
✅ You have total focus.
A clear set of goals and targets provides focus and helps determine your overall strategy and tactics. You can easily identify leaks, making your optimizations effective and impactful.
On the contrary, if you don’t set clear goals and KPIs, you can’t properly measure your campaigns’ effectiveness, you will not be aligned with your client, and you’re operating without focus.
So ALWAYS make sure you have discussed your client’s goals and KPIs before you launch your campaigns!
Without clear goals & KPIs you are **aimless** and your campaigns will fail.
### **Reason 4 why Google Ads campaigns fail: your campaign structure is fragmented.**
Your campaign structure is one of the biggest drivers of performance (and control).
It has a huge impact on:
- How you influence the algorithm.
- Your bid strategies.
- Your targeting.
- Your spend.
You must understand the ins and outs of each campaign type so you can make informed decisions on what to use and when.
- **BoFu:** When do you choose Search? Shopping? Performance Max? Or a mix?
- **MoFu/ToFu:** When do you choose YouTube? Display? Demand Gen?
- **Consolidation vs. segmentation**: what to choose when?
If you don’t understand the mechanics of each campaign type, you will make a lot of costly mistakes (resulting in **overlapping targeting, poor performance, and cannibalization**).
Without a proper campaign structure, your campaigns are **fragmented** and will fail.
_Here’s a [**complete guide that shows you why consolidation is the key to success with Google Ads**](https://www.ppcmastery.com/blog/tpe-94-why-consolidation-is-the-key-to-success-with-google-ads)._
### **Reason 5 why Google Ads campaigns fail: you’re not targeting the right people.**
You must deeply understand how targeting works with Google Ads. If you don’t, you will make a LOT of costly mistakes.
In order to target the right people, you must understand:
- How do **keyword match types** work _(especially Broad & Exact)_?
- What’s the difference between **keywords and search terms**?
- Why does a search term get **conversions via a Broad Match** keyword,
but it **completely bombs** when you add it as an Exact Match keyword?
- How does targeting work in **multi-channel, black-box campaign types** like Performance Max and Demand Gen _(and how does this impact and cannibalize on your other campaigns)_?
- How does **Optimized Targeting** work _(a seemingly simple toggle that can truly ruin your. campaigns when used improperly)_?
- How does **audience targeting** work _(what’s the difference between audience TARGETING and audience SIGNALS_)?
- What’s the role of **Customer Match Lists** on targeting/bidding?
- How do **Dynamic Search Ads** work, and are they best used in ad groups or individual campaigns?
- How does pMax target **new vs. returning users**?
- What’s the difference in targeting between **Video Action and Reach** campaign?
Without the right audience your targeting is **inaccurate** and will fail.
### **Reason 6 why Google Ads campaigns fail: your ads don’t resonate with your audience.**
This one speak for itself: if your ads don’t resonate with your audience, nobody’s gonna be interested in your products and services (which you can recognize by low CTRs).
Make sure there’s a message-to-market match (which you establish by speaking to your ideal customer’s pain points and desires).
Without resonating creatives Google Ads campaigns are **unremarkable** and will fail.
### **Reason 7 why Google Ads campaigns fail: your bid & budget management is inefficient.**
Bid management is all about deeply understanding how Google’s Smart Bidding algorithm works.
What it comes down to is this: Smart Bidding uses hundreds, if not thousands of contextual user signals we can’t see to determine bids on the auction level.
Here are just a few examples of those signals:
_Image Source: Google_
Your **only goal is to figure out how to make Google’s algorithm work FOR YOU**, instead of AGAINST you.
✅ If you understand how Smart Bidding works, **everything falls into place**.
❌ If you don’t understand how Smart Bidding works, **you will make costly mistakes**.
Most people are just guessing with their bid strategies, targets, and budgets… So deeply understanding how Smart Bidding works gives you a HUGE edge.
Smart Bidding is the connective tissue in your Google Ads strategy.
Your conversion tracking and data input, campaign structure, targeting, creatives, bid strategies, and budget management are all tied together by Smart Bidding.
It’s absolutely foundational to success with Google Ads, so take the time to DEEPLY understand how the algorithm works.
It will give you most of the answers you need to successfully launch and scale Google Ads campaigns.
Without the right bid & budget strategy, your campaigns are **inefficient** and will fail.
### **Reason 8 why Google Ads campaigns fail: your landing pages suck and CVR is low.**
One of the most important pillars of success with Google Ads is your landing page.
By taking control of your clients’ landing pages, you take control of the entire customer journey.
You don’t have to be a CRO expert, and you don’t necessarily have to create your own landing pages…
But you MUST be able to challenge your clients if they don’t have an optimal landing page (which you can recognize by low CVRs).
Bob manages all the landing pages for his clients. Here’s an example of a B2C Lead Gen client with a 20% conversion rate (macro conversions = quotation requests).
That’s absolutely nuts.
I don’t know what the average conversion rate is for Lead Gen, but it’s nowhere near 20%.
Just imagine how much more you could help your clients if you increased conversion rates by 10-30%… Let alone 100-300%…
You can have:
- Perfect offers.
- Perfect conversion tracking.
- Perfect goals & KPIs.
- Perfect campaign structures.
- Perfect targeting.
- Perfect creatives.
- Perfect bid strategies.
But it all doesn’t matter if your landing page sucks.
What happens AFTER the click often has a bigger impact on performance than what happens BEFORE.
So start taking control of your clients’ landing pages. You’ll do yourself a huge favor.
Without a conversion-optimized landing page, your campaigns **leak** and will fail.
## How to make it simple for yourself to make sure your Google Ads campaigns don’t fail.
Let’s make it even more simple.
**When it comes to success with Google Ads, you ultimately just want to know:**
- How can you **make your offers irresistible**?
- What are your **goals and KPIs**?
- Who is your **target audience**?
- What does your ideal **campaign structure** look like to reach them?
- How can you **target your audience**?
- How can you write your ads to **generate clicks**?
- How can you **persuade users to convert** on your landing page?
- How are you going to **set up your tracking so you measure as much as possible**?
- How are you going to **let the Smart Bidding algorithm work FOR YOU**,
instead of AGAINST you _(what bid strategies do you need to leverage)_?
If you have the answers to these questions, it’s gonna be hard to make your campaigns fail!
## Your call to action: use the framework to prevent your campaigns from failing.
You now know the 8 biggest reasons why your Google Ads campaigns fail. Success comes from doing all of the 8 pillars below well.
Remember: the “boring” fundamentals drive 80% of your results.
**Put the framework into action today:**
1. Use the framework to diagnose your campaigns.
2. See where you are lacking, and implement the fixes.
3. Nail all 8 steps, and your campaigns will go from failing to succeeding!
## A final note.
Want our help mastering Google Ads, so your campaigns never fail again?
Then check out [**The PPC Hub**](https://www.ppcmastery.com/hub), our membership for experienced Google Ads Specialists who want to be and stay on the cutting edge of PPC.
TLDR — you’ll get access to everything you need to confidently drive results with Google Ads:
- Exclusive courses.
- Exclusive resources.
- Our community forum.
If you want to upgrade your skills and become the best Google Ads Specialist you can possibly be, then The PPC Hub is made for you.
[**Feel free to check it out and join us here.**](https://www.ppcmastery.com/hub)
And that’s all for today — I hope that was helpful.
Thanks for reading and catch you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #95 — my take on GML 2024
URL: https://www.ppcmastery.com/newsletter/tpe-95-my-take-on-gml-2024
Published: 2024-05-26
Author: Miles McNair
As you know, the Google Marketing Live event was last week.
As expected, everything revolved around AI.
You’ve probably seen tons of news updates on LinkedIn, X, and other channels…
In today’s issue of The PPC Edge, I want to share my perspective on all the announcements.
It’s not a complete news update (you’re better off reading the [**official documentation**](https://blog.google/products/ads-commerce/ai-creativity-google-marketing-live/)) …
Consider this your guide to all the new updates.
So you know what’s actually good, and what’s fluff.
Here’s what I’ll cover today:
1. My opinion on the opening presentation about AI.
2. My opinion on the most important updates.
Let’s dive right in, shall we?
## The Ads Product Vision presentation was all about AI.
Google announced a ton of new features. Everything was about AI, which didn’t come as a surprise at all.
The second presentation was Google’s vision for ads in the new AI world, and how it should help businesses grow. The most remarkable quote came from this presentation (it’s crucial to predict the future of PPC):
Read that again: _“…A future where AI will supercharge the ENTIRE advertising lifecycle \[including running your media\]”_.
Google also mentioned that _“GenAI is still early-stage tech, and it won’t do everything right — but it’s evolving”._
And they said: _“No matter how much AI’s capabilities improve, it’s not a marketer. There’s just too much that requires a human touch. AI doesn’t have taste. it doesn’t have ingenuity. it doesn’t have your creativity, your strategic insights, or your expertise. These will always be your advantage.”_
_\\_
What this tells me: if you don’t evolve as a Google Ads Specialist, AI will turn you into a commodity soon _(a commodity is a product/service that can be easily replaced and has no differentiating factors)._
It also tells me Google understands AI is just technology. A means to an end. Not the end all be all. You will always be needed as a marketer, but your role is going to vastly change (again).
The solution: we should become T-Shaped Google Ads Specialists to future-proof ourselves and stay relevant.
_(I won’t dive into this too much, otherwise this issue becomes too long, but here’s [**a complete guide**](https://www.ppcmastery.com/blog/tpe-89-how-to-stay-relevant-thrive-in-the-age-of-ai) on how to become a T-Shaped Google Ads Specialist)_.
So Google sees AI as “your all-in-1 growth flywheel” — to help with Creative, Measurement, and Media. Most of the new product announcements could fall into one of these categories, so let’s dive in.
## My opinion on the product announcements.
I categorized the most important updates as follows:
1. AI Overviews in Search (with ads).
2. Measurement & Data updates.
3. The Power Pair (Search + pMax).
4. pMax & Shopping updates.
5. Creative updates.
6. Video & visual storytelling.
7. AI Essentials.
Let’s look at each update and whether it’s good, or fluff.
## 1: AI Overviews in Search (with Ads) — \[important\].
This is probably one of the most impactful updates: Google is going to roll out ads in AI Overviews in the US and globally soon.
This will change what the Search Engine Results Page (SERP) looks like.
Here’s a quote you can’t miss: _“We’re gonna match ads not only to the query context but also to the information in AI Overview.”_
**My take on this.**
What this tells me: contextual data is going to become even more important than it already is. Somehow, Google needs to be able to match the content on your website to user queries and AI Overviews.
My prediction is that the data on your website and in your product feeds is going to be key to get your ads matched to the right user at the right time (which goes beyond just the query).
## 2: Measurement & Data updates — \[medium\].
Google wants to use AI to make real-time measurement a reality. In their words: _“AI will be able to simulate and credit performance pre-launch to help you optimize campaigns before you even put any dollars behind them.”_
They also stressed that good AI requires lots of good data. _“The more it knows about your business, customers, goals, the better we can deliver for you. Your 1P data drives better results and helps protect your campaign against privacy changes.”_
**My take on this.**
Google wants to use AI to make it easier for businesses to forecast results (which would lower the barrier to entry and could see an inflow of small business money into Google Ads).
I think we’ll see more of Google’s new Marketing Mix Models product (Meridian) to help businesses understand the true value of their advertising spend and results across different channels.
My only concern is that Meridian might be too biased towards Google’s own channels — so IMO there’s still a need for unbiased, third-party attribution tools/Marketing Mix Models.
Lastly, this stresses that first-party data is your key to success: the more you can proactively feed the algorithm with insights about your business, goals, market, and customers, the more likely you are going to win.
## 3: The Power Pair (Search + pMax) — \[not new\].
Google showed a case study of how “The Power Pair” (Search + pMax) can generate 27% more conversions at a similar CPA or ROAS (which has been pushed for a while now, it’s not really new).
They said they’ve significant AI-driven improvements to the quality, relevance, and language understanding of Broad Match.
**My take on this.**
I don’t care too much about the 27% conversion boost for “The Power Pair”…
- What types of businesses did they test it on?
- What are the goals and KPIs?
- Are they measuring brand through pMax?
- How do the overall accounts perform?
As you can see, this case study in itself doesn’t mean much to me.
However, I do find the “AI-driven improvements” to Broad Match very interesting. They didn’t elaborate too much on this, but it proves that Google is constantly working on improving how Broad Match works.
Like it or not, Broad Match works very well in Bob and my accounts and Google will continue to push it, especially after making “AI-driven improvements”.
## 4: pMax & Shopping updates — \[nice\].
Google announced a few very nice pMax & Shopping updates. I’ll share them below including my take.
**Profit Optimization: decent.**
Soon, we’ll be able to use Smart Bidding to optimize for gross profit. It’s a decent new feature to experiment with. You need to set up Conversions with Cart Data in Google Ads and Cost of Goods Sold in Merchant Center to use this.
I still recommend to use a tool like [**ProfitMetrics**](https://profitmetrics.io/?fpr=ppcmastery) because it uses more than just Google Ads data.
**Loyalty Promotions: decent.**
With Loyalty Promotions, you can highlight exclusive members-only deals on your Shopping/pMax ads. Quite nice!
**3D spin ads: awesome.**
If you add product images from different angles, Google can show a 3D model in the Shopping Ad of your product. This looks awesome and will certainly make your ads stand out. For now it’s only available for shoes but I belive it’s gonna be available for other product types soon too.
**Virtual try-on: game-changer.**
Google will soon release the virtual try-on feature which will change the Shopping game forever.
You can now see how clothes fit on different models and body sizes, giving shoppers the confidence to buy the right product. This can significantly lower return rates too — so I’m excited to try it out soon.
**New pMax insights: always good.**
Who doesn't want more pMax insights?! Soon, we’ll have:
- YouTube placement report.
- Asset-level reporting (finally).
- See conversion uplift of text, video, and image assets.
I'm most excited about the asset-level reporting and conversion uplift for each asset!
## 5: Creative updates — \[great\].
Google is gonna make it easier for businesses to create solid creatives for pMax and Demand Gen:
- Variations of your best-performing assets.
- Animated images.
- New backgrounds.
- Product Studio updates (to enhance your product feed with GenAI).
**My take on this.**
So far, these updates look fantastic. I’ve played around with GenAI within Google Ads and it’s not as bad as I expected it to be, and it’s only getting better. In the end, it’s all about your prompts.
Just don’t expect GenAI to magically create tons of conversion-optimized videos and images, but you can use it to create variations of your best performers at scale. That’s why I like most about this tech!
## 6: Video & visual storytelling — \[decent\].
Google announced tons of updates for video-based campaign types:
- Demand Gen: Lookalike Segments thresholds goes down from 1.000 users in a list to 100 (making it available for nearly every advertiser).
- YouTube Shorts are getting some updates (swipe left to go to the landing page without leaving YouTube, and clickable stickers for more interaction).
- We will soon be able to make animated ads from images in our accounts.
**My take on this.**
Can’t say anything bad about these updates. It’s gonna make Demand Gen more powerful because of the lower Lookalike Segment thresholds, and YouTube (Shorts) more engaging.
## 7: AI Essentials in Optiscore — \[a total joke\].
All in all, GML wasn’t bad. You can now see “AI Essentials” as a new category in the recommendations tab (nobody cares 😂).
And then they finished with the following statement:
This is not a joke. They really said _“advertisers who increased Optiscore 10 points also saw an average 15% conversion lift”_.
Come on Google… 🤡
## And that’s it!
So there you have it: my breakdown of Google Marketing Live 2024. For a complete overview of the announcements, I recommend studying the [**official documentation**](https://support.google.com/google-ads/answer/14835145?sjid=12851660046644371598-EU).
I’m most excited for the new Shopping features, and will start playing around with the new GenAI for creatives soon. In a few weeks, I’ll report back in a future issue of The PPC Edge (hopefully my experience will be positive).
As a last note: AI is just technology. A means to an end. Not the end all be all. You will always be needed as a marketer, but your role is going to vastly change (again).
If you want to stay relevant in the Age of AI, I think you should become a T-Shaped Google Ads Specialist. That’s how you future-proof yourself and thrive when others will struggle.
[**Here’s my complete guide**](https://www.ppcmastery.com/blog/tpe-89-how-to-stay-relevant-thrive-in-the-age-of-ai) on how to do that.
Thanks for reading. Have a great week and see you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #33 — full-funnel remarketing strategy for more control
URL: https://www.ppcmastery.com/newsletter/tpe-33-full-funnel-remarketing-strategy-for-more-control
Published: 2024-05-17
Author: Miles McNair
A question we’re often getting: “I use Performance Max campaigns, should I still run remarketing campaigns?”
In most cases, the answer is yes.
Performance Max does _some_ remarketing, but you have 0 control:
→ No control over audiences to retarget
→ No control over ads per audience
→ No control over remarketing spend
With dedicated remarketing campaigns, you control all of these.
You decide which audiences to remarket to, what ads you’re showing them, and how much you spend.
On top of that, you get far better insights in audience and creative performance.
So yes, in most cases, you should still run dedicated remarketing campaigns on top of pMax.
In this newsletter, we’ll break down our remarketing strategy with Google Ads.
Let’s dig in!
## Take back control with a full-funnel remarketing strategy
Before you set up remarketing campaigns, you need to think about the strategy. This is what you generally want to apply:
1. Pick the right campaign types
2. Set up your campaigns for success
3. Target high-intent audiences first, then the rest
4. Create ads for every stage of the funnel (if possible)
5. Exclude recent converters to reduce wasted ad spend
Let’s dive in step by step.
## 1: Pick the right campaign types and structure
If you want to retarget website visitors on Google inventory, you have 3 options (excluding Search and Performance Max):
1. Display
2. Demand Gen
3. YouTube
They all work well, and mature accounts should have all of them.
YouTube is especially nice because of the visual nature of video ads, but are also the hardest ones to run because you need good video creatives (which cost time and money to create).
If you don’t have the resources to create video ads, start off with simple Display and Demand Gen image ads.
The biggest advantage of Display campaigns is Dynamic Remarketing. This allows you to show highly relevant ads that dynamically insert the product a user has visited.
More on that in step 4 - let’s first dive into the campaign structure.
## 2: Set up your campaigns for success
The next step is to build the right campaign structure. The best tip we can give here: keep it simple. The best remarketing campaigns have a basic structure:
- One campaign (per campaign type)
- Multiple ad groups segmented by audience
- Ads tailored to the specific audiences
It’s that simple. Unless you have specific budgetary goals per audience segment, there is no need to overcomplicate it.
## 3: Target high-intent audiences first, then the rest
The biggest mistake we see happening over and over, is when there is only one “all website visitors” audience that is being retargeted. The problem: this list is often too big and mixed with people with different buying intent.
You want to fix that problem by creating audiences for every stage in the funnel.
This is what a basic remarketing funnel looks like:
Create different audiences for:
1. All website visitors
2. Category page visitors
3. Product page visitors
4. Cart/checkout page visitors
5. Converters
Retarget high-intent audiences first (cart/checkout page visitors), then work your way up the funnel (product page visitors, category page visitors). If performance is good, you can expand by retargeting all website visitors.
Ideally, you layer recency on top of your audiences, meaning you create variations of all audiences for 7, 30, 90 and 365 days. Whatever time periods you use, should be based on your goals and audience sizes. If you have small audiences, you may want to stick to a minimum of 30 days, otherwise the audiences might be too small to retarget.
Shorter time period = warmer audience = higher chance of conversion.
But also: shorter time period = smaller audience size = potentially too small to retarget.
Play around with it and create the perfect audience structure, based on your own goals and data.
## 4: Create ads for every stage of the funnel (if possible)
Not every website visitor should see the same remarketing ad. If possible, try to create unique ads for every stage of the funnel.
If someone is lower in the funnel, your ads can be more transactional. For example: if a person has put something in their cart, they are closer to converting, so a “get 10% off” ad might work well.
If someone is higher in the funnel, your ads need to be more intriguing. For example: if a person only visited a category page, they still need some convincing, so you can show them the benefits of that specific category in the ad.
Bonus tip: the best way to increase ad relevance, is by enabling Dynamic Remarketing (ecom only).
To enable Dynamic Remarketing, go into your Display campaign settings and enable “Dynamic Ads”:
Key takeaway here: increase conversion rates by adapting your messaging to where someone is in their buying journey.
## 5: Exclude recent converters to reduce wasted ad spend
Quick tip to close this newsletter with: always exclude (recent) converters to reduce wasted ad spend. The last thing you want to do, is keep retargeting someone who has already bought.
You’ll waste your budget, and annoy a happy customer (two things you want to avoid at all cost).
Now… We understand that there are always cases when you do not want to exclude recent converters (for example if there is a high repeat order rate within a short timeframe).
But in most cases, you’re better off excluding recent converters - especially the first few days after the conversion happened.
## Wrapping up
So there you have it! Take back control with this full-funnel remarketing strategy:
1. Pick the right campaign types
2. Set up your campaigns for success
3. Target high-intent audiences first, then the rest
4. Create ads for every stage of the funnel (if possible)
5. Exclude recent converters to reduce wasted ad spend
We hope it was useful, and see you again next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #93 — Design Your Dream Life With “Life Audits”
URL: https://www.ppcmastery.com/newsletter/tpe-93-design-your-dream-life-with-life-audits
Published: 2024-05-13
Author: Miles McNair
What’s up, Miles here with a special issue of The PPC Edge.
Today, I don’t have an advanced Google Ads tip as usual…
Instead, I want to share something else that’s super valuable: Life Audits.
It’s **the 5-step framework I use to build my dream life with intention** _(the same one I’ve used to go from broke college graduate in 2017 to being voted #12th most influential PPC Expert in 2024)._
Here’s what I’ll cover today:
1. How Life Audits changed my life.
2. My 5-step Life Audit process.
3. Use my 22-page workbook so you can do your own Life Audits.
Up until now, I’ve only shared this with members of [**The PPC Hub**](https://www.ppcmastery.com/hub).
I hope you’ll use Life Audits to build your dream life with intention (whatever that means for you).
Let’s dive right in, shall we?
## 1: How Life Audits changed my life (a tool you can use to build your dream life with intention).
Let me tell you a story. Not to flex, but to show you the power of Life Audits. It gets tactical after!
Ever since I was a little boy, I knew I wanted to be free and live life on my terms and not on someone else’s _(true story: the nannies at daycare called me “Mister Freedom” when I was only 2-3 years old)._
The problem: I just didn’t know how to make it happen.
Until February 2017, when my father gifted me a book that changed my life forever:
[**Designing Your Life, by Bill Burnett & Dave Evans**](https://www.amazon.com/Designing-Your-Life-Well-Lived-Joyful/dp/1101875321/ref=sr_1_1?crid=2FX9PS0F1FNEE&keywords=designing+your+life&qid=1703856347&sprefix=designing+your+li%2Caps%2C189&sr=8-1).
After graduating from college, my girlfriend and I traveled around South-East Asia.
_Here’s a pic of 23-year-old Miles devouring Designing Your Life at a swimming pool in Vietnam (somewhere around March 2017):_
__
This book introduced me to the concept of _“Life Design”_: intentionally auditing, thinking about, and building the life of your dreams.
It opened my eyes to what’s possible when you take a step back and envision the life you want to live.
By being proactive instead of reactive.
It was exactly what I needed.
You see, I dreaded the idea of not being free and working a 9-to-5 for the rest of my life.
_(I have nothing against people working a 9-to-5 job, but it’s just not suitable for me. If you have a 9-to-5 job and you love it, all the power to you!)_
I was constantly asking myself and thinking about:
- What do I want out of life?
- What do I need to do to make that happen?
I ended up working at a 9-to-5 agency job for 2.5 years, but I did it with intention. I worked there, so I could learn the skills (and get paid in the process) I needed to start my own business down the road.)
If I had to start over, I would follow the exact same route.
The most important thing is that I did it with intention and purpose: I soaked up as much knowledge as I could in 2.5 years — after which I started my freelance business.
All by design.
And 2 years later, I founded PPC Mastery with Bob, and have since helped thousands of Google Ads Specialists with advanced training programs _(and was even **[voted #12th most influential PPC Expert of 2024](https://www.ppcsurvey.com/top-50-most-influential-ppc-experts-2024)**)_.
This has allowed me to travel the world while working from my laptop, secure my financial independence, and support my family when needed.
Every day, I get closer to living my ideal life, **because I work on it with intention**.
You can do anything you set your mind to — my story proves it.
I shared this story because it shows you the power of Life Design.
Throughout my wild journey, periodical Life Audits have kept me sharp and focused on my bigger dreams and goals.
Let’s dive into my 5-step Life Audit process so you can sue it for yourself!
## 2: My 5-step Life Audit process.
The Life Audit is a tool you can use to design your life with intention.
You’ll take a step back and reflect on your life (with a series of questions and prompts):
- Are you happy with where you are in life?
- What’s the ideal life you want to live?
- Are you living your ideal life or is there a disconnect between your current and desired situation?
- Who do you need to become to live your ideal life (and how will you make that happen)?
- What should you do to get closer to living your ideal life?
You’ll uncover:
1. What your current life looks like.
2. What your desired life looks like.
3. The gaps between your current and desired life.
4. How to bridge those gaps to get closer to your desired life.
It’s pretty simple and not complicated.
It just requires you to put in the work.
_Here’s a pic of a Life Audit I did recently (I love to do this in an inspiring location with nothing more than green tea, a pen, and a piece of paper._
__
The problem is that most people never take the time to audit their life.
And as a result, they go with the motions and issues of daily life.
With a Life Audit, you identify what’s actually important to you.
### **Here’s my simple 5-step Life Audit process:**
1. Reflect.
2. Dream.
3. Set Goals.
4. Define & Take Action.
5. Review & Refine.
If you follow this process (there’s a detailed breakdown of each step in the workbook below), you will have total clarity on how to make adjustments so you live life according to YOUR standards, not anyone else’s.
## 3: Use my Life Audit Workbook to design your life with intention.
I created a workbook you can use to do your own Life Audits ([**download it here for free**](https://docs.google.com/document/d/1Y-rprcTQ2eRM7QAtLExPCfEzdx9idWA1lew5Nf0K-nQ/edit?usp=sharing)).
I do an extensive Life Audit AT LEAST once per quarter — but I recommend you to look at your goals and dreams every single day so you don’t lose focus on what’s truly important.
**Here’s my call to action for you today:**
1. Download the [**Life Audit Workbook**](https://docs.google.com/document/d/1Y-rprcTQ2eRM7QAtLExPCfEzdx9idWA1lew5Nf0K-nQ/edit?usp=sharing).
2. Schedule your Life Audit (set a date now).
3. Take 4 hours to deeply think about your dream life.
4. Make adjustments and take action to make it come true.
Done? Send me a DM or tag me on LinkedIn — I’d love to see what you make of it!
Good luck with your Life Audits — I wish you nothing but the best.
I’ll be back with regular advanced Google Ads tips in next Monday’s issue of The PPC Edge.
Thanks for reading and see you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #92 — You can’t trust pMax data (3 simple steps to fix it)
URL: https://www.ppcmastery.com/newsletter/tpe-92-you-can-t-trust-pmax-data-3-simple-steps-to-fix-it
Published: 2024-05-05
Author: Miles McNair
Hey, Miles here with The PPC Edge.
You can’t trust your Performance Max results.
Why? Because they’re heavily inflated by Branded Search conversions.
Since Google launched Performance Max in 2021, I’ve been super vocal about why I think you should exclude branded traffic.
But a lot has changed since I first shared my thoughts about this 1.5 years ago…
So in today’s issue of The PPC Edge, I’m giving you an updated guide on why and how to exclude branded traffic from pMax (and why you need a Branded Standard Shopping campaign to prevent your ads from not showing on the Shopping network).
Let’s dive in!
## Why you can’t trust your pMax data, and why you should exclude brand.
The biggest problem with Performance Max: the data is inflated with branded search conversions, making it look better than it actually is.
Performance Max heavily cannibalizes your other campaigns and LOVES to take credit for every single conversion. People who search for your brand would’ve converted anyway, so why should you let pMax take credit for it?
On average, we see 10-20% of conversions on pMax are branded. That’s a lot!
Even with tight Branded Search campaigns, misspellings will slip through.
If you have a big share of branded search conversion in Performance Max, you simply cannot trust the data. This will lead to wrong decisions, and your account as a whole becomes less scalable.
Let’s back up this claim with real data.
## Make your pMax data more trustworthy so you can scale better.
Here’s the simple 3-step process to make your pMax data more trustworthy (making it easier for you to scale confidently):
1. Analyze your share of brand in pMax.
2. Exclude brand from pMax (2 methods).
3. Catch brand traffic in Branded Search and Branded Shopping campaigns.
Let’s zoom in on each step.
## 1: Analyze your share of brand in pMax.
Analyzing your share of brand traffic in Performance Max used to be a bit of a manual process. Luckily for us, the team at Smarter Ecommerce (SMEC) have built an [**amazing script**](https://smarter-ecommerce.com/en/google-ads-scripts/search-term-insights/) that allows you to see the share of brand within pMax over time.
Here’s an example from one of my accounts with <0.2% of brand conversions in pMax _(that’s a job well done)_.
But I’ve also seen extreme cases. Here’s an example from [**Denie Geertzen**](https://www.linkedin.com/posts/denie-geertzen_google-googleads-activity-7168132649201360898-2bV3/), who audited a new account and found out that over 80% of pMax conversions were in fact branded (!!!):
That’s truly insane. Just imagine how much you’re overpaying for conversions and clicks…
Listen, 80% is very extreme — but on average I see 10-20% branded conversions with Performance Max.
It would be much better to exclude brand from pMax, and catch your branded traffic in dedicated Branded Search and Branded Shopping campaigns.
If you follow this process, this will happen:
- Your pMax ROAS/CPA will get worse, but it’s much more reliable which makes it easier to scale (because it doesn’t contain branded searches that were going to convert anyway).
- You can maximize visibility (impression share) on branded searches with your Branded Search and Branded Standard Shopping campaigns.
So the next question is: how do you exclude branded traffic from pMax? Let me show you.
## 2: Exclude brand from pMax (2 methods).
You can easily exclude branded traffic from pMax with 2 different methods:
1. Brand Exclusions
2. Negative Keywords (Lists)
Can’t decide which one you should use?
- **Only want to exclude Search and Shopping traffic?** → Use Brand Exclusions.
- **Also want to exclude Video and Display traffic related to your brand?** → Use negative keyword lists.
Brand Exclusions are a great feature, but I’ve seen more success with Negative Keyword Lists (it’s much faster and tends to be more accurate).
I’ll show you how to use both methods so you can test and see what works best for yourself.
## Option 1: exclude brand from pMax with Brand Exclusions.
Here’s how to set up Brand Exclusions in Google Ads (4 simple steps):
**Step 1: In your pMax campaign, go to settings.**
Click on a pMax campaign, go to settings, and scroll down until you see ‘Brand Exclusions’.
**Step 2: Create a new brand list.**
You can exclude brands by creating a brand exclusions list directly inside your pMax campaign, or in the Shared Library.
Enter a list name, and add brands to your list:
If you don’t see your brand name, you can request it to be added. This process typically takes 4-6 weeks to complete, so be mindful of that.
**Step 3: hit save and make sure the brand list is added to the right pMax campaign**
After you save the list, make sure you add it to the right pMax campaign(s). You can create different lists for different campaigns, or use one across all of them.
**Step 4: check if you no longer see branded search terms in pMax campaigns.**
The last step is often overlooked: after adding Brand Exclusions, use the Brand Analyzer script to check if you no longer catch brand traffic in pMax.
Pro tip: periodically (every 7-30 days) check if you see any branded search terms in pMax via insights > consumer spotlight > search term insights.
## Option 2: exclude brand from pMax with Negative Keyword Lists.
My preferred way to exclude brand from pMax is by using Negative Keyword Lists.
Back in the day, you needed to ask a Google Support Rep to add your Negative Keyword Lists.
Today, this process is much easier.
Simply fill out the **[“Performance Max Campaign Modification Request Form”](https://support.google.com/google-ads/contact/pmax_implementation)** and a rep will add your Negative Keyword List for you.
Use the following selections:
At the bottom, you’ll be able to download the “pMAX: Request Template”.
Fill it out with your desired Negative Keyword Lists and/or negative keywords, campaigns, and match types.
A Google Support Rep will now add them to your campaigns!
## 3: Catch brand traffic in Branded Search and Branded Shopping campaigns.
Ok, you’ve now excluded brand traffic from your Performance Max campaigns.
But the job is not done yet!
You need to ensure you catch your brand traffic elsewhere:
- Search → Branded Search campaign.
- Shopping → Branded Shopping campaign.
This is what it looks like:
Most of you will already have a Branded Search campaign, but you may not necessarily have a Branded Shopping campaign yet.
**If you follow this process, this will happen:**
- Your pMax ROAS/CPA will get worse, but it’s much more reliable which makes it easier to scale (because it doesn’t contain branded searches that were going to convert anyway).
- You can maximize visibility (impression share) on branded searches on Google Shopping with a Branded Standard Shopping campaign.
Look at the screenshot below from one of my accounts (it’s a bit small so I’ll explain it in more detail below):
**You see 1x Branded Standard Shopping campaign.**
ROAS (conv. value / cost) = 33.64, Search Impression Share = 94.43%. The latter is a huge reason why Branded Shopping is so crucial: you actually KNOW how visible you are for branded searches on the Shopping network by looking at the Search Impression Share.
With pMax, you don’t get this metric, so you have no idea how well you’re defending your brand. Sure, Auction Insights are useable, but it’s aggregated data of both branded and non-branded traffic.
**You also see 2x Non-branded Performance Max campaigns.**
ROAS (conv. value / cost) = 2.47 and 2.65. Much lower, but very reliable to scale because all searches are not brand related (tROAS is 250%).
Before we dig deeper, let’s look at 2 common misconceptions people have about this setup:
## **Misconception 1: “Performance Max will take priority over Standard Shopping so this setup won’t work”.**
Well, it’s true that Performance Max takes priority over Standard Shopping if you run them alongside each other with the same products.
However, if you exclude branded search terms from pMax (step 2), there will be nothing to take priority over _(because you excluded the search terms!)_.
## **Misconception 2: if you exclude branded search terms from Performance Max, you’re taking away valuable conversion signals.**
I agree: we don’t want to limit pMax by taking away valuable conversion signals. However, there won’t be a problem because the conversion data is shared across campaigns when you use data-driven attribution.
Alright, so now on to how to actually make this work.
## **How to set up a Branded Standard Shopping campaign.**
Now it’s time to set up your Branded Standard Shopping campaign. I won’t show you every exact step (speaks for itself), but take in mind these best practices:
- 1 campaign is enough, don’t overcomplicate it.
- 1 ad group could be enough, unless you want to segment by products/categories, that’s also fine.
- Create multiple product groups either split up by product category or product ID. This makes it easier to manage the CPCs of specific products/categories.
- Select the right feed and location targeting.
- Use Manual CPC unless you have a specific ROAS target for branded searches, then use tROAS (I like Manual CPC for branded traffic to keep my CPCs low!).
- Set campaign priority to low
Congrats! You now have a Branded Standard Shopping campaign.
But… You’re not there yet. There is one crucial step you must take to ensure your Standard Shopping campaign actually only catches branded search terms.
## **Pro tip: exclude non-branded search terms from Branded Shopping.**
There is one big problem: “Branded Shopping” doesn’t really exist. You can’t target specific (branded) keywords. With Google Shopping, you are automatically matched to relevant search queries based on your product feed.
Therefore, you will be matched both on branded, AND non-branded search terms.
That’s why you must exclude every non-branded search term you see in the search term report of your Branded Shopping campaign.
**Here’s how I do that:**
1. Create a negative keyword list.
2. Add the negatives to your Branded Shopping campaign.
3. Go to your search term report and create a filter: “search term does not include \[branded search term + ALL misspellings\]”, “added/excluded: none” (you should now only see all non-branded search terms that were matched on Branded Shopping)
4. Select all search terms and select “add as negative keyword”.
5. Click “negative keyword list” > select the list you created in step 1 (add all as exact match negatives).
6. Save this filter so you can easily use it in the future.
7. For the first few days, add all the non-branded search terms that were matched. Then, add it to your weekly checks.
I recommend to use a negative keyword list because you can add it to multiple Branded Shopping campaigns (if you have them). This is especially relevant and easy if you have campaigns with the same language in different countries.
It’s a bit of a manual process, but if you do this for a few weeks, your campaign will be almost completely branded. As time passes, the amount of search terms you need to exclude every week will get smaller and smaller.
## And that’s how you make your Performance Max campaigns more scalable!
So that’s the simple 3-step process to make your pMax data more trustworthy (making it easier for you to scale confidently):
1. Analyze your share of brand in pMax.
2. Exclude brand from pMax (2 methods).
3. Catch brand traffic in Branded Search and Branded Shopping campaigns.
Give it a try, it works really well.
Thanks for reading — and see you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #91 — 5 pMax scripts for more control and insights
URL: https://www.ppcmastery.com/newsletter/tpe-91-5-pmax-scripts-for-more-control-and-insights
Published: 2024-04-30
Author: Miles McNair
Welcome back to The PPC Edge!
As you know, Performance Max is a giant black box.
It’s easy to set up, but also hard to optimize due to a lack of data and insights.
Thankfully, there are some very bright minds in the PPC industry that create scripts to give us back valuable control and insights.
In today’s issue, I’ll list 5 of them I like using myself — and I’m sure you will love them too.
Let’s just dive right in!
## **1: Brand Traffic Analyzer by SMEC.**
Since pMax was introduced, I’ve been **[super vocal](https://www.ppcmastery.com/blog/tpe-26-3-reasons-to-exclude-brand-from-pmax?ck_subscriber_id=2429087165&utm_source=convertkit&utm_medium=email&utm_campaign=The%20Friday%20Roundup%20%E2%80%94%20March%201st,%202024%20-%2013225638)** about why I think you should exclude brand from pMax in 99% of the cases:
- It inflates your data.
- The goal is to scale your account efficiently, not Performance Max.
- You’re probably overpaying for branded clicks on pMax.
Luckily for us, **[Smarter Ecommerce (SMEC)](https://smarter-ecommerce.com/en/)** have built a fantastic script that allows you to see the share of brand within pMax over time. Here’s an example from one of my accounts with <0.2% of brand in pMax _(job well done)_.
**[Get the script here.](https://smarter-ecommerce.com/en/google-ads-scripts/search-term-insights/)**
## 2: The Ultimate All-In-1 pMax Script by Mike Rhodes.
What started as a Spend Allocation Script is now so much more! Here’s what you can do with this powerful script by **[Mike Rhodes](https://www.linkedin.com/in/mikerhodesideas/)**:
- See data across channels (Search, Shopping, Video, Display).
- Search categories and search terms insights.
- Additional asset group insights.
- Product performance data.
- … And a lot more.
Mike is constantly updating this script and you can grab it here _(it’s not free, but 100% worth the one-time investment)_:
- **[Latest pMax Insights Script (single account).](https://mikerhodes.circle.so/checkout/latest-script?affiliate_code=9b0f98)**
- **[Latest pMax Insights Script (MCC).](https://mikerhodes.circle.so/checkout/latest-mcc-script?affiliate_code=9b0f98)**
## 3: pMax Whisperer Script by Mike Rhodes.
This script requires a bit more effort to set up but is a fantastic innovation by Mike Rhodes. He presented it recently in a guest workshop in [**The PPC Hub**](https://www.ppcmastery.com/hub) and it can translate your pMax data into understandable insights (in any language you prefer).
**[Download the script here for free](https://mikerhodes.circle.so/c/free-scripts/the-pmax-whisperer)** _(you can also find additional instructions on this page)_.
## 4: Non-Converting Search Terms Alerts by Nils Rooijmans.
This script by **[Nils](https://www.linkedin.com/in/nilsrooijmans/)** checks your pMax campaigns for search terms with a lot of clicks, but no conversions. It then saves them in a Google Sheet, which will be emailed to you. This script can save you a lot of time and reduce wasted ad spend!
**[Grab the script here for free.](https://nilsrooijmans.com/google-ads-script-pmax-non-converting-search-term-alerts/)**
## 5: Flowboost Labelizer by Flowboost.
The Flowboost Labelizer by **[Arjan](https://www.linkedin.com/in/arjanschoorl/)** & [**Floris**](https://www.linkedin.com/in/floris-de-schrijver/) script allows you to analyze product performance and create labels to segment your campaigns. It’s similar to ProductHero Labelizer, but in a script.
Based on this data, products will be put into one of five categories:
- Index (products that perform on target)
- Over-index (overperforming products)
- Near-index (products that perform near target)
- Under-index (underperforming products)
- No-index (products with not enough data)
**[You can buy and download the script here](https://library.flowboost.co?via=ppcmastery)** in Flowboost’s PPC Library _(it’s a one-time purchase that gives you access to future updates — and it’s totally worth it)_.
## Good luck optimizing your pMax campaigns!
So there you have it, 5 pMax scripts for more control and insights:
1. **[Brand Traffic Analyzer](https://smarter-ecommerce.com/en/google-ads-scripts/search-term-insights/)** by SMEC.
2. **The Ultimate All-In-1 pMax Script ([1 account](https://mikerhodes.circle.so/checkout/latest-script?affiliate_code=9b0f98)** / **[MCC](https://mikerhodes.circle.so/checkout/latest-mcc-script?affiliate_code=9b0f98))** by Mike Rhodes.
3. **[pMax Whisperer Script](https://mikerhodes.circle.so/c/free-scripts/the-pmax-whisperer)** by Mike Rhodes.
4. **[Non-Converting Search Terms Alerts](https://nilsrooijmans.com/google-ads-script-pmax-non-converting-search-term-alerts/)** by Nils Rooijmans.
5. **[Flowboost Labelizer](https://library.flowboost.co?via=ppcmastery)** by Flowboost.
Hopefully these scripts shine some light on your black box pMax campaigns.
That’s all for today — thanks for reading.
See you next week!
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #90 — The Google Ads Success Formula: how 20% of actions drive 80% of results
URL: https://www.ppcmastery.com/newsletter/tpe-90-the-google-ads-success-formula-how-20-of-actions-drive-80-of-results
Published: 2024-04-17
Author: Miles McNair
GM, Miles here with issue #90 of The PPC Edge!
Last week, I shared the **[3-step framework to future-proof yourself and stay relevant by becoming a T-Shaped Google Ads Specialist](https://www.ppcmastery.com/blog/tpe-89-how-to-stay-relevant-thrive-in-the-age-of-ai)**.
You will have 1 core expertise: Google Ads.
On top of that, you’ll be competent in many other things that will stack on top of your existing Google Ads skillset, making you extremely powerful and relevant.
Here’s how it works:
**Step 1:** Deeply master Google Ads.
**Step 2:** Become a business partner for your clients by developing essential business skills.
**Step 3:** Future-proof yourself with a complementary skill that stacks on top of Google Ads.
In today’s issue of The PPC Edge, I want to dive deep into step 1: _“Deeply master Google Ads”._
This is the most important step and the absolute foundation of your career.
But how do you master Google Ads without getting overwhelmed by all the possibilities?
I’ve broken the road to mastery down into a process with actionable steps.
Let’s dive right in!
## Mastering Google Ads is about mastering the fundamentals.
Listen up:
❌ Mastering Google Ads is not about finding the right buttons or reading news updates…
❌ And it’s also not about using advanced tactics…
✅ Mastering Google Ads is about DEEPLY understanding the platform…
✅ It’s about doing the **fundamentals** well, _over and over and over and over_…
So you ALWAYS have a plan for what to do (especially when the results aren’t great).
Here’s a huge mistake most Google Ads Specialists are making: they only chase shiny objects (aka advanced tactics).
But it’s the “boring” fundamentals that drive 80% of your results.
_Listen, I love advanced tactics. But only for advanced accounts. You’re always better off sticking to the fundamentals first before you even think about advanced tactics!_
I see so many posts on LinkedIn from people who say you need to focus on the fundamentals…
But they never mention what those fundamentals are.
So let’s zoom in on the fundamentals for success with Google Ads (the 20% of your actions that drive 80% of your results).
Master these, and you’ll have a toolkit you can use to grow nearly any account.
Do the fundamentals well, and you’ll be ahead of 90% of PPCers.
## The fundamentals for success with Google Ads.
I break down the fundamentals into 7 main categories:
1. Conversion Tracking & Data Input
2. Goals & KPIs
3. Campaign Structure
4. Targeting
5. Creatives
6. Bids & Budgets
7. Landing Pages
All of these could be individual newsletters, but I’ll give you the “TLDR” for each.
## **1: Conversion Tracking & Data Input.**
Conversion tracking and data input are the absolute foundation for success with Google Ads.
So you better have a proper setup 😉.
If you don’t properly feed the algo:
**❌ You will get suboptimal results.**
Google’s Algorithm needs a lot of conversion data to function properly. If you don’t maximize the data input, it will lead to **inconsistent results**.
**❌ You will restrict the algorithm from learning properly**.
Without enough conversion data, the system takes longer to learn what works and what doesn’t, **extending the learning phase**.
**❌ You will have inaccurate predictions.**
The system may make less informed and less accurate predictions about which bids will result in conversions, **resulting in inefficiencies**.
**❌ You will spend your budget inefficiently.**
Budgets will be allocated less effectively, **resulting in inefficient spend**.
But tracking is a huge mess (due to ad blockers, third-party cookie and consent issues, privacy regulations, etc.)
You need to go beyond the basics to properly track conversions in this day and age:
- Lay the foundation with **Google Ads Conversion Tracking** _(preferably with **Server-Side Tagging**)._
- Use **Offline Conversion Tracking** _(essential for Lead Gen!)._
- **Enhance your dataset** so you have more data to work with _(Enhanced Conversions, Consent Mode etc.)_
- Measure **real business results** _(qualified leads, sales, profit)._
- Use **first-party data** to steer the algorithm in the right direction _(not only with tracking but also with other data sources like your product feed and audiences)_.
Good data = good results.
Bad data = bad results.
Prioritize proper conversion tracking over everything.
Whoever has the most high-quality, relevant data, wins.
_Check out **[issue #79 of The PPC Edge](https://www.ppcmastery.com/blog/tpe-79-google-ads-conversion-tracking-best-practices-2024-update)** if you want a step-by-step guide to ensure you track as many high-quality conversions as possible._
## 2: Goals & KPIs.
When I just started working together with Bob, he told me he NEVER launches a campaign if he is not aligned with his client on the goals and KPIs.
He told me setting goals upfront is absolutely crucial for success with Google Ads:
**✅ It helps you measure success.**
By defining your goals and targets upfront, you can easily measure (and report on) your campaigns’ effectiveness.
**✅ You are aligned with your client.**
Nothing better than feeling fully aligned with your client, while in pursuit of mutual goals (within your target KPIs).
**✅ You have total focus.**
A clear set of goals and targets provides focus and helps determine your overall strategy and tactics. You can easily identify leaks, making your optimizations effective and impactful.
On the contrary, if you don’t set clear goals and KPIs, you can’t properly measure your campaigns’ effectiveness, you will not be aligned with your client, and you’re operating without focus.
So ALWAYS make sure you have discussed your client’s goals and KPIs before you launch your campaigns!
## 3: Campaign Structure.
Your campaign structure is one of the biggest drivers of performance (and control).
It has a huge impact on:
- How you influence the algorithm.
- Your bid strategies.
- Your targeting.
- Your spend.
You must understand the ins and outs of each campaign type so you can make informed decisions on what to use and when.
- **BoFu:** When do you choose Search? Shopping? Performance Max? Or a mix?
- **MoFu/ToFu:** When do you choose YouTube? Display? Demand Gen?
- **Consolidation vs. segmentation**: what to choose when?
If you don’t understand the mechanics of each campaign type, you will make a lot of costly mistakes (resulting in **overlapping targeting, poor performance, and cannibalization**).
## 4: Targeting.
You must deeply understand how targeting works with Google Ads. If you don’t, you will make a LOT of costly mistakes.
- How do **keyword match types** work _(especially Broad & Exact)_?
- What’s the difference between **keywords and search terms**?
- Why does a search term get **conversions via a Broad Match** keyword,
but it **completely bombs** when you add it as an Exact Match keyword?
- How does targeting work in **multi-channel, black-box campaign types** like Performance Max and Demand Gen _(and how does this impact and cannibalize on your other campaigns)_?
- How does **Optimized Targeting** work _(a seemingly simple toggle that can truly ruin your. campaigns when used improperly)_?
- How does **audience targeting** work _(what’s the difference between audience TARGETING and audience SIGNALS_)?
- What’s the role of **Customer Match Lists** on targeting/bidding?
- How do **Dynamic Search Ads** work, and are they best used in ad groups or individual campaigns?
- How does pMax target **new vs. returning users**?
- What’s the difference in targeting between **Video Action and Reach** campaigns?
You can only answer these questions with a DEEP understanding of Google Ads.
I listed them to trigger you to think deeper about Google Ads. How often have you found yourself guessing when setting up your campaigns?
Stop guessing, and start making informed decisions.
## 5: Creatives.
The next thing you must deeply understand to confidently drive results with Google Ads: how to create creatives that drive clicks and conversions.
This does not only apply to Responsive Search Ads, but also to all other creative types you find in YouTube, Display, Performance Max, and Demand Gen campaigns _(images, videos, “extensions”)_.
- How do you set up, test & analyze **optimal ads** with limited performance insights _(allowing you to make the right, informed decisions)_?
- How is this **different** for RSAs vs. pMax vs. Feed optimization vs. YouTube?
- How do you **differentiate your ads from competitors** _(especially when_ _everyone is using the same auto-generated AI crap)_?
## 6: Bids & Budgets.
Bid management is all about deeply understanding how Google’s Smart Bidding algorithm works.
What it comes down to is this: Smart Bidding uses hundreds, if not thousands of contextual user signals we can’t see to determine bids on the auction-level.
Here are just a few examples of those signals:
_Image Source: Google_
Your **only goal is to figure out how to make Google’s algorithm work FOR YOU**, instead of AGAINST you.
✅ If you understand how Smart Bidding works, **everything falls into place**.
❌ If you don’t understand how Smart Bidding works, **you will make costly mistakes**.
You must deeply understand how to:
- Manage **ROAS/CPA targets**
- **Ramp up bid strategies**
- **Increase/decrease budgets** in a safe way without upsetting the algorithm and risking performance dips _(within your budget)_.
Most people are just guessing with their bid strategies, targets, and budgets… So deeply understanding how Smart Bidding works gives you a HUGE edge.
Smart Bidding is the connective tissue in your Google Ads strategy.
Your conversion tracking and data input, campaign structure, targeting, creatives, bid strategies, and budget management are all tied together by Smart Bidding.
It’s absolutely foundational to success with Google Ads, so take the time to DEEPLY understand how the algorithm works.
It will give you most of the answers you need to successfully launch and scale Google Ads campaigns.
## 7: Landing Pages.
The last step of the fundamentals is to understand how to create landing pages that drive conversions.
By taking control of your clients’ landing pages, you take control of the entire customer journey.
You don’t have to be a CRO expert, and you don’t necessarily have to create your own landing pages…
But you MUST be able to challenge your clients if they don’t have an optimal landing page.
Bob manages all the landing pages for his clients. Here’s an example of a B2C Lead Gen client with a 20% conversion rate (macro conversions = quotation requests).
That’s absolutely nuts.
I don’t know what the average conversion rate is for Lead Gen, but it’s nowhere near 20%.
Just imagine how much more you could help your clients if you increased conversion rates by 10-30%… Let alone 100-300%…
You can have:
- Perfect conversion tracking.
- Perfect goals & KPIs.
- Perfect campaign structures.
- Perfect targeting.
- Perfect creatives.
- Perfect bid strategies.
But it all doesn’t matter if your landing page sucks.
What happens AFTER the click often has a bigger impact on performance than what happens BEFORE.
So start taking control of your clients’ landing pages. You’ll do yourself a huge favor.
## How to make it simple for yourself to master the fundamentals of Google Ads.
Let’s make it even more simple.
**When it comes to success with Google Ads, you ultimately just want to know:**
- What are your **goals and KPIs**?
- Who is your **target audience**?
- What does your ideal **campaign structure** look like to reach them?
- How can you **target your audience**?
- How can you write your ads to **generate clicks**?
- How can you **persuade users to convert** on your landing page?
- How are you going to **set up your tracking so you measure as much as possible**?
- How are you going to **let the Smart Bidding algorithm work FOR YOU**,
instead of AGAINST you _(what bid strategies do you need to leverage)_?
**And these timeless principles apply to (nearly) all campaigns:**
- Your **tracking setup is the absolute foundation** for success with Google Ads.
- You need to be clear on your **goals and KPIs**.
- Your **offer and landing page are the backbone** of your results.
- Your data input (feeds, conversion tracking, audience segments etc.) is crucial to **guide the algorithm in the right direction**.
- Your **campaign structure gives you the control** you need to grow and scale.
- Your bid strategy and budget allocation determine your **scalability**.
- You need **ads that resonate** with your ideal customer profile.
- You need to **continuously optimize** your campaigns.
## Remember: the boring fundamentals drive 80% of your results.
I love fancy advanced strategies, but only for fancy advanced accounts.
90% of accounts are better off sticking to the fundamentals.
Most people will be chasing fancy-sounding advanced tactics.
**But if you master the fundamentals, you’ll be ahead of 90% of PPCers:**
1. Conversion Tracking & Data Input
2. Goals & KPIs
3. Campaign Structure
4. Targeting
5. Creatives
6. Bids & Budgets
7. Landing Pages
If you want our help mastering Google Ads, check out [**The PPC Hub**](https://www.ppcmastery.com/hub), our membership for experienced Google Ads Specialists who want to be and stay on the cutting edge of PPC.
TLDR — you’ll get access to:
- Exclusive courses.
- Exclusive resources.
- Our community forum.
If you want to upgrade your skills and become the best Google Ads Specialist you can possibly be, then The PPC Hub is made for you.
[**Feel free to check it out and join us here.**](https://www.ppcmastery.com/hub)
Hope that was helpful.
See you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #89 — how to stay relevant & thrive in the Age of AI
URL: https://www.ppcmastery.com/newsletter/tpe-89-how-to-stay-relevant-thrive-in-the-age-of-ai
Published: 2024-04-15
Author: Miles McNair
GM, Miles here with an important issue of The PPC Edge.
Lots of people have asked me if we will have a job in the future of PPC…
Sam Altman, CEO of OpenAI, recently predicted that our jobs will be replaced by AI in a few years.
He said:
In other words: _“AI will take your job”._
I believe it’s a bit more nuanced than that…
You will always be needed, but you have to keep evolving if you want to stay relevant and thrive as a Google Ads Specialist. Or else, you will fall behind and become a commodity.
_(A commodity is a product/service that can be easily replaced and has no differentiating factors)._
Simply being a ‘Google Ads button pusher’ is not enough anymore.
In today’s issue, I’ll show you the simple **3-step framework** you can follow to evolve and make sure you stay relevant (and thrive) in the Age of AI.
But first, let’s look at how our industry has changed.
Let’s dive in!
## We are officially in the “Age of AI” and people are worried.
AI is a hot topic in the world — and also in our fast-changing PPC industry.
It’s all over the news, and AI is embedded in every new Google Ads product release:
Because of AI, Google now controls:
1. **Your ads** (what they look like).
2. **Your targeting** (where your ads show).
3. **Your bids** (how much you pay for a click).
This worries PPCers, as we’ve seen in PPCsurvey’s recently released “**[State of PPC Global Report of 2024](https://www.ppcsurvey.com/)**”.
They surveyed the biggest challenges, goals, and concerns in our industry:
It doesn’t surprise me at all to see AI & Automation as the top challenge because it’s such a hot topic…
Because of AI, we can now create entire campaigns, ad groups, keywords, and ads with a simple prompt.
As a result:
- The playing field is **completely level**.
- The barrier to entry is **lower than ever**.
- Many accounts will have **similar setups**.
Campaign creation is no longer an edge.
So the question then is: _**“how do you create a competitive edge and stay out, when everyone uses the same tech?”**_
Well… The increased adoption of AI is a huge opportunity, and it has nothing to do with how you use AI yourself.
I’ll show you what I mean.
## The downside of AI and why low-level Google Ads Specialists will suffer the most.
Here’s a harsh but true reality: AI will turn noobs into bigger noobs.
AI is going to decrease the overall level of average Google Ads Specialists (giving you a chance to stand out).
Here’s what will happen:
- They create a **prompt-based campaign**.
- They create a few **AI-generated assets**.
- They set up a by **Google recommended budget**.
- They set up a bid strategy and **blindly guess what targets they need**.
_Easy-peasy-lemon-squeezy: campaigns have been created within a few minutes._
But when shit hits the fan, they have **no clue what to do to** repair their campaigns…
So they **blame bad results on Google’s algorithm** or “increased competitor activity”.
Here’s the problem: using AI without a deep specialization is very dangerous.
We’re gonna see a lot more low-quality ads like this:
_(source: **[Amalia Fowler](https://www.linkedin.com/posts/amaliafowler_remember-that-your-ad-copy-should-match-the-activity-7183987697890308097-NUtg?utm_source=share&utm_medium=member_desktop)**, follow her she’s great)_
What do you notice?
- The image is for a **Father’s Day** gift.
- Ad copy reads “**Mother’s Day Gift**”.
- Ad copy reads “**Black Father’s Day**”.
You need to deeply master Google Ads to gauge whether or not the quality (output) generated by AI is actually good. Otherwise, you’re gonna see a lot of costly errors that will damage your brand and performance.
Now is it all doom & gloom?
Only if you’re a noob ;-).
But I know you’re a pro — so you’re good.
For you, these developments are actually a great opportunity.
Let me explain.
## How you provide value as a Google Ads Specialist has changed.
With AI and all these automations, your value as a Google Ads Specialists shifts from inside Google Ads to outside Google Ads:
- 30% of your time is spent inside Google Ads.
- 70% of your time is spent outside of Google Ads.
But just because you do less WITHIN Google Ads, doesn’t mean you become less valuable.
It’s the opposite — you actually become MORE valuable (if you plan your next moves wisely).
Spending less time in Google Ads is actually a huge opportunity, because you can now spend more time on business strategy and helping your clients get to the next level.
But how do you do that?
## How do you stay ahead in the Age of AI?
With all these changes, it’s more important than ever to be a student of the game:
- You must **DEEPLY master Google Ads**.
- You need to **become a business partner** for your clients.
- And you need to find a way to **future-proof yourself and gain an edge outside of Google Ads**.
Many people think you must become a generalist, but I disagree.
A generalist is competent in many things, but not an expert in anything…
The alternative would be to become a specialist: an expert in 1 specific topic.
That’s close, but not enough…
If you want to stay relevant and thrive in the Age of AI, I think you must become a **“T-Shaped Google Ads Specialist”**.
T-Shaped Specialists have 1 core expertise and are competent in many other things.
## Evolve into a T-Shaped Google Ads Specialist.
Evolving into a T-Shaped Google Ads Specialist is the best way to stay relevant and thrive in the Age of AI.
It’s the fastest way to de-commoditize yourself.
You will have 1 core expertise: Google Ads.
On top of that, you’ll be competent in many other things that will stack on top of your existing Google Ads skillset, making you extremely powerful and relevant.
Here’s how it works:
**Step 1:** Deeply master Google Ads.
**Step 2:** Become a business partner for your clients by developing essential business skills.
**Step 3:** Future-proof yourself with a complementary skill that stacks on top of Google Ads.
Let’s dive into each step!
## **Step 1: Deeply master Google Ads.**
Remember: we are Google Ads Specialists first and foremost!
Your job is to DEEPLY understand how the Google Ads platform works.
Just because you only spend 30% of your time inside Google Ads, doesn’t mean you can neglect deepening your skillset.
❌ Mastering Google Ads is not about finding the right buttons or reading news updates…
❌ And it’s also not about using advanced tactics…
✅ Mastering Google Ads is about DEEPLY understanding the platform…
✅ It’s about doing the **fundamentals** well, over and over and over and over…
So you ALWAYS have a plan for what to do (especially when the results aren’t great).
Here’s a huge mistake most Google Ads Specialists are making: they only chase shiny objects (aka advanced tactics).
But it’s the “boring” fundamentals that drive 80% of your results.
_Listen, I love advanced tactics. But only for advanced accounts. You’re always better off sticking to the fundamentals first, before you even think about advanced tactics!_
Here’s an example from [**Ramial Aqeel**](https://www.linkedin.com/in/ramialaqeeldigital/) (member of [**The PPC Hub**](https://www.ppcmastery.com/hub)), who significantly improved his results, simply by sticking to the fundamentals:
- +52% conversions.
- +40% ROAS.
- \-27% CPA.
What he did:
- Improved his tracking with Server-Side Tagging.
- Consolidated his campaign structure.
- Leveraged Broad Match keywords.
- Optimized his product feed.
It can be as simple as that — but still, most of us like to chase shiny objects, aka advanced tactics…
You generate great results by deeply mastering Google Ads, and it all starts with the fundamentals.
This newsletter will become too long if I list out all the fundamentals, so I’ll do that in a future issue.
**For now, just make sure you deeply master:**
- Conversion Tracking & Data Input.
- Goals & KPIs.
- Campaign Structure.
- Targeting.
- Creatives.
- Bids & Budgets.
- Landing Pages.
Do those things well and you’re on your way to great results with Google Ads, over and over.
Deeply mastering Google Ads is the most important step in becoming a T-Shaped Google Ads Specialist.
Once you’ve done that, it’s time to move on to the next step.
## Step 2: Become a business partner for your clients by developing essential business skills.
You will take your value to the next level by becoming a business partner for your clients.
You do that by developing essential business skills, like:
- Marketing fundamentals.
- Human psychology.
- Offer optimization.
- Sales.
- Soft skills.
- Persuasive copywriting.
When you do that, you’ll be able to help your clients better by:
- **Spotting new opportunities** they may not see themselves
- Increasing **AOV/CVR/LTV**.
- Optimizing their **offers, pricing, funnels, and positioning**.
- Optimizing their **sales processes** (to increase lead-to-sale ratios).
- Challenging them on the **inefficiencies in their business**.
_Side note: the fastest way to develop your business skills is by actually building your own business._
_This doesn’t have to be a unicorn — you’ll learn a lot from even a small side hustle._
_It will teach you about profit margins, attribution, sourcing products, dealing with manufacturers, lead generation, positioning, human psychology and so much more._
_It’s a truly underrated way to relate more to your clients, and ultimately give them the feeling you UNDERSTAND their business._
_Once that happens, you become a true business partner, instantly de-commoditizing you in the market._
## Step 3: Future-proof yourself with a complementary skill that stacks on top of Google Ads.
The last step in becoming a T-Shaped Google Ads Specialist is to future-proof yourself by picking a complementary skill that stacks on top of Google Ads.
This could be SEO, Meta Ads, AI, Data & Analytics, Creative Strategy, CRO, or anything else you like.
Just pick 1 skill you like and stack it on top of your current Google Ads skillset.
At the intersection of these complementary skills is where you’ll be most valuable.
- **PPC + SEO = The Search Specialist.
**_enhance your PPC and SEO data, and become the bridge between both platforms.
_
- **PPC + Meta Ads = The Media Buyer.
**_help your clients with full-funnel advertising strategies.
_
- **PPC + Data & Analytics = The Machine Feeder.
**_help your clients feed more high-quality (1P) data into the system.
_
- **PPC + AI = The Automator.
**_build kickass automations (scripts, custom GPTs, creatives).
_
- **PPC + Creative Strategy = The Creative Strategist.
**_help your clients with conversion-focused creatives (video)._
- **PPC + CRO = The Conversion Booster.
**_help your clients generate more conversions without extra ad spend._
Layer one of these skills on top of your existing skill set, and you’ll be unstoppable!
But this is only the last step in your development. First, deeply master Google Ads.
## And that’s how you future-proof yourself and thrive in the Age of AI!
To recap, here’s how you stay relevant and thrive in the Age of AI by becoming a T-Shaped Google Ads Specialist:
**Step 1:** Deeply master Google Ads.
**Step 2:** Become a business partner for your clients by developing essential business skills.
**Step 3:** Future-proof yourself with a complementary skill that stacks on top of Google Ads.
Just because you only spend 30% of your time inside Google Ads, doesn’t mean you can neglect deepening your skillset.
For now, step 1 is the most important.
Lay the foundation: go deep on Google Ads.
Then, future-proof yourself and broaden your skillset.
That is how you thrive. And if you don’t, you will be out of business soon.
The future belongs to T-Shaped Google Ads Specialists!
I’d like to finish this issue with issue with one of my favorite quotes from Charles Darwin:
Don’t become a commodity — keep evolving, adapting, and growing.
Deeply master Google Ads, stay up to date, future-proof your skillset and become a true business partner for your clients.
That is how you’ll stay relevant and thrive in the Age of AI.
Thanks for reading and have an awesome week!
See you soon :).
Cheers,
Miles (& Bob)
## Final note: want our help mastering Google Ads?
Ultimately, our goal is to help you on all 3 steps of the T-Shaped Google Ads Specialist framework.
But we can’t get there without nailing step 1: deeply mastering Google Ads (because there is no T-Shape without a DEEP specialization first).
We created [**The PPC Hub**](https://www.ppcmastery.com/hub) to help you master Google Ads:
- It’s our membership exclusively for experienced Google Ads Specialists who want to be on the cutting edge of PPC.
- Upgrade your skills, stay up to date with all the latest developments, and join a global community of world-class Google Ads Specialists who all learn and grow together.
- Learn what it takes to master Google Ads and confidently drive results for your clients, over and over.
Results are important, but there is more than just ROAS.
**We are passionate about helping you excel in your career.**
Upgrade your skills so you open yourself up to better opportunities:
- Land a new job.
- Get promoted.
- Start freelancing (aka more freedom).
- Make more money.
- Improve results and serve your clients better.
- Upgrade your team’s knowledge and hire better talent.
- Feel more relaxed, joyful, and confident.
- Have more fun in your work as a PPCer.
You will get access to exclusive courses, resources, and a community forum to help you master Google Ads.
Learn and grow together with 800+ like-minded Google Ads Specialists.
Here’s everything you’ll get (we’re launching new products in The PPC Hub every month):
If that sounds interesting, [**click here to check out all the info and join 800+ experienced Google Ads Specialists.**](https://www.ppcmastery.com/hub)
I hope to see you inside!
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #88 — The State of PPC 2024 Report (Top 8 Outtakes)
URL: https://www.ppcmastery.com/newsletter/tpe-88-the-state-of-ppc-2024-report-top-8-outtakes
Published: 2024-04-07
Author: Miles McNair
Happy Monday — Miles here!
PPCsurvey.com finally released the [**2024 edition of the “State of PPC” Global Report**](https://www.ppcsurvey.com/).
It’s full of epic insights from our industry.
So in today’s issue of The PPC Edge, I’m gonna share my most important outtakes, and what you can learn from them.
Let’s dive right in!
## What is “The State of PPC” Global Report?
[**This report**](https://www.ppcsurvey.com/) is based on a survey of 1,135 PPC specialists and how they feel about their work, ad platforms, priorities, campaign types, budget expectations, generative AI, tooling, and much more.
It’s 60+ pages of incredibly valuable (and fun) insights about our fast-changing PPC industry.
I highly recommend you to read/skim through the report.
But in case you can’t be bothered, here are my top 8 outtakes:
1. PPCers struggle with AI & Automation.
2. Success is about managing client expectations.
3. Nearly 50% of PPCers think managing campaigns got harder.
4. Trust in platforms is at an all-time low.
5. Multi-channel advertising seems challenging.
6. Agency pricing models still vary a lot.
7. Exact match is still wildly popular.
8. Full-on Performance Max is more popular than I thought.
Bonus: Our communities are among the most popular!
## 1: PPCers struggle with AI & Automation.
Not surprisingly, lots of PPC Specialists struggle with the adoption of AI & Automation, and have listed it as their top priority for 2024.
This word cloud from the report is just fantastic:
Our beloved PPC industry is changing faster than ever so it’s no surprise to see “AI & Automation” on this list.
Lots of people wonder what the impact is on our work field, how our role will change, and if we will have a job in the future.
I’m here to tell you we will — but it may not be in the way you expect.
That’s why we’re hosting a live, free workshop next Thursday (April 11th, 14:30 - 16:00 CEST) titled **_“How to Future-Proof Yourself as a Google Ads Specialist and stay relevant in the Age of AI”_.**
So far 1600+ PPCers already registered, will you join us too? :)
**This training is jam-packed with value, you don’t want to miss it:**
- The **simple 3-step framework** that ensures you future-proof yourself, stay relevant and thrive in the Age of AI\*(that has nothing to do with AI or the latest product updates)\*.
- The **roadmap for deeply mastering Google Ads** _(so you can confidently drive results)_.
- Why **most Google Ads Specialists will become commodities** _(and what you need to do to prevent that)_.
- Why you must **master the fundamentals** _(instead of chasing fancy-sounding advanced strategies)_.
- How to **reposition yourself as a true business partner for** your clients _(instead of just a 'Google Ads button pusher')_.
- How to **gain a competitive edge** when everyone uses the same tech _(and why this has nothing to do with how you use AI)_.
- Why the **need for specialists is higher than ever** _(but not in the way you might expect)_.
- How we can help you **dominate your competition for years to come**.\*\*
You can register here for free: **[https://www.ppcmastery.com/future](https://www.ppcmastery.com/future*)**
## **2: Success is about managing client expectations.**
The survey asked PPCers about how they define success. While some answers revolved around the results (higher efficiency, more profit, and revenue growth), the most important definition is “meeting client expectations”.
I like this definition, because every client is different and has different expectations.
It all comes down to communication: NEVER launch a campaign without aligning on your clients’ goals, KPIs and expectations.
Your work becomes a lot easier and more fulfilling when you’re clear on those (and harder and more stressful when you’re not).
## 3: Nearly 50% of PPCers think managing campaigns got harder.
49% of PPC Specialists thinks managing campaigns got harder than two years ago (and only 16% thinks it got easier):
Here are the main reasons people listed:
Lots of people struggle with decreased control and insights (which are mostly caused by Performance Max).
Surprisingly though, AI, automation, pMax, and automated bidding are also among the reasons why 16% think it’s easier to manage campaigns now:
That’s an interesting statistic… The thing that makes Google Ads harder, is also the thing that makes it easier… A paradox, but I think most of us can relate.
That’s why we are here for you to help you navigate the black boxes of Google Ads, get more insights, and ultimately give you the tools you need to succeed in our fast-changing PPC industry!
## 4: Trust in platforms is at an all-time low.
This may not come as a complete shock: trust in ad platforms (especially Google Ads) is at an all-time low (54% have less faith in support from Google Ads, while only 16% have more trust).
31% have “about the same” level of trust — and I suppose for most of them trust was already low.
_I know lots of Google Reps will be reading this email — do something about it guys._
## 5: Multi-channel advertising seems challenging.
Lots of PPCers are struggling with multi-channel advertising, mostly because of attribution, reporting, first-party data, syncing efforts, budget allocation, and time management.
Pro-tip: if you have a multi-channel advertising approach, you NEED a third-party (unbiased) attribution tool like Northbeam, TripleWhale, Rockerbox or Hyros.
It’s gonna significantly improve your life — especially on the attribution and reporting side of things!
## 6: Agency pricing models still vary a lot.
This is a topic I love to geek out on: agency pricing models. Based on the survey, it seems there are still a LOT of different pricing models — of which a flat fee based on spend and billable hours are the most popular.
There is no right or wrong pricing model — and you should use whatever works best for you, your agency, and your clients. But I’m surprised to see flat fee + percentage of spend is only used by 15% of respondents.
That’s my favorite pricing model because it gives you security (the flat fee), and a variable to grow alongside your client (percentage of spend).
Again: there are no right or wrongs here. Do whatever works best for you, your agency, and your clients!
## 7: Exact match is still wildly popular.
The survey also asked about specific Google Ads feature adoption. Turns out that Exact match keywords are still very popular (always used: 42%, often used: 33%, rarely/never used: only 8%).
Surprisingly Broad match keywords are rarely/never used by 30% of the respondents (that’s crazy).
Exact match keywords are the closest we can get to feeling in control, so I understand why they’re still so popular. But in recent years, Google has made big changes to how Exact match keywords match to search terms, effectively making them closer to Phrase match…
_Are you still using a lot of Exact match keywords? That’s cool. I’m not here to say you shouldn’t. But please check your search term reports frequently and check if the matched search terms still make sense. You’ll be surprised how broad these can go sometimes…_
## Bonus: Our communities are among the most popular!
Our [**Discord community**](https://www.ppcmastery.com/community) is ranked as the 2nd most popular PPC community in the world 🤯.
(And we're only a few % away from r/PPC on Reddit which has been around for yeaaars).
ABSOLUTELY INSANE.
It’s also cool to see **[The PPC Hub](https://www.ppcmastery.com/hub)** among the most popular communities in the world, even though it was only 6 months old when the data for the survey was collected.
When I launched "Miles' PPC Hub" on Discord in June 2022, I never thought this is where it would end up.
It feels like we've only just begun...
But this shows we're on the right path.
We're almost at 10.000 members!
We have something big planned for our Discord community in June: a (free) multi-day event that’s gonna 10X the value we’ve already provided.
But more on that later. :)
Our goal is to build world's greatest community for Google Ads Specialists…
And I feel like we’ve done a good job so far. But we couldn’t have done it without YOU!
So thank you for always supporting us and being on this epic journey with us 💜.
## That’s it — don’t forget to read the report!
If you want, you can grab the entire report at [**ppcsurvey.com**](https://www.ppcsurvey.com/).
Use it find find out where you stand compared to your industry peers.
Kudos to the team at PPC Survey for delivering such a great and valuable database of insights.
That’s all for today — thanks for reading and catch you next week!
Cheers,
Miles (& Bob)
_p.s. Don’t forget: we have an EPIC free workshop coming up this Thursday about how to future-proof yourself as a Google Ads Specialist in the Age of AI (by becoming a T-Shaped Google Ads Specialist)._
_You can register here for free: **[https://www.ppcmastery.com/future](https://www.ppcmastery.com/future*)**_
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #87 — how to A/B test ad copy with Responsive Search Ads
URL: https://www.ppcmastery.com/newsletter/tpe-87-how-to-a-b-test-ad-copy-with-responsive-search-ads
Published: 2024-04-01
Author: Miles McNair
GM and Happy Easter!
Ad copy A/B testing is one of the most impactful and important tasks for a Google Ads Specialist.
But it’s incredibly hard with Responsive Search Ads, automation, and limited insights.
What if I told you there is another way?
I’ll show it to you in this newsletter.
Let’s dive in!
## **RSAs have made ad copy A/B testing impossible.**
A few years ago, when (Expanded) Text Ads were still a thing, we’d run very granular ad copy A/B tests with small variations.
But that has become completely impossible with Responsive Search Ads (RSAs):
You add up to 15 headlines and 4 descriptions and let Google do the testing for you.
As a result:
- A few headlines get 70-90% of impressions.
- Most are left untested.
- You get no real performance data.
_Here’s an example of the limited insights RSAs give us, even with 100K+ average impressions per Responsive Search Ad (everything just gets labeled as “good” or “learning” lol):_
__
It’s even worse in small accounts.
You need WAY too much data to get statistically significant insights.
This makes ad copy A/B testing completely impossible.
But wait!!
Did you know there is a secret way that allows you to still A/B test copy?
I’ve been using it for years and thought everyone knew about it…
But I was wrong: I hardly ever see people actively using this feature in their accounts.
Let me show you!
## **How to run ad copy A/B tests with Ad Variations.**
There’s a hidden feature in Google Ads called ‘Ad Variations’.
With Ad Variations, you can A/B test specific elements of your ads (headlines, descriptions, even landing pages).
And you get REAL data — plus an indicator if your test is statistically significant.
Here’s how to use Ad Variations.
## **Step 1: Navigate to Ad Variations.**
1.1: Go to “Campaigns”, then click “Experiments”
1.2: Click on “Ad Variations”
1.3: Click the “+”
## **Step 2: Set up your Ad Variation.**
**2.1: Select Ads.**
- Choose the right campaigns.
- Optional: set up a filter (if you only want to test ads with a specific headline, description, final URL or path.
- Click “continue”.
**2.2: Create variation.**
- Choose the type of variation you want to apply to your ads
- Find and replace: finds and replaces a specific text _(see example below where you could test “Buy now” vs. “Shop now”, or anything else like USPs, CTAs, keywords etc.)_
- Update URLs: sets a new URL to test with.
- Update text: choose what you want to edit (headlines/descriptions) and what you want to test (add/remove/pin).
_Find and replace is my personal favorite because it’s the easiest way to isolate ad copy and do proper A/B tests (which is impossible with regular RSAs)._
**2.3: Set variation details.**
- Add a name.
- Set a start and end date (we used to be able to run tests without an end date but as of now the max duration is 84 days).
- Set up your Experiment split (in most cases 50% is perfect).
**2.4: Click “Create variation” to launch your Ad Variation.**
****
## **Congrats, you’ve now launched your Ad Variation!**
All you have to do now is sit back, wait, and gather data.
In the meantime, you can analyze the performance of your Ad Variation test:
When you click on your Ad Variation name, you will get a deep-dive of the data and results of your experiment.
See below for 1: overall performance comparison between your control and experiment ads.
Hover over the data to see statistical significance (if you see a blue star, it means your test is statistically significant for that specific metric).
And 2: see the performance data by campaign/ad group/ad.
## **You can now A/B test ad copy with RSAs!**
You now have a new powerful weapon in your arsenal.
Play around with Ad Variations and start A/B testing.
Again: my personal favorite is the find and replace function because it allows you to isolate tests (which is crucial for proper A/B testing).
**Here are a few examples of what you can test now:**
- Landing page tests.
- Lower case vs. Upper case.
- USP vs USP.
- CTA vs CTA.
- Pinning vs. Unpinning.
- Keywords vs. no keywords (or DKI).
These are just examples — test literally anything you like.
Hope it was helpful.
Enjoy the rest of your day and see you next week! :)
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #86 — new GA4 & Google Ads tracking updates
URL: https://www.ppcmastery.com/newsletter/tpe-86-new-ga4-google-ads-tracking-updates
Published: 2024-03-22
Author: Miles McNair
GM, Miles here with issue #86 of The PPC Edge (getting closer to #100!!) :).
Last week, Google announced they are rolling out new changes to streamline the conversion data between GA4 and Google Ads _(link at the bottom)._
Initially, I thought this would help solve the data discrepancy issues between GA4 and Google Ads data.
But after studying the announcement, I feel like Google is just renaming a few things that have nothing to do with solving actual data discrepancies.
Anyway, let's just dive right in so I can show you what I'm talking about!
## **Google Ads and GA4 conversion tracking data never match up.**
Since the beginning of time, Google Ads and Google Analytics have shown data discrepancies (meaning: the data is never 100% the same).
These differences can be caused by:
- Conversion delays.
- Conversion Tag setup.
- Customer conversion time.
- Lookback windows in Google Ads.
- Conversion count settings.
- (Engaged) View-through conversions.
- Cross-device conversions.
- Conversion Modeling.
- Invalid traffic.
- Attribution settings.
It's not uncommon to see differences of up to 40%.
Here's an example of one of Bob's accounts with a 17% difference in tracked conversions (in favor of the Google Ads Tag):
Our advice up until this point has been to use Google Ads Conversion Tracking (with the Google Ads Tag) for your primary conversions, and to use GA4 imports as your secondary conversions (as a backup).
But last week, Google announced they will be rolling out a new update that promises to streamline conversion data between Google Ads and GA4.
Will that make GA4 the superior tracking option?
Let's find out.
## **New update: "making conversions consistent across Google Ads and Analytics".**
In last week's announcement, Google mentioned they are working on _"making conversions consistent across Google Ads and Analytics":_
My initial response: _"AWESOME, this will surely help solve the data discrepancy issues!"_
But after studying the announcement for 2 hours, I realized it's not as exciting as I thought. Let me explain why.
## **What does this update contain?**
Here's the update in a nutshell:
- Google wants to **streamline conversion tracking between GA4 and Google Ads**. _(good)_
- **“Key Events”** will replace conversions in GA4. _(confusing)_
- If you have a Google Ads account linked to GA4, **you’ll see “Conversions” which is synced between the two platforms**. _(confusing)_
- We’ll see **better support for Enhanced Conversions in GA4**. _(good)_
- It will be **easier to pass consent choices to GA4** with Consent Mode. _(good)_
## **The role of "Key Events" and "Conversions" in GA4.**
All old conversions in GA4 will be renamed to "Key Events".
For example: "conversion rate" would become "key event rate".
And "newsletter signup conversions" would become "newsletter signup key events".
If you have Google Ads and GA4 linked to each other, you will also see reports with "Conversions".
These will only apply to Google Ads conversions that are imported back into GA4.
## **This doesn't solve the data discrepancy issue...**
This DOES streamline the conversion data between Google Ads and GA4, but only because Google Ads conversions are imported back into GA4 as "conversions", and everything else will be labeled as "Key Events".
This doesn't solve any of the data discrepancy issues.
It only means your reported conversions in Google Ads will now be visible in GA4 as "conversions".
That's pretty decent, but in no way does it solve data discrepancies.
There will still be two different data sources: "Key Events" and "Conversions", and they WILL continue to show discrepancies.
## **So is GA4 the superior tracking solution compared to the Google Ads Tag?**
The short answer (for now) is: NO.
The Google Ads Tag will still be superior to imported conversions from GA4, and here's why:
- GA4 has limited cross-device tracking capabilities.
- GA4 doesn't support view-through conversions.
- GA4 has limited functionality for Offline Conversion Tracking.
- GA4 has limited functionality for advanced tracking features that enhance your dataset (like New vs. Returning Customer Data, Cart Data and more).
Our advice remains the same (for now): it’s best to import GA4 conversions for observation and back-up purposes and use the Google Ads Tag for your primary conversion tracking.
Granted: GA4 tracking is getting better (especially since they are now starting to integrate Enhanced Conversions), but we're not there yet.
[**Here's the link to the full announcement.**](https://blog.google/products/marketingplatform/analytics/evolving-google-analytics-for-more-insightful-measurement/)
Make it a habit to study these types of announcements because they contain a LOT of golden nuggets that will deepen your understanding of the PPC game, giving you an HUGE competitive edge over people who just read headlines.
I hope this issue was useful, and if I missed anything — please reply and feel free to correct me. Tracking is incredibly difficult and it's easy to miss important details.
That's all for today — see you next week :).
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
Join 20K+ readers and get free Audit Templates
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
Join 20K+ readers and get free Audit Templates
---
### TPE #85 — reduce wasted ad spend and decrease CPCs (1 simple tactic)
URL: https://www.ppcmastery.com/newsletter/tpe-85-reduce-wasted-ad-spend-and-decrease-cpcs-1-simple-tactic
Published: 2024-03-18
Author: Miles McNair
GM — hope you had a fantastic weekend!
In this issue of The PPC Edge, we’ll show you a high-impact tactic we use to significantly reduce wasted ad spend.
We’ve been using this for years and thought it was commonly known and used…
But it turns out most people aren’t using this yet. And that’s because it’s hidden deep inside the Google Ads interface.
We initially shared this tactic in issue #22 of The PPC Edge in December 2022.
And since we are shocked that so many people are still unaware of this powerful tactic, we thought we’d share it again in today’s issue.
We’re talking about **Portfolio Bid Strategies with max CPC bid limits.**
If you use them correctly, you are guaranteed to reduce wasted ad spend.
We’ll show how to set them up (and common mistakes to avoid), but first let’s look at why it’s so important.
Let’s dive in!
## **Smart Bidding is great, but also has flaws. If you’re not careful, it will overspend like crazy.**
The biggest danger of widely adopted automated bid strategies is that Google technically determines all CPC bids.
Smart Bidding as a concept works very well, but if left unrestricted, you will potentially see crazy high CPCs.
Let’s look at an example from our accounts:
In the screenshot above, you can see CPCs of 20-35X the average CPC.
And we’re not alone. **[Dan Chorlton](https://www.linkedin.com/feed/update/urn:li:activity:6981310866210050048)** reported a a CPC of $332.39 (15X higher than his average CPC):
That’s wild!
A quick note on high CPCs with Smart Bidding:
**High CPCs aren’t always bad.** Google bids more when a conversion is likely to occur. Therefore, it’s ok to see higher CPCs here and there. What’s not right, is to see CPCs of 20-35X your average CPC (especially when the CPC is higher than the CPA lol).
And that’s why you need a portfolio bid strategy with max CPC bid limits: to take back control and reduce wasted ad spend.
Let’s look at what those are and how to set them up effectively.
## **The solution to high CPCs from Smart Bidding: portfolio bid strategies with max CPC bid limits.**
Portfolio bid strategies work the same as your normal bid strategies, except you can use them to group multiple campaigns together.
Available portfolio bid strategies:
- Target CPA
- Target ROAS
- Maximize clicks
- Target Impression Share
- Maximize conversions (with or without a tCPA)
- Maximize conversion value (with or without a tROAS)
There is one huge advantage of using portfolio bid strategies over regular bid strategies: **you can set up a max CPC bid limit when you have a Target ROAS or Target CPA.**
By doing so, you restrict how much Google can bid per click.
We’ll show you how to set this up, and then we’ll dig into some dos and don’ts.
It’s important you read through carefully, because setting up your max CPC bid limits incorrectly can decrease your performance.
## **How to set up portfolio bid strategies with max CPC bid limits (they’re a bit hidden).**
1. Click on ‘tools & settings’
2. Click on ‘Bid strategies’
3. Click ‘+’ to create a new portfolio bid strategy
4. Configure your preferred bid strategy
5. Click ‘advanced options’
6. Enter a maximum bid limit
7. Click save
Let’s go through each step with some screenshots.
### **Step 1 & 2: click on ‘tools & settings’ and ‘bid strategies’.**
### **Step 3: click the ‘+’ icon to create a new portfolio bid strategy.**
And then select your preferred bid strategy.
### **Step 4: configure your preferred bid strategy.**
Let’s use Target ROAS as an example.
Add a name, campaign(s) and ROAS target.
You can either add one single campaign, or multiple. Which option you choose differs case-by-case but they’re both fine.
Then, click ‘advanced options’. This is where the magic happens.
### **Step 5 & 6: click ‘advanced options’ and enter a maximum bid limit.**
After you click on ‘advanced options’ (see screenshot above), you will see options to enter a minimum and maximum bid limit.
(if you already have a portfolio bid strategy and you want to add/edit your maximum bid limit, just click on your portfolio bid strategy, scroll all the way down to ‘settings’, and then click ‘advanced options’ to enter your bid limit).
Leave the minimum bid limit open. For the maximum bid limit, we suggest a bid limit of 3-5X your average CPC on the campaigns you’re adding the portfolio bid strategy to.
An important note here: there are no hard and fast rules on what your maximum bid limit should be. Keep in mind: if you set the limit too low, you will limit the algorithm.
Usually, 3-5X your average CPC should be enough to give the algorithm enough room to push, while restricting it from bidding crazy high CPCs.
When you determine your maximum bid limits, ALWAYS look at the average CPCs of the campaigns you’re adding the portfolio bid strategy to. Do NOT base your bid limits on average CPCs of your entire account (because then your bids will likely be too low and your performance might suffer).
## **3 Common mistakes to avoid when using portfolio bid strategies with max CPC bid limits**
Read through these carefully to prevent mistakes that could negatively impact your performance.
### **Common mistake 1: setting bid limits that are too low.**
If your maximum bid limit are too low, your performance will likely suffer because the algorithm can simply not bid enough to get new impressions/clicks. If you average CPC is $1.2, don’t set the bid limit to $1.00. Be smart and set a maximum bid limit that’s at least 3-5X your average CPC. Sometimes higher might even be needed.
### **Common mistake 2: setting bid limits based on account-level average CPC.**
Base your maximum bid limits on the average CPC of the campaigns you’re adding to the portfolio bid strategy. That way you ensure your bid limits aren’t set too low.
### **Common mistake 3: setting and forgetting maximum bid limits.**
Maximum bid limits on portfolio bid strategies are amazing, but do not set and forget them. Constantly optimize those bids, especially if you see your impressions/clicks decline as a result of setting them too low. In peak seasons or when you have a promotion, you generally want to give the algorithm a bit more room by increasing your CPC limits. The expected conversion rate uplift makes up for the potentially slightly higher CPCs in those periods.
## **Recap and final notes.**
Portfolio bid strategies with maximum CPC bid limits are an effective way to reduce wasted ad spend. Analyze your campaigns carefully after setting them up just in case your performance decreases.
If you don’t set your maximum bid limits too low, you should be fine!
Unfortunately, they are not available for Performance Max campaigns, it is what it is :(.
Good luck implementing this advanced and powerful tactic.
See you again next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #84 — new insights from Google Think 2024
URL: https://www.ppcmastery.com/newsletter/tpe-84-new-insights-from-google-think-2024
Published: 2024-03-11
Author: Miles McNair
Hey, Miles here with The PPC Edge.
Last week, Bob was invited to attend Google Think 2024, a live event in Amsterdam with keynotes about:
1. AI (shock :p).
2. What drives customers’ purchase decisions.
3. New Performance Max product updates.
I asked him about his experience and what he learned from the event. I’ll debrief it to you in today’s issue of The PPC Edge.
Let’s dive in, so you are up to speed with the most important updates in the PPC world!
## Part 1: Keynotes about the future of Google Ads and AI.
The event started with some keynotes about \[drumrolls please\] AI.
The key takeaway was that we’re again at an inflection point — like the invention of the internet, resulting in the “information age.” Things will only accelerate from here, and we should be ready to re-invent ourselves multiple times in the upcoming decade.
Bob found this slogan very strong:
We shouldn’t be “worried” about AI, as we will still be the marketer in the driver’s seat (for now, at least).
However, AI will _enable_ us to go much faster and be better marketers.
Or at least that’s what Google’s saying right now…
You could also argue AI is making a lot of marketers worse, but that’s a discussion for another day…
## Keynote about the “AI Flywheel”.
Another main-stage presentation focused on the “AI flywheel,” discussing the importance of using optimized data inputs (tracking, first-party data, etc.) while using Google's AI solutions and your own custom AI solutions on top of that.
A great case study was shared from fashion retailer Omoda, which used custom AI models to predict possible returns based on several variables like the ordered products. For example, if you’re seeing customers order two variants in the same Item\_group\_id (2 different colors or two different sizes), then you could be somewhat confident 1 of them is getting returned; hence, you might want to use Conversion Adjustments or alter your (dynamic) conversion value to account for that immediately.
This allows you to feed Smart Bidding with the predicted, correct conversion value.
Long story short, advertisers who combine their own data with Google’s AI solutions will be the ones who win. It’s something we’ve been teaching in our courses for a long time as well.
## Part 2: Insights in what drives customers’ purchase decisions.
Another thing worth sharing: according to Emily from Google, 70% of the customer’s decision to purchase is made around “other factors” than price such as
- Social proof
- Brand values
- Authority bias
- Delivery and returns (the power of free)
That means price and discounts account for only 30% of a customer’s purchase decision.
Of course, there are always exceptions to this rule based on the vertical you’re in (e.g., luxury brands)…
But what we can learn from this, is that you should put a lot of emphasis on optimizing your offers beyond just price.
If you can help your clients make irresistible offers, you will win. There’s no doubt about it.
## Part 3: New Performance Max product updates.
Google is “committed to improving Performance Max” (their words)…
So next up was a presentation with some new Performance Max updates:
**Category 1: More Transparency**
- Search term insights
- Audience insights
- Asset group insights
- Ad Strength reporting
- Experimentations (uplift, conversion lift, geo tests)
**Category 2: Better Controls**
- Search Themes
- New Customers Acquisition Goals (Re-Engagement)
- Brand Exclusions
- Page Feed controls for Brand Safety
**Category 3: Cooler Integrations**
- Generative AI in Google Ads
- Google Display & Dynamic Search Ads Upgrades (meh)
- Creative improvements
Most of them have already been announced before, but not every account had access yet.
Additionally, what really stood out are the new **Budget Pacing** and **Performance Shifts Analyzer** tools.
With Budget Pacing, you can “get a pulse check on which campaigns are limited by budget”.
It sounds promising and we hope it’s gonna be genuinely useful.
Let’s pray it’s not just a tool for Google to focus only on “limited by budget” campaigns.
The new Performance Shifts Analyzer will help us “take a deeper look at what’s driving performance shifts (outliers)”, so we can better understand what optimizations to prioritize. Sounds good!
## Conclusion: lots of new updates are coming and AI is here to stay.
Lots of new product updates are coming to Google Ads soon, and AI is embedded in all of them.
Google Think 2024 taught us that AI is here to stay, and we need to keep reinventing ourselves to stay ahead.
Ponder this quote this week, and see what it means for you:
_“You’re the marketer. AI is the enabler.”_
We’ll be here with you along every step of the way, to help you get the best possible results from your Google Ads campaigns.
Thanks for reading, and see you in Friday’s issue of The Friday Roundup!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #29 — new pMax insights (updated script)
URL: https://www.ppcmastery.com/newsletter/tpe-29-new-pmax-insights-updated-script
Published: 2024-02-14
Author: Miles McNair
We were going to share updated conversion tracking best practices in today’s PPC Edge, but we stumbled upon an extremely important breakthrough today that we just needed to share with you right away.
Namely: you can unlock new Performance Max insights that allow you to take back control and make better decisions.
Let’s dig in, this is exciting stuff.
## Unlock new Performance Max insights: see share of spend on Search
In case you didn’t know, **[Mike Rhodes from AgencySavvy](https://www.linkedin.com/in/websavvy/)** built an amazing script that creates graphs and tables that visualize pMax spend on 3 networks: Shopping, Video, and ‘Other’.
A lot of Google Ads Specialists (including ourselves) used this script because it provides nice additional insights.
However, it wasn’t complete and 100% trustworthy. Why? Because ‘Other’ consisted of Search ánd Display/Discovery data.
Well, that’s about to change. Mike Rhodes and **[Tobias Hink](https://www.linkedin.com/in/tobias-hink/)** dug deep into Google’s API and found a way to single out spend on the Search network!
These guys are true geniuses. Look at how they hacked the system:
_Source: **[Mike Rhodes on LinkedIn](https://www.linkedin.com/posts/websavvy_ppcchat-pmax-googleads-activity-7030724631892283392-M50z?utm_source=share&utm_medium=member_desktop)**_
This is what we need: sharp minds in the community coming together to take back insights that are deeply hidden from us.
The question arises: if the data is available, why is Google making it so hard for us to access it?!
## Introducing Performance Max spend allocation script v20
With the latest script, you can see where your pMax budget was spent across Shopping, Video, Display, and Search.
This is what it looks like: (The green bars (Search Cost %) are new):
## So how do you actually use the script?
This script is a must if you’re running Performance Max campaigns. Let’s unpack how we use it.
- In one overview, see where Google spent your pMax campaign budget.
- Quickly identify trends (are you spending where you want to?).
- Create an action plan based on the insights.
- New: see if/how much pMax cannibalizes on your Search campaigns.
## **Set up the script in your accounts to take back insights and control**
This is our advice for you:
- Set the script up in your accounts
- Analyze the at least data once per week
- Quickly take action based on the insights
**[Link to the new script by Mike Rhodes](https://mikerhodes.circle.so/checkout/latest-script?affiliate_code=9b0f98)** (and a special thanks to Tobias Hink).
That’s it for today. Thanks for being an awesome reader of The PPC Edge.
Have a great week!
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #41 — 8 high-impact Google Ads scripts (more control, insights, conversions)
URL: https://www.ppcmastery.com/newsletter/tpe-41-8-high-impact-google-ads-scripts-more-control-insights-conversions
Published: 2024-02-14
Author: Miles McNair
Happy Monday and welcome back to The PPC Edge!
In today’s issue, we’ll share our favorite Google Ads scripts: little pieces of JavaScript code that you can apply in your account to automate tasks (such as bidding, reporting, campaign creation, ad copy optimizations and more).
If you used scripts back in the day, you had a huge edge. But with automation, most of them have become obsolete.
There are hundreds, if not thousands of scripts out there.
If we shared them all, you would quickly get overwhelmed.
Instead, we’ll share a list of scripts we actually use in our accounts.
Let’s dive in!
## 8 high-impact Google Ads scripts
These are the scripts we still use on a daily/weekly/monthly basis in our accounts. It’s by no means a complete list, but we can personally vouch for them:
- Mike Rhodes spend allocation script
- Flowboost Labelizer
- Change history alert
- Quality score tracker
- 0 impressions script
- Anomaly script
- Link checker
- N-gram script
_All scripts listed are account-level scripts, but_ w_ith a little bit of magic (ChatGPT), you can upgrade single account scripts to MCC-level scripts._
You don’t have to use all of these scripts at once. Scroll through and check which ones are useful to you today — and implement right away.
## Mike Rhodes spend allocation script
This has to be the best script of the year: [**Mike Rhodes**](https://www.linkedin.com/in/websavvy/)’ spend allocation script.
**The benefit:** unlock new Performance Max insights: see where your budget was spent across Shopping, Video, Display and Search networks.
**How to get it:** [**download the script here**.](https://mikerhodes.circle.so/checkout/latest-script?affiliate_code=9b0f98)
If you need more context on how to use this script, check out [**issue #29 of The PPC Edge**](https://www.ppcmastery.com/blog/tpe-29-new-pmax-insights-updated-script).
## Flowboost Labelizer script
This is another excellent Performance Max script, created by [**Floris de Schrijver**](https://www.linkedin.com/in/floris-de-schrijver/) and Arjan Schoorl (our valued members of The PPC Hub and co-owners of Flowboost).
**The benefit:** analyze product performance and create performance-based labels for campaign segmentation.
**How to get it:** you can [**download the script here**.](library.flowboost.co?via=ppcmastery)
We wrote a complete guide on how to use this script in issue #39 of The PPC Edge. [**Grab it here if you want to go deeper**](https://www.ppcmastery.com/blog/tpe-39-new-pmax-script-for-product-performance-and-segmentation).
## Change history alert
If you’re worried about people making changes in your accounts, then this script by Google Ads scripts legend [**Nils Rooijmans**](https://www.linkedin.com/in/nilsrooijmans/) is for you.
Maybe you’re working with a stubborn business owner, that wants to get his hands dirty in your accounts…
Or maybe you have Automatic Ad Recommendations that make changes without you knowing it…
Then use this script for peace of mind.
**The benefit:** get an email when unauthorized people (or AARs) make changes in your account.
**How to get it: [download it here on Nils’ Rooijmans personal website](https://nilsrooijmans.com/google-ads-script-change-history-alerts/#more-2050)**.
## Quality Score tracker
This is a simple, yet powerful script for reporting purposes.
**The benefit:** compare your Quality Score within a specific timeframe.
And see how your weighted Quality Score progresses over time.
**How to get it: [download it here](https://www.ppc-epiphany.com/2016/03/11/introducing-the-quality-score-tracker-v3-0/).**
## 0 impressions script
This is a great script if you have a lot of accounts and campaigns and don’t have time to manually check them all every single day.
**The benefit:** get alerted when a campaign gets 0 impressions.
**How to get it:** **[download it here](https://adsscripts.com/scripts/google-ads-scripts/report-campaign-no-impressions?highlight=WyJpbXByZXNzaW9ucyIsImltcHJlc3Npb24iXQ==)**.
## Anomaly script
Another great script if you have a lot of accounts and campaigns and don’t have time to manually check them all every single day.
**The benefit:** get alerted when a campaign shows unusual performance (adjusted for volatility and also works with Video campaigns now).
**How to get it: [download it here](https://adsscripts.com/scripts/google-ads-scripts/standard-deviation-anomaly-detector?highlight=WyJhbm9tYWx5Il0=)**.
## Link Checker
The Link Checker script is a must-have in every account (or even MCC). It provides you with peace of mind, because you get an email when a page stops working. This can help you save a LOT of wasted ad spend.
**The benefit:** get alerted when an URL is no longer working (due to 404s etc.).
**How to get it: [download it here](https://adsscripts.com/scripts/google-ads-scripts/report-link-checker-account?highlight=WyJsaW5rIiwibGlua3MiLCJjaGVja2VyIl0=)**.
## N-gram script
This script was originally created by **[Brainlabs](https://www.brainlabsdigital.com/)** and optimized by Nils Rooijmans, who perfectly explains what n-grams are:
_“An n-gram is a phrase made of n words: a 1-gram is a single word, a 2-gram is a phrase made of two words, and so on. For example, “this four word phrase” contains three 2-grams (“this four,” “four word,” “word phrase”) and two 3-grams (“this four-word” and “four word phrase”).”_
**The benefit:** add up clicks, impressions, costs, conversions of each query containing specific n-grams. You can use this data to add new keywords, negatives, ad groups etc.
**How to get it: [download it here](https://nilsrooijmans.com/updated-google-ads-script-brainlabs-search-query-mining-for-n-gram-analysis/)**.
## Extra resources for hundreds of other scripts
As we said, we don’t want to overwhelm you with every script out there. But if you do want to go down the rabbit hole of scripts, use these resources:
- [**Nils Rooijmans**](https://nilsrooijmans.com/) (the GOAT of Google Ads scripts)
- [**Adsscripts.com**](http://Adsscripts.com) (the name speaks for itself)
- **[Brainlabs](https://www.brainlabsdigital.com/marketing-library/category/google-ads-scripts/)** (good catalog of scripts)
- [**Flowboost**](https://library.florisdeschrijver.com/) (scripts library)
And if you have no idea how to implement scripts, [**check out this useful resource from Nils Rooijmans**](https://nilsrooijmans.com/how-to-set-up-and-run-google-ads-scripts/) (he’s the GOAT of Google Ads scripts for a reason).
## A final note: implement a script now
We’ve given you a nice list of scripts to try out — so our final note to you: pick ONE that is relevant and useful to you, and implement it right away.
Remember: knowledge without implementation is useless.
A special thanks to PPC Hub members Arjan Schoorl, Przemyslaw Kolsut, Mindaugas Kalnius and Evjatar Werker for sharing their best scripts with me.
That’s all for today — we’ll see you next week!
Cheers,
Bob & Miles
_p.s. subtle reminder that the registrations for the [**Google Ads Masterclass of May**](https://www.ppcmastery.com/google-ads-masterclass) close next week (Tuesday, May 16th at 23:59 / 11:59pm CET). If you’re still on the fence, now is the time to join. Secure your seat [**here**](https://www.ppcmastery.com/google-ads-masterclass) before we close or sell out._
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #81 — unlock pMax insights (updated script)
URL: https://www.ppcmastery.com/newsletter/tpe-81-unlock-pmax-insights-updated-script
Published: 2024-02-13
Author: Miles McNair
Hey friends, Miles here!
In this issue of The PPC Edge, I want to talk about the updated pMax insights script by industry legend Mike Rhodes.
I don’t think anyone built a better tool to work with the pMax black box than Mike.
The script I’m about to share with you has been fully updated and is an absolute must-have for every Google Ads account.
You can find the link to get the script at the bottom of this newsletter.
Let’s dive in!
## What started as a Spend Allocation Script is now so much more!
When we shared this script last year, its sole purpose was to show you the Performance Max spend allocation between different channels (Shopping, Search, Display, Video, Other).
This is what the output looked like for v20:
It was truly groundbreaking, giving us valuable insights that Google won’t share.
Since then, the script has evolved and now contains much more than only the spend allocation.
As we speak, v52 just got launched and contains epic insights:
1. Spend allocation & performance per channel.
2. Search category insights.
3. Asset group insights.
… And more!
All of the data is available per campaign, account, or even an entire MCC…
Making it a truly fantastic script that I can’t live without.
Let’s look at each of these insights.
## 1: Spend allocation & performance per channel.
This is the main use case I have for this script: to see the performance data Google won’t give me.
Here’s an example of a feed-only pMax campaign that spends around 95% of the budget on Shopping, and the other 5% on Search.
And another example of a full-on pMax campaign with all assets that spends around 80% on Shopping, 10% on Search, 7% on Display, and 3% on Video.
Here’s how you can use this data:
- In one overview, see where Google spent your pMax campaign budget.
- Create an action plan based on the insights Google won’t give you.
- Quickly identify trends (are you spending where you want to?).
- Check if pMax cannibalizes on your Search campaigns.
- Check if you should optimize your (video) assets.
These insights alone make the script a no-brainer for every account (because Google doesn’t share this data).
But there are a few other features that are very nice as well — let’s zoom in.
## 2: Search category insights.
You can also see the performance of the top search categories in your pMax campaigns.
A very nice addition to the script!
## 3: Asset group insights.
And you can also see the performance for individual asset groups (which makes it so much easier to optimize your asset groups):
## **Set up the script in your accounts to take back insights and control**
This script should be a no-brainer for every account with Performance Max campaigns.
This is my advice for you:
- Set up the script in your accounts.
- Analyze the data at least once per week.
- Quickly take action based on the insights.
**Both account and MCC-level scripts are available, you can find them here:**
- **[Latest pMax Insights Script (single account).](https://mikerhodes.circle.so/checkout/latest-script?affiliate_code=9b0f98)**
- **[Latest pMax Insights Script (MCC).](https://mikerhodes.circle.so/checkout/latest-mcc-script?affiliate_code=9b0f98)**
With a one-time payment, you get lifetime access to all the future updates (and Mike updates them regularly).
Full transparency: yes, we shared affiliate links. But we only do that for tools we believe in and use ourselves.
**[Mike Rhodes](https://www.linkedin.com/in/mikerhodesideas/)** is doing a fantastic job with this script, and I truly think every account can benefit from it.
That’s it for today. Thanks for being an awesome reader of The PPC Edge.
Have a great week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #82 — how switching to MER saved my client from bankruptcy
URL: https://www.ppcmastery.com/newsletter/tpe-82-how-switching-to-mer-saved-my-client-from-bankruptcy
Published: 2024-02-13
Author: Miles McNair
Hey guys, Miles here.
In this issue of The PPC Edge, I want to share the story of how one of my clients went nearly bankrupt in 2021.
And how they turned it around and became profitable again after introducing a new metric called Marketing Efficiency Ratio (MER).
_The story I’m about to tell really happened, but I simplified the data to make it easy to understand and protect my client’s privacy._
Let’s dive right in!
## From record-breaking revenue to nearly bankrupt.
It was August 2021.
My client just had their best month ever:
- Recording-breaking revenue.
- Recording-breaking ROAS for Google and Facebook.
- Record-breaking profit.
_(The data I added below is to illustrate the issue. The numbers are fictitious and simplified for privacy reasons, but the underlying principles are real)._
The ROAS on both platforms was really good and above target.
Or so they thought…
At the end of the month, my client panicked when they analyzed the total revenue and spend…
What happened: they only looked at the platform data from Google Ads and Facebook Ads.
When you do that, you will encounter huge problems and here’s why:
**All ad platforms massively overattribute to themselves.**
As a result, a lot of conversions will be counted double.
_You can verify it for yourself: when you add the conversion values from Google Ads and Meta Ads, the total far surpasses the actual revenue you generated._
Ad platforms love to take credit for every conversion (and they did).
My client discovered they were not profitable at all…
What should’ve been a record-breaking month, turned into a money-losing nightmare.
And it’s all because they only looked at platform data.
Something needed to change, fast.
Or they would go bankrupt.
## Introducing the Marketing Efficiency Ratio (MER).
The next month was truly make-or-break.
Even though they generated a lot of revenue, they could not afford to keep losing money like in August.
That’s when they switched to a new metric that solved the problem: the Marketing Efficiency Ratio (MER).
MER evaluates the effectiveness of ALL your marketing efforts.
It’s the perfect solution to working in silos.
The formula is super simple:
MER = Total revenue / total marketing spend (in a specific timeframe).
Here’s an example. Let’s assume these numbers in a 30-day period:
To calculate MER, just take the total revenue, and divide it by the total marketing costs (which also includes $25.000 in influencer spend).
$850.000 (total revenue) / $550.000 (total marketing spend) = 1.55 (MER).
With MER, you can instantly see whether or not your TOTAL marketing efforts are profitable or not.
## Did MER replace ROAS?
Lots of people think MER should replace ROAS. But that’s not true.
They are similar, but have their own use cases.
The client I’m talking about uses both MER and ROAS daily, in different situations.
### **MER = Marketing Efficiency Ratio.**
They use MER to determine the efficiency of their TOTAL marketing efforts, which can include all ad spend, but also other placements like influencers.
It’s the best metric to use when they want to quickly check if they are profitable or not on an overall level.
Generally speaking, the Performance Marketing Manager safeguards the overall efficiency by checking and reporting MER to the general management.
But the problem with MER is that it only shows you the overall efficiency of your marketing efforts, and doesn’t say anything about channel or campaign-specific performance.
That’s why they still used ROAS.
### **ROAS = Return On Ad Spend.**
They use ROAS to determine the efficiency of specific ad channels or campaigns.
For them, based on their goals, ROAS is the best metric to use WITHIN Google Ads or Meta Ads.
But it is not the north-star metric to determine overall efficiency.
For that, they use MER.
## How they bring everything together: Third-Party Attribution.
After these disastrous results, my client knew they had to change something on the attribution front.
That’s when they started using Northbeam as their third-party attribution tool.
This allowed them to create a custom attribution model that reports on MER and channel/campaign-specific ROAS.
By using Northbeam as their “single source of truth”, they solved the duplicate conversions issue they had when they only relied on platform data.
Everyone in the company now looks at the same data.
- MER is used by management to quickly gauge the overall efficiency and profitability of the marketing.
- And the performance team uses ROAS to analyze and steer on channel/campaign-specific insights.
## Thankfully, they became profitable again.
After this client introduced MER as their north-star metric, the results started to pick up.
It’s not that MER magically improved the performance, but we were able to make better decisions — which led to better results.
Not only were they breaking revenue records…
They were also profitable.
And that’s how this client went from nearly bankrupt, to profitable.
MER may not be the most important metric for super-small advertisers with only 1 channel.
But it’s an absolute must if you are an advanced advertiser with lots of different marketing channels.
Using it can be the difference between being profitable, or not.
I hope this issue was valuable to you.
See you again next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #83 — updated pMax script for advanced campaign segmentation
URL: https://www.ppcmastery.com/newsletter/tpe-83-updated-pmax-script-for-advanced-campaign-segmentation
Published: 2024-02-13
Author: Miles McNair
Great news, the Flowboost Labelizer script has been updated and expanded.
This is yet another epic Google Ads script that is essential in every account with pMax and/or Shopping campaigns.
It was created by **[PPC Hub](https://www.ppcmastery.com/hub)** members Floris de Schrijver and Arjan Schoorl.
We shared this script before in issue #39 of The PPC Edge.
Since then, it has evolved and we’d like to show you the improvements made by our friends over at Flowboost.
Let’s look at what you can do with it (link to the script will be shared at the end of this newsletter).
## Updated script: Flowboost Performance Labelizer → analyze product performance and create campaign segmentations.
This script allows you to do two things:
1. Analyze product performance
2. Create labels to segment your campaigns
You need to configure the script with your ROAS/CPA targets, impressions thresholds, and a date range.
Based on this data, products will be put into one of four categories:
- Index (products that perform on target)
- Over-index (overperforming products)
- Near-index (products that perform near target)
- Under-index (underperforming products)
- No-index (products with not enough data)
It works similarly to [**ProductHero’s Labelizer**](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com), but as a script.
Let’s take a look inside.
## 1: Analyze product performance
After you configure the script, you can see how your products perform compared to your targets and how many products fall into each category.
It’s nicely formatted into a spreadsheet with tables and graphs:
In the past, we unlocked extremely valuable insights from using this script (these are client-specific):
- Google spent the majority of the budget (66%) on under-index products.
- Most of the revenue came from near-index products (42%).
- Only 32% of revenue comes from (over-)index products
- 71% of all product IDs performed under-index.
Based on these insights, we were able to optimize our campaigns by dedicating more budget to the best performing (over-)index products.
The only way to control spend on specific product IDs is by creating new campaigns.
This script also allows you to do that.
## 2: Create labels to segment your campaigns
The script automatically labels each product ID, which you can use to segment your pMax/Shopping campaigns:
This is how to create campaigns based on the automatically applied performance labels:
1. Export the data and add it as a supplemental feed in Google Merchant Center.
2. Create a campaign for each label (index, over-index, under-index, near-index).
3. Set up listing groups according to the product types or custom labels:
And finally: run the script and supplemental feed every day to refresh the data.
Your products will automatically rotate between campaigns once they receive a new label based on recent performance.
## Over to you: set up the script!
And there you have it, a new script for your Google Ads toolbox.
Implement the Flowboost Performance Labelizer to analyze product performance and create advanced campaign segmentations.
The new script contains new configurations which makes it easier to generate the output you want:
**[You can buy and download the script here](https://library.flowboost.co?via=ppcmastery)** (in Flowboost’s PPC Library).
It’s a one-time purchase that gives you lifetime access to all future updates.
Full transparency: yes, we shared affiliate links. But we only do that for tools we believe in and use ourselves.
Floris and Arjan created something special and a lot of PPCers can benefit from this script.
And that’s all for today.
Thanks for reading, and good luck smashing those results this week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #80 — how to Increase AOV by 13% (without increasing ad spend)
URL: https://www.ppcmastery.com/newsletter/tpe-80-howto-increase-aov-by-13-without-increasing-ad-spend
Published: 2024-02-12
Author: Miles McNair
Hey, it’s Miles here. Welcome back to The PPC Edge!
_(This is issue #80 — CAN YOU BELIEVE IT?!)_
Today, I want to talk about a simple upsell strategy that increased our revenue per order by 13%.
I’m sharing this because you can easily set it up for your own clients to increase revenue WITHOUT increasing ad spend.
Isn’t that what we’re all after: more revenue and profit, less ad spend?
The implementation takes less than 5 minutes and might be the difference between having profitable or unprofitable ads.
_Now, I understand that this is not a “die-hard Google Ads strategy”._
_However, you can really take your added value and results to the next level if you help your clients create irresistible offers!_
Let’s dive right in!
## This simple upsell strategy increased our revenue per order by 13%.
What I’m about to share, is a super simple, straightforward, easy-to-set-up upsell strategy that increased our revenue per order by 13%…
We haven’t even fully grasped the power of this strategy yet…
When done right it’s not uncommon to see a +/- 30% increased revenue per order!
I urge you to try it out for your own clients.
Just imagine what happens to your Google Ads results when you increase your AOV (Average Order Value) by 10-30%…
You could easily scale harder, or simply rack in more profit.
How would that make you look?!
I believe this strategy was first coined by Russell Brunson as _‘The Order Form Bump’_, so I’ll call it that.
Anyways, let’s look at how it works.
## On the checkout/product page, offer something that’s a great addition to the main offer.
People often overcomplicate “upsells”.
All you need to do: make an irresistible offer that’s a great addition to the main offer.
Here are some examples from our own products, and then I’ll show you other examples to get your creative juices flowing.
### **Example 1: One-time offer: Feed Audit Template (50% off).**
We sell our Google Ads Audit Templates for €199 (the exact templates we use to audit Google Ads accounts with hundreds of big and small checks, designed to help you eliminate wasted ad spend and find growth opportunities fast).
We wanted to test the Order Form Bump strategy, so we created a product that’s a perfect addition to the Google Ads Audit Templates: our Feed Audit Template.
We don’t sell this product separately, and the only way to get it is through our Order Form Bump.
Here’s what it looks like on our checkout page:
You can see the small box with the one-time offer: _“add Feed Audit Template (50% off)”._
Here are the stats for this simple offer:
- +52% conversion rate.
- +13% uplift of AOV.
- +€8.853 in extra revenue.
The conversion rate is super high because it’s the perfect addition to the main offer.
The logical thinking here is: if you grab our Google Ads Audit Templates, you might as well grab the Feed Audit Template!
### **Example 2: One-time offer: add Audit Templates (save €100).**
After we saw the impact of the Order Form Bump on the AOV of our Google Ads Audit Templates, we decided to test with different products.
We are now testing what happens when we add the Google Ads Audit Templates as a one-time offer to our Conversion Tracking Mastery and Performance Max Mastery courses.
The offer: when someone enrolls in CTM or PMM, they can grab the Audit Templates for only €99 (saving them €100):
These are the stats so far (pretty good):
- +16% conversion rate.
- +8% uplift of AOV.
- +€17.919 in extra revenue.
It’s the perfect win-win: we get extra revenue without a lot of extra effort, and our students get an additional product for a super fair price.
### **Example 3: Ekster offers the perfect add-on.**
Here’s another example of how you can use this strategy outside of the “info products” industry we’re in.
Ekster sells smart wallets that you can track with a Tracker Card.
They sell the Tracker Card separately, and offer it as an upsell on the product page.
Here’s what it looks like on their landing page:
This is the perfect offer in their case because with a Tracker Card, you will never lose your wallet again.
I can’t say much about the conversion rate of this offer, but it’s really good.
That way, the Average Order Value is higher than the price of the product…
And that’s the game you should be playing as a Google Ads Specialist:
Ask yourself _“how can I increase revenue WITHOUT increasing ad spend?”_
These little “Order Form Bumps” are super simple, yet so, so, so effective.
### **Example 4: Stoov offers a big battery.**
The last example is from Stoov: they sell heated pillows and blankets.
On the product page, you can select the type of battery you want.
For only €25, you can get a “Big Battery”, which lasts significantly longer than the “Standard Battery”:
I don’t know the conversion rates on the Big Battery.
But let’s assume it’s somewhere around 20%.
That would mean an AOV uplift of 6%.
And while it may not sound like a lot, it can be the difference between having profitable ads or not.
Again: you should be thinking about how to increase revenue WITHOUT increasing ad spend, and this is a great way to do that.
## Common mistakes to avoid with Order Form Bumps.
Even though Order Form Bumps are easy to set up, they are also easy to mess up.
Here are 3 common mistakes to avoid when setting up Order Form Bumps:
### **1: Making irrelevant offers.**
Don’t offer a roll of toilet paper with a smart wallet 😂.
The higher the relevancy of the products, the higher the conversion rate.
### **2: Not using urgency and scarcity.**
As you can see in the examples of our own products, we use both urgency and scarcity to urge people to buy the one-time offer.
We do this by making the offer only available on this page (which is true, it’s not fake scarcity).
To further boost the urgency, we give 50% off the regular price (which is also only available on this page).
When you create your own Order Form Bumps, think about how you can get your customers to act fast, because the offer is ONLY available on that page.
You can do that with a special discount or an extra bonus.
Be creative!
### **3: Not experimenting with different offers.**
The last mistake I want to share is not experimenting with different offers.
As you can see from our examples, we’ve tested a few different offers.
But… We’re not perfect either.
We should experiment with more Order Form Bumps offers…
We haven’t tested anything yet on the checkout pages of our Google Ads Masterclass and The PPC Hub.
That leaves us with a lot of room to grow! :)
## Over to you: start experimenting with Order Form Bumps!
Again: as a Google Ads Specialist, you should constantly be thinking about how you can increase revenue and profit WITHOUT increasing ad spend.
How you think about your upsell strategy plays a huge role.
So start experimenting with Order Form Bumps and make special one-time offers on your checkout/product pages.
And before you complain to me that this isn’t your job…
It may not be your responsibility to create irresistible offers…
But it is your responsibility to CHALLENGE your clients when they don’t have any.
Because when you do, this is what happens:
- Your revenue per order increases (without increasing ad spend).
- Your clients are happier with you so they stay with you longer.
- Your job is more fun because your results are great.
So go ahead, start experimenting…
And watch how your results go to the moon!
That’s all for today.
Thanks for reading, and see you next week.
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #79 — Google Ads Conversion Tracking Best Practices [2024 Update]
URL: https://www.ppcmastery.com/newsletter/tpe-79-google-ads-conversion-tracking-best-practices-2024-update
Published: 2024-02-05
Author: Miles McNair
Hey, Bob & Miles here with The PPC Edge.
We’re super excited for this issue, because it contains a LOT of value.
As you know, Google Ads tracking is a huge mess:
- People are using ad blockers.
- Browsers block third-party cookies.
- Privacy regulations + lack of user consent lead to gaps in conversion data.
The current landscape causes a huge problem:
**Without proper conversion tracking, you will never get your desired results.**
That’s why we created the ‘PPC Mastery Measurement Maturity Model’.
It shows you the best practices you need to future-proof your Google Ads tracking, and measure more high-quality conversions.
We recently updated the framework.
Up until now, we only showed it in our Google Ads Masterclass and Conversion Tracking Mastery course.
Since conversion tracking is such a hot topic, we decided to share the updated framework with you as well, because we appreciate you as a reader of The PPC Edge!
This framework will serve as the blueprint for your Google Ads conversion tracking setup.
We wish we had something like this when we started our careers (although the state of tracking was much different back then).
Let’s dive in, shall we?
## Track more high-quality conversions with our updated Measurement Maturity Framework.
Our updated Measurement Maturity Framework contains 3 sections:
1. Lay the **foundation for success**.
2. **Enhance your dataset** with 7 advanced features.
3. **Correct your dataset** for more accuracy.
Let’s zoom in on each section.
## Section 1: Lay the Foundation for Success.
The first section of the updated Measurement Maturity Framework helps you lay the foundation for success.
How you set this up can truly make or break your conversion tracking.
If you implement the 3 tracking techniques we have for you in this section, you will already be ahead of 90% of your competitors.
### **1.1: Implement Server-Side Tagging.**
We believe Server-Side Tagging (SST) is no longer optional — it’s a must in nearly every account (except maybe the really small ones):
- It **prevents data loss** due to client-side issues such as ad-blockers, cookie restrictions, or browser limitations and increases accuracy.
- It leads to **faster page load times and improved UX**, because the processing load is shifted from the user's device to your server.
We won’t dive into the nitty-gritty details of SST in this newsletter.
Just understand that your server directly communicates with third-party platforms, such as Google Ads, using server-to-server connections.
Server-Side Tagging typically collects data in first-party context, which is a great way to future-proof your tracking setup.
With SST, we’ve seen conversion uplifts between 10-30%!
### **1.2: Implement the Google Ads Conversion Pixel (Tag) for all website conversions.**
You can’t rely on GA4 data and must therefore use the Google Ads Conversion Pixel (Tag) to:
- Measure more **conversions and data points.**
- Improve **attribution** with cross-device and view-through conversions.
- Use additional **advanced data enhancement features** (see section 2).
- Optimally **integrate Offline Conversion Tracking**.
It’s best to import GA4 conversions for observation and back-up purposes. We highly recommend you to use Google Ads Conversion Tracking (or Offline Conversion Tracking, see section 1.3) for all your tracking needs.
### **1.3: Implement Offline Conversion Tracking for all offsite conversions.**
Offline Conversion Tracking is an absolute must for Lead Gen advertisers. It helps you:
- Track the **real impact** of your Google Ads campaigns on offline sales.
- Optimize toward more profound **lead-to-sale events** and increase your bottom-line results.
How it works:
- **Customer data is matched** with online identifiers (e.g., GCLID, GBRAID, WBRAID, email) to link offline conversions with your ads.
- Google Ads uses this data to **attribute offline conversions** to specific in-platform dimensions, like campaigns and keywords.
With Offline Conversion Tracking, you unlock extremely valuable data points about your closed deals, cost per closed deal, lead-to-closed dea ratio, and ultimately (gross) profit.
Added benefit: you can use the real conversion values from closed deals to optimize for high-value leads/customers with Value-Based Bidding (VBB).
The most common way to set up Offline Conversion Tracking is with Zapier. For advanced and high-volume accounts, the Google Ads API might be the best solution.
## Section 2: Enhance Your Dataset With Advanced Features.
You’ve now laid the foundation for success with Server-Side Tagging, Google Ads Conversion Tracking, and Offline Conversion Tracking.
Now it’s time to go beyond the basics and measure REAL business results (**aka qualified leads, revenue, and stone-cold profit**).
Let’s look at 7 advanced tracking techniques to measure more high-quality data than your competitors _(these will really take your skills and performance to the next level)_.
### **2.1: Implement Enhanced Conversion to improve attribution.**
Enhanced Conversions supplements your existing conversion tags by sending over hashed first party conversion data, such as an email.
This enables Google Ads to match and attribute that data to logged-in Google users who viewed or clicked on ads through for example another device when a cookie was deleted.
In other words:
- You will **recover conversions** that otherwise wouldn’t have been measured.
- You will **improve bidding optimization** through better data and attribution.
Rachel Williams, member of **[The PPC Hub](https://www.ppcmastery.com/hub)** recently saw a 10% increase in measured conversions on the Search network when she implemented Enhanced Conversions.
That’s massive!
And here’s an example from one of our own accounts, where we saw a 25% increase in measured conversions on the Video network.
Long story short: implement Enhanced Conversions to recover conversions that would otherwise have been lost!
### **2.2: Implement Google Consent Mode (V2) and fill in the gaps with Conversion Modelling.**
Google Consent Mode V2 is the talk of the town at the moment (and rightly so).
You need to set it up before March 2024 in order to comply with EEA privacy regulations.
But privacy regulations aren’t the only reason you need Consent Mode.
We recommend everyone to use Consent Mode so you can make use of Conversion Modelling.
Here’s how Google Consent Mode works:
- Consent Mode **automatically adjusts how your tags behave** based on the cookie consent status of your users.
- Using consent signals, Google uses Conversion Modeling to **recover lost conversions** from users who didn’t consent to ads cookies.
- When consent is granted, tags will **function normally**. When consent is denied, associated tags will **adjust their behavior** accordingly.
- Conversion Modeling can **help fill in blanks** at times when it’s not possible to observe the path between ad interactions and conversions.
Meaning: Consent Mode gives you additional conversions that you would otherwise not have measured.
_Quick note on Conversion Modelling: you can’t segment observed and modeled conversions inside of Google Ads. So you will have to trust Google…_
But, on average, we see an uplift of 5% in measured conversions.
Stack this on top of the +/- 10% uplift from Enhanced Conversions, and you have a lot of extra data to work with!
_We created a free guide that will help you implement Google Consent Mode V2. **[You can grab it here](https://www.ppcmastery.com/blog/tpe-78-how-to-set-up-consent-mode-v2-step-by-step-guide)**._
### **2.3: Implement Conversions with Cart Data to understand what people buy.**
Unlock new columns in Google Ads and view which products were bought after an ad is clicked, which products are most likely to convert, top sellers, cart size, items sold, and so much more.
These are essential insights that set you apart from competitors, and make for great talking points with your clients.
### **2.4: Implement Profit Tracking (POAS) to measure and/or optimize for profit.**
Most advertisers only track revenue and use Return On Ad Spend (ROAS) to analyze and improve campaigns.
The problem: these metrics don’t tell you anything about your profitability.
Google will push the products that are most likely to get conversions and won’t look at profit margins. You might be getting a lot of conversions and revenue, but that doesn’t automatically mean you’re profitable.
The solution: implement profit tracking and enable Profit On Ad Spend (POAS).
(The easiest way to set up profit tracking is with a tool called **[ProfitMetrics.io](https://profitmetrics.io/?fpr=ppcmastery)**.)
These are the benefits:
- See **gross profit data** in Google Ads.
- Stop **unprofitable ads and scale hidden winners**.
- Increase Profit on Ad Spend and **know exactly how much profit you make**.
- **Deliver better input to let Google** improve campaign performance (profit).
### **2.5: Implement New Customer Data to segment new vs. returning customers.**
After implementing, you can see new vs. returning customers conversion data for all your campaigns inside Google Ads. This is epic, because Google’s algorithm has a tendency to focus more on returning customers. If relevant, you can use the insights to change your strategy and focus more on new customer acquisitions.
### **2.6: Implement Transaction IDs to avoid duplicate conversions.**
Sending the Transaction ID helps Google Ads to identify and **filter out potential duplicate conversions**.
This provides a more accurate view of your conversion data, which can be crucial for **assessing the performance**, and **prevents over-bidding**.
By implementing Transaction IDs, your data becomes clean and trustworthy.
### **2.7: Implement Custom Variables to gain business-specific insights.**
Custom Variables is one of those features that almost nobody talks about, yet they can be extremely powerful when used correctly.
Custom Variables allow you to:
- Enrich your conversion data with custom dimensions **that matter to your business**, so that you can further segment your conversion reports.
- It helps you understand, at a more granular level, **which kind of conversions** were driven by your campaigns.
An example:
A hotel chain might want to see its conversion numbers split by these dimensions:
1. Hotel name
2. Room rate category (high, medium, and low)
3. Customer loyalty status
This allows you to answer important business questions, for example:
1. How many customers clicking on an ad for hotel A end up booking another hotel?
2. Do loyalty card owners who interacted with my ads spend more per booking than non-loyalty-card customers? Do they book higher-value rooms?
3. Which keywords are more often resulting in bookings for higher-rated hotels?
_Quick note: although Custom Variables are a great way to enhance your dataset, they are optional and not mandatory._
## Section 3: Correct Your Dataset.
You’ve now laid the foundation for success and enhanced your dataset with advanced features.
The last step is to correct your dataset. We’ll do that with 2 features.
### **3.1: Use Conversion Adjustments to remove or change conversion data.**
A customer's conversion path ends after they convert, but the journey is not always over.
Customers may return purchases, cancel reservations, or become more valuable.
With Conversion Adjustments, you can adjust the conversion (value), so it affects your bid strategies and reporting.
This is great if you want to adjust conversions, so Smart Bidding can optimize for better, more accurate results.
You can either **retract** conversions that should no longer be counted, or **restate** conversions that need to be adjusted.
### **3.2: Use Data Exclusions to clean up your conversion data.**
When using Smart Bidding, your data needs to be of the highest quality.
With poor data, you will get poor results.
By using everything we spoke about in this newsletter, you will have crystal clear data.
However, unforeseen issues can occur.
In the past, we had a client who accidentally removed the GTM container from the website, resulting in a big drop in measured conversions:
As you can imagine, this is a big problem. Smart Bidding is now going to use the wrong data.
In a case like this, you can use **Data Exclusions** to exclude all data within a certain timeframe from your dataset. Smart Bidding will now ignore this data and recalculate your metrics based on performance outside of your excluded period.
You can set them up via Tools > Budgets and Bidding > Adjustments > Exclusions.
## Implement this framework and you will be 10 steps ahead of your competition!
Most of these tracking techniques are technical and difficult to set up and we’d love to help you out.
**At this stage, you have 2 options:**
1. Go online and try to find all the details to implement these tracking techniques (doable but costs a lot of time and energy).
2. Get a huge shortcut and enroll in our [**Conversion Tracking Mastery course**](https://www.ppcmastery.com/conversion-tracking-mastery).
If you go for option 2, we’ll show you the easiest and fastest way to implement every advanced tracking technique in our Measurement Maturity Framework, with no fluff.
[](https://www.ppcmastery.com/conversion-tracking-mastery)
You’ll also get email templates with instructions for technical implementations (which you can copy-paste and share with your developer).
**There’s a lot that goes into proper conversion tracking, and these advanced implementations are an absolute must to measure and steer on real business results.**
With [**Conversion Tracking Mastery**](https://www.ppcmastery.com/conversion-tracking-mastery), we can help you:
- Measure more high-quality conversions to get better results.
- Learn from theory + over-the-shoulder implementation videos (step-by-step).
- Master basic and advanced Google Ads Conversion Tracking with best practices for Ecom, Lead Gen & SaaS accounts.
_And as a result, your value as a Google Ads Specialist will increase!_
Remember: investing in a solid, advanced conversion tracking setup is no longer optional.
You MUST future-proof your conversion tracking and dataset in order to survive in the current PPC landscape.
And we’d love to help you with that.
**[Sounds interesting? Feel free to enroll here.](https://www.ppcmastery.com/conversion-tracking-mastery)**
****
Good luck, see you on the inside!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #78 — How to set up Consent Mode V2 [step-by-step guide]
URL: https://www.ppcmastery.com/newsletter/tpe-78-how-to-set-up-consent-mode-v2-step-by-step-guide
Published: 2024-01-29
Author: Miles McNair
What’s up guys — Miles here!
There’s a lot of buzz around Google Consent Mode V2 at the moment…
So we decided to share a step-by-step guide that you can use to implement it with Google Tag Manager.
We’ve only shared this guide with members of The PPC Hub, and students of our Google Ads Masterclass & Conversion Tracking Mastery courses.
But since there is a major deadline coming up (March 2024), we decided to share it with you too — because we appreciate you as a PPC Edge subscriber.
But before we give it to you, we’ll start with a little bit of context on why you MUST set up Consent Mode V2 before March.
Ready for it? Let’s dive in!
## A quick recap of what’s going on with privacy regulations…
New privacy regulations are going to be enforced and regulated in March 2024.
I won’t bore you with the specifics, but the **[Digital Markets Act (DMA)](https://cookieinformation.com/regulations/digital-markets-act/)** states that large advertising platforms like Google and Meta are responsible for collecting user consent in order to run their advertising services.
In response to the DMA, Google is making it mandatory for advertisers to use Consent Mode V2. That way, Google knows whether a user gave consent to track them or not (from their cookie banner). Google will then adjust tags and tracking to respect users’ choices.
These regulations apply to all users in the European Economic Area (EEA).
## What does the “V2” mean in Consent Mode V2?
Google Consent Mode has been around for a few years.
Consent Mode V2 contains 2 new variables that you need to set up:
- _ad\_user\_data (tells Google whether a user has ‘granted’ or ‘denied’ consent to track advertising cookies)._
- _ad\_personalization (tells Google whether a user has ‘granted’ or ‘denied’ consent to use personalized information for remarketing and other purposes)._
That’s all really in terms of what’s new in “V2”.
## In order to comply with local regulations, you MUST implement Consent Mode V2.
If you don’t implement Consent Mode V2, you put yourself at risk:
- You risk **getting fined if you don’t comply** with EEA regulations.
- You risk **losing valuable conversion tracking data** when users don’t give consent.
- You risk losing the ability to build **audience/remarketing lists**.
- You risk losing the option to show personalized ads.
**You need to implement (Advanced) Consent Mode V2 to comply AND track more data that would have otherwise been lost:**
- Comply with **EEA regulations**.
- **Prevent significant data losses** when users don’t give tracking consent.
- Consent Mode **automatically adjusts how your tags behave** based on the cookie consent status of your users.
- Using consent signals, Google uses **Conversion Modeling to recover lost conversions** from users who didn’t consent to ads cookies.
- With Consent Mode V2, **you can still build audiences** in the EEA region.
Implementing Consent Mode V2 is no longer optional — it’s an absolute must if you have users from the EEA region!
## FAQ: “my business is based in the US (or another country outside the EEA region): do I still need to implement Consent Mode V2?”
This is probably the number 1 question I get about Consent Mode V2:
“I’m based in \[other country than EEA\], should I also implement Consent Mode V2?”
The answer is YES _(unless you have 0 users from the EEA)_!
**The privacy regulations are based on the USER location, not the business location.**
_Read that again…_
So if you want to prevent all the risks/issues we mentioned above, you need to implement Consent Mode V2.
At bare minimum, you do it to comply with local privacy regulations (so you don’t get fined).
But… You also do it to recover lost conversions, prevent data losses when users don’t give consent, and to continue building audience/remarketing lists.
## Should you use region-specific consent banners?
Many regions (countries or even states) have different regulations.
For instance: _“California’s CCPA does not require businesses to gain opt-in consent for cookies, but it requires businesses to disclose that cookies are used, and the data is collected by cookies and their purposes”_ (source: **[Cookieyes](https://www.cookieyes.com/knowledge-base/cookie-consent/are-there-cookie-laws-in-the-us/)**)
With a tool like Cookiebot, you can set up region-specific banners:
That might be a good solution if you don’t want to use the strict EEA consent banner for users outside of that region.
_Full disclosure: this is not legal advice, and we haven’t experimented with this feature yet but it might offer the perfect solution if you want to use different consent banners in different regions._
## How to implement Consent Mode V2 \[step-by-step guide\]
Alright, you’re fully up to speed on WHY you need to implement Consent Mode V2…
But HOW do you actually do it?
Great question, glad you asked! ;-).
We created a free step-by-step guide to help you easily set up Consent Mode V2 with Cookiebot CMP and Google Tag Manager.
**[Grab it here for free](https://scribehow.com/shared/FREE_GUIDE_How_to_implement_Consent_Mode_V2_with_Cookiebot_CMP_and_GTM__oFuSS0qITmGXgT9tPXp2PQ)**.
I hope it’s valuable.
## **⚠️ You need to have Consent Mode V2 in place BEFORE MARCH 2024 or you’re gonna GET REKT.**
The March 2024 deadline is coming up!
Without it, you are gonna get rekt…
So don’t wait too long with setting up Consent Mode V2!
[**Don’t forget to grab our free step-by-step guide here.**](https://scribehow.com/shared/FREE_GUIDE_How_to_implement_Consent_Mode_V2_with_Cookiebot_CMP_and_GTM__oFuSS0qITmGXgT9tPXp2PQ)
Thanks for reading, and best of luck.
We’ll speak to each other soon!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #39 — new pMax script for product performance and segmentation
URL: https://www.ppcmastery.com/newsletter/tpe-39-new-pmax-script-for-product-performance-and-segmentation
Published: 2024-01-23
Author: Miles McNair
Great news, we have a new Performance Max script for you! It was created by our community member [**Floris de Schrijver**](https://www.linkedin.com/in/floris-de-schrijver/).
Let’s look at what you can do with it (link to the script will be shared at the end of this newsletter).
## New pMax script: Flowbelizer → analyze product performance and create campaign segmentation
This script allows you to do two things:
1. Analyze product performance
2. Create labels to segment your campaigns
You need to configure the script with your ROAS/CPA targets, average conversion rate, impressions thresholds, and a date range.
Based on this data, products will be put into one of four categories:
- Index (products that perform on target)
- Over-index (overperforming products)
- Near-index (products that perform near target)
- Under-index (underperforming products)
_Note: products with low impressions (below your threshold) don’t get a performance label so you’d need to create a Zombies campaign if you want to push them individually._
It works similarly to [**ProductHero’s Labelizer**](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com), but for free.
Let’s take a look inside.
## 1: Analyze product performance
After you configure the script, you can see how your products perform compared to your targets and how many products fall into each category.
It’s nicely formatted into a spreadsheet with tables and graphs:
Insights we’re getting from this script (client-specific):
- Google spends the majority of the spend (66%) on under-index products
- Most of the revenue comes from near-index products (42%)
- Only 32% of revenue comes from (over-)index products
- 71% of all product IDs perform under-index
Based on these insights, you could optimize your campaigns by dedicating more budget to the best performing (over-)index products.
The only way to control spend on specific product IDs is by creating new campaigns. This script also allows you to do that.
## 2: Create labels to segment your campaigns
The script automatically labels each product ID, which you can use to segment your pMax campaigns:
This is how to create campaigns based on the automatically applied performance labels:
1. Export the data and add it as an supplemental feed in Google Merchant Center
2. Create a campaign for each label (index, over-index, under-index, near-index)
3. Set up listing groups according to the product types or custom labels:
And finally: run the script and supplemental feed every day to refresh the data.
Your products will automatically rotate between campaigns once they receive a new label based on recent performance.
## TLDR: new pMax script → analyze product performance and create campaign segmentation
And there you have it, a new tool you can use for free.
This script allows you to do two things:
1. Analyze product performance
2. Create labels to segment your campaigns
A huge thanks to community legend **[Floris de Schrijver](https://www.linkedin.com/in/floris-de-schrijver/)**, be sure to follow him on LinkedIn.
**[You can download the script here.](https://library.flowboost.co/?via=ppcmastery)**
And for all implementation-related questions, please reach out to Floris and not us :).
See you again next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #77 — Advanced pMax for Lead Gen: the Fire & Ice Structure
URL: https://www.ppcmastery.com/newsletter/tpe-77-advanced-pmax-for-lead-gen-the-fire-ice-structure
Published: 2024-01-16
Author: Miles McNair
What’s up everyone — welcome back to The PPC Edge (Miles here).
People often ask me if pMax works for Lead Gen…
As most of you know, I specialize in Google Ads for Ecom brands.
I haven’t done a lot of Lead Gen in my career…
But luckily for us, Bob is an elite Lead Gen specialist.
I sat down with him and extracted his knowledge.
So today, I’ll share an advanced pMax strategy for Lead Gen accounts that I downloaded directly from Bob’s brain!
Up until now we’ve only demonstrated this strategy in our Performance Max Mastery course, so it was about time we’d also share it in The PPC Edge!
I hope you’ll find it valuable.
Let’s dive right in!
## Performance Max for Lead Gen… It has its challenges…
Listen up: Performance Max for Lead Gen is hard.
It CAN work, but only if you think carefully about your campaign structure.
Unfortunately, many Google Ads Specialists make the same mistakes when running pMax for Lead Gen:
- They only use one campaign.
- They add a bunch of (bottom-of-funnel) assets.
- And they hope it performs well miraculously.
### **Here are some of the challenges we see with pMax for Lead Gen:**
- When set up incorrectly, **the same assets are used across all networks** (Search, YouTube, Discover, Display etc.), and **Google decides what gets pushed where**.
- This results in the **same messaging across the board, regardless of the channel temperature**.
- In most accounts we audit, the **assets tend to be bottom-of-funnel focused**, steering on a “heavy” call-to-action like “book a demo now” or “contact us today” (**this is less effective in upper-funnel placements** aimed at prospecting and raising awareness among new potential clients).
- If you have enough conversions, it’s best practice to steer on only one primary conversion goal (since this gives the algorithm clear directions on what’s important to you, generating the best results). **Generally speaking, you’re working with one bottom-of-funnel conversion goal for all ad channels**.
- **Clicks from placements like YouTube/Display/Discover may not lead to immediate actions**, as the audience isn't always ready.
- With Performance Max, **you can’t control bids/targets for different channels**.
All of this means you have very little control, which makes it hard to get great results with pMax for Lead Gen.
But! There is a solution…
## Gain back control with the Fire & Ice Structure.
Introducing the Fire & Ice Structure: we invented this framework to help you gain back valuable control and scale your Lead Gen campaigns like never before!
The Fire & Ice Structure consists of two pieces:
### **1: Performance Max — Fire Campaign: Lead Generation.**
Targeting the 'warmer' bottom-of-funnel channels like Search, these campaigns focus on lead generation, direct call-to-actions, and higher target CPA due to their bottom-of-the-funnel approach.
- **Asset group structure:** by service/product (same as Ice campaign).
- **Assets:** direct messaging geared towards bottom-of-funnel conversions like free trials, product demos, book a call etc.
- **Bidding:** use a higher CPA target to bid more aggressively because both your conversion rates and CPCs are much higher.
- **Signals:** use very specific audience signals like custom segments based on searches for your services, tools, niche, competitors, or brand, and search themes (just be mindful of how that can impact your dedicated Search campaigns).
- **Conversion goals:** leverage high-value campaign-specific conversion actions to steer the algorithm toward demo requests, consultation calls, contact requests etc. (whichever is most valuable to your business).
### **2: Performance Max — Ice Campaign: Prospecting.**
Designed for 'colder', mid/upper-funnel channels like YouTube/Display/Discover, these campaigns aim at prospecting, introducing your brand or service to potential customers.
- **Asset group structure:** by service/product (same as Fire campaign).
- **Assets:** adjust your assets and messaging to the mid/upper-funnel conversion goals you set for this campaign (do not use the same bottom-of-funnel messaging as in your Fire campaign).
- **Bidding:** use a lower CPA target because the conversion rates are lower (traffic is also cheaper so you’ll see lower CPCs).
- **Signals:** it’s best to also use custom segments based on searches, but go broader than your Fire campaign.
- **Conversion goals:** focus on low-effort conversion actions that Smart Bidding can use like downloads of whitepapers, ebooks, cheatsheets etc. If you can, it’s best to use only 1 primary conversion goal per campaign.
- **Acquisition:** this is optional but you could use New Customer Acquisition Goals to push the Ice campaign to only focus on new customers and limit remarketing. Just be mindful that it’s not 100% foolproof and there are still flaws in how nCA works.
## Match your offer with the channel temperature!
A quick note before we continue: be mindful of the channel temperature.
Performance Max, AI, and automation have made many advertisers lazy.
If you want to dominate your competition, you should craft offers and CTAs based on the channel temperature, like so:
### **Meet your prospects where they are.**
- If someone just discovered you via a Display ad, don’t assume they will magically book a call on the first touch.
- Warm them up first with something small before you go for the big ask.
Let’s say you have a very specific, niche SaaS product.
People aren’t going to directly book a demo without knowing anything about you.
They need to get to know you, your brand, product, and software solution.
Give them more information first with white papers, ebooks, ungated blogs, and things like that.
The success of your campaigns largely depends on the offers in your creatives and landing pages (meaning: your typical bottom-of-funnel conversions won’t always work for mid/upper-funnel channels).
Match your offer with the channel temperature!
## Real-life results with the Fire & Ice Structure.
Many Google Ads Specialists have implemented our Fire & Ice Structure since we introduced it in Performance Max Mastery in August 2022.
One of them is Alfred Simon, who saw great success with this structure and renamed it to the “Micro-Macro” Approach:
_(I understand the screenshot is a bit small so I zoomed in on the picture below it. I **[just wanted to make sure to give Alfred credits for his post](https://www.linkedin.com/posts/alfred-simon_b2b-googleads-leadgenerationstrategy-activity-7043602149791911936-NF-R/)**)._
__
In our eyes, this is the perfect execution of the Fire & Ice structure.
Check out the results below (Micro = Ice, Macro = Fire):
- **Micro (Ice) campaign:** lots of cheap traffic and lower-value micro-conversions, helping him prospect for new customers.
- **Macro (Fire) campaign:** lots of expensive, high-quality traffic and a lower amount of high-value conversions, effectively generating qualified leads.
Alfred closes his post with:
_**“The results are really impressive, and we also saw an increase in lead actions across the whole account and other channels.”**_
That’s what I like to call a perfect execution — kudos to Alfred for implementing our strategy and making it his own.
## In summary: pMax & Lead Gen can work together, but only when done right.
So there you have it: a new weapon in your arsenal!
With the Fire & Ice Structure, it becomes easier (and more fun!) to successfully use pMax for Lead Gen clients.
Try it out and see for yourself.
We hope this helps you scale your Lead Gen campaigns to the next level!
Quick note: we shared this strategy for the first time when we launched **[Performance Max Mastery](https://ppcmastery.com/performance-max-mastery)** back in August 2022.
If you want to make the most out of your pMax campaigns, we highly recommend you to enroll in **[Performance Max Mastery](https://ppcmastery.com/performance-max-mastery)**.
It’s fully up to date with all the latest pMax insights you need to scale your campaigns to the next level, and always be one step ahead of your competition.
With that being said — thank you for reading.
And I’ll see you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #76 — how to exclude anything from pMax
URL: https://www.ppcmastery.com/newsletter/tpe-76-how-to-exclude-anything-from-pmax
Published: 2024-01-15
Author: Miles McNair
Happy Monday and welcome back to The PPC Edge!
Don’t you hate how Performance Max can be such a black box?
Well, today we have something for you that you can implement right away to gain some much-needed control.
It’s a relatively unknown way to exclude any keyword, topic, or placement from your pMax campaigns.
Some of you may already know about this method (especially if you’re one of our Performance Max Mastery students).
But if you don’t know about this hack yet…
Well, you’re in for a treat!
Let’s dive right in, shall we?
* * *
## **Quick note from Miles before we dive in:**
I’ve finally started posting on X and I’m really enjoying it.
If you have a minute, I’d really appreciate a follow (**[you can do that here](https://twitter.com/milesmcnair9)**).
In return, I’m gonna share tons of advanced Google Ads tips.
And I’m also gonna post new behind-the-scenes insights on how we grow PPC Mastery.
If that interests you, be sure to follow me on X (**[@milesmcnair9](https://twitter.com/milesmcnair9)**)
Ok, done?
Let’s dive back into The PPC Edge!
[](https://twitter.com/milesmcnair9)
* * *
## How to exclude any keyword, topic, or placement from your pMax campaigns.
Performance Max campaigns were launched 2 years ago.
Since then, it’s been extremely hard to exclude keywords, topic, or placements.
But that’s about to change for you.
Introducing the “Performance Max Campaign Modification Request Form”:
It’s a simple form that you can fill out to ask Google to exclude any keyword, topic, or placement.
You can find the link at the bottom of this newsletter issue — let’s first look at how it works.
How to use this form (it really speaks for itself):
### **1: Fill out all relevant details about your account.**
Add your name, email, and Google Ads account ID.
### **2: Select what you want to exclude.**
Choose from keyword, topic, or placement exclusions.
### **3: Select the exclusion level and upload your exclusions.**
Excluding keywords? Do this:
1. Choose between account-level or campaign-level exclusions.
2. Select _“For another performance or automation guiding way”_
3. Download the _“pMAX: Request Template”_ file, fill it out, and upload it as an attachment.
The pMAX: Request Template file contains tabs to add your keyword, topic, and placement exclusions and looks like this:
Quick note: be mindful of how account-level exclusions impact ALL of your campaigns, not only a specific pMax campaign.
We recommend using campaign-level exclusions unless it’s something that you truly want to exclude on the entire account (e.g. for brand safety reasons).
### **4: Give consent and submit the form.**
The last step is to give Google a one-time approval to make the changes in your account(s). All you have to do now is wait!
## Final note: happy excluding (here’s the link to the form).
And just like that, you can easily exclude any keyword, topic, or placement from your Performance Max campaigns.
Here’s the link to the **[“Performance Max Campaign Modification Form”](https://support.google.com/google-ads/contact/pmax_implementation)**.
A big shoutout to **[Petya Yildizgoren](https://www.linkedin.com/in/petyayildizgoren/)** for bringing this to our attention last year!
Happy excluding! :)
Thank you for reading.
Have a great week and see you in Friday’s issue of the Friday Roundup!
Cheers,
Bob & Miles
_p.s. last message from Miles: I’ve finally started posting on X. If you want, be sure to follow me for more advanced Google Ads tips and behind-the-scenes insights on how we grow PPC Mastery. **[Follow me via this link or look for @milesmcnair9](https://twitter.com/milesmcnair9)**. See you there!_
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #75 — Your Conversion Tracking Will Break [Now What?!]
URL: https://www.ppcmastery.com/newsletter/tpe-75-your-conversion-tracking-will-break-now-what
Published: 2024-01-04
Author: Miles McNair
Yo guys, Miles here. I’m gonna get right to the point today:
Your conversion tracking is going to be break soon.
This might be the most important issue of The PPC Edge I’ve ever written.
A lot is going on in the PPC and online advertising world:
- Google has just started phasing out third-party cookies (scary).
- Consent Mode V2 is going to be mandatory by March (wth?).
Drop everything you’re doing, right now, and read this newsletter carefully.
If you don’t take action on time, you won’t be able to track conversions optimally…
And your results will drop.
I guarantee it.
I want you to crush it this year, so please — take 5-10 minutes and study the content in this newsletter.
If you don’t, you risk falling behind, and we don’t want that.
So let’s dive in, shall we?
## Two nuclear bombs are about to hit the PPC industry
Tracking is a huuuuge mess (due to ad blockers, privacy regulations, cookie blockers etc.), and it’s only going to get worse from here.
As some people say: _the apocalypse is here._
The PPC industry is going to change forever because of 2 things:
### **1: Third-party cookies are going away.**
Google will phase out all third-party cookies somewhere in the second half of 2024.
And they just started testing with 1% of Chrome users (on January 4th).
This is going to change EVERYTHING.
### **2: Consent Mode V2 is going to be mandatory in most of Europe (EEA region).**
New privacy regulations are going to be enforced and regulated in March 2024.
I won’t bore you with the specifics, but the [**Digital Markets Act (DMA)**](https://cookieinformation.com/regulations/digital-markets-act/) states that large advertising platforms like Google and Meta are responsible for collecting user consent in order to run their advertising services.
In response to the DMA, Google is making it mandatory for advertisers to use Consent Mode V2. That way, Google knows whether a user gave consent to track them or not (from their cookie banner). Google will then adjust tags and tracking to respect users’ choices.
These regulations only apply to the European Economic Area (EEA) for now, but it’s only a matter of time until we see a global rollout.
Even if you’re not advertising in the EEA region, you still need to set up Consent Mode (I’ll explain why in the next section).
## If you don’t take action now, you will cripple the algorithm.
Your Google Ads performance is directly tied to the quality of your data.
Without proper conversion tracking, you will never get your desired results.
If you don’t take action now, you will cripple the algorithm:
- You will get suboptimal results.
- The algo will be restricted from learning properly.
- The algo will not be able to predict conversions accurately.
- The algo will spend your budget inefficiently.
Improper tracking is a recipe for disaster.
## If you can’t track users properly, your results will drop… Now what?!
Proper conversion tracking is the foundation for your Google Ads performance.
There are 3 things you need to do ASAP.
And with ASAP, I mean: today.
Most people wait until the last minute to fix their conversion tracking setups, leading to a lot of stress, inaccurate datasets, and ultimately performance drops.
Don’t be like most people.
Instead, implement these 3 techniques to make sure your data quality is of the highest level (and that you comply with regulations):
1. Implement Consent Mode
2. Implement Enhanced Conversions
3. Implement Server-Side Tracking
### **Solution 1: Implement Consent Mode V2.**
You need to implement (Advanced) Consent Mode V2 to comply AND track more data that would have otherwise been lost:
- Comply with **EEA regulations**.
- **Prevent significant data losses** when users don’t give tracking consent.
- Consent Mode **automatically adjusts how your tags behave** based on the cookie consent status of your users.
- Using consent signals, Google uses **Conversion Modeling to recover lost conversions** from users who didn’t consent to ads cookies.
- Without Consent Mode, **you won’t be able to build up new audiences** in the EEA region.
Here’s a graph that shows the value of (Advanced) Consent Mode V2 for your data in Google Ads (thanks to [Adriaan Dekker](https://www.linkedin.com/in/adriaan-dekker-93b048a9/)):
_Consent Mode V2 contains 2 new variables:_
- _ad\_user\_data (tells Google whether a user has ‘granted’ or ‘denied’ consent to track advertising cookies)._
- _ad\_personalization (tells Google whether a user has ‘granted’ or ‘denied’ consent to use personalized information for remarketing and other purposes)._
### **When do you need Consent Mode V2?**
Make sure you implement Consent Mode V2 TODAY!
If you want to fail and procrastinate like most people: you need it BEFORE MARCH 2024.
But again, please, do NOT wait until the last minute...
Consent Mode V2 is crucial for your success with Google Ads in 2024 and beyond.
### **Solution 2: Implement Enhanced Conversions.**
With Enhanced Conversions, you can recover conversions that wouldn’t have been measured without it.
There are two ways to use Enhanced Conversions:
1. Enhanced Conversions for Web.
2. Enhanced Conversions for Leads.
The best part about it: you can see the impact of how your conversion uplifts in Google Ads (we tend to see uplifts between 5-25%):
### **Solution 3: Implement Server-Side Tagging.**
The last solution that is an absolute necessity to get ready for H2 when Google removes ALL third-party cookies.
The benefits of Server-Side Tagging:
- **It prevents data loss** due to client-side issues such as ad blockers, cookie restrictions, or browser limitations.
- It **increases tracking accuracy**.
- It leads to **faster page load times and improved UX,** because the processing load is shifted from the user’s device to your server.
It’s a bit of a technical setup and I’m running out of space in this newsletter… But please let this be your reminder that you NEED Server-Side Tagging to have success with Google Ads in 2024 (especially in H2 when all cookies go away).
## Implement Consent Mode V2, Enhanced Conversions, and Server-Side Tagging to beat your competition this year!
So to summarize this important newsletter:
- Cookies are going away this year (Google is already testing with 1% of Chrome users).
- You need Consent Mode V2, Enhanced Conversions, and Server-Side Tagging to prevent data losses and comply with (EEA) regulations.
Most people wait until the last minute to fix their conversion tracking setups, leading to a lot of stress, inaccurate datasets, and ultimately performance drops.
Don’t be like most people — take action today!
And if you want our help with that, consider enrolling in our **[Conversion Tracking Mastery course](https://www.ppcmastery.com/conversion-tracking-mastery)**.
It’s a huge shortcut that will help you master Google Ads conversion tracking with all the latest techniques to measure more than your competitors (including over-the-shoulder implementation videos and resources).
There’s a lot more that you need to set up than just Consent Mode, Enhanced Conversions, and Server-Side Tagging to improve your datasets.
If you don’t want to lose to your competition, you need to prioritize advanced conversion tracking.
Because as we all know: whoever has the most high-quality data, wins.
Without crystal-clear data, you are doomed to fail _(sorry if that sounds harsh but it’s true as you’ve seen in this newsletter — proper tracking is incredibly hard these days)._
Take this shortcut so you don’t fall behind.
Enroll in **[Conversion Tracking Mastery](https://www.ppcmastery.com/conversion-tracking-mastery)** now to always be one step ahead.
Thanks for reading, I wish you the best of luck.
See you next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #74 — 29 books to become a world-class marketer
URL: https://www.ppcmastery.com/newsletter/tpe-74-29-books-to-become-a-world-class-marketer
Published: 2024-01-01
Author: Miles McNair
Yoooo, Miles here!
First of all: happy new year!!
I hope you had an awesome time with your loved ones.
My girlfriend and I just moved into our new house. We had a lot of stuff stored at her and my parents, including a few boxes full of personal developments, business, and marketing books.
Recently I shared a few of my favorites on LinkedIn:
This stack of books is only the tip of the iceberg.
In today’s issue of The PPC Edge, I’ll share my 29 favorites that can make you a world-class marketer (and have the potential to change your life).
These books have been absolute game changers for me and I think you will love them all.
I won’t just list out all 29 books. I categorized them into 5 sections:
1. Becoming a Better Marketer
2. Building a Life With Intention
3. Performing at the Highest Level
4. Becoming a Productivity Machine
5. Becoming the Best Version of Yourself
6. Becoming a Better Google Ads Specialist
Treat this newsletter like a virtual bookshelf with the bestsellers in a store.
Order one (or a few) today, and start devouring them as soon as they hit your mailbox.
Let’s dive in, shall we?!
_Wait, before we dive in, here’s a photo of me reading “Designing Your Life” which I included below:_
_Fresh out of college, my girlfriend took this photo when we were traveling around South-East Asia in 2017 (nearly 7 years ago, damn)._
_Long before PPC Mastery…_
_Heck, I wasn’t even into online marketing or Google Ads back then._
_But I knew what type of life I wanted to live… I just didn’t know how to get there yet._
_Fast forward 7 years: I never imagined I’d be where I am today. And it’s all because of the books in this newsletter._
_So don’t take these recommendations lightly. They can truly change your life — as they have mine._
_Enjoy!_
## Section 1: **Becoming a Better Marketer**
Let’s kick off the list with books that helped me become a better marketer. I’m convinced they will help you too.
**1: DotCom Secrets by Russell Brunson**
This book opened my eyes by introducing me to sales funnels. It’s had a major impact on how I help my clients and serves as one of the blueprints for PPC Mastery’s marketing frameworks.
**2: Expert Secrets by Russell Brunson**
What a book! Russell’s second book in his “Secrets” series: Expert Secrets is THE blueprint for how I build and serve our community of Google Ads Specialists.
**3: $100M Offers by Alex Hormozi**
Hormozi is the goat of business education and this book is a must-read for every marketer: it’ll help you improve your offers. And even if you don’t have your own products, this book will help you improve your client’s offers. A must read!
**4: The Linchpin by Russell Brunson**
Another epic book by Russell Brunson. This simple framework has helped me redefine how we operate at PPC Mastery. It serves as the blueprint for building a business with monthly recurring revenue. Wonderful book!
**5: How to Win Friends & Influence People by Dale Carnegie**
Such a classic, this one! This book has helped me become a better communicator, but more importantly, a better listener. Another must read!
**6: Don’t Make Me Think, Revisited by Steve Krug**
I picked up this book years ago when I wanted to learn more about CRO. It really opened my eyes on how important it is to make it extremely easy for people to take the action you want them to take. As the title says: don’t make them think.
**7: Influence, the Psychology of Persuasion by Robert Cialdini**
Most people have read this classic, but if you haven’t — order it now. This timeless masterpiece will 100% make you a better marketer, communicator, and persuader.
## Section 2: **Building a Life With Intention**
I’m extremely passionate about this section. Because of these books, I am where I am today. Intentionally designing your life is the best thing in the world. Let’s dive in.
**8: The 4-Hour Workweek by Tim Ferriss**
This is the first non-fiction book I read in my life, and maaan what a gamechanger it turned out to be. The goal is not to work 4 hours per week and drink pina coladas at the beach. The goal is to do something you love SO MUCH, that it doesn’t feel like work. What a book.
**9: Designing Your Life by Bill Burnett & Dave Evans**
My dad gifted me this book. Before I read it, I had no idea what “Life Design” was. Thanks to this book, I always think a few steps ahead and ask myself: “what type of life do I want to live?”. And then reverse engineer the actions I need to take to actually get there.
**10: Your Best Year Ever by Michael Hyatt**
This book helped me be strategic in how I set goals, making sure every year is the best year of my life!
**11: The Magic of Thinking Big by David Schwartz**
This book helped me think and dream big, something that’s not always appreciated or common in The Netherlands. But I’m half American so I’ve never had issues dreaming or thinking big. Dare to dream big, dare to live a big life!
**12: Ikigai, the Japanese Secrets to a Long and Happy Life by Héctor Garcia**
I consider this a must-read for everyone. This book helped me think about how I can serve others, do what makes me happy, and make money at the same time.
**13: The Law of Attraction by Esther and Jerry Hicks**
Some people might be turned off by the title, but it’s a fantastic book with principles that I’ve put into practice ever since I read it. If you dream big, and take big, consistent actions — you can achieve anything you want!
## Section 3: **Performing at the Highest Level**
The following books will help you perform at the highest level possible.
**14: High Performance Habits by Brendon Burchard**
One of my favorite books of all time. This book taught me what it takes to perform at the highest level. Key takeaway: focus on your energy (food, sleep, diet, workouts, social activities) first and foremost!
**15: The Miracle Morning by Hal Elrod**
This book opened my eyes on how important it is to make the most out of your morning (even if you’re not a morning person). Key takeaway: do something for yourself before you become reactive to the demands of others.
**16: The 7 Habits of Highly Effective People**
Another classic! Key takeaway: be proactive instead of reactive. This helped me make the most out of my time at my former agency job.
**17: Extreme Ownership by Jocko Willink and Leif Babin**
This book has helped me take, well, extreme ownership of my life. I consider everything that happens to me to be my fault, and therefore mine to fix. By taking extreme ownership, you are no longer a victim and can start living life to its full potential.
## Section 4: Becoming a Productivity Machine
The following books will help you become a productivity machine!
**18: Your Next Five Moves by Patrick Bet David**
Thanks to this book, I always think a few steps ahead (instead of only reacting to what’s in front of me).
**19: Focus Aan/Uit by Mark Tigchelaar**
One of the only Dutch books I’ve read and recommend. With proper focus, you get so much more done in a day. Recommended read for all my Dutchies :).
**20: The Power of No by James Altucher and Claudia Azula Altucher**
When I was in college, I always said yes to everything, even when I didn't want to. This book gave me the tools I needed to say no more often — and listen to what I really want. By saying no to others, you say yes to yourself. That’s how I get done a lot in a short time.
**21: Eat That Frog by Brian Tracy**
Doing the most important tasks first thing in the morning gives you a great sense of accomplishment (and helps you get rid of procrastination forever).
**22: The One Thing by Gary Keller**
I used to be a proud multitasker. This book taught me that I should only be doing 1 thing at a time, which has increased my focus and output like nothing else.
**23: Deep Work by Cal Newport**
This book gave me the framework I needed to get more done in less time by using blocks of “deep work” time.
## Section 5: Becoming the Best Version of Yourself
These books will inspire you to step up your game and become the best, upgraded version of yourself!
**2****4: Think and Grow Rich by Napoleon Hill**
The title might put some people off, but the content is extremely valuable (especially when you consider how old the book is). It was on the first personal development books I read and opened my eyes to how much we are capable of as humans. Never settle for a life you don’t want to live!
**25: The Monk Who Sold His Ferrari by Robin Sharma**
This fiction book is full of golden nuggets. It’s a story that inspired me to live life with more intention, joy, and do something I truly enjoy.
**26: The 5AM Club by Robin Sharma**
Another inspiring fiction book by Robin Sharma with many lessons. Waking up at 5AM is not for me, but I do apply the principles of the book: win the morning, win the day!
## Section 6: **Becoming a Better Google Ads Specialist**
And lastly, these books will help you become a better Google Ads Specialist.
**27: Digital Marketing in an AI World by Frederick Vallaeys**
This is my favorite book in the PPC space. It helped me not only adapt to but thrive in the age of automation. A must-read for every Google Ads Specialists!
**28: Join or Die by Patrick Gilbert**
A great book by Patrick Gilbert that has helped me navigate the automation revolution.
**29: Stop the Scale: Building a Digital Agency You Actually Like by Kirk Williams**
Kirk is a PPC legend and this book taught me how important it is the build your business around your life, not the other way around.
## Over to you: here’s what to do next.
I personally vouch for all of these books, but I also understand you might get overwhelmed by this extensive list.
Just pick and order 1 (or a few) that look interesting to you, start reading, upgrade your skills, and apply your new knowledge.
All of these books will help you become a world-class marketer, and have the chance of changing your life for the better.
Best of luck, and let me know if you have any good recommendations for me.
I’m always looking for new ways to invest in myself and take my skills to the next level.
Thanks for reading — have a fantastic year.
I hope all your dreams come true in 2024!
All the best,
Miles (and Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #73 — Best of The PPC Edge 2023 + Goals for 2024
URL: https://www.ppcmastery.com/newsletter/tpe-73-best-of-the-ppc-edge-2023-goals-for-2024
Published: 2023-12-18
Author: Miles McNair
Hey all — 2023 is coming to an end…
So, in today’s issue of The PPC Edge, we want to reflect on an awesome year together.
Let’s look at some highlights, our goals and what to expect from us in 2024.
At the end, we’ll link to the most popular newsletters we’ve written this year :).
## Looking back on a fantastic year.
We look back on a fantastic year together with you guys, here are some of our highlights:
- We grew The PPC Edge from 3.500 to 14.700 subscribers (320% growth).
- We launched the **[Google Ads Masterclass](https://www.ppcmastery.com/google-ads-masterclass)** (1.300+ students)
- We launched **[The PPC Hub](https://www.ppcmastery.com/hub)** (nearly 600 members).
- We launched **[Conversion Tracking Mastery](https://www.ppcmastery.com/conversion-tracking-mastery)** (700+ students).
- We launched [**Performance Max Mastery v2**](https://ppcmastery.com/performance-max-mastery) (2.400+ students).
- We grew our **[free Discord community](https://www.ppcmastery.com/community)** to 8.500 members.
- We launched (and paused) The PPC Mastery Podcast.
- We did 2 free trainings on conversion tracking and Q4 preparation.
- We shared 50 issues of The PPC Edge (only missed 1 in January).
- We added The Friday Roundup to our emails on Fridays.
- We shared hundreds of posts on LinkedIn.
What. A. Year.
THANK YOU for being a part of it!!
## Our goals for 2024 (and how we will continue to serve you).
We want to make 2024 even better than 2023 — so get ready for a ton of value from us.
### **Here’s what we want to do in 2024:**
- 10X the value of The PPC Hub.
- Launch new courses.
- Do more live events.
- Do more free trainings.
- Diversify platforms (X, Podcast, YouTube).
- Send 52 issues of The PPC Edge and The Friday Roundup.
_We don’t set monetary/income goals. All of our goals are action-oriented, because our actions are the only things we can control. If we continue to show up and provide value every single day, the outcome will be positive. So when you set your own goals, focus on actions — not results._
### **Goal highlight 1: 10X the value of The PPC Hub**
**[The PPC Hub](https://www.ppcmastery.com/hub)** is already insanely valuable, but we want to 10X the value so it becomes a no-brainer to join.
We’ll do this by adding new courses and resources.
But we’ll also do more events to stimulate the community feeling.
The PPC Hub is the best way we can serve you all-year-round, so 10X-ing the value is our top priority for 2024.
### **Goal highlight 2: Do more live events**
Even though I’m naturally an introvert, I love hosting live events. In 2023, we had 3 PPC Mastery events. In 2024, we want to do one per quarter.
There’s something magical about being in a room with 50-100 like-minded people who all love PPC as much as you do.
_Maybe we’ll even do a conference one day? Who knows…_
### **Goal highlight 3: Do more free trainings**
In 2023, we did 2 free webinars. The vibe is always great, and we want to do more of these in 2024. We have some surprises for you, so stay tuned!
## The most popular newsletters of 2023.
Let’s close off with our most popular newsletter issues of 2023:
- **[TPE #24: how we ethically stole €63.597,92 of revenue from competitors](https://ppcmastery.com/blog/how-we-ethically-stole-63-579-92-of-revenue-from-competitors)** _(honestly, it feels like we shared this one ages ago lol)._
- **[TPE #36: how to prevent burnout in PPC](https://www.ppcmastery.com/blog/tpe-36-7-tips-to-prevent-burnout-in-ppc)** _(interesting how one of the most popular issues is actually not directly about PPC, but something many can relate to!)_
- **[TPE #26: 3 reasons to exclude brand from pMax](https://www.ppcmastery.com/blog/tpe-26-3-reasons-to-exclude-brand-from-pmax)**
- **[TPE #32: how to optimize Quality Score in 2023](https://www.ppcmastery.com/blog/tpe-32-how-to-optimize-quality-score-in-2023)**
- **[TPE #33: full-funnel remarketing strategy for more control](https://www.ppcmastery.com/blog/tpe-33-full-funnel-remarketing-strategy-for-more-control)**
- **[TPE #46: advanced pMax campaign structure](https://www.ppcmastery.com/blog/tpe-46-advanced-pmax-campaign-structure-high-impact)** _(Performance-Based Bucketing)_
- **[TPE #41: 8 high-impact Google Ads scripts (more control, insights, conversions)](https://www.ppcmastery.com/blog/tpe-41-8-high-impact-google-ads-scripts-more-control-insights-conversions)**
- **[TPE #42: how to become (and stay) great at Google Ads](https://www.ppcmastery.com/blog/tpe-42-how-to-become-and-stay-great-at-google-ads)**
- **[TPE #51: how I got my first client (freelance)](https://www.ppcmastery.com/blog/tpe-51-how-i-got-my-first-client-freelance)**
- **[TPE #50: Measurement Maturity Model (tracking best practices)](https://www.ppcmastery.com/blog/tpe-50-measurement-maturity-model-tracking-best-practices)**
- **[TPE #65: Google Ads tools to save time and increase profits](https://www.ppcmastery.com/blog/tpe-65-google-ads-tools-to-save-time-and-increase-profits)**
- **[TPE #61: how 5 failed side hustles made me a better PPC Expert](https://www.ppcmastery.com/blog/tpe-61-how-5-failed-side-hustles-made-me-a-better-ppc-expert)**
_[**For an overview of all issues, check out this link.**](https://www.ppcmastery.com/blog)_
## Once again, THANK YOU!
Final note: once again: thank you for a fantastic year and for being an awesome subscriber of The PPC Edge.
We hope it brought you value, improved results, and most importantly, helped you become a better Google Ads Specialist.
2023 was a fantastic year, but 2024 is going to be even sicker.
Oh by the way, Christmas is next week so no PPC Edge — we’ll be back on January 1st!
Let’s get it — see you soon!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #72 — 5 PPC Trends to prepare for in 2024
URL: https://www.ppcmastery.com/newsletter/tpe-72-5-ppc-trends-to-prepare-for-in-2024
Published: 2023-12-08
Author: Miles McNair
Hey guys, welcome back to The PPC Edge.
The new year is right around the corner.
In today’s issue, we want to look at trends and expectations for the PPC world in 2024.
We’ve asked members of **[The PPC Hub](https://www.ppcmastery.com/hub)** for input as well.
Let’s not waste any time and dive right in!
## 5 PPC Trends to prepare for in 2024.
I don’t think any industry moved faster than PPC this year.
And I don’t expect it to slow down in 2024.
Here are 5 trends we expect to see in the upcoming year:
1. Tracking is a mess and will become even worse.
2. Your edge lies outside of Google Ads: Offers and Positioning will be crucial.
3. Google will continue to lower the barrier to entry (with AI).
4. First-party data will become even more important.
5. Video campaigns (Shorts) will get pushed more.
Breakdown below!
## 1: Tracking is a mess and will become even worse.
Many advertisers are gonna have a hard time in 2024 because conversion tracking will be a huge mess due to:
- Third-party cookies are going away.
- Lack of user consent.
- Privacy regulations.
- Attribution issues.
- Wrong setups.
- Ad blockers.
On top of that, there will be huge data discrepancies, as ad platforms process and report data differently.
The current landscape causes a huge problem: without proper conversion tracking, you will never get your desired results.
It will be harder to optimize and Smart Bidding won’t work as well…
### **So here’s what to do about it:**
1. Use Server-Side Tagging.
2. Use Consent Mode.
3. Use Third-Party Attribution.
Implement these to track more conversion than your competitors (giving you a huge competitive edge).
### **1.1: Use Server-Side Tagging.**
- It prevents data loss due to client-side issues such as ad blockers, cookie restrictions, or browser limitations.
- It increases tracking accuracy.
- It leads to faster page load times and improved UX, because the processing load is shifted from the user’s device to your server.
### **1.2: Use Consent Mode.**
- Track conversions even when users don’t give permission.
- Consent Mode uses Conversion Modelling and Machine Learning to estimate the potential conversions when no consent is given.
- Consent Mode analyzes historical/existing data to predict the likelihood of conversions.
Here’s a simple graph that shows how it works:
_**[Source: Google](https://support.google.com/google-ads/answer/12443859?hl=en)**_
You can see the uplift of measured conversions in Google Ads — we expect it to be much higher in 2024.
Implementing Server-Side Tagging and Consent Mode is a bit of a technical story so we won’t go too much into the details now, **but please put them on your roadmap for 2024 if you haven’t implemented them already**.
They will give you your biggest competitive edge in 2024.
When everyone else will be struggling, you have crystal-clear data.
And as we all know: whoever has the most high-quality data, wins.
_Quick note before we move on: we’re spending a lot of time on Server-Side Tagging (including implementation resources) in our upcoming **[Google Ads Masterclass](https://www.ppcmastery.com/google-ads-masterclass?cid=33db856f-dadc-4db0-8133-3c748a36572d)** in January._
_Want to start your year strong? Then join us and upgrade your Google Ads skills in 4 short weeks (this is an advanced training program for experienced PPC Pros, not for beginners)._
_**[Click here for more info.](https://www.ppcmastery.com/google-ads-masterclass?cid=33db856f-dadc-4db0-8133-3c748a36572d)**_
### **1.3: Use Third-Party Attribution.**
Ad platforms like Google and Meta love to take credit for every conversion — this can cause big issues.
Third-party attribution tools like Northbeam or TripleWhale give you an unbiased view of your performance across every touchpoint.
This is especially relevant for bigger advertisers, and not so much for the smaller ones.
And the best part: they use first-party data and don’t rely on third-party cookies.
## 2: Your edge lies outside of Google Ads: Offers and Positioning will be crucial.
I spoke to Bob recently and he made an excellent point.
He said:
_“Every year, it becomes more important to finetune your offers. Take Lead Gen or SaaS advertisers for example: how do you REALLY make a difference when everyone’s using the same setups and tech?_
_Think about how you can create a unique offer, and how you can show that in your creatives so you can truly scale your advertising._
_The same applies to Ecom: pricing is going to be more important (especially for retailers without their own brands). You’ll need a smart (dynamic) pricing strategy to stay ahead of your competition — especially on Google Shopping.”_
I couldn’t agree more.
Most accounts have similar campaign setups (at least the ones that are set up properly), so how do you make a difference? How do you get an edge?
By constantly tweaking your offers.
People don’t buy because you have great campaigns.
They buy because you have great offers.
### _**“Make offers so good, people feel stupid saying no.” - Alex Hormozi**_
It’s not our responsibility as Google Ads Specialists to create our clients’ offers — but it is our responsibility to challenge them if their offers aren’t good.
Nothing has a bigger impact on your conversion rates than your offers and positioning.
That’s how you truly get an edge and stay ahead of your competitors.
_In the upcoming Google Ads Masterclass, we’re diving deep into pricing strategies for Shopping/pMax — you’ll love it. **[Feel free to join here.](https://www.ppcmastery.com/google-ads-masterclass)**_
**[Aditya Bajpai](https://www.linkedin.com/in/aditya-bajpai/)**, member of **[The PPC Hub](https://www.ppcmastery.com/hub)**, agrees:
## 3: Google will continue to lower the barrier to entry (with AI).
The barrier to entry for advertisers has never been lower due to simplified solutions as Performance Max.
Anyone get set up a campaign now within minutes.
We expect this trend to continue as **[Google rolls out Generative AI in Q1](https://blog.google/products/ads-commerce/get-creative-with-generative-ai-in-performance-max/)**.
- Business owners will quickly find out how easy it is to set up campaigns — and how hard it is to actually optimize for good results.
- Average Google Ads Specialists will rely too much on GenAI, which may produce low-quality creatives and copy.
Lots of accounts will be mismanaged and of low quality.
That leaves A-players with a great opportunity!
## 4: First-party data will become even more important.
**[Ruben Runneboom](https://www.linkedin.com/in/rubenrunneboom-ecommerce-specialist/)**, Co-Founder of Taskforce Agency and member of **[The PPC Hub](https://www.ppcmastery.com/hub)** predicts that first-party data will be crucial in order to be successful in 2024:
**His full prediction:**
_“In 2024, I expect first-party data to play an even more significant role than it does already right now. As Google Ads specialists, we must adapt to this situation. We can no longer depend on reactive or outdated campaign structures._
_We need to come up with proactive and innovative solutions whereby we utilize all possible data points._
_For example, you should consider leveraging historical performance data, returns, profit margins, size availability and price benchmark data to segment your campaigns to run different strategies aiming to maximize the net profit at the bottom line.”_
He’s absolutely right: the more (first-party) data you use, the better your results will be.
_By the way, Ruben is building his agency “Taskforce” in public. He shares insights in his weekly newsletter “Building Open Agency”. You’ll like it, **[subscribe here for free if you want](https://buildingopenagency.com/)**._
## 5: Video campaigns (Shorts) will get pushed more.
**[Violeta Balbae](https://www.linkedin.com/in/violetbalbae/)**, Founder @ KLIQBLE Agency and member of **[The PPC Hub](https://www.ppcmastery.com/hub)** expects Google to push Video campaigns (specifically Shorts) more in 2024.
And we agree.
It can become one of Google’s major cash cows as people consume more shortform video content.
Shorts is still huge, untapped potential for both Google and advertisers.
**[Adriaan Dekker](https://www.linkedin.com/in/adriaan-dekker-93b048a9/)**, Freelance Google Ads Specialist and member of **[The PPC Hub](https://www.ppcmastery.com/hub)** also predicts Google to push upper funnel campaigns more (especially after the launch of Demand Gen):
_Adriaan also has a newsletter (on LinkedIn). I recommend you to **[subscribe](https://www.linkedin.com/newsletters/6998037241381986306/)** to stay on top of all the latest developments (big and small)._
## If there’s one thing that you take away… Focus on your data quality!
So there you have it: 5 trends/expectations for the PPC world in 2024:
1. Tracking is a mess and will become even worse.
2. Your edge lies outside of Google Ads: Offers and Positioning will be crucial.
3. Google will continue to lower the barrier to entry (with AI).
4. First-party data will become even more important.
5. Video campaigns (Shorts) will get pushed more.
If there’s only one thing you take away from this issue: focus on your data quality!
In 2024, you NEED Server-Side Tagging and Consent Mode in order to properly track conversions.
This may not seem urgent now, but when third-party cookies go away, you’ll wish you had started sooner.
**And if you want our help with that, consider enrolling in the next Google Ads Masterclass.**
You’ll get up to speed with all the latest strategies, tactics, and experiments that work.
We’ll ensure you have best-in-class conversion tracking setups in 2024, so you can dominate Google Ads and stay ahead of your competition.
_And that’s just 1 of 5 workshops — we have so much more for you around Search, Shopping/pMax, the Future of PPC, and a ton of Experiments._
**[If that sounds interesting to you, feel free to enroll here.](https://www.ppcmastery.com/google-ads-masterclass)**
_And a big thanks to **[PPC Hub](https://www.ppcmastery.com/hub)** members **[Aditya](https://www.linkedin.com/in/aditya-bajpai/)**, **[Ruben](https://www.linkedin.com/in/rubenrunneboom-ecommerce-specialist/)**, and **[Violeta](https://www.linkedin.com/in/violetbalbae/)** for their contributions to this issue, be sure to follow them on LinkedIn!_
Have an awesome week ahead!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #71 — Boost CTR and CVR with GMC Promotions
URL: https://www.ppcmastery.com/newsletter/tpe-71-boost-ctr-and-cvr-with-gmc-promotions
Published: 2023-12-03
Author: Miles McNair
Yoyo, Bob & Miles back here with The PPC Edge.
Today, we want to give you an actionable tip that will help you stand out from your competitors.
It’s a quick and easy way to boost the CTR and CVR of your Shopping Ads:
**Promotions in Google Merchant Center.**
If you already know and use Promotions, you have to check out the final note at the end (Google might be overwriting your promotions, and we have some solutions on what to do about it).
And if you’ve never heard of or set up Promotions in GMC…
Well then this is gonna be a gamechanger for your (Christmas) campaigns.
Let’s dive right in!
## **Boost the CTR and CVR of your Shopping Ads with Merchant Center Promotions.**
“Promotions” is a feature that allows you to show … _Well, you guessed it:_ promotions under your Shopping Ads.
It’s a powerful way to show a better offer than competitors and has a big impact on both your Clickthrough Rate & Conversion Rate.
The promotions show as a clickable link or a promotion badge
This is what they look like in the SERP:
_Important note: this feature is NOT a replacement of the “sale” annotations or striked-through prices — you still need to set up in your feed!!_
Let’s look at how you can easily set up Promotions in Google Merchant Center.
_Already running GMC Promotions? Good! Check out the final notes to ensure you’re actually showing the right promos…_
## Step 1: go to marketing > promotions.
In the GMC menu, go to marketing > promotions.
You’ll see an overview of all your past promotions and you can create new ones:
## Step 2: click “+” to set up your promotion.
Now go through the following steps:
### **Step 2.1: Select country and language**
### **Step 2.2: Select your destination**
The destination determines where your promotions will show:
- Shopping Ads (recommended)
- Free Listings (recommended)
- Chrome Browser (new)
- Buy on Google Listings (meh)
_At minimum, set them up for Shopping Ads and Free Listings._
_Chrome Browser promotions are new and only available in the US for now (they can show on the “New Tab” page in Chrome or in the Chrome address bar when a user is browsing your site). They’re part of Google’s new focus on helping people find the best deals online ([**read more here**](https://blog.google/products/shopping/google-shopping-best-holiday-deals-2023/))._
### **Step 2.3: Choose a promotion category and promotion type**
Choose from the following:
- **Amount off**
- Fixed amount off
- Buy quantity of products, get amount off
- Buy quantity of products, get the same item at a discount
- **Percent off**
- Fixed percent off
- Buy quantity of products, get percent off
- Buy quantity of products, get the same item at a percent off
- **Free gift**
- Get a free gift
- Get a gift card
- Give a free gift from your inventory
- **Free shipping**
- Free standard shipping
- Free overnight shipping
- Free 2-day shipping
_Don’t underestimate the power of free and fast shipping right before Christmas or other Holiday peaks!_
### **Step 2.4: Add promotion details**
Enter the discount, amount off, or whatever promotion you’re using, and set a minimum purchase amount if applicable.
### **Step 2.5 Add a promotion title and ID**
Enter a title that describes your promotions and set up an ID to track it in GMC.
Make your title descriptive: include the promotion, value, and spend minimums (if applicable).
This helps to get your promotions approved faster.
Important notes:
- Google may modify the title
- Customers may see the title
- Customers won’t see the ID
_So keep the titles customer-friendly ;-)._
### **Step 2.6: Add products and a promo code**
Select which products are eligible for the promotion:
You can create filters for:
- All products
- Products with specific brands
- Products with specific item IDs
- Products with specific product types
- Products with specific promotion IDs
- Products with specific item group IDs
_This confirms why it’s so crucially important to invest in optimizing your product feeds!_
After you select the right products, add a custom promo code (if applicable).
### **Step 2.7: set a start and end date and hit “create promotion”**
The last step: set a start and end date (please ensure you select the correct timezone!!), and click “create promotion”.
Congrats, your Promotion has been created!
_Now you wait for Google to approve it…_
## Important final note 1/2: set up your Promotions early!
The downside of GMC Promotions: reviews can take a long time and they often get disapproved.
So make sure you set them up early → AT LEAST 72 hours before the start date.
And keep an eye on the dashboard to check the status of the promotions.
## Important final note 2/2: Google can overwrite your data and create promotions for you…
[**Dennis Moons**](https://www.linkedin.com/feed/update/urn:li:activity:7133047572759212033/) found that Google automatically created a promotion in one of his accounts, and it’s much worse than his own promotions:
### **Here’s what to do about it:**
1. End any promotions that were “modified by Google” if they’re not good.
2. Opt out of all automated promotions (optional).
Mind you: automatic promotions are only available in the US for now but we suspect Google will roll them out to other countries later.
Want to opt out of all automated promotions?
Go to marketing > promotions — if you are eligible for automated promotions, you will see a green banner at the top that says “Your promotions are live on Google”.
When you click “manage”, you’ll see a pop-up that allows you to disable automated promotions.
Whether you do that or not is up to you — but now at least you know how that works!
## Over to you: set up your own Promotions.
The Promotions feature in GMC is an easy way to make your ads stand out from competitors and has a big impact on both CTR and CVR.
Please make sure you set them up on time (at least 72 hours in advance).
Good luck smashing your competitors — whether it’s during Christmas or other promotions.
That’s all for today, thank you for reading!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #21 — +31% ROAS with open targeting (YouTube/Display)
URL: https://www.ppcmastery.com/newsletter/tpe-21-31-roas-with-open-targeting-youtube-display
Published: 2023-11-20
Author: Miles McNair
Today we’re back with another next-level strategy you can test out in your advanced accounts that run YouTube and Display campaigns.
Recently, we’ve been getting surprisingly good results with open targeting on these channels.
That means: no audience targeting, let Google figure it out for you.
It sounds crazy because YouTube and Display have virtually limitless reach.
The last thing you want to do, is serve ads on low-value placements.
The best strategy to control where you spend goes, is with high-intent audiences.
But this year, we found out about a little-known strategy on YouTube/Display to scale super hard:
Open targeting (aka no audience targeting at all).
The results are amazing, and in a lot of cases open targeting is outperforming high-intent audience targeting...
(sometimes 30% higher ROAS)
Let’s break down how this strategy works, and let’s look at some real data from our accounts.
_(and a big shoutout to [Axel](https://www.linkedin.com/in/axel-mathysen-gerst-068b035b), Industry Manager at Google for his insights and next level YouTube strategies. truly one of the greats)_
## **Open targeting strategy to scale super hard on YouTube and Display**
This strategy is for advanced advertisers, definitely not for beginners with low budgets.
If you’re spending less than €1.000 per day on YouTube/Display, you’re probably better off targeting high-intent audiences.
But if you’re spending €1.000+ per day, open targeting could be a great test.
Once you have a good foundation, you can use open targeting campaigns to scale hard.
Your ad account has matured, and thus Google will be able to find your customers across a virtually limitless pool of prospects.
Just start small to validate the test idea, then scale once you see promising results.
This is the strategy:
1. Start with high-intent audiences
2. Scale with open targeting campaigns
3. Exclude low-value placements to protect efficiency
4. Use insights to target new high-intent audiences
Let me walk you through the strategy, step by step.
## **Step 1: Start with high-intent audiences**
The goal of this newsletter is to give you an advanced strategy to deploy in your own accounts (open targeting), not to provide a complete strategy for YouTube and Display campaigns.
However, this first step is important because it gives some context to when you should or should not run open targeting campaigns.
The best strategy to get started with YouTube and Display campaigns, is by targeting high-intent audiences.
You can create custom segments based on people’s search behavior (specific search terms, websites, apps etc.).
Here’s an example of what that could look like for a doorbell company:
These audiences are great, because you’re targeting people with a specific search intent. They are potentially of high value, because they’ve demonstrated interest in a specific category or search term.
Let’s move on to step 2: scaling with open targeting campaigns.
## **Step 2: Scale with open targeting campaigns**
After you’ve successfully tested and scaled high-intent audiences, you can look ahead and start experimenting with different audience types or open targeting.
The setup is extremely simple: just launch a new campaign with 1 ad group and NO audience targeting.
Leave everything up to Google.
Let’s look at some surprising data from our accounts.
### **YouTube: up to 31% higher ROAS on open targeting than high-intent audience targeting**
This specific account ran YouTube campaigns in two countries. In both countries, we saw a ROAS uplift on open targeting campaigns.
Here’s the data:
Country 1: +31% ROAS
Country 2: +27% ROAS
### **Display: 80% higher ROAS on open targeting than high-intent audience targeting**
The data of these Display campaigns is trustworthy, but needs to be taken with a grain of salt because there’s a lot less data than on the YouTube campaigns.
Nevertheless, open targeting also performed really well on Display, with a ROAS uplift of 80%:
A note: the ROAS will most likely go down as we scale the spend, but the initial results look promising.
## **Step 3: Exclude low-value placements to protect efficiency**
The danger of open targeting is that Google will spend your budget on low value placements. That’s why you need to exclude the following:
- Kids channels
- Low performing placements
- All apps (unless they perform well)
- Placements with relatively high bounce rates
- Low-value placements that indicate bot activity
You really need to do this to protect your efficiency.
Now on to the final step of this strategy.
## **Step 4: Use insights to target new high-intent audiences**
The last step of this strategy is to use the insights tab to find new audiences that you can test.
Here’s how it works:
1. Go to your insights tab
2. Scroll down to consumer spotlight
3. Test audiences with a high index in a separate campaign
These insights are super valuable and can unlock additional audiences for you to target.
At first, many of these audiences might seem irrelevant or random, but just give them a try.
You’ll be surprised by how they can perform.
## **TLDR summary**
If you’re an advanced advertiser, open targeting campaigns on YouTube and Display could unlock a lot of additional scale:
1. Start with high-intent audiences
2. Scale with open targeting campaigns
3. Exclude low-value placements to protect efficiency
4. Use insights to target new high-intent audiences
And that’s a wrap.
Happy testing and see you again next week!
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #67 — 3 Irresistible Black Friday Offers to maximize profit
URL: https://www.ppcmastery.com/newsletter/tpe-67-3-irresistible-black-friday-offers-to-maximize-profit
Published: 2023-11-19
Author: Miles McNair
Hey, Bob & Miles here with The PPC Edge.
Let’s cut right to the chase: Black Friday is coming up.
If you haven’t started to prepare… Now is the time.
For us PPCers, the key to great results lies outside of Google Ads:
### **It’s all about your irresistible offer.**
You can have the best campaign structure, ads, or bid strategy…
But it’s all irrelevant if you have a bad offer.
As a Google Ads Specialist, we understand it’s not your responsibility to create offers.
Your client needs to do that.
But… It is your responsibility to **challenge** your client if you feel they don’t have an irresistible offer.
In today’s issue of The PPC Edge, we’ll share 3 examples of irresistible offers, so you can crush it this year.
_And we’ll also go behind the scenes on how we approach this at PPC Mastery._
Let’s dive in!
## _“Make offers so good, people feel stupid saying no.” — Alex Hormozi_
This is one of our all-time favorite quotes from Alex Hormozi, and it’s super relevant for Black Friday.
You need an irresistible offer — consumers expect it.
Don’t just give 5-10% off.
Make crazy good offers.
Something you have never done before.
Give people the best deal ever.
Make it so good, they would feel stupid if they said no.
## 3 irresistible offers to maximize profit on Black Friday.
Today, we’ll cover 3 irresistible offers you can create to maximize profit on Black Friday:
1. Big discounts.
2. Buy more, get more.
3. Limited edition bundles.
Let’s dive into each irresistible offer.
## Irresistible offer 1: big discounts.
Big discounts are the easiest way to drive sales.
Here are some important things to keep in mind:
1. Give big discounts, don't hold back.
2. Don’t undermine your profitability.
3. Use discounts strategically.
### **1.1: Give big discounts, don’t hold back.**
Again: consumers expect high discounts on Black Friday — so give it to them.
Don’t give 5-10% discounts, but give big discounts in the 40-60% range if you can.
Here’s an example of how Loavies promotes their Black Friday sale: up to 70% off.
Instant eye-catcher, and a reason for their customers to dive into the items that are on sale.
### **1.2: Don’t undermine your profitability.**
The worst thing that can happen: new revenue records, but no profit.
Always calculate your profit margins, and don’t go below unless you have a good upsell strategy.
### **1.3: Use discounts strategically.**
People rarely buy just one thing on Black Friday. Use your discounts strategically to:
- Attract new customers, then upsell them.
- Clear overstock (give 60-70% off on items you need to get rid of).
- Give sitewide discounts, or offer discounts on specific products/categories.
### **Bonus: give Early Bird discounts.**
Black Friday is mega competitive: everyone will be fighting for the attention of your customers.
If you want to capitalize early, consider giving early bird discounts.
The best way to do that:
1. Give exclusive early bird discounts to your best customers.
2. Build up a waitlist and give them early access.
Here’s how we do that at PPC Mastery:
- We created a [**landing page**](https://www.ppcmastery.com/blackfriday) where people can sign up for the VIP List.
- Everyone on the VIP List will get early access to our offers.
_[**Feel free to check out the landing page here and join the VIP List to get notified when our early bird offers launch!**](https://ppcmastery.com/blackfriday)_
[](https://www.ppcmastery.com/blackfriday)
And here’s an example of how Ekster is leveraging the same strategy:
Challenge your clients and stimulate them to build up a VIP List so you can reward loyal customers with special deals!
## Irresistible offer 2: buy more, get more.
Let’s take it a step further. People are ready to spend money on Black Friday, so give them good reasons to spend more with you.
You do that through the “Buy More, Get More” mechanic.
Here’s how Kosas does it: as you spend more, the discounts go up.
It can truly be as simple as that.
## Irresistible offer 3: (limited edition) bundles.
You don’t want to focus on one-off purchases only. Instead, create special bundles to increase your AOV.
Here’s an example of how Ekster creates bundles to stimulate customers to spend more:
Make sure the value of the bundle is much higher than what you’re charging for it, so it’s a no-brainer for people to buy/upgrade to your bundle instead of just buying 1 product.
You can take it one step further by giving away a free gift with every purchase:
Make sure the perceived value of the gift is much higher than the price of the original products, to make it a no-brainer for your customers to buy it.
## Conclusion: create irresistible offers.
The best PPC Experts look beyond just Google Ads and are involved with their clients on a business level.
If you’re managing Google Ads campaigns, do this now:
- Challenge your client/team to create irresistible offers.
- Analyze how they can make their offers better.
Take matters into your own hands.
The better your client’s offer, the better your results.
Ultimately, that will make you look good as a Google Ads Specialist.
Create irresistible offers, and see how your results will skyrocket this Black Friday.
All the best — we hope you’ll crush it!
We’ll speak later.
Cheers,
Bob & Miles
_p.s. we’re hosting a free live training this Wednesday (Nov 8th 14:30 - 16:00 CET) to help you maximize Goolge Ads performance in the Q4 peak season._
_[**Feel free to join us an 900+ other PPCers, it’s gonna be a value-packed session.**](https://www.ppcmastery.com/live-q4)_
_p.s.2: curious how we approach Black Friday? Sign up for our VIP List to get early access to our offers. We’re committed to giving you the best deals this year, so **[feel free to sign up here](https://www.ppcmastery.com/blackfriday)**._
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #69 — 5 ways to manage stress around Black Friday
URL: https://www.ppcmastery.com/newsletter/tpe-69-5-ways-to-manage-stress-around-black-friday
Published: 2023-11-19
Author: Miles McNair
Hey, Miles here with a special issue of The PPC Edge.
It's Black Friday week: the busiest and most hectic week of the year if you have ecom clients.
Therefore, I’m not sharing an advanced Google Ads tip today like normally.
I want to share something that’s arguably even more important: how to manage stress around Black Friday.
In a week like this, it's important to take good care of yourself so you don't burn out.
Oh, and even if you don’t have ecom clients, this newsletter is still important because working in PPC can be very stressful in general.
So use these tips to destress, and prevent burnout altogether.
Let’s dive right in!
## Black Friday week is stressful, here’s what you can do about it.
I have mixed feelings regarding Black Friday week: I love, and I hate it.
I love it because it’s fun to crush performance records.
And I hate it because it can get really stressful:
- Clients are very demanding.
- You’ll have use a lot of brainpower.
- You’ll have to make a lot of last-minute changes.
- Some clients will blame you for bad performance.
- You’ll likely make long days and work on weekends.
Here are 5 things I do to manage stress this week, to make sure I don’t burn out:
1. Focus on (mental) health
2. Take time off
3. Seek help on time
4. Set boundaries
5. Put everything in perspective: it’s just work
Hopefully the tips in this newsletter will help you manage the additional stress from this week.
## 1: Focus on (mental) health.
The biggest way to deal with work-related stress: focusing on (mental) health and living a healthy lifestyle.
Eat healthy, sleep well, move and exercise a lot.
That’s how you feel strong and energetic, and are much less sensitive to stressors.
It might feel like you don’t have time to do all of these…
But trust me: by focusing on (mental) wellness, you actually generate the energy you need to operate at the highest level possible.
## 2: Take time off.
Not taking enough time off from work is the quickest way to burn out. Do this instead:
### **Take frequent walks throughout the day.**
Walks are a magical way to get some movement, clear your mind and get mental clarity.
I’m not a doctor and this is not medical advice, but trust me — you’ll experience huge benefits from walking frequently throughout the day. Micro breaks are needed to perform at a high level.
### **Do something fun after work.**
I love to work, but I also understand the importance taking breaks and doing something fun afterwards.
I like to go on long walks/hikes with my girlfriend or play some FIFA or other video games to unwind.
It doesn’t matter what you do, as long as it’s a fun, relaxing activity you enjoy (either alone or with people you like).
### **Take time off after this week.**
I don’t normally work on weekends unless I want to, but I make an exception around Black Friday.
Most brands run promotions on Saturday and Sunday too, so I’m constantly analyzing performance, and communicating with my clients to make sure we stay on top of it.
This costs a lot of energy, so I like to take some time off afterwards.
This doesn’t have to be a 2-week vacation.
I like to take 1 or 2 days off to disconnect from the madness. This fully recharges my batteries and I’m ready to rock again as we move towards Christmas.
My advice to you: take 1 or 2 days off to chill, do fun stuff, hang out with people you like, and do something that recharges your energy.
Doing this can be the difference between burning out or not (I know this from my own experience).
## 3: Seek help on time.
A lot of people feel ashamed about being stressed and don’t want to ask for help.
My advice: seek help on time. Involve your team members/clients to share the workload.
The longer you wait, the more stressful it’s gonna be for you.
Talk to people regularly, not only when it’s too late. Give your manager/boss a headsup when you feel overworked. You’ll do yourself and your company a huge favor.
Seeking help is a sign a strength, not weakness.
I had to learn this the hard way in life.
## 4: Set boundaries.
People often feel stressed when boundaries get overstepped too often.
Ask yourself: how much are you willing to do for someone, and where is the line?
Use the instant feedback you’re getting from yourself and communicate your boundaries whenever someone crosses them.
Examples where I had to draw a line in the past:
- A client texted me at 2:00 am on Friday evening to fix something.
- Another client wanted me to swap the ads at 8:00 pm on Saturday because they had a last-minute decision to change offer.
I’m always super flexible, but always within the reasonable boundaries I set and communicate with my clients.
I could’ve just done what they asked me when they contacted me, but I pushed them back instead because my boundaries were overstepped.
Only you can decide what your limit is. Be mostly flexible, but firm when needed.
## 5: Put everything in perspective: it’s just work.
We often make work too big and important, while in reality it’s not.
Be flexible to help your clients the best possible way you can…
And remind yourself that nobody is going to die, even if performance isn’t what you hoped it would be.
Don’t take it too seriously and let work just be work.
## Do the best you can — but not at the expense of your (mental) health.
Give it your all this week, and do everything you can to deliver the best possible results for your clients…
But never at the expense of your own mental health.
To recap, here are 5 things you can do to manage stress this week, so you don’t burn out:
1. Focus on (mental) health
2. Take time off
3. Seek help on time
4. Set boundaries
5. Put everything in perspective: it’s just work
Best of luck — I hope you have a fun and exciting week with lots of broken records (without too much stress).
_And please, take 1-2 days off after Black Friday to recharge your batteries. I promise you it’ll do wonders._
Speak soon,
Miles (and Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #68 — 11 most common Google Ads mistakes (and what to do instead)
URL: https://www.ppcmastery.com/newsletter/tpe-68-11-most-common-google-ads-mistakes-and-what-to-do-instead
Published: 2023-11-13
Author: Miles McNair
Happy Monday — Miles here with The PPC Edge!
If there’s one thing I’ve learned in PPC, it’s that every account is different.
However, after spending over €50.000.000 for 100+ clients since 2018, I’ve noticed patterns in the most common mistakes that mess up accounts big time.
Let's just dive right in!
## The 11 most common Google Ads mistakes that keep you from growing.
Again: every account is different. But when I take over a new account or do an audit, I often see the same mistakes.
Some are big, others small. Avoid these mistakes if you want to be great instead of average.
The 11 most common Google Ads mistakes that keep you from growing:
1. Not having clear goals and KPIs
2. Acting on assumptions instead of data
3. Not prioritizing conversion tracking
4. Not using third-party attribution
5. Not having a testing roadmap
6. Not having a clear optimization routine
7. Running wrong campaign types
8. Messing up internal matching
9. Targeting the wrong locations
10. Not auditing regularly
11. Chasing shiny objects
Obviously, there are tons more mistakes people make. I wanted to list the non-obvious, impactful ones.
Let’s zoom in on each mistake, and what to do instead.
## Mistake 1: Not having clear goals and KPIS.
As obvious as it may sound, most advertisers still aren’t clear on their goals and KPIs.
As a Google Ads Specialist, it’s not your responsibility to determine your client’s goals and KPIs, but it is your responsibility to challenge them if they don’t have any.
Without clear goals and KPIs, how are you going to analyze the data? How do you know if the campaigns are successful or not? How do you determine what to scale up or down?
You don’t.
Bob and I both don’t run any campaigns for our clients unless we know exactly what the overarching goals and KPIs are. And we do everything we can to help our clients set goals if they don’t know how.
## Mistake 2. Acting on assumptions instead of data.
I see this happening waaaay too often: PPCers who act on assumptions instead of real data.
We have a lot of data at our disposal in Google Ads, so use it. Don’t make changes based on assumptions (unless you have a strategy to test against your assumptions, but that’s a different story).
If you’re not 100% sure why you’re doing something, dive deeper into it or don’t do it at all.
For example: when Performance Max launched, a lot of people thought audience signals were used for targeting purposes, but they only serve as suggestions for Google.
If you assume you’re targeting a specific audience, while in fact you may not be… Well then without knowing it, you’re going to encounter a lot of issues down the road.
And it will be extremely hard to solve those issues. So act on real data, not on assumptions.
**Not sure if you’re acting on assumptions or data? Here’s a quick test:**
Do you often say: “I think X happened because of Y…”?
Then ask yourself: “how do I know that’s true?”
If you “think so”, then you’re acting on assumptions.
Keep digging until you “know so”.
## Mistake 3: Not prioritizing conversion tracking.
The best Google Ads Specialists ensure they have crystal clear tracking.
Average Google Ads Specialists never look into tracking because they feel it’s not their responsibility.
Or even worse: they tracking irrelevant data, like micro conversion that make no sense.
This post from **[Boris Beceric (great guy, give him a follow)](https://www.linkedin.com/posts/activity-7119687607919210496-WKYL?utm_source=share&utm_medium=member_desktop)** pretty much sums it up:
[_**Here’s a guide that takes you through the most optimal conversion tracking setup so you never make these rookie mistakes again.**_](https://www.ppcmastery.com/blog/tpe-50-measurement-maturity-model-tracking-best-practices)
## Mistake 4: Not using third-party attribution.
You can’t rely fully on Google Ads data because it’s heavily biased towards itself.
Every ad platform loves to take credit for every conversion, as if there were no other channels that contributed.
That’s why you need a third-party attribution tool: an independent analysis of the attribution across all the channels in the marketing mix.
Here’s an example of Northbeam, but Bob uses TripleWhale:
_Note: this is not as relevant for small accounts, but gets more important as you scale._
## Mistake 5: Not having a testing roadmap.
Another big mistake I often see in accounts: there is no structured approach to testing.
It’s an easy fix: create a testing roadmap that contains what you will test, why (hypothesis), and when.
Simple as that — don’t overcomplicate it.
Always be testing, as **[Nils Rooijmans](https://www.linkedin.com/in/nilsrooijmans/)** would say.
## Mistake 6: Not having a clear optimization routine.
As an extension to that: most Google Ads Specialists don’t follow a clear optimization routine.
They either optimize too much, or too little.
That’s why we created the Google Ads Optimization Blueprint: a huge doc with 300+ checks and optimizations with frequency, campaign types, and more.
_**[For now, it’s only available for members of The PPC Hub, feel free to join us here.](https://www.ppcmastery.com/hub)**_
You want to think about what you do:
- Once (set up and done).
- Daily (checks, analysis, monitoring).
- Weekly (hygiene optimizations).
- Monthly (bigger projects that cost more time).
- Quarterly (big, impactful experiments)
Etcetera.
## Mistake 7: Running wrong campaign types.
A lot of specialists use the wrong campaign types.
**Example 1: they rely too much on Performance Max to do remarketing.**
Yes, pMax has built-in remarketing functionalities, but you can take back valuable control by leveraging dedicated remarketing campaigns.
_[**Here’s a guide that demonstrates how we look at full-funnel remarketing.**](https://www.ppcmastery.com/blog/tpe-33-full-funnel-remarketing-strategy-for-more-control)_
**Example 2: they use the wrong video campaign types.**
I’ve seen this in an audit recently: the client is heavily focused on bottom-of-funnel conversions, but they ran video campaigns for awareness (upper funnel). They should’ve opted for Video Action Campaigns instead.
Don’t make these same mistakes and always ask yourself if you’re running the right campaign types to reach your goals.
## Mistake 8: Messing up internal matching.
Another big mistake: messing up internal matching.
I’ve seen it in sooooo many audits:
- Non-branded Search campaigns with branded search terms.
- DSA campaigns with branded search terms.
- pMax campaigns with branded search terms.
- Branded Shopping campaigns with non-branded search terms.
This messes up the data and scalability of your campaigns.
Unless it’s a conscious decision, these are big errors in my book.
## Mistake 9: Targeting the wrong locations.
I once saved a client $3K of spend per month by optimizing the location settings.
Context: it was a US client, but they accidentally got traffic from India, Pakistan, and Bangladesh.
We turned off “location of interest”, which you can find in the campaign settings:
To check if you’re spending money on locations that you haven’t targeted, go to locations and click “matched locations”.
You want your targeted and matched locations to be the same.
## Mistake 10: Not auditing regularly.
A big mistake I often see: there is no auditing structure in place.
Every quarter, do an audit of your own account. Even better: get someone else to do an audit for your account.
You’ll be surprised how many insights you’ll gain from it.
Sometimes we’re so deep into an account, that we miss obvious optimizations.
Having an extra pair of eyes on your account can be a gamechanger for your performance.
_Takes guts and confidence to let someone else audit your account, though. Get ready for your baby to get roasted ;-)._
## Mistake 11: Chasing shiny objects.
The easiest way we can explain Shiny Object Syndrome:
_Credits to [marketoonist.com](https://marketoonist.com/) — their cartoons are hilarious!_
We all love new, fancy ideas. But most of the times they’re just distractions.
We suffer from this too, we’re no saints.
The best way to deal with it is to acknowledge the distraction, and refocus your attention on what’s important whenever you feel the urge to pursue something new.
## Don’t make these mistakes so you can scale profitably.
Once again: every Google Ads account is different.
Try to avoid these mistakes at all cost and witness how your results will improve.
If you liked this newsletter, feel free to share it on LinkedIn and tag us — we love seeing and interacting with your posts.
That’s all for today — see you next week!
Cheers,
Miles (& Bob)
p.s. we’re reopening the doors of The PPC Hub on Monday, November 20th with a very special Black Friday offer.
But our waitlist will get exclusive early access on Thursday, November 16th.
So if you want to secure your spot before everyone else, [**feel free to join the waitlist here**](https://www.ppcmastery.com/hub).
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #66 — Search Themes for pMax (guide and best practices)
URL: https://www.ppcmastery.com/newsletter/tpe-66-search-themes-for-pmax-guide-and-best-practices
Published: 2023-10-30
Author: Miles McNair
Hey, Bob & Miles here! :)
Last week, [**Google announced the beta launch of Search Themes for Performance Max campaigns**](https://support.google.com/google-ads/answer/14179631?sjid=14201356782172894106-EU).
At a first glance, this sounds promising: more control for advertisers.
But… When we dig deeper into this new feature, we wonder if that’s true.
It looks like a great feature, but it will have a big impact on your account if you don’t know how to use it.
In this issue of The PPC Edge, we’ll break down:
1. What are Search Themes and how do they work?
2. The impact on pMax, Search & audiences.
3. How to set up Search Themes.
4. Setup best practices.
Let’s dive in!
## 1: What are Search Themes and how do they work?
In [**Google’s words**](https://support.google.com/google-ads/answer/14179631?sjid=14201356782172894106-EU), this is what Search Themes are:
_“A new beta called “search themes” in Performance Max provides you with an easy way to guide Performance Max to serve on placements that you may not be reaching yet._
_Performance Max currently looks at your assets, feeds, and landing pages to predict which placements, including search queries, will perform well for your campaign. Now with the search themes beta, you can fill in gaps by adding information about your business that you expect to perform well._
_By combining your expertise with Google AI you’ll be able to expand your reach on all channels, including Search.”_
So to paraphrase, Search Themes are additional signals to inform Google what search themes are relevant for your brand. They are especially important when pMax can’t match on the right search terms based on other signals from your landing pages, assets, feeds etc.
**Always remember these things:**
- **Search Themes are SIGNALS, not actual targeting.**
- **And you enter broad Search THEMES, not Search TERMS!**
**Some other important notes:**
- They work similarly to how you use Audience Signals — as mere suggestions. Google can and will eventually look beyond them.
- Use them to ramp up (new) campaigns, and proactively inform the algorithm about what Search Themes are relevant for your brand.
- Search Themes do not only work for Search inventory, but can also be applied to YouTube, Display, and other channels.
- You can add up to 25 Search Themes per asset group.
## 2: The impact on pMax, Search & audiences.
Search Themes can have a positive, negative or neutral impact on various campaign types. Let’s look at what to expect for Performance Max, Search, and your audience segments.
## 2.1: Search Themes’ impact on Performance Max.
Naturally, Search Themes will have a big impact on Performance Max campaigns. They give advertisers additional levers to pull in order to drive results.
Search Themes are optional, but we do recommend to use them to give the algorithm additional signals of what search themes are important for your campaigns.
[**Google explicitly mentions**](https://support.google.com/google-ads/answer/14179631?sjid=14201356782172894106-EU#zippy=%2Cwill-search-themes-limit-performance-max-traffic) that Search Themes _“may help identify new or incremental traffic that drives improved performance when traffic can’t be found with keywordless AI technology through the Final URL Expansion feature.”_
Always remember that Search Themes are signals, not actual targeting. Don’t expect too much from them, but use them in the same way you use Audience Signals.
As a result of using Search Themes, you COULD see increased spend and conversions coming from the Search network. Always keep an eye on your **[spend allocation script](https://www.ppcmastery.com/blog/tpe-29-new-pmax-insights-updated-script)**.
You can analyze the impact by cross-checking if your Search Themes show up in your search term insights.
## 2.2: Search Themes’ impact on Search.
This is where it becomes a bit tricky. Using Search Themes could in theory lead to cannibalization of your Search campaigns.
Here’s what Google has to **[say](https://support.google.com/google-ads/answer/14179631?sjid=14201356782172894106-EU#zippy=%2Cwill-search-themes-limit-performance-max-traffic%2Chow-will-search-themes-affect-my-keywords-in-search-campaigns)** about it:
_“On Search inventory specifically, search themes in Performance Max campaigns will have the same prioritization as your phrase match and broad match keywords in Search campaigns. Exact match keywords that are identical to the search queries will continue to be prioritized over search themes and other keywords.”_
What that means:
- Search Themes in Performance Max campaigns will have the same prioritization as phrase and broad match keywords in Search campaigns.
- Exact match keywords in Search campaigns that are identical to the search queries will take priority in the auction.
- Phrase and broad match keywords that are identical to the search queries will be equally eligible to enter the auction.
- So phrase/broad match keywords will have the same value in the auction as Search Themes (if you don’t consider AdRank).
- If there is no identical match, the campaign/ad group that enters the auction is often determined by AdRank. Exceptions might apply if campaigns are limited by budget etc.
This only proves that it’s still very important to build out granular, well-structured Search campaigns (if you wish to take full control over this campaign type), and don’t blindly random Search Themes to Performance Max asset groups.
**And keep in mind: in the auction, Google will give the same value to phrase and broad match keywords as it will give to your Search Themes (if you don’t consider AdRank).**
## 2.3: Search Themes’ impact on audiences.
Search Themes will also have a big impact on your custom audience segments:
_“In early 2024, we’ll automatically upgrade your existing custom segments based on search activity to search themes. With the release of search themes, you will no longer be able to add or edit custom segments based on past search activity in Performance Max. Custom segments based on interests will still be available.”_
So… Say goodbye to search-based custom audience segments, and get used to using Search Themes.
They can be used on both non-Search and Search inventory.
You can still create custom segments for custom affinities, interests, apps, and (competitor) URLs. Within Performance Max, you can find them under “Interests & Detailed Demographics”).
## 3: How to set up Search Themes.
Search Themes will be rolled out to all accounts in the upcoming weeks/months. Here’s a screenshot from Google’s announcement:
Here’s how to set up Search Themes:
1. Go to your Performance Max campaign
2. Select campaigns > asset groups
3. Clicks “Signals”
4. Add up to 25 Search Themes
Simple as that.
## 4: Setup best practices.
And now for the final part of this guide, here are the best practices when you set up Search Themes:
- Use broad Search Themes
- Don’t use duplicates or close variants
- Don’t expect massive changes in the beginning
- Align Search Themes with assets and messaging
- Use Search Themes to ramp up (new) pMax campaigns
- Analyze by checking the search term insights of your pMax campaigns
- Monitor your pMax spend allocation script: review impact on Search campaigns
- Search Themes will respect Brand Exclusions and account-level negatives
- You can add up to 25 Search Themes per asset group, but it’s ok to use fewer
- Understand that traffic from Search Themes go to landing pages from Final URL Expansion, Page Feeds, and “URL Contains” settings.
- Understand that Search themes will have the same prioritization as your phrase match and broad match keywords in your Search campaigns. AdRank plays a huge role here.
## Last note: before you set up Search Themes, deeply study the mechanics.
We like Search Themes, but only when used correctly. Before you set them up, deeply study the mechanics: how do they impact the auction, your Search campaigns, your pMax campaigns etc.
All the answers are in this issue of The PPC Edge, but if you want to get all of the context, we recommend to study the [**announcement from Google**](https://support.google.com/google-ads/answer/14179631?sjid=14201356782172894106-EU#zippy=%2Cwill-search-themes-limit-performance-max-traffic%2Chow-will-search-themes-affect-my-keywords-in-search-campaigns).
To close this off, here are 3 important notes to remember:
1. Search Themes are NOT Search Terms.
2. Search Themes are SIGNALS, not targeting.
3. Phrase & broad match keywords will have the same prioritization as Search Themes.
That’s all for today.
Thanks for reading, and see you in Friday’s issue of The Friday Roundup :).
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #65 — Google Ads tools to save time and increase profits
URL: https://www.ppcmastery.com/newsletter/tpe-65-google-ads-tools-to-save-time-and-increase-profits
Published: 2023-10-24
Author: Miles McNair
Hey, Bob & Miles here — we hope you had an awesome weekend!
People often ask us about our favorite Google Ads tools.
So we figured: let’s share our list of tools in this issue of The PPC Edge.
These tools help us save time, and increase profits for our clients.
You might be familiar with some of them, while others might be new.
Let’s dive right in!
_Quick note: some of the links are affiliate links, but not all of them. As always, we only recommend tools we actually use ourselves._
## **[1: TrueClicks](https://trueclicks.com/#via=bce015)**
TrueClicks helps you stay on top of your accounts. It's a no-brainer if you have a lot of different clients.
**The benefits of using TrueClicks:**
- Automated account audits.
- Get notified when something breaks.
- Never miss an optimization opportunity again.
## **2: [Stape.io](http://Stape.io) / [Taggrs.io](http://Taggrs.io)**
Stape and Tggrs are great tools to help you set up server-side tracking.
**The benefits of server-side tracking:**
- Prevent data loss due to client-side issues.
- Faster load times and improved UX.
- Track more conversions.
## [3: Unbounce](https://unbounce.grsm.io/pp831jh6nay6)
We sometimes take control of our clients’ landing pages, which we typically build in Unbounce.
**The benefits of using Unbounce:**
- Test landing pages without a developer.
- Easy to use drag & drop builder.
- For Lead Gen, Ecom and SaaS.
## [4: ProfitMetrics.io](https://profitmetrics.io/?fpr=ppcmastery)
ProfitMetrics is an absolute no-brainer for all of our ecom accounts, because it allows you to track (and steer on) profit.
**The benefits of using ProfitMetrics:**
- Track profit, not just revenue.
- Steer on POAS, not just ROAS.
- Measure more conversions with the Conversion Booster.
- ProfitMetrics also uses server-side tracking.
And they have outstanding support.
## **[5: ProductHero](https://producthero.com/en/google-css?utm_source=referral&utm_medium=ppcmastery.com)**
ProductHero is another no-brainer for ecom clients.
**The benefits of using ProductHero:**
- CSS: get 20% off Shopping clicks (EU).
- Enable Performance-Based Bucketing with the [Labelizer](https://producthero.com/en/labelizer?utm_source=referral&utm_medium=ppcmastery.com).
- Optimize your product feed with their title [Optimizer](https://producthero.com/en/optimizer?utm_source=referral&utm_medium=ppcmastery.com) tool.
- Scrape, compare, and benchmark product prices with [Pricelizer](https://producthero.com/en/pricelizer?utm_source=referral&utm_medium=ppcmastery.com).
## 6: Third-party attribution tools (Northbeam, Rockerbox, Hyros, TripleWhale)
Third-party attribution tools are crucial for analyzing performance across the entire marketing mix, especially for advanced advertisers with a lot of spend on various channels.
**The benefits of using third-party attribution tools:**
- Analyze performance across the entire marketing mix.
- Build custom attribution models for your business.
- You no longer rely on in-platform data.
You can't solely rely on Google Ads (or any platform) data — and that’s where Northbeam, Rockerbox, Hyros and TripleWhale come into play.
You could use GA4 as a free alternative… But remember that you’re still relying on attribution by Google, instead of an unbiased third-party tool.
## [7: Cookiebot](https://www.cookiebot.com/)
If you track users online with the proper consent/compliance, you are liable for fees. [Cookiebot CMP](https://www.cookiebot.com/) helps you make your online (cookie) tracking compliant. We use Cookiebot for [ppcmastery.com](https://ppcmastery.com/) and it works really well.
**The benefits of using Cookiebot:**
- Track users with the proper consent.
- You are compliant with all the boring legal stuff.
_One important note: this is not legal advice. Always consult a legal professional to see if you're truly compliant and following the law._
## 8: Click fraud prevention (**[Lunio](https://lp.lunio.ai/demo-ppc-mastery/)/[Cheq](https://cheq.ai/click-fraud/))**
Click fraud is a potential danger of automated campaign types like Performance Max. Luckily for us, there are click fraud prevention tools.
**The benefits of using click fraud prevention tools:**
- Reduce wasted spend on invalid traffic.
[Lunio](https://lp.lunio.ai/demo-ppc-mastery/) tends to be cheaper and easier to use, while [Cheq](https://cheq.ai/click-fraud/) is more expensive but has great customization.
_Side note: these tools are never 100% foolproof. We’ve seen cases with false negatives, which lead to to exclusion of real traffic. Always be aware, test for yourself, and be critical of the data these platforms give you._
## [9: Channable](https://channable.com/)
Channable is one of those tools we can't live without. If you have a feed, you need Channable. It's simply the best feed management + campaign automation tool in the world.
**The benefits of using Channable:**
- Easily manage your Shopping feed.
- Connect any source you want.
- Automate campaign creation.
## **[10: ShoppingScraper](https://shoppingscraper.com/)**
Do you have a lot of different products, and do you regularly compete on price? Well, then you'll love Shoppingscraper!
**The benefits of using ShoppingScraper:**
- See real-time Google Shopping prices.
- Scrape prices from various sources.
- Compete on price.
If you’re looking for a free alternative, you could use the price benchmarking functionality within Google Merchant Center.
## [11: Loom](https://loom.com/)
Loom helps us reduce useless meetings.
**The benefits of using Loom:**
- Save time by sending clients small updates with a quick Loom video.
- Increase the frequency of checking in with your client.
- Reduce time spent on useless meetings.
## [12: Canva](https://www.canva.com/)
Canva is truly one of the best tools in the existence of the world. If you’re a design-noob like Miles, this tool is perfect for you.
**The benefits of using Canva:**
- Create anything without the need for Photoshop skills.
- Create banners/videos based on templates.
## **[13: Sweetcode](https://sweetcode.com/)**
Sweetcode is a Pixel Manager and makes it really easy to set up conversion tracking for WooCommerce stores!
**The benefits of using Sweetcode:**
- Set up and manage your conversions for WooCommerce in one central place.
## 14: Google Ads Editor
We looooove the Google Ads Editor. You’re probably familiar with it, but we wanted to mention it anyway.
**The benefits of using Google Ads Editor:**
- Speed up campaign creation.
- Save time by making bulk edits.
- Make changes in draft-mode, and publish whenever needed.
This is one of those tools that you truly need to master to make yourself 10 times as productive.
## **[15: Brain.fm](https://www.brain.fm/)**
Miles can’t live without [Brain.fm](http://Brain.fm).
**The benefits of using [Brain.fm](http://Brain.fm):**
- Listen to music that’s designed to help you focus better.
- Choose from a wide range of genres.
After a while, your brain becomes accustomed to the music and you instantly get into focus-mode by association.
And the Lo-Fi beats are just amazing.
## **[16: Creatopy](https://www.creatopy.com/)**
We wish we would’ve found a tool like Creatopy earlier in our careers.
**The benefits of using Creatopy:**
- Quickly and easily create banners based on templates.
- Design conversion-optimized ads without design skills.
## [17: Adalysis](https://adalysis.com/?tap_a=74532-d4e7c3&tap_s=3227451-b18279)
Last but not least: arguably the best ad copy testing tool out there: Adalysis.
**The benefits of using Adalysis:**
- Advanced RSA testing.
- Advanced RSA insights.
- PPC automation.
## But wait, there’s more…
So that’s it: 18 of our favorite Google Ads tools that can help you save time and increase profits.
Did you know there’s a big database of PPC tools, created by Wijnand Meijer from TrueClicks?
It’s called [ppc.software — check it out here](https://ppc.software/) (hundreds of tools).
Hopefully this shortlist was valuable.
If you have any tools we should add to the list, just reply to this email.
That’s all for today — we’ll be back on Friday with the Friday Roundup :).
Have a great week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #64 — 70+ custom columns to improve workflow
URL: https://www.ppcmastery.com/newsletter/tpe-64-70-custom-columns-to-improve-workflow
Published: 2023-10-17
Author: Miles McNair
Welcome back to The PPC Edge!
Together with [Denie Geertzen](https://www.linkedin.com/in/denie-geertzen/) and [Arjan Schoorl](https://www.linkedin.com/in/arjanschoorl/) (both are members of The PPC Hub), we have co-created a library of 70+ custom columns to improve your workflow in Google Ads.
Here’s what we’ll discuss today:
- Why custom columns are amazing.
- Examples of valuable custom columns.
- The link to the database of 70+ custom columns.
_And a special thanks to [Arjan Schoorl](https://www.linkedin.com/in/arjanschoorl/), [Denie Geertzen](https://www.linkedin.com/in/denie-geertzen/), [Marcel Klomp](https://www.linkedin.com/in/marcel-klomp/), [Koos Hoeijmakers](https://www.linkedin.com/in/kooshoeijmakers/) & [Dave Alexander](https://www.linkedin.com/in/dave-alexander-ppc/) for contributing to this library. Be sure to follow them!_
Let’s dive in!
## Why custom columns are amazing.
Within Google Ads, you can add most of the basic data and metrics (costs, CTR, conversions etc.) to your column set.
But sometimes, the basics are not enough. You can enhance the data and metrics in your accounts with custom columns.
Before we look at some examples. here’s a quick refresher on how to set them up:
### **Step 1: go to campaigns/ad groups and click “columns”**
****
### **Step 2: scroll down until you see “Custom columns” and click “+ Custom column”**
### **Step 3: create a new custom column**
****
Pro tips:
- Click “< / > Text” to save time by copy-pasting the formulas from the [Custom Column Library](https://columnlibrary.com/).
- Add the right data format (currency, percent, number etc.)
- Add as many as you need, but don’t overdo it.
And then, magically, you unlock extremely valuable new insights.
Let’s look at some examples.
### **Example 1: Easily compare the ROAS of the last 7 days vs. last 30 days:**
### **Example 2: See real business results like Gross Profit, Closed Deals, and Lead > Closed Deal ratio:**
There’s so much more data that you can unlock with custom columns, like:
- Budget run rates
- Mobile traffic share
- Mobile vs. desktop ROAS
- Lead to Qualified Lead ratio
- Cost per micro conversions
- Conversions per impressions
- Soft to Hard conversion rates
- Expected monthly revenue or profit
- Expected monthly spend vs. actual spend
The possibilities are endless.
## Link to the Custom Columns Library.
You can easily implement 70+ custom columns via the [Custom Columns Library](https://columnlibrary.com/).
Once again, thanks to [Denie Geertzen](https://www.linkedin.com/in/denie-geertzen/) and [Arjan Schoorl](https://www.linkedin.com/in/arjanschoorl/) (and [Marcel Klomp](https://www.linkedin.com/in/marcel-klomp/), [Koos Hoeijmakers](https://www.linkedin.com/in/kooshoeijmakers/) & [Dave Alexander](https://www.linkedin.com/in/dave-alexander-ppc/) for building and contributing to this library. Be sure to follow them!
[**Access it here for free on columnlibrary.com.**](https://columnlibrary.com/)
[](https://columnlibrary.com/)
_At the time of writing, we’re actually at 70+ custom columns so we need to update the banner, haha._
We hope this is a valuable resource for you to unlock new insights that will help you improve your data, save time, and optimize better.
And if you have any custom columns to add to the library, send a DM to [Denie](https://www.linkedin.com/in/denie-geertzen/) or [Arjan](https://www.linkedin.com/in/arjanschoorl/) (we’ll make sure to shout you out).
That’s all for today — see you next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #62 — 7 steps to crush it in Q4 (case study)
URL: https://www.ppcmastery.com/newsletter/tpe-62-7-steps-to-crush-it-in-q4-case-study
Published: 2023-10-02
Author: Miles McNair
Hey all, Miles here with an epic case study.
It's October, so it's officially Q4!
Time to start preparing for all the peak buying mania that’s coming soon:
- Singles Day
- Black Friday
- Cyber Monday
- Christmas
- New Years
My clients generate around 40-50% of the yearly revenue in Q4, so it’s important to prepare early to maximize revenue and profit during the peak season.
Here’s some data to back it up from one of my clients last year:
I've created a case study to help you prep your Google Ads accounts for max scale (so you can crush your competitors this year).
Instead of listing the things you can/should do, I’ll share a deep dive into the key elements of a successful Q4 strategy I executed with a client last year:
1. Do research
2. Create offers
3. Build an audience
4. Build landing pages
5. Set up campaigns
6. Analyze (3rd party attribution)
7. Work together with other channels
It's the same playbook I'll be following this year with all of my clients, and I’m sure it'll be of value to you as well!
## 1: Do research
We knew conversion rates would go up in Q4 so we did a lot of research and identified the most important dates for peak sale moments:
- Singles Day
- Black Friday
- Cyber Monday
- Christmas
- New Years
_A big thanks to [Felix Kohmaier](https://www.linkedin.com/in/felix-kohmaier-b7667291/) who pointed out I shouldn’t forget about Singles Day in this case study!_
If you’re a Dutch retailer, don’t forget about Sinterklaas!
These are the dates for these sale moments in 2023.
The data shows that the conversion rates started to significantly increase in the first week of November:
We started very early and capitalized on the rising conversion rates from the beginning of the season. We didn’t only run a sale on the specific dates, but in the weeks leading up to them as well, squeezing every bit of revenue from Q4.
## 2: Create offers
The most important thing to crush it in Q4: your offers. I’ve had clients run Black Friday sales with 5% off.
That’s an insult to your customers. People wait for big discounts around Black Friday/Christmas so give it to them.
You’re better off not running any sales than a 5-10% discount.
Matter of fact, another client of mine was against the buying mania and didn’t run a sale (and they still had their best month ever).
**Examples of offers we ran:**
- Buy more, get more
- Buy 1, get a free gift
- Buy 2, get 2 free
- High discounts
- Up to 40% off on the most popular products
- Up to 60% off on products that needed to be cleared
- Bundles
- Bundles of popular products (with a discount)
- Free premium/fast shipping around Christmas
Don’t think in one-off sales. Strategize how you can increase the AOV of your customers through bundles, gifts, and more.
Remember this quote from Alex Hormozi: _“make offers so good, people feel stupid saying no”._
## 3: Build an audience
After we knew what offers we were going to run, we built up an audience through a waitlist. I can’t show you the actual page of my client, but here’s an example of how Coolblue does it:
People search for deals early, so we captured that demand with a waitlist. We send them exclusive offers before everyone else to capitalize and create early momentum.
The sooner you can start with building up your audience, the better.
## 4: Build landing pages
The next thing we did, was build out all landing pages. Don’t underestimate how much time this costs, so start early!
We had dedicated landing pages for:
- The waitlist
- All offers
- Bundles
And we also added the sales/discounts to the home page, and all existing landing/product pages.
This client’s team built the landing pages, but if I had to do it myself I would simply build a few pages in [**Unbounce**](https://unbounce.grsm.io/pp831jh6nay6).
Up until this point, we’ve done our research, created the offers, and built audiences and landing pages.
Now it was time for me to look at what to prepare in my Google Ads account.
## 5: Set up campaigns
There’s a lot that goes into managing Google Ads accounts in the peak season. Here are the most important things I did in order to maximize conversions within our ROAS target:
- Create ads
- Build structure
- Manage bid strategies
- Manage product feed
### **Create ads**
My client created new image and video ads for our YouTube, Display, Discovery and pMax campaigns.
I created new sale RSAs and wrote ad copy for the other campaign types.
In these peak moments, I usually just create one new RSA per ad group that’s heavily focused on the sale. It’s also ok to run a sale RSA next to an evergreen RSA, but I’ve had a lot of success with just one sale RSA so that’s my go-to approach this year as well.
We also added relevant extensions like promotions (don’t forget about the one in GMC) and prices.
_Pro tip: don’t wait until the last moment to set up your ads, because processing can take a while around Black Friday. You don’t want to miss out because you’re ads haven’t been approved yet!_
### **Build structure**
We kept it simple and didn’t make too many changes to our campaign structure. We had been testing with different structures, keywords, match types, audiences etc. throughout the year so we knew what the winning combination was going to be.
### **Manage bid strategies**
In order to maximize revenue AND profit between Black Friday and Christmas, we went through 5 phases:
1. The ramp up
2. The first peak
3. The first danger zone
4. The second peak
5. The second danger zone
We utilized Seasonality Bid Adjustments to push before and on the peak, and to scale down after.
Each phase required a different strategy. This issue will become too long if we zoom in on every step.
_Want a deep dive? **[Check out this guide on how to maximize profit with Seasonality Bid Adjustments!](https://www.ppcmastery.com/blog/tpe-17-maximize-profit-with-seasonality-bid-adjustments)**_
### **Manage product feed**
If you’re running Shopping Ads, you know how important it is to manage your product feed. This is also very true in Q4.
How we optimized the product feed:
- Added sale prices to sale\_price (keep the regular price as it is)
- Added sale dates to sale\_price\_effective\_date
- Used promotion\_id for GMC promotions
_FYI: we tested with “Black Friday Sale” at the end of the product titles, which lead to a LOT of extra clicks on Black Friday-related sale search terms. But that didn’t convert well. So we removed them again._
That’s about it for the Google Ads account. Let’s look at how we analyzed the data.
## 6: Analyze (3rd-party attribution)
This client is a complex client that’s advertising across many different channels (Google Ads, Meta, TikTok, Pinterest, Reddit, Snapchat… Everything).
That’s nice for scale, but it makes attribution difficult.
That’s why we don’t only look at Google Ads data. We use Northbeam as a third-party attribution tool.
Why? Because we’ve developed a custom attribution model that gives more value to first touches, and less to last touches like branded search and email.
That worked perfectly for this client, and it allowed us to confidently scale the brand across all of the channels.
_Quick note: in cases like these, you need a 3rd-party attribution tool because all ad platforms try to take credit for every sale. When they do, your data becomes untrustworthy and inflated, so you need a non-biased 3rd-party tool to help you with attributing the right value to the right touchpoints._
## 7: Working together with other channels
The final piece is one of the most important reasons why we had such a successful Q4 with this client: everybody worked together very closely.
It’s easy to work in silos, but we didn’t do that.
In the Black Friday Week, we had daily standups with my colleagues that were managing Meta and TikTok, to ensure we were efficient across all channels.
Having a third-party attribution tool really helps when you’re evaluating results with your performance marketing team.
During the Black Friday Weekend, we were also constantly in contact to ensure we were hitting our targets (both in terms of growth and efficiency).
I usually don’t work much on the weekends, but Black Friday is an exception.
## Start early and hit your best months yet!
Final note: you have a huge advantage if you start early this year.
Most of your competitors will be sleeping on Q4. Then, 1-2 weeks before Black Friday they all of a sudden realize they “should do something with it”.
That’s not how you scale…
Follow the playbook that worked for me last year to make Q4 your best months yet:
1. Do research
2. Create offers
3. Build an audience
4. Build landing pages
5. Set up campaigns
6. Analyze (3rd party attribution)
7. Work together with other channels
Hopefully this case study will help you crush your competitors in Q4.
That’s all for today — see you next week!
Cheers,
Miles (and Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #63 — 5 advanced tracking techniques
URL: https://www.ppcmastery.com/newsletter/tpe-63-5-advanced-tracking-techniques
Published: 2023-10-02
Author: Miles McNair
Welcome back to The PPC Edge!
Google Ads tracking is a huge mess…
It's becoming increasingly harder to properly track conversions.
- People are using ad blockers
- Browsers block third-party cookies
- Privacy regulations + lack of user consent lead to gaps in conversion data
On top of that, there are huge data discrepancies as ad platforms process and report data differently.
The current landscape causes a huge problem, because without proper conversion tracking, you will never get your desired results.
But did you know there are some advanced tracking features you can implement to not only measure more, but also get better insights?
**In today’s issue of The PPC Edge, we’ll show you 5 advanced tracking techniques to unlock new, valuable insights in your accounts to get an edge over your competitors that haven’t set them up:**
1. New vs. Returning Customers Data
2. Offline Conversion Tracking (OCT)
3. Conversions With Cart Data
4. Conversion Adjustments
5. Profit Data
If you can find ways to enhance your data, you will win the game. And it all starts with your conversion tracking setup.
Remember: whoever has the most high-quality relevant data, wins.
Let’s dive in!
## 1: **New vs. Returning Customers Data**
Why you need this:
- Analyze new versus returning customers
- Use insights to focus more on new customer acquisitions (or not)
After implementing, you can see new vs. returning customers conversion data for all your campaigns inside Google Ads. This is epic, because Google’s algorithm has a tendency to focus more on returning customers. If relevant, you can use the insights to change your strategy and focus more on new customer acquisitions.
## 2: **Offline Conversion Tracking (OCT)**
Why you need this:
- Bad lead quality be a huge challenge with Google Ads for Lead Gen
- Measure and optimize toward more profound lead-to-sale events.
- Deliver better input to let Google improve campaign performance.
You can use Offline Conversion Tracking to enhance your dataset with qualified leads, converted leads, closed deals etc. This way, you solve the issue of bad lead quality (which we often see in Performance Max campaigns).
Added benefit: you can use the real conversion values from closed deals to optimize for high-value leads/customers with Value-Based Bidding (VBB).
## 3: **Conversions With Cart Data**
Why you need this:
- Users often don’t buy the product in the Shopping Ad they clicked on
- This may lead to wrong decisions, hurting your business
- Cart reporting insights help you make more informed decisions
Unlock new columns in Google Ads and view which products were bought after an ad is clicked, which products are most likely to convert, top sellers, cart size, items sold, and so much more.
These are absolutely essential insights that set you apart from competitors, and make for great talking points with your clients.
## 4: **Conversion Adjustments**
Why you need this:
- A customer's conversion path ends after they convert, but the journey is not always over
- Customers return purchases, cancel reservations, or become more valuable
- You can adjust the conversion value, so it affects your bid strategies and reporting
This is great if you want to adjust conversions, so Smart Bidding can optimize for better, more real results.
## 5: **Profit Data**
Why you need this:
- Optimize for profit, not just revenue
- Know exactly how much profit you make each day
- Stop spending on unprofitable ads, scale hidden winners
The product ad a visitor clicks on, is not necessarily the product that is bought. Margins of these products can hugely differ. After you unlock this data, you can steer on profit (POAS), instead of just revenue.
You can easily set up Profit Data in Google Ads with **[ProfitMetrics](https://profitmetrics.io/?fpr=ppcmastery)**, one of our favorite tools!
They also offer Serverside Tagging solutions... A no-brainer!
## Want help implementing all advanced tracking techniques?
Most of these tracking techniques are technical and difficult to set up. But we can help you implement all of them (and more) in our [**Conversion Tracking Mastery course**](https://www.ppcmastery.com/conversion-tracking-mastery).
The 5 implementations above are just the tip of the iceberg, we go super deep on all of them and other implementations like Enhanced Conversions (For Leads), Consent Mode, Server Side Tagging, Custom Variables, and so much more.
We’ll show you the easiest and fastest way to implement advanced tracking techniques with no fluff.
You’ll also get email templates with instructions for technical implementations (which you can copy-paste and share with your developer).
There’s a lot that goes into proper conversion tracking, and these advanced implementations are an absolute must to measure and steer on real business results.
With [**Conversion Tracking Mastery**](https://www.ppcmastery.com/conversion-tracking-mastery), we can help you:
- Measure more high-quality conversions, get better results
- Learn from theory + over-the-shoulder implementation videos (step-by-step)
- Master basic and advanced Google Ads Conversion Tracking with best practices for Ecom, Lead Gen & SaaS accounts
_And as a result, your value as a Google Ads Specialist will increase!_
**The regular price is €199, but we want to reward you for being a loyal reader of The PPC Edge.**
Use discount code ppcedge50 to grab €50 off! :)
So for only €149, you can master the most important skillset in Google Ads: Advanced Conversion Tracking.
Your value as a Google Ads Specialist will significantly increase, simply because you can measure more.
Go beyond the basics and unlock your biggest competitive edge for 2023 and beyond.
So far, 500+ agencies, freelancers, and in-house PPC specialists enrolled in Conversion Tracking Mastery.
Will you join us too?
_Here's an insane testimonial we received from one of our students. Absolutely insane to read his words. Based on that, we know how valuable this course is for every Google Ads Specialist, regardless of your level of experience._
_We're convinced you will love this course. And if you don't, just send us an email within 30 days and we'll refund 100% of your investment._
[**Enroll in Conversion Tracking Mastery here.**](https://www.ppcmastery.com/conversion-tracking-mastery)
See you on the inside?
And if not, all good, we’ll see you in next week’s issue of The PPC Edge.
Thanks for reading. Have a great week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #61 — how 5 failed side hustles made me a better PPC Expert
URL: https://www.ppcmastery.com/newsletter/tpe-61-how-5-failed-side-hustles-made-me-a-better-ppc-expert
Published: 2023-09-25
Author: Miles McNair
What’s up everyone, Miles here with another personal issue of The PPC Edge.
Today, I want to talk about the importance of having a side hustle.
Not necessarily to make money (although a little bit of extra income won’t hurt), but to increase your skillset as a Google Ads Specialist.
Throughout my career, I’ve had a lot of side hustles. Most of them failed, but one of them led to starting PPC Mastery.
Through them, I learned a lot which helped me become a better PPC Expert and marketer in general.
In today’s newsletter, I’ll share my personal experiences with side hustles, what I learned from them, and why I think it’s crucial for everyone to play around with side hustles.
Let’s dive in!
## What is a side hustle and why do you need one?
A side hustle is a project you have on the side, with the intention of making a bit of extra income. When I worked at an agency, I came across people online who were making more with their side hustles than their full-time jobs. That got me interested to learn more and start a side hustle of my own.
**Popular side hustles that I tried:**
- Social Media Marketing Agency (SMMA)
- Ecommerce (dropshipping/marketplaces)
- Daytrading Crypto/stocks
- Affiliate marketing
- Online courses
- Freelancing
Mind you: I didn’t make any money with most of them. Even worse: I lost money. But… I also learned a lot.
I’ll dive into each of them, the lessons they taught me, and how they’ve helped me become a better Google Ads Specialist.
Hopefully, my stories and lessons are of value to you!
## Side hustle failure 1: Social Media Marketing Agency (SMMA)
After I graduated from college, my girlfriend and I traveled around Southeast Asia for 3.5 months. After we came back, I had no idea what I wanted to do with my career.
I worked a part-time job in a retail store (Makro) and came across an ad from a guy who could teach you how to make money with your own Social Media Marketing Agency (SMMA). He made it look really simple.
His name was Tai Lopez — some of you might know him _(”knaaaawledge”)._
I bought his €997 course and figured I could start my own SMMA.
The only problem: I had no marketing or social media experience. So obviously, it failed.
I got exactly 0 clients. Great.
But I also learned a lot from the process.
**Lessons learned and how this made me a better PPC Expert:**
Online marketing is hard. It’s easy to go to a local business and offer your services, but it’s hard to actually deliver results. Especially if you have 0 experience.
I learned that I needed more experience if I ever wanted to run my own agency and get clients.
A few months after I tried this side hustle, I started working at an agency. Thanks to my SMMA experience, I took my agency job very seriously so that I could learn as much as possible. Indirectly, it helped me become a better PPC Expert.
## Side hustle failure 2: E-commerce (dropshipping/marketplaces)
Before I became a Google Ads Specialist, I wanted to create my own e-commerce brand. I tried everything: dropshipping, marketplaces (Amazon/Bol FBA), and my own brands.
I made a few sales here and there, but overall, I lost a lot of money.
Dropshipping sounds very nice: you don’t have to buy any inventory, you ship directly from China to your customers, and sell with high profit margins.
That’s exactly why I fell for it. I’m not saying dropshipping doesn’t work, but it wasn’t the best thing for me.
Here are a few of my failed ecom projects:
**1: Your Mini Figs** (dropshipping)
My first ecom store was called Your Mini Figs. I sold LEGO figs and sets, straight from AliExpress.
I thought I was so smart: _“you can buy them on AliExpress for $4.99 and sell them for $49.99”_.
Turns out: selling knockoffs from brands like LEGO is illegal.
Derp.
_[**Here’s my old Instagram account lol.**](https://www.instagram.com/yourminifigs/)_
I made 1 sale, which I refunded.
Still learned a lot.
I built a Shopify store, but had no traffic. Turns out that getting traffic is actually hard.
**2: Pull-up bars** (marketplace: Bol)
My next big opportunity was selling pull-up bars and other items on marketplaces like Amazon and Bol.
When the first lockdown hit in 2020, I had the genius idea to sell pull-up bars.
Everybody was working out from home. Perfect, right?
I went to Alibaba and ordered 100 pull-up bars.
Within a week or two they arrived at our 50m2 apartment in Amsterdam.
When the delivery guy arrived, the pallet had broken…
So now we had to manually move 100 boxes with pull-up bars into our home.
And they were about 10 KG each.
Our entire apartment was filled with these heavy boxes.
It’s an understatement to say that my girlfriend was not amused hahaha.
I was sure they would sell out quickly, but they didn’t.
Apparently, fitness equipment is a highly competitive niche lol.
In the end, I just sold them very cheaply to get my investment back.
Here’s what my house looked like (whoops):
I can go on and on about my failed ecom projects, but I’ll stop here…
You get the idea… Miles was hyped and thought he found his million dollar business idea.
Turns out: everything failed.
Although I didn’t make any profit, I did become a better performance marketer.
**Lessons learned and how this made me a better PPC Expert:**
Through this process, I learned a lot about:
- Fulfilling orders
- Finding product-market fit
- Researching and sourcing products
- Calculating gross and net profit margins
- How online marketing and advertising works
- Dealing with hidden fees (shipping, payment, taxes)
Going through these challenges made me relate to my clients’ challenges more.
Issues with fulfillment? Hard time being unique? High fees and low margins?
Been there!
At a much smaller scale, but still…
If I hadn’t started my own (failed) ecom projects, I would’ve never had the success with my clients that I had over the years.
## Side hustle failure 3: Day trading Crypto/Stock
Believe it or not: I came across another ad from a guy that made thousands per day day trading Crypto and stocks. How hard could it be?
Well… Very hard. Day trading is not for beginners.
**Lessons learned:**
Don’t be a fool. Don’t invest money you don’t have, and don’t invest in anything you don’t understand.
I’ll just leave it at that.
## Side hustle failure 4: Affiliate Marketing
I tried another popular side hustle: affiliate marketing.
I’ll say this: affiliate marketing 100% works, but it’s not as easy as some gurus will make you think.
I wanted to create an affiliate website for software companies, but there was a lot of competition. I had to learn about SEO and website development, so I quickly gave up.
_As I write this, I see a trend: I was chasing the “get rich quick scheme”… Whoops…_
**Lessons learned and how this made me a better PPC Expert:**
I learned a bit about SEO, copywriting and website development, which helped me relate more to my clients.
In the end, these side hustles taught me to look beyond Google Ads, and truly understand what challenges go into building a business.
## Side hustle failure 5: Online Courses
Online courses are great, because if you do it right, you can sell digital products with high profit margins.
But… It’s not as easy as gurus will make you believe.
Before we launched PPC Mastery, I had a Google Shopping course (in Dutch). I spent months building it, and when it was finally finished, I thought the sale would come in automatically.
But just because you build it, doesn’t mean people will buy your product.
I think I sold 10 courses in the end, for a total of +/- €3.000.
Not bad of course, but I spent months building it so my hourly rate was probably lower than €3/hour.
**Lessons learned and how this made me a better PPC Expert:**
Failing at my first course taught me a LOT:
- Sales aren’t guaranteed → you need a good marketing strategy
- While you’re creating your product, you need to simultaneously build an audience
- You need to figure out what your audience needs, so you can build products for them
- Designing, filming, editing, marketing all takes a LOT of time and can’t be underestimated
- How to present complex information in easy-to-understand, digestible formats
Failing at my first course has helped me become the marketer I am today.
Because of my failures, I now understand how important it is to build an audience and to provide value.
That hasn’t only helped me in PPC, but also in serving you through PPC Mastery.
As a result, my overall marketing skills increased, which is beneficial for my clients as well.
## My only successful side hustle: Freelancing
I started my PPC career at an agency in 2018. In 2020, I felt I had the skills to work for a few clients on the side.
Ultimately, this side hustle led to me quitting my job and building my own freelancing business.
Finally, a success after all my other failed side hustles, lol!
_In case you’re interested: [**here’s the story of how I got my first client**.](https://www.ppcmastery.com/blog/tpe-51-how-i-got-my-first-client-freelance)_
**Lessons learned and how this made me a better PPC Expert:**
Freelancing has taught me so much about myself, marketing, and business. All of a sudden, I was responsible for my life. For my own choices. For my clients’ results.
It still feels soooo good to wake up every day and to be the boss of my own life.
A lot of people told me it’s hard for freelancers to learn new things… But I have found that to be so untrue.
Freelancing has been the biggest leap for me in terms of my knowledge and how I serve my clients.
It’s not for everyone, but if you want to live life on your own terms, I highly recommend it.
## In conclusion: start a side hustle, and improve as a PPC Expert!
I recommend everyone to start a side hustle, because your skills as a PPC Expert and marketer will dramatically improve.
You will be able to relate more to your clients. As a result, you will get better performance, and work becomes more enjoyable.
You’ll be surprised by how much you can learn by simply failing at something.
Worst case scenario: you learn a LOT.
Best case scenario: you even make a little bit of extra income on the side.
The best feeling is when the side hustle becomes the main hustle.
I hope my stories and lessons have been valuable to you.
That’s all for today — see you again next week!
Cheers,
Miles (& Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #60 — how I retain clients for years
URL: https://www.ppcmastery.com/newsletter/tpe-60-how-i-retain-clients-for-years
Published: 2023-09-18
Author: Miles McNair
Ciao, Miles here writing to you once again from Italy! 🤌🏾
Working in PPC has lots of benefits, and one of them is that clients tend to stay with you relatively long.
That’s because of the nature of Google Ads: it’s an always-on layer in almost every marketing strategy. In most cases, brands don’t work in projects but on an ongoing basis.
I’m with my longest-standing client for more than 3 years (since the beginning of my freelance career).
Just imagine the LTV (an ongoing source of revenue for my business)!
Everybody is focused on **getting** clients, but nobody is talking about how to **retain** them.
Acquiring new clients is crucial for growth, retaining them is essential for stability.
In today’s newsletter, I’ll share my 3 core pillars to ensure clients stay with me for years on end.
Let’s dive in!
## 3 core pillars to retain clients for years
I’m in it for the long run with my clients. My aim is to work with them for years on end. Agencies and freelancers often overcomplicate it, but it’s all about building good relationships.
I do that through 3 core pillars:
1. Build trust and rapport on the personal level
2. Set goals and evaluate them
3. Do frequent proactive check ins
Let’s look at each pillar.
## Pillar 1: Build trust and rapport on the personal level
Success in business comes down to one thing: trust.
Your clients need to trust you to get the job done (aka to get the results they're after).
That’s trust on the business side of things.
But then there’s also the personal side of things, which is arguably just as important.
My goal is to get to know my client on a personal level to build rapport (_definition: ”a close and harmonious relationship in which the people or groups concerned understand each other's feelings or ideas and communicate well”_).
I want to find out:
- What they’re interested in
- What their passions are outside of work
- What they (dis)like when working together
If you build trust and rapport, it’s more fun to work together, accounts cost less energy to manage, and you build a good relationship overall.
Trust and rapport cannot be faked. It takes a genuine interest in your client as a person, which is why I always stress that you shouldn’t work with toxic clients.
My longest-standing client relationship is 3 years, and I recently went out for lunch with him. We barely spoke about business, which makes our work super enjoyable.
You don’t necessarily have to take your clients out on lunches, but these little moments away from the office are generally where you build the best connections.
If you get to know your client better, and you find out he/she is a douchebag or if it’s not a fit on the personal level… Well maybe then you should stop working with them.
_But that’s another discussion for another day…_
Ultimately, it all comes down to trust: your client wants to be confident that you know how to get the job done, and that you’re the best person to manage their money.
When your client fully trusts you, your work becomes easy and a lot of fun. All my clients give me a carte blanche to manage their accounts, so I have full control over what I test and when.
## Pillar 2: Set goals and evaluate them
Building trust doesn’t stop at the personal level. You want to set goals and evaluate them in fixed intervals. Here’s what I do with my clients:
Whenever I onboard a new client, we set goals together so we can keep each other accountable. For example: grow revenue year-over-year by 30% while maintaining efficiency (ROAS/MER).
I frequently report to my clients and always refer back to the progress we’re making on the goals that we set (whether it’s a quarterly business review, monthly report, weekly call, or quick Loom explanation video).
Goals don’t have to be set in stone, and it’s ok if they frequently change. I just want to make sure my clients and I are on the same page at all times and working towards the same outcome.
It’s crucial to …
## Pillar 3: Do frequent proactive check ins
The last pillar to ensure clients stay with me for years on end: do frequent proactive check ins.
The goal is to once again build trust by communicating clearly and checking in frequently to:
- Celebrate wins
- Report on performance
- Honestly discuss progress
The interval in which I check in proactively differs per client but at minimum, I try to send at least one update per week. For bigger clients, this can be multiple updates throughout the week on Slack. For smaller clients, this is sometimes limited to once per month.
I always communicate openly and honestly about what’s going well and where we can improve. If something goes wrong, I signal it to my client immediately. The worst thing you can do is trying to hide bad performance or misplays on your end.
Here’s an example of what I mean:
In 2021, I worked with a client and one of our campaigns accidentally overspent by 3X the daily budget. Since I’m managing the account, it’s my responsibility. I could’ve kept it silent and blamed it on Google, but instead I called up my client and told him I made a mistake that lead to a 3X overspend of the campaign. I instantly stressed out and offered to refund the overspend.
I’m not happy it happened, but I am proud of how I dealt with the situation. And my honesty was rewarded: my client told me the refund wasn’t necessary and that he appreciated the openness, honesty, proactive signaling, and refund offer.
## Client retention is all about trust
Everybody loves acquiring new clients, but I urge you to focus more time and effort on retaining your existing clients for the stability of your business.
To recap, I do that through 3 core pillars:
1. Build trust and rapport on the personal level
2. Set goals and evaluate them
3. Do frequent proactive check ins
In the end, client retention and business success is all about trust. Do everything you can do make your client feel confident that you’re the right person to get the job done.
And as result, your clients are happy, your business grows, and work becomes more enjoyable.
That’s all for today — see you next week!
p.s. In Episode 05 of The PPC Mastery Podcast (“How to retain your clients”), Bob and I go deep on client retention strategies, with more examples and story from our combined 10+ years of freelancing.
Bob’s longest-standing client is with him for more than 7 years — wild!
Check it out on our [**YouTube channel**](https://www.youtube.com/watch?v=nthRSVxr9wE) or listen on [**Spotify**](https://open.spotify.com/episode/56V7WIX4rSaeQ2yaw9giKC?si=b192360b5ac64736), [**Google Podcasts**](https://podcasts.google.com/feed/aHR0cHM6Ly9hcHAuc3ByaW5nY2FzdC5mbS9wb2RjYXN0LXhtbC8xODgyOA), or [**Apple Podcast**](https://podcasts.apple.com/us/podcast/the-ppc-mastery-podcast/id1704617137). _Just search for The PPC Mastery Podcast “E05 - How to retain clients”_
###### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
#### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #59 — 12 hidden insights in GMC
URL: https://www.ppcmastery.com/newsletter/tpe-59-12-hidden-insights-in-gmc
Published: 2023-09-11
Author: Miles McNair
Hey, Miles here writing to you from Toscana, Italia!
We just arrived yesterday after a quick stopover in Switzerland. Holy smokes, what a beautiful country! Here’s a quick pic I took on the road:
I’m taking a quick break before we launch [**The PPC Hub on September 28th**](https://www.ppcmastery.com/hub). We’re opening it up for 200 people, and we have 1100+ people on our waitlist right now. If you want more info, [**check out this page**](https://www.ppcmastery.com/hub) — and join the waitlist if you’re interested in signing up!
Anyways… I didn’t want to leave you without an issue of The PPC Edge today so I thought I’d share a few quick tips you can use instantly today.
Let’s dive right in!
## 12 hidden insights in Google Merchant Center
Most PPCers aren’t aware that Google Merchant Center is full of insights and features you can use to optimize your campaigns.
They set up GMC once, and only log in to check product diagnostics every now and then (to see if there are any disapprovals).
There are a ton of old and new features that can give you useful insights, like:
1. Discover top brands & products
2. Price competitiveness
3. Product protection
4. Automatic improvements
5. CSS partners
6. Auto-tagging URLs (free listings)
7. Product reviews
8. “MCC” structure
9. Shopping Experience Scorecard
10. Competitive visibility (auction insights)
11. Pricing Rules (automatic discounts)
12. Promotions
Let’s dive in one-by-one.
## 1: **Discover top brands & products**
Google has made it really easy for advertisers to discover new brands and products to sell.
Go to Growth → Best sellers to see:
**Top brands:** discover brands that are hot in a specific market and vertical.
**Top products:** discover products that are hot in a specific market and vertical.
**Brands that are gaining popularity on Google:** see which brands are trending right now.
You can use these insights to expand your product inventory by adding products/brands that are hot and trending right now.
## 2: **Price competitiveness**
This is another epic feature!
Go to Growth > Price competitiveness to see how competitive your prices are versus other competitors in the market.
Google provides granular insights for different levels (overall, products, brands, categories, and product types).
If you prices are above benchmark, you can test with adjusting your pricing to be more competitive.
Something I regularly use is “products with the highest price gap”. This shows you which products have the biggest price gap, which you can also use to make your prices more competitive.
## 3: Product protection
I love this feature! With product protection, you set up a percentage for when Google will start to protect the products that have been removed from your feed.
This is particularly useful if you accidentally remove products from your feed. If you remove more products that the percentage you set up for product protection, Google will create a backup and use the old data for 30 extra days.
You will get alerted, giving you time to fix the issue.
This feature has saved me dozens of time.
**How to set it up:** go to account settings > product protection.
## 4: **Automatic improvements**
With automatic improvements, Google can automatically update your product details to match your website for: prices, availability, condition, images, and shipping/returns.
This can help you from products getting disapproved due to mismatches in data between your feed and website.
Be careful though: if you let Google update your images and prices, you could lose relevance.
**How to set it up:** settings > automatic improvements.
## 5: CSS partners
With CSS partners, you can get 20% off all Shopping clicks (both for Shopping and pMax).
_[**Unfamiliar with CSS partners? Check out this guide we wrote.**](https://www.ppcmastery.com/blog/tpe-35-how-to-get-20-discount-on-shopping-ads)_
## 6: **Auto-tagging URLs (free listings)**
In GMC, you can set up Shopping Ads, and Free Listings (to show your products for free on Google). Recently, Google added URL auto-tagging to track users after clicking through from free listings.
## 7: **Product reviews**
Product reviews are crucial to drive clicks and increase your CTR + CVR. In the example below, the sellers with product reviews catch my attention and create instant trust.
**How to set it up:** go to marketing > product reviews. Google Merchant Center also provides diagnostics for your reviews (which you can use to solve any issues if they arise).
## 8: “**MCC” structure**
I’ve worked with big global retailers and most of them had multiple stores in different countries. Each domain has a separate account, which can be hard to manage. Google introduced “advanced account setups” which function like an MCC.
**How to set it up:** go to account settings > advanced account set up. You can request a conversion from a single account, to a multi-account setup. Once you have it in place, you can connect and see all your shops in the MCC.
This saves me a lot of time and energy!
## 9: Shopping Experience Scorecard
There are a lot of scammy websites out there, so Google is actively rewarding legit advertisers with better positions and “Top Quality Store” labels.
Through the Shopping Experience Scorecard, you unlock additional insights into how your business compares to others in your market.
Use the info to optimize your shipping/returns policy, and more.
**How to set it up:** go to growth > shopping experience scorecard.
## 10: **Competitive visibility (auction insights)**
This is a great addition to GMC: you can see competitive visibility (aka auction insights) as well.
**How to set it up:** go to performance > competitive visibility.
## 11: **Pricing Rules (automatic discounts)**
Google wants to make it easier for advertisers to compete on price. Pricing Rules is a new feature (US-only for now) that allows you to automatically set up discounts based on rules.
It’s an advanced feature and I don’t recommend it to most brands. Once you set this up, you risk getting into a race to the bottom.
**How to set it up:** go to marketing > pricing rules.
## 12: Promotions
The last feature I want to highlight in this newsletter is “promotions”. With promotions, you can highlight a specific offer or promotion on your Shopping Ads. Works really well to increase CTR and CVR!
_**[Here’s a post I created a while back that shows you how it works and how to set it up.](https://www.linkedin.com/feed/update/urn:li:activity:7047094153767251968/?originTrackingId=sHfc4i1iTPW5Qq1yHETD0g%3D%3D)**_
## Use these new insights to your advantage
So there you have it: 12 hidden features to give you more insights in Google Merchant Center:
1. Discover top brands & products
2. Price competitiveness
3. Product protection
4. Automatic improvements
5. CSS partners
6. Auto-tagging URLs (free listings)
7. Product reviews
8. “MCC” structure
9. Shopping Experience Scorecard
10. Competitive visibility (auction insights)
11. Pricing Rules (automatic discounts)
12. Promotions
Use them to unlock new insights and crush your competitors (respectfully, of course).
That’s all for today, I’m back to enjoying my time here in Toscana. See you next week!
Cheers,
Miles (and Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #55 — urgent pMax news: end of feed-only?
URL: https://www.ppcmastery.com/newsletter/tpe-55-urgent-pmax-news-end-of-feed-only
Published: 2023-09-03
Author: Miles McNair
Hey, Bob & Miles here with an urgent issue of The PPC Edge.
Last week, Google low-key [**announced a major update**](https://support.google.com/google-ads/answer/13844604?sjid=15228420569036211735-EU) that will change Performance Max campaigns forever.
And in true Google Ads fashion — the announcement was really small.
Thankfully, [**Mike Ryan**](https://www.linkedin.com/feed/update/urn:li:activity:7094942198718197761/) read the entire update and noticed a very important sentence:
_“… Performance Max will start using images from your product feed to unlock additional inventory and formats, including YouTube Shorts.”_
That means our beloved feed-only Performance Max campaigns are changing, since Google can now also serve auto-generated ads on YouTube (and maybe Display, too).
In this newsletter, we’ll dig into what these changes mean and what you need to do to prepare (to ensure your performance doesn’t drop).
Let’s dive in!
## Implications for feed-only pMax campaigns
For those who are unaware, “feed-only pMax campaigns” are a variation of Performance Max for ecom accounts, where you only add a product feed and no additional assets.
By not adding any assets, you force pMax to spend the majority of your budget on the Shopping network (you might still serve ads on Search too, and do a little Dynamic Remarketing).
It always felt like a gimmicky workaround, but it’s worked really well for our clients.
But that’s going to change now, since Google can take the images from your product feed to create ads for “additional inventory and formats, including YouTube Shorts”.
^ Keyword: “including”.
_Aka including, but not limited to._
## How to prepare for the upcoming changes
Don’t underestimate the impact of this update. Here’s what you need to do now to ensure your performance doesn’t drop:
1. Be extra alert when analyzing your campaigns.
2. Double-check your spend allocation script output.
3. Monitor the “views” on your Performance Max campaigns.
4. Keep an eye on your auto-generated assets.
5. Optimize your product feed images.
6. Adjust your strategy.
Before we dive in: **[Mike Ryan](https://www.linkedin.com/feed/update/urn:li:activity:7094942198718197761/)** reached out with some additional details about Google’s new way of auto-generating ads based on your product feed:
_“The ad format is image-based, not video-based, with some minor interactivity when product tiles are shown._
_Features include:_
- _4 product images sourced from the advertiser's Google Merchant Center (GMC)._
- _Selection based on product group filters and/or user personalization signals._
_Clickable elements:_
- _Click-to-action (CTA) button._
- _Three-dot menu for enhanced user control._
- _Users can swipe to the next YT Short feed result if they choose not to engage.”_
Great insights — shoutout to [**Mike**](https://www.linkedin.com/feed/update/urn:li:activity:7094942198718197761/), go follow him on LinkedIn!
Let’s look at how to prepare for the upcoming changes in 6 steps.
### **1: Be extra alert when analyzing your campaigns**
When Google rolls out systematic changes like these, it’s crucial to be extra alert for performance changes. Analyze your campaigns every day for a while to spot anomalies quickly.
Quick tip: pMax has a tendency to spend unspent daily budgets on Video/Display placements, so be sure to cap your budgets to what you can profitably spend on bottom-of-funnel placements such as Shopping and Search.
### **2: Double-check your spend allocation script output**
Now is the time to double-check your spend allocation script output. Look for sudden increases of spend on Video/Display placements.
[_**Not sure how to do that? Here’s a guide on how to use a script to see where pMax has spent your budget across Shopping, Search, Video, and Display placements.**_](https://www.ppcmastery.com/blog/tpe-29-new-pmax-insights-updated-script)
_****_
### **3: Monitor the “views” on your Performance Max campaigns**
In addition to double-checking your spend allocation script output, monitor the “views” on your Performance Max campaigns. See a sudden increase? This indicates you’re serving ads on the video network.
Here’s how to check the views on your Performance Max campaigns:
1. Go to all campaigns
2. Add “views” to your column set
3. Add filter: “campaign type: Performance Max”
Step 1 and 2 are crucial. If you click on all Performance Max campaigns, you won’t be able to add “views” as a column.
Weird, right? That’s why you need to go to “all campaigns” first.
**4: Keep an eye on your auto-generated assets**
You want to keep an eye on your auto-generated assets to ensure Google isn’t serving any low-quality video ads.
Here’s how:
1. Click on a Performance Max campaign
2. Go to “Assets”
3. Add filter: “source: Automatically created”
_See any auto-generated video/image assets you don’t like? Check out step 6 to determine your next move._
### **5: Optimize your product feed images**
A big change like this understates the importance of a well-optimized product feed.
If Google can take images from your feed to make auto-generated video ads, you better ensure you have high-quality images.
Add as many different types of images as you can (product-centered, lifestyle, different angles, with/without people etc.).
### **6: Adjust your strategy**
The last step is the most important one: adjust your strategy based on what you see when you analyze your campaigns.
Since the update is still so new, we don’t know yet what will happen but it’s likely one of two scenarios:
**Scenario 1: feed-only Performance Max acts as usual**
In this scenario, feed-only Performance Max doesn’t show any ads on networks outside of Shopping (and maybe a little bit of Search). If your campaigns act as usual, you don’t really need to make any changes — but remember to stay alert and keep analyzing
**Scenario 2: feed-only Performance Max starts to act as full-on Performance Max**
In this scenario, you will see increased spend on Video/Display placements. Technically, this means your feed-only pMax campaigns are now functioning like full-on pMax (full exposure on all placements with all asset types).
In this case, you have three options:
**1: Do nothing and let Google run auto-generated ads**
↳ This is not recommended because auto-generated ads tend to really suck.
**2: “Upgrade” to full-on pMax**
↳ This gives you back some control because you add your own assets. Therefore, you don’t rely on Google’s auto-generated crap.
**3: Revert back to Standard Shopping**
↳ This is a viable third option and there’s nothing wrong with taking back control by reverting back to Standard Shopping. The only downside here is that we don’t know how long this campaign type will still be around. Maybe for years, maybe for months. It’s all speculation for now and we hope Google won’t kill Standard Shopping…
## Use your own brain
We can’t tell you how you need to adapt your strategy, but hopefully this breakdown gives you some directions on how to determine what’s best for your individual case.
We don’t know if this will be the end of feed-only Performance Max campaigns, but it sure looks like it.
To recap, here’s what you need to do now to prepare:
1. Be extra alert when analyzing your campaigns.
2. Double-check your spend allocation script output.
3. Monitor the “views” on your Performance Max campaigns.
4. Keep an eye on your auto-generated assets.
5. Optimize your product feed images.
6. Adjust your strategy.
We hope this was useful — good luck out there.
See you again next week!
Cheers,
Bob & Miles
_p.s. we’re updating our Performance Max Mastery course with new learnings and insights. It will launch in 1-2 weeks. Stay tuned for a special offer (of course the upgrade is free to all current Performance Max Mastery students)!_
_Here’s a little behind-the-scenes sneak-peek — the production quality is much, much, much higher. Can’t wait to show it to you soon!_
__
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #56 — pMax search terms script
URL: https://www.ppcmastery.com/newsletter/tpe-56-pmax-search-terms-script
Published: 2023-09-03
Author: Miles McNair
Welcome back to The PPC Edge!
Today’s issue is short, sweet, and powerful: we have a new script for you that allows you to export all search term categories from your Performance Max campaigns.
Let’s dive in.
## We can now finally see search terms in pMax campaigns
Up until recently, it was nearly impossible to get a grip on the search terms of your Performance Max campaigns.
Google would only show search categories and not actual search terms.
But that’s going to change because of a new Google Ads update.
Google is rolling out new insights which allow us to see the search categories AND search terms in our pMax campaigns (see an example below):
Here’s how to find the new insights:
1. Click on a pMax campaign
2. Go to the ‘insights’ tab
3. Scroll down to search terms insights
4. Click on “view detailed report”
5. Expand search categories to see search terms
_Note: not every account has these insights yet. So if you can’t find them, you need to be a bit more patient until Google rolls it out to your account as well._
## New script to automatically export search terms to a sheet
Thanks to **[Mike Rhodes](https://www.linkedin.com/in/websavvy/)** (be sure to follow him on LinkedIn), we can now automatically pull the pMax search terms into a spreadsheet with a script.
Here’s an example of the script’s output:
Within a few minutes, you’ll have all of your search terms in a spreadsheet — awesome, right?!
Here’s how to set up the script:
1. **[Download the script here](https://github.com/agencysavvy/pmax/blob/main/search-categories)**
2. Implement the script in your account
3. Edit the code in 3 places (see below)
_**[If the link above doesn’t work, then use this link as a backup to see all of Mike Rhodes’ pMax scripts.](https://github.com/agencysavvy/pmax/)**_
1: Enter your spreadsheet URL (create a new one first).
2: If you want to export search categories for all campaign types, set it to false. Leave it on true if you only want to export Performance Max campaigns.
3: this line renames the title of the spreadsheet and sets it to “Mike Rhodes - Search Category Insights”. Replace that with your own custom name if you want.
And that’s how you set it up — simple as that.
## Implement the script and enjoy your new search terms!
Over to you: implement the script and enjoy your new search terms :).
Big shoutout to [**Mike Rhodes**](https://www.linkedin.com/in/websavvy/) and everyone that’s creating alterations of this script.
If you found or created an upgraded version of this script that works even better, please do reach out to us so we can update this page.
That’s all for today — see you again next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #58 — the 10 Commandments for Success with Google Ads
URL: https://www.ppcmastery.com/newsletter/tpe-58-the-10-commandments-for-success-with-google-ads
Published: 2023-09-03
Author: Miles McNair
Google Ads is complicated with automation, machine learning, and AI.
Small changes and wrong setups can quickly destroy your performance.
Most PPCers want to implement fancy-sounding strategies and tactics. And while there’s nothing wrong with that, your account needs a solid foundation first.
That’s why we kick off our Performance Max Mastery course with a lesson called “Fix Your Fundamentals”.
We think the fundamentals matter more than ever.
In this issue of The PPC Edge, we’ll share our 10 commandments for success with Google Ads.
Make sure you go through them to uncover whether or not you should even run Google Ads campaigns (doesn’t matter if it’s pMax or anything else).
Let’s dive in!
## The 10 Commandments for Success with Google Ads
These 10 commandments have helped us focus on what’s truly important to succeed with Google Ads:
1. Understand your **why**: why do you exist.
2. You need an **irresistible offer**: Google Ads can’t fix a bad product.
3. There is **no one-size-fits-all** strategy.
4. Google Ads is just **one piece of your broader strategy**.
5. Embrace automation, **don’t fight it**.
6. **Data input** is crucial.
7. Your **account** **structure** sets you up for success.
8. What happens **before and after the click** is equally important.
9. Not all Google Ads products are **suitable** for everyone.
10. **Don’t complain and adapt fast** to frequent changes.
Let’s zoom in one-by-one.
## 1: Understand your **why**: why do you exist.
Do you know why your (clients’) business/product/service exists? Or are you just going with the motions, running around like a headless chicken?
Can you answer the following questions?
1. Why does your business **exist** in the first place?
2. What problems do you **solve**?
3. What makes you **unique** (USPs)?
4. Who are your **customers**?
5. How do you **serve** them?
6. Why would they choose **you** over competitors?
If you don’t have the answers to these questions, don’t even bother running Google Ads.
## 2: You need an **irresistible offer**: Google Ads can’t fix a bad product.
Google Ads can’t fix or scale a broken product. You need a good offer to be successful with PPC. Ask yourself:
- Do you have **product-market fit**?
- What makes your product **better than competitors’**?
- Is your product **priced competitively**?
- Can you compete **outside of price**?
Crafting an irresistible offer starts with understanding your market and customers in great detail.
In the words of the GOAT, Alex Hormozi: _“make offers so good, people feel stupid saying no.”_
## 3: **There is no one-size-fits-all strategy**
Experience has taught us that anything CAN work, and anything CAN NOT work. Nothing works all of the time, so you need to find out what’s the best strategy for your specific case.
Align your strategies and tactics with your business goals. And question everything: test and see for yourself (this also applies to what we teach you).
## 4: Google Ads is just one piece of your broader strategy
Beginner Google Ads Specialists often make a big mistake: they only focus on Google Ads. Experienced Google Ads Specialists know that Google Ads is just one piece of the broader strategy.
Take off your blinders, look beyond Google Ads, and don’t work in silos. Cooperate with your team for maximum results (especially if you run ads on other channels like Meta & TikTok).
Improving your Google Ads performance is important, but always look at it from a holistic perspective across everything you’re doing. This also applies to what you do within your Google Ads account: always look at your data holistically, not just by campaign type.
## 5: Embrace automation, don’t fight it
Automation has become the norm, whether you like it or not. When used correctly, it’s a powerful tool.
Lean in, but provide restrictions where needed (e.g. with portfolio bid strategies, exclusions, targets etc.). Don’t try to ‘beat’ the algorithm, but find ways to leverage it so it works FOR you.
## 6: Data input is crucial
Google’s algorithm uses historical data to predict future conversions. It’s our job to feed it with high-quality, relevant data:
- Conversion tracking
- Real business results (profit, qualified leads, closed deals etc.)
- First-party audience segments
- Product feeds
- Bid strategy targets
- Ads
_… And more_
Remember: trash in = trash out!
Whoever has the most high-quality relevant data, wins.
## 7: Your account structure sets you up for success
Next to providing the right data input, your account structure is one of the biggest drivers of success. With your account structure, you control what data Google’s algorithm can utilize to steer on your desired result.
Think carefully about how you structure your accounts, and test methodically to get the best performance.
_Pro tip: Performance-Based Bucketing works really well right now for ecom (Shopping & pMax). [**Here’s a full guide on how it works**](https://www.ppcmastery.com/blog/tpe-46-advanced-pmax-campaign-structure-high-impact)._
## 8: What happens **before and after the click** is equally important.
Obviously, what you do inside of your Google Ads account is super important.
But this is what sets the best Google Ads Specialists apart from the rest:
- They establish a seamless synergy between pre and post-click elements.
- They challenge their clients whenever they feel CVR is low or the offer isn’t good enough.
- They create highly optimized landing pages with clear value propositions and persuasive messaging.
- They apply conversion rate optimization principles and conduct A/B testing to improve user experience and boost conversion rates.
You don’t make money with traffic. You make money with conversions. Real impact is made by optimizing what happens after the click.
## 9: Not all Google Ads products are suitable for everyone
Google reps will often push specific products as if they’re the only viable option, making you feel bad if you don’t implement them.
But the campaigns and tactics you should use, depend on your goals. Make informed decisions and understand that not every product is suitable for everyone.
Understand the difference between push and pull marketing (creating demand vs. capturing demand).
## 10: Don’t complain and adapt fast
Google Ads is changing faster than ever. Before you do anything, you need to fix your mindset:
- Do not complain.
- Be skeptical, but curious and practical.
- Stay up to date with and study all the latest developments.
If you apply these mindset fixes, you will already be ahead of 99% of other PPCers!
Ever think it’s unfair what Google is doing? Feel like they’re only trying to fill their own pockets? Well, maybe… But what are you gonna do about it?
Unless you have legal powers, stop complaining — it will not get you anywhere.
Pro tip: don’t fully trust a new feature? Just run a (small) experiment, and let the data decide!
Leave your emotions out of it and focus on real data.
_[**And follow Adriaan Dekker on LinkedIn**](https://www.linkedin.com/in/adriaan-dekker-93b048a9/). He shares a LOT of updates, big and small. He’s our primary source of news updates._
## Every now and then, go back to the basics
Every now and then, go back to the basics and revisit the 10 commandments for success with Google Ads:
1. Understand your **why**: why do you exist.
2. You need an **irresistible offer**: Google Ads can’t fix a bad product.
3. There is **no one-size-fits-all** strategy.
4. Google Ads is just **one piece of your broader strategy**.
5. Embrace automation, **don’t fight it**.
6. **Data input** is crucial.
7. Your **account** **structure** sets you up for success.
8. What happens **before and after the click** is equally important.
9. Not all Google Ads products are **suitable** for everyone.
10. **Don’t complain and adapt fast** to frequent changes.
A fun thought experiment: how many of these 10 commandments have you actively thought about?
That’s all for today — we’ll see you again next week!
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #38 — why and how to track profit in Google Ads
URL: https://www.ppcmastery.com/newsletter/tpe-38-why-and-how-to-track-profit-in-google-ads
Published: 2023-08-07
Author: Miles McNair
Welcome back to The PPC Edge!
In this issue, we’ll talk about an advanced tracking technique you can use to track real profit, not just revenue.
Let’s dive right in!
## Why every brand should track profit
Most advertisers only track revenue and use Return On Ad Spend (ROAS) to analyze and improve campaigns. The problem: these metrics don’t tell you anything about your profitability.
Google will push the products that are most likely to get conversions and won’t look at profit margins. You might be getting a lot of conversions and revenue, but that doesn’t automatically mean you’re optimizing for more profit.
The solution: implement profit tracking and enable Profit On Ad Spend (POAS). These are the benefits:
- See **gross profit data** in Google Ads.
- Stop **unprofitable ads and scale hidden winners**.
- Increase Profit on Ad Spend and **know exactly how much profit you make**.
- **Deliver better input to let Google** improve campaign performance (profit).
Let’s look at how to get your profit data in Google Ads.
## How to track profit in Google Ads
There are a few ways to implement profit tracking Google Ads. You can import your own profit data, or you can automate it with a tool like [**ProfitMetrics.io**](https://profitmetrics.io/?fpr=ppcmastery).
If you’re manually importing your own profit data, you need to know how to calculate the profit on every order. Take the turnover and deduct all fixed (cost of goods sold) and variable costs (shipping & handling, payment fees etc.):
It’s a huge pain to do this manually, so we always use [**ProfitMetrics**](https://profitmetrics.io/?fpr=ppcmastery). It’s the best profit tracking tool out there and you can configure your profit margins easily (plus they have additional benefits such as server-side tracking, conversion booster, a solid dashboard etc.).
[**ProfitMetrics**](https://profitmetrics.io/?fpr=ppcmastery) is easy to set up and you can start tracking profit in less than 20 minutes.
After implementing, you will unlock new columns in Google Ads with gross profit and POAS data:
With this data, you instantly see which campaigns are profitable, and which ones aren’t.
## How to use profit data in Google Ads (and the danger of switching to POAS)
You can do two things with this newly unlocked data in Google Ads:
**1: Analysis and reporting: see which campaigns are (not) profitable.**
The first way to use your profit data is for analysis and reporting purposes. Simply check which campaigns are (not) profitable and report back to your client or team. The new profitability insights are good conversation starters and can help you determine your next steps: optimize certain campaigns, adjust targets and budgets etc.
**2: Optimization: actively steer on profit data and POAS.**
The second way to use your profit data is to actively steer on it (going from ROAS to POAS). Important note: do NOT make a cold turkey switch from ROAS to POAS! Your campaigns will likely suffer because Smart Bidding will optimize for a much lower target, essentially giving it a signal to spend more.
## Important remarks when changing bid strategy from tROAS to tPOAS
If you want to actively steer on profit (POAS) instead of revenue (ROAS), take these points into consideration:
- **Gather data** as secondary conversion goals (30 days and >100 conversions)
- After 30 days, **make the POAS conversions primary** and apply **campaign specific goals**.
- Create a 50/50 **campaign experiment** and test its impact and effectiveness.
- Use **Portfolio Bid Strategies with a Max CPC cap** to prevent overspend.
- Base your initial POAS target on the **achieved average POAS**.
- If your CPC increases heavily, **adjust your budget** to avoid overspend.
- **Avoid making changes** to your base or trial campaigns during the test.
- **Exclude the ramp-up period** (~1 week) and keep in mind your **conversion lag**.
Do NOT take POAS tests lightly and only run them if you know exactly what you’re doing. You have to be ready for overspend in the beginning and must have a concrete testing plan.
The best way to start out, is by implementing profit data and gathering data through secondary conversion goals. That way, you can familiarize yourself with the new data, analyze which campaigns are (not) profitable, and report back to your client or team.
These tips will get you going, but there is much more that goes into profit tracking that we can’t share in this short newsletter.
If you want our help in implementing profit and POAS for your accounts, you will love our [**Conversion Tracking Mastery course**](https://www.ppcmastery.com/conversion-tracking-mastery). We'll take you through the entire implementation of all advanced Google Ads tracking techniques, step-by-step.
If you want to master POAS, as well as other advanced conversion tracking techniques (Value Based Bidding, Consent Mode, Enhanced Conversions for Leads and so much more), then [**enroll here**](https://www.ppcmastery.com/conversion-tracking-mastery).
## TLDR recap
Implement profit tracking and enable Profit On Ad Spend (POAS) to unlock these benefits:
- See **gross profit data** in Google Ads.
- Stop **unprofitable ads and scale hidden winners**.
- Increase Profit on Ad Spend and **know exactly how much profit you make**.
- **Deliver better input to let Google** improve campaign performance (profit).
The easiest way to track profit in Google Ads is with a tool like [**ProfitMetrics**](https://profitmetrics.io/?fpr=ppcmastery).
That’s all for today, see you again next week!
Cheers,
Bob & Miles
_If you want our help in implementing profit and POAS for your accounts, you will love our [**Conversion Tracking Mastery course**](https://www.ppcmastery.com/conversion-tracking-mastery). We'll take you through the entire implementation of all advanced Google Ads tracking techniques, step-by-step._
_If you want to master POAS, as well as other advanced conversion tracking techniques (Value Based Bidding, Consent Mode, Enhanced Conversions for Leads and so much more), then [**enroll here**](https://www.ppcmastery.com/conversion-tracking-mastery)._
_Disclaimer: this newsletter is NOT sponsored by [**ProfitMetrics**](https://profitmetrics.io/?fpr=ppcmastery) but we did include affiliate links. We only ever recommend tools we actually use ourselves. [**ProfitMetrics**](https://profitmetrics.io/?fpr=ppcmastery) is a fantastic company with a big, positive impact on the PPC world and we’re 100% sure you will improve your campaigns by using their tool._
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #50 — Measurement Maturity Model (tracking best practices)
URL: https://www.ppcmastery.com/newsletter/tpe-50-measurement-maturity-model-tracking-best-practices
Published: 2023-08-07
Author: Miles McNair
Welcome back to The PPC Edge. We hope you’re ready for a boatload of value!
Google Ads tracking is a huge mess…
It's becoming increasingly harder to properly track conversions.
- People are using ad blockers
- Browsers block third-party cookies
- Privacy regulations + lack of user consent lead to gaps in conversion data
On top of that, there are huge data discrepancies as ad platforms process and report data differently.
The current landscape causes a huge problem, because without proper conversion tracking, you will never get your desired results.
Too often, we see suboptimal tracking setups, and we often get the question: _“What are your conversion tracking best practices?”_
**That’s why we created the ‘PPC Mastery Measurement Maturity Model**’: a framework you can use to determine the tracking maturity of your account. It will help you identify the gaps in your tracking setup, and show you best practices all the way from rookie to master.
Up until now, we’ve only shared our Measurement Maturity Model in our [**Conversion Tracking Mastery course**](https://www.ppcmastery.com/conversion-tracking-mastery).
Now, we’re proud to show it to you in The PPC Edge, to help you get clarity on the tracking best practices for Ecom, Lead Gen & SaaS accounts.
Use it to get an edge over your competitors by measuring more and unlocking better insights.
Let’s dive in!
## PPC Mastery Measurement Maturity Model — overview of all tracking best practices
We created two variants of our Measurement Maturity Model: one for Ecom accounts, and one for Lead Gen + SaaS accounts.
There is overlap, but also some important differences between these account types. Here’s why we built this:
- It’s easy to get lost in all the tracking possibilities
- It’s easy to forget about certain tracking techniques
- It’s easy to (de)prioritize certain techniques incorrectly
Our framework contains all current high-impact tracking techniques, indicates the level of your current tracking setup, and shows you what you need to do to ensure you implement all best practices.
We’ll first look at the frameworks, and then we’ll dive into the best practices for each level (Rookie, Medior, Pro, Master).
_p.s. we created a free online training (around 45 minutes) in which we go through the frameworks. **[Check it out here if you're a visual learner that loves presentation-style videos](https://www.youtube.com/watch?v=MDedygHHBrE).**_
### **Measurement Maturity Model for Ecom accounts:**
The ultimate north-star for Ecom accounts is to ensure you not only measure revenue, but also profit.
### **Measurement Maturity Model for Lead Gen + SaaS accounts:**
The ultimate north-star for Lead Gen and SaaS is to ensure you measure high-quality leads, closed deals, and actual sales.
## Measurement Maturity Model Level 1: Rookie
You’re considered a rookie if you’re not leveraging any of the advanced tracking solutions Google Ads has to offer. There aren’t any differences between Ecom, Lead Gen & SaaS in this phase.
Your job is to level up as quickly as possible by improving your data input.
The biggest mistake you can make in this level, is to only have a primary conversion import from Google Analytics.
## Measurement Maturity Model Level 2: Medior
You’re in the medior phase if you have the basics sorted out:
- You’re using Google Ads Conversion Tracking (GACT)
- You have secondary conversion actions (as backup) from GACT & GA4
- You’re leveraging Consent Mode and Enhanced Conversions to measure lost conversions due to tracking issues
There are no major differences in this level either between Ecom, Lead Gen & SaaS accounts.
## Measurement Maturity Model Level 3: Pro
This is where it becomes more fun!
Once you’re in the Pro level, you’re data input is miles ahead of your competitors. You’re doing everything from the Medior level, and have enhanced your datasets with advanced tracking techniques.
That means:
- You’re using Conversion Adjustments to optimize conversion quality like cancellations and returns (all account types)
- You’re leveraging New vs. Returning Customer Data to make informed decisions (all account types)
- You’ve set up Cart Data to unlock new cart-based insights (Ecom)
- You’re observing real business results with Offline Conversion Tracking (Lead Gen & SaaS)
### **Use Conversion Adjustments to optimize conversion quality (all account types)**
With Conversion Adjustments, you can delete or change conversions. For example: when someone (partially) returns an Ecom order, or when a closed deal gets canceled, you can delete or update these conversions so the ‘true’ value is reflected in Google Ads.
This affects your data. As a result, Smart Bidding can optimize for better, more real results:
### **Leverage New vs. Returning Customer Data to make informed decisions (all account types)**
With this feature, you unlock new vs. returning customers’ conversion data for all your campaigns inside Google Ads. This is epic, because Google’s algorithm has a tendency to focus more on returning customers. If relevant, you can use the insights to change your strategy and focus more on new customer acquisitions.
### **Unlock new-cart based insights (Ecom)**
With Cart Data, you unlock new columns in Google Ads that show you which items are purchased after your ads are clicked, which items are most likely to convert, and which items are top-sellers.
These are absolutely essential insights that set you apart from competitors, and make for great talking points with your clients.
### **Observe real business results with Offline Conversion Tracking (Lead Gen & SaaS)**
With Offline Conversion Tracking, you can upload real, meaningful business results. Think about qualified leads, closed deals (and their revenue/profit values which you can use for Value-Based Bidding), or the projected Customer Lifetime Value.
In this level, you are simply measuring offline conversions as secondary goals, but you’re not actively steering on them yet.
## Measurement Maturity Model Level 4: Master
As a Master of measurement, your data input is unmatched and you’re utilizing all of Google Ads’ advanced tracking techniques to measure real business results.
Most advertisers and PPC Experts never reach the Master level of our Measurement Maturity Model.
In this level, you’re taking it far beyond everyone else by doing everything from the Pro level, and you’re improving your dataset further by unlock more insights and steering on real business results.
That means:
- You’re using third-party cross-channel attribution tools to measure the holistic impact of your campaigns (all account types)
- You’re leveraging Server-Side Tracking to improve the quality of your data (all account types)
- You’re using Offline Conversion Tracking as primary conversion goals (Lead Gen & SaaS)
- You’re tracking (and steering on) profit data (Ecom)
### **Use third-party attribution tools to measure the holistic impact of your campaigns (all account types)**
True PPC Masters look at data holistically. Here’s why you MUST use third-party attribution tools like Northbeam, TripleWhale, Rockerbox and Hyros:
- In-platform attribution models are heavily biased and want to take credit for everything
- You need attribution data you can trust to maximize your ROI
- The advertising landscape is becoming increasingly complex (with more touchpoints and channels every year)
The best of the best understand they can’t fully trust in-platform data and need an un-biased third-party attribution tool to make better decisions.
### **Leverage Server-Side Tracking to improve the quality of your data (all account types)**
SST helps you to:
- Prevent data loss due to client-side issues (ad blockers, cookie restrictions, browser limitations etc.)
- Improve page load times (because the processing load is shifted from the user’s device to your server)
_Setting up Server-Side Tracking is complex and technical, which is why most PPCers never do it. We can help you with step-by-step videos in our [**Conversion Tracking Mastery course**](https://www.ppcmastery.com/conversion-tracking-mastery)._
### **Use Offline Conversion Tracking as primary conversion goals (Lead Gen & SaaS)**
In the previous level, you only used OCT for observation purposes (secondary conversion goals). In the Master level, you’re using OCT to actively steer on offline conversions as primary conversion goals.
That way, you can use real business results (e.g. closed deals) as signals to optimize towards. This also unlocks the possibility to switch to Value-Based Bidding, where you optimize towards your highest-value clients. For SaaS, this could mean you optimize towards high-value subscribers in terms of projected Customer Lifetime Value.
### **Track (and steer on) profit data (Ecom)**
This is what sets the Masters apart from the Pros for Ecom accounts: the ability to measure (and steer on) real profit data, instead of just revenue.
A tool like **[ProfitMetrics.io](https://profitmetrics.io/?fpr=ppcmastery)** can help you track profit data within minutes. With the integration of profit margins, recurring + variable costs data, you can see (and steer on) gross and nett profit, and POAS:
The best of the best track and steer on POAS (Profit On Ad Spend), not just revenue.
## Your action today: diagnose where you are and start optimizing
We’d like to end this newsletter with a call to action: grab the Measurement Maturity Model and put it next to your account(s):
- Diagnose in which level you are
- Optimize by implementing the right tracking techniques from the framework
Most of these tracking techniques are technical and difficult to set up and we’d love to help you out.
At this stage, you have 2 options:
1. Go online and try to find all the details to implement these tracking techniques (doable but costs a lot of time and energy)
2. Get a huge shortcut and enroll in our [**Conversion Tracking Mastery course**](https://www.ppcmastery.com/conversion-tracking-mastery)
If you go for option 2, we’ll show you the easiest and fastest way to implement every advanced tracking technique in our Measurement Maturity Model, with no fluff.
You’ll also get email templates with instructions for technical implementations (which you can copy-paste and share with your developer).
There’s a lot that goes into proper conversion tracking, and these advanced implementations are an absolute must to measure and steer on real business results.
With [**Conversion Tracking Mastery**](https://www.ppcmastery.com/conversion-tracking-mastery), we can help you:
- Measure more high-quality conversions, get better results
- Learn from theory + over-the-shoulder implementation videos (step-by-step)
- Master basic and advanced Google Ads Conversion Tracking with best practices for Ecom, Lead Gen & SaaS accounts
_And as a result, your value as a Google Ads Specialist will increase!_
**[Master the most important skillset in all of Google Ads: conversion tracking. Enroll here.](https://www.ppcmastery.com/conversion-tracking-mastery)**
We hope it was valuable — see you again next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #52 — Best of The PPC Edge
URL: https://www.ppcmastery.com/newsletter/tpe-52-best-of-the-ppc-edge
Published: 2023-07-18
Author: Miles McNair
Hey, Bob & Miles here!
We noticed the PPC Edge had its first year anniversary a few weeks ago.
Miles published **[the first issue on LinkedIn](https://www.linkedin.com/pulse/ppc-edge-1-master-performance-max-now-drive-maximum-growth-mcnair/?trackingId=XOtdHko%2BQqyLSi9nWFNZ9Q%3D%3D)** on June 27th, 2022 (about Performance Max, of course).
That was before PPC Mastery was even a thing. Heck, our Discord community didn’t even exist yet!
And now we’re at 11.000+ subscribers and 6.500+ members in our free Discord community.
Insane, right?!
Nothing would’ve been possible without you — so thank you!
Since many of you are taking a break this Summer, we’ll keep today’s issue relatively short.
In this issue of The PPC Edge, we’ll celebrate our 1-year anniversary by listing our most popular issues as well as a few other free resources to help you learn something new over the Summer.
Enjoy, and speak soon!
## **The most popular PPC Edge Newsletters to date**
These are the most popular issues of the first year (in random order). The titles are clickable:
[**TPE #50: Measurement Maturity Model (tracking best practices)**](https://www.ppcmastery.com/blog/tpe-50-measurement-maturity-model-tracking-best-practices)
This is probably our best and most value-packed newsletter to date. It will help you get clarity on advanced conversion tracking best practices, through the lens of the Measurement Maturity Models we’ve created for Ecom, Lead Gen & SaaS accounts.
[**TPE #51: How I got my first client (freelance)**](https://www.ppcmastery.com/blog/tpe-51-how-i-got-my-first-client-freelance)
Many of you seemed to have really enjoyed this newsletter, where Miles shared the personal story of how we got his first freelance client while still working at a full-time agency job. Hopefully this will inspire you to be creative in landing your (first) client.
**[TPE #47: 12 new pMax updates](https://www.ppcmastery.com/blog/tpe-47-12-new-pmax-updates)**
This one speaks for itself: 12 new pMax updates that are coming soon (most of these have been rolled out by now).
[**TPE #46: advanced pMax campaign structure (high impact)**](https://www.ppcmastery.com/blog/tpe-46-advanced-pmax-campaign-structure-high-impact)
In this issue, we talk about an advanced pMax campaign structure we call ‘Performance-Based Bucketing’. Structure your campaigns according to historical product performance and see how your results improve!
[**TPE #45: the ultimate guide to Automatically Applied Recommendations**](https://www.ppcmastery.com/blog/tpe-45-the-ultimate-guide-to-automatically-applied-recommendations)
Miles had a bit too much fun creating this newsletter. It contains solid information, but also more than 10 GIFs. This was so much fun to create, haha.
[**TPE #41: 8 high-impact Google Ads scripts (more control, insights, conversions)**](https://www.ppcmastery.com/blog/tpe-41-8-high-impact-google-ads-scripts-more-control-insights-conversions)
An overview of our 8 favorite scripts, with links to download them. This includes deeplinks to extra instructions for Mike Rhodes’ pMax spend allocation script, and Floboost’s Labelizer script for product performance insights and segmentation.
[**TPE #38: why and how to track profit in Google Ads**](https://www.ppcmastery.com/blog/tpe-38-why-and-how-to-track-profit-in-google-ads)
The title speaks for itself: use this issue to learn how to track profit in Google Ads.
[**TPE #36: 7 tips to prevent burnout in PPC**](https://www.ppcmastery.com/blog/tpe-36-7-tips-to-prevent-burnout-in-ppc)
We love tactical Google Ads tips, but sometimes it’s important to take step back and reflect on mental health. Miles wrote this newsletter to help you prevent burnout and unnecessary stress while working in PPC.
[**TPE #34: how to audit Google Ads accounts (updated)**](https://www.ppcmastery.com/blog/tpe-34-how-to-audit-google-ads-accounts-updated)
We love auditing new Google Ads accounts. In this issue, we show you exactly how we do that, the mistakes PPCers make while doing audits, and how to fix them.
[**TPE #24: how we ethically stole €63.579,92 of revenue from competitors**](https://www.ppcmastery.com/blog/how-we-ethically-stole-63-579-92-of-revenue-from-competitors)
This issue was super popular too: we showed how we hijacked competitor audiences between Black Friday and Christmas, and how you can too.
[**TPE #22: reduce wasted ad spend with portfolio bid strategies**](https://www.ppcmastery.com/blog/tpe-22-reduce-wasted-ad-spend-with-portfolio-bid-strategies)
Google can overspend like crazy. The way to combat that: portfolio bid strategies. This issue is a must-read!
[**TPE #14: fix untrustworthy pMax data with Branded Standard Shopping**](https://www.ppcmastery.com/blog/tpe-14-fix-untrustworthy-pmax-data-with-branded-standard-shopping)
You probably know by now that pMax loves to take credit for branded conversions. If you exclude brand, you are no longer visible on the Shopping network when people search for your brand. The solution: Branded Standard Shopping. Find out how that works.
## What’s next for The PPC Edge?
We’ll continue to provide weekly value to you with The PPC Edge. We’re even thinking of creating a low-key Friday issue as well, with a quick tip/something we learned that week.
We have so many cool ideas and value we want to share with you…
More on that later!
For now: thanks for an amazing first year. We would’ve never thought we’d build an army of 11.000+ subscribers — thank you for always showing up and supporting us!
If you want to hang out with thousands of Google Ads Specialists every day, come [**join our free Discord community**](https://ppcmastery.com/community).
[](https://www.ppcmastery.com/community)
And as always, we’ll see you again next week! :)
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #51 — How I got my first client (freelance)
URL: https://www.ppcmastery.com/newsletter/tpe-51-how-i-got-my-first-client-freelance
Published: 2023-07-17
Author: Miles McNair
Hey, Miles here!
In today’s issue of The PPC Edge, I’m sharing the story of how I got my first freelance client while still working full-time at an agency.
I started working at a big agency in Amsterdam in 2018.
I heavily invested in my skillset and worked way more than I was paid for.
I was confident in my abilities after 2 years of grinding my ass off for +/- 50 clients.
In 2020, I wanted to leave to pursue a freelancing career and build my own business, so I decided to start freelancing on the side.
The only problem: I had no idea how to get clients. I had no LinkedIn following like I have now, and certainly didn’t have any inbound leads.
In this newsletter, I’ll show you the process of getting my first client by doing something nobody was doing.
I hope it inspires you to be creative.
Let’s dive in!
## How I got my first client: job boards
I hate cold-calling and cold-emailing. It doesn’t fit my personality type. But I also had no idea how to get inbound leads.
I knew that if I wanted to get my first freelance client, I had to get creative.
I tried something nobody else was doing:
Back in 2020, it was very hard for companies to hire good Google Ads Specialists.
So I figured: why don’t I offer to work for them on freelance basis until they hired someone?
So that’s exactly what I did:
- I went to Indeed.nl (job board)
- I looked for jobs that weren’t getting filled
- I offered to fulfill the role on freelance basis until they hired someone internally
I looked for jobs that were on the platform for at least a few months, because that indicated they had difficulties hiring for the role.
I figured it was just a numbers game:
- I sent an email to 10 companies
- Most of them ignored me, 3 replied
- 2 didn’t want to hire me as a freelancer
- 1 was interested in working with a freelancer
The last business was Ledstores (founded by Kemal Tas): a big LED lighting retailer with various webshops in Europe.
I was making more with my freelance client on the side than with my full-time agency salary, so 5 months later I quit my job.
I ended up working with Ledstores for more than a year, and I’ll be forever grateful for the opportunity.
Since then, all of the clients I’ve gotten were either inbound via LinkedIn or through referrals.
I’m happy I no longer have to do cold acquisition.
But I’m also happy I took an unconventional route to get my first client.
That gave me the confidence I needed to quit my job, build a business and design my own life intentionally.
When you're starting out, you need to think outside the box.
Be willing to do what others aren't - and the world is yours for the taking.
I hope this inspires you to be creative in finding ways to get your (first) client.
Below, I’ll link the exact email I used to land my first client.
Feel free to steal it :).
See you again next week!
Cheers,
Miles (and Bob)
## \[Bonus: the email I used to land my first client\]
Dear \[client name\],
I hereby offer my services as a Freelance Google Ads Specialist. I understand that you are looking for a permanent position, but I also know that finding good Google Ads Specialists in the current market can be quite challenging. Therefore, I would like to offer my temporary support until a suitable candidate is found to fill the job full-time.
First, let me tell you a bit about myself: my name is \[name\]. My core values are authenticity, continuous personal development, positivity, hard work, and dedication. Helping people is my passion, so I hope I can assist you as well.
**What do I have to offer?**
I am an experienced Google Ads Specialist who can provide strong support to Ledstores' marketing team. I have over 3 years of experience in online marketing and had the opportunity to learn the ins and outs of the field at \[agency\].
I have worked as a PPC Lead on large, complex clients where I managed multimillion budgets (including \[client names\]). Through this experience, I have learned what it takes to be a good Google Ads Specialist: focusing on performance objectives, keeping the accounts in order, and always being eager to test the latest developments to maximize results.
Additionally, my experience with tools such as bGenius, GA, SA360, Tag Manager, and Channable allows me to directly manage campaigns. The aspects of Google Ads that I find most enjoyable are automation, leveraging feed-based advertising, content optimization (both on-site SEO and ad copy), and in-depth data analysis.
I would be happy to offer my services at a competitive hourly rate to demonstrate my value. We can agree on the number of hours together.
I would be thrilled to support \[client name\]’s marketing team as a Freelance Google Ads Specialist until the position is filled with a permanent employee. If you share the same enthusiasm, I would love to meet for a cup of coffee to further discuss my experiences and explore a potential collaboration. Of course, if you prefer not to work with a freelancer, I completely understand and respect that.
If you have any questions or need clarification, please feel free to reach out to me via LinkedIn. In the worst-case scenario, if things don't work out, we would have gained a new LinkedIn connection.
Best regards,
\[name\]
\[email\]
\[phone number\]
Let’s connect: \[Linkedin URL\]
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #49 — Brand Exclusions (how to exclude brand from pMax)
URL: https://www.ppcmastery.com/newsletter/tpe-49-brand-exclusions-how-to-exclude-brand-from-pmax
Published: 2023-07-03
Author: Miles McNair
Hey, Bob & Miles here with a new issue of The PPC Edge!
We want to share a new feature that’s being rolled out in all accounts: Brand Exclusions.
With this new feature, you can exclude specific brands from Performance Max campaigns.
In today’s issue, we’ll dive into:
- Why you can’t trust your Performance Max data
- How Brand Exclusions work and how to set them up
- When to use the negative keyword list hack (or not)
Let’s go!
## Why you can’t trust your Performance Max data
Before we dig into the technicalities of Brand Exclusions, we want to start off with a bold statement:
You can’t trust your pMax data because it’s inflated with branded search conversions, making it look better than it actually is.
Performance Max heavily cannibalizes your other campaigns and LOVES to take credit for every single conversion. People who search for your brand would’ve converted anyway, so why would you let pMax take credit for it?
On average, we see 10-15% (up to 42%) of conversions on pMax are from brand. That’s a lot!
Even if you have tight branded search campaigns, misspellings will slip through.
If you have a big share of branded search conversions in Performance Max, you simply cannot trust the data. This will lead to you making wrong decisions, and your account as a whole becomes less scalable.
_**[Check out this guide if you want more details on why we think you should exclude brand from pMax.](https://www.ppcmastery.com/blog/tpe-26-3-reasons-to-exclude-brand-from-pmax)**_
## The solution: exclude branded search terms from Performance Max campaigns
Up until now, the only way to exclude brand from pMax was either via a Google rep, or with [**the negative keyword list hack**](https://www.ppcmastery.com/blog/tpe-9-the-simple-3-step-process-to-add-negatives-to-pmax) (popularized by our beloved community member [**Geert Groot**](https://www.linkedin.com/in/geertgroot/?originalSubdomain=nl)).
But, luckily for us, Google is giving us new controls to exclude branded search terms from Performance Max campaigns.
With Brand Exclusions, you can enter brand names you don’t want your ads to show for on Search and Shopping traffic in Performance Max campaigns.
This works slightly differently than excluding branded search terms via negative keyword lists:
**Only want to exclude Search and Shopping traffic?** → Use Brand Exclusions.
**Also want to exclude Video and Display traffic related to your brand?** → Use negative keyword lists.
## How to set up Brand Exclusions in Google Ads
Here’s how to set up Brand Exclusions in Google Ads (4 simple steps)
### **Step 1: In your pMax campaign, go to settings**
Click on a pMax campaign, go to settings, and scroll down until you see ‘Brand Exclusions’.
### **Step 2: Create a new brand list**
You can exclude brands by creating a brand exclusions list directly inside your pMax campaign, or in the Shared Library.
Enter a list name, and add brands to your list:
If you don’t see your brand name, you can request it to be added. This process typically takes 4-6 weeks to complete, so be mindful of that.
### **Step 3: hit save and make sure the brand list is added to the right pMax campaign**
After you save the list, make sure you add it to the right pMax campaign(s). You can create different lists for different campaigns, or use one across all of them.
### **Step 4: check if you no longer see branded search terms in pMax campaigns**
The last step is often overlooked: after adding Brand Exclusions, you want to double-check if you no longer see any branded search terms in your pMax campaigns.
Check this 1, 7, and 30 days after adding Brand Exclusions.
Simply go to insights > consumer spotlight > search term insights and check if you see your brand pop up under search categories.
## Brand Exclusions function as negative broad match keywords
Brand lists work like negative broad match keywords. This means misspellings and multiple languages will be excluded as well.
## Important final note for ecom accounts: don’t forget to run a ‘Branded Standard Shopping’ campaign!
We have one final, crucial note for you:
Beware that if you exclude brand from Performance Max campaigns, you’re no longer visible on Search and Shopping when customers search for your brand.
You NEED to set up Branded Search and Branded Standard Shopping campaigns (ecom) to ensure you stay visible when people search for your brand.
We wrote a full guide on how to set this up, [**check it out here**](https://www.ppcmastery.com/blog/tpe-14-fix-untrustworthy-pmax-data-with-branded-standard-shopping). It’s a must read if you’re excluding brands from Performance Max campaigns.
## Exclude brand to make your pMax data more trustworthy
So that’s how you exclude brands from Performance Max campaigns. We’ll close off with a few important considerations:
- Beware of how Brand Exclusions work differently from negative keyword lists
- Use the feature that best aligns with your strategy
- Don’t forget [**Branded Search and Shopping campaigns**](https://www.ppcmastery.com/blog/tpe-14-fix-untrustworthy-pmax-data-with-branded-standard-shopping)
Happy excluding!
See you again next week.
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #47 — 12 new pMax updates
URL: https://www.ppcmastery.com/newsletter/tpe-47-12-new-pmax-updates
Published: 2023-06-18
Author: Miles McNair
Last week, Google hosted the Performance Max Conference in Dublin, which was also live-streamed.
We watched the entire thing back (2.5 hours) and distilled the most important updates into this newsletter so you get up to speed in less than 5 minutes.
In this newsletter, we’ll talk about:
- New updates coming to Performance Max.
- Our take on these updates.
Let’s dive right in!
## Google is doubling-down on AI — especially with Performance Max
Performance Max campaigns are built on AI, so it doesn’t come as a surprise that most of the new updates also involve AI.
Before Google announced the product updates, they emphasized why AI is a good thing and not something to be afraid of.
In their words, these are the benefits of using AI in advertising:
- “Simplifying complexity for people, businesses and marketers.”
- “With AI, your marketing is multiplied.”
- “AI can help boost productivity.”
With AI, Google wants to make it easier for people to find the information/products they’re looking for. They also want to make marketers more efficient with tools that increase productivity.
Performance Max campaigns are huge black boxes, but with the upcoming updates, we are getting more control and insights.
These are the product updates, categorized under 3 main categories:
1. **Controls to guide AI**
“_New inputs to steer Performance Max campaigns towards business outcomes.”_
1. Page feeds
2. Re-engagement Goals
3. New Customer Lifecycle Goals
4. Account-level negative keywords
5. Campaign-level brand exclusions
6. Smart Bidding optimized for in-store sales
2. **Ease of use and workflows**
“_Improving the campaign construction workflow to support optimal setup.”_
1. Create assets with Generative AI tools
2. Integrated recommendations during campaign setup
3. **Proving value and insights**
“_Provide tools to quantify the value of pMax and offer insights on what’s driving performance.”_
1. Performance Max Experiments
2. Better search term insights
3. Conversion lift studies
4. Improved Merchant Center integration inside of Google Ads
Let’s look at each new product update.
## 1: Controls to guide AI
The goal of these new updates, according to Google:
“_New inputs to steer Performance Max campaigns towards business outcomes.”_
In other words: more control in how we set up and optimize pMax campaigns.
### **Update 1: Page feeds**
**What is it:** Performance Max has a built-in DSA functionality, which you can control through the ‘Final URL Expansion’ feature. Up until now, you could only choose to target all pages. It’s possible to exclude pages, but with page feeds, you can soon target specific landing pages.
**Our take:** We’re excited for this update because it gives us back valuable control. With page feeds, you can now target specific pages, instead of all pages. We’re excited to test this soon!
### **Update 2: Re-engagement Goals**
**What is it:** With Re-engagement Goals, you can let the algorithm optimize for disengaged customers.
**Our take:** This is particularly nice for brands that focus on retention and want to re-engage old customers. One important note: Re-engagement Goals use first-party data (customer lists) to predict and steer on lapsed users. It’s essential to have high-value first-party data. We’re not 100% sure yet, but we think Google might still optimize for users that are not old customers, if AI makes wrong predictions.
### **Update 3: New Customer Lifecycle Goals**
**What is it:** With New Customer Lifecycle Goals, you can let Smart Bidding optimize for high-value customers, instead of just any new/existing customer.
**Our take:** This sounds like a nice update, but we’re very careful with using New Customer Acquisition Goals. If you don’t fully know what you’re doing, we advise to stay away from using NCAs. But, when using correctly, they can be powerful tools to help you find the right customers that matter most to your business. Optimizing for high-value customers is something we look forward to testing.
### **Update 4: Account-level negatives**
**What is it:** This update speaks for itself: you can now use account-level negatives to exclude specific search terms across ALL your campaigns.
**Our take:** No clue why this wasn’t rolled out earlier, but we’ll take it. This is great for brand safety.
### **Update 5: Campaign-level brand exclusions**
**What is it:** With this new feature, you can exclude branded search terms from pMax campaigns. This excludes them from all Search + Shopping placements.
**Our take:** We’re happy to see Google finally rolling out campaign-level brand exclusions. Performance Max loves to take credit for branded conversions, [**heavily inflating the data**](https://www.ppcmastery.com/blog/tpe-26-3-reasons-to-exclude-brand-from-pmax). Before, we used a [**workaround with negative keyword lists**](https://www.ppcmastery.com/blog/tpe-9-the-simple-3-step-process-to-add-negatives-to-pmax). That won’t be necessary anymore (probably).
### **Update 6: Smart Bidding optimized for in-store sales**
**What is it:** With this new feature, you can let Smart Bidding optimize for in-store sales.
**Our take:** This is great if you have physical stores and want to stimulate footfall AND in-store sales.
## 2: **Ease of use and workflows**
The goal of these new updates, according to Google:
“_Improving the campaign construction workflow to support optimal setup.”_
In other words: Google wants to make it even easier to create campaigns, by embedding AI and recommendations in the setup process.
### **Update 7: Create assets with Generative AI tools**
**What is it:** Google will release new AI tools which allow you to create assets inside of Google Ads (videos, images, text).
**Our take:** We’re excited to test this out and see the quality of the assets.
### **Update 8: Integrated recommendations during campaign setup**
**What is it:** Google is making it easier to set up campaigns. Enter your URL and some basic information about your products/brand and Google creates a complete campaign outline.
**Our take:** We wonder how qualitative the campaigns will be, but one thing is for sure: it’s going to speed up the campaign creation process and lower the barrier to entry for small advertisers. Google’s ‘recommendations’ will be embedded in the campaign creation process — which can be a bit of a red flag. However, not all recommendations are bad. So let’s see how this plays out.
## 3: **Proving value and insights**
The goal of these new updates, according to Google:
“_Provide tools to quantify the value of pMax and offer insights on what’s driving performance.”_
In other words: Google wants to help you prove the value of pMax with new features (so you allocate more spend to it).
### **Update 9: Performance Max Experiments**
**What is it:** With Performance Max Experiments, you can A/B test pMax campaigns.
**Our take:** We’ve been waiting for this for a long time! We’ll finally be able to A/B test Performance Max campaigns. Use them to test different bid strategies, placements, assets, Final URL expansion on/off and so much more.
### **Update 10: Better search term insights**
**What is it:** We’ll now be able to export search term insights (for custom date ranges, not just last 7/28 days) and access them through the API.
**Our take:** This is a much-appreciated update. More insights are always good! The only question we have: why did it take you so long to release this, Google?! Anyway… Let’s not be greedy. We’re happy with this update.
### **Update 11: Conversion lift studies**
**What is it:** Conversion lift studies help you understand the how many conversions of your pMax campaigns were incremental.
**Our take:** This is going to be crucial to understand how valuable Performance Max truly is. You can set up Conversion lift studies split by users or geographical locations.
### **Update 12: Improved Merchant Center integration inside of Google Ads**
**What is it:** Google is slowly but surely integrating Merchant Center into Google Ads. You’ll be able to see product insights and diagnostics, next to your data. There will be deeplinks to Merchant Center, so it’s easier to optimize products that need your attention.
**Our take:** We love this! It’s easy to miss product disapproval in Merchant Center. Soon, it will be much easier to optimize your feed and fix product issues because they are highlighted inside of Google Ads. Improved insights include: policy issues, status issues (e.g. product is not in a campaign), stock issues, diagnostics (missing attributes) and more.
## Final word: don’t test everything all at once
An important closing remark: don’t test everything all at once. Figure out what’s relevant for your accounts, and then test one thing at a time.
We’re excited to see Google rolling out new Performance Max updates.
It makes us wonder: did they launch pMax as an unfinished product, and are we getting closer to the real product as it was intended?
We don’t know what the future holds. But for now, all we can say is: happy testing, dear friends!
See you next week.
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #48 — TPE #48 - Similar Audiences are going away... Now what?!
URL: https://www.ppcmastery.com/newsletter/tpe-48-similar-audiences-are-going-away-now-what
Published: 2023-06-18
Author: Miles McNair
Today’s newsletter is very important.
Google is killing Similar Audiences on August 1st. We’ll share our take on what that means and how to prepare.
For context: in November 2022, Google announced that Similar Audiences will be ‘transitioned into more durable solutions’.
In other words: Similar Audiences will go away on August 1st, 2023 and you shall use Optimized Targeting and Audience Expansion instead!
Let’s dive into what to expect and what to do now, to prepare for the death of Similar Audiences.
## Similar Audiences will go away on August 1st, 2023 — now what?!
Google is killing Similar Audiences due to privacy issues we won’t bore you with. Let’s take one step back and look at the complete timeline:
**Phase 1 — November 1st, 2022:**
- Google announces Similar Audiences will go away.
**Phase 2 — May 1st, 2023:**
- Similar Audiences won’t be generated anymore.
- You can no longer add Similar Audiences to new campaigns.
- Existing campaigns will use Similar Audiences until August 1st, 2023.
Phase 1 and 2 have been completed. The last phase starts soon, and you need to start preparing now.
**Phase 3 — August 1st, 2023:**
- Similar Audiences will be removed from all campaigns.
- You can still access historical data for Similar Audiences from existing campaigns.
- Display, Discovery and YouTube (Video Action Campaigns) with Similar Audiences will be opted into optimized targeting.
- Video campaigns with Awareness/Consideration goals will be opted into audience expansion.
## How to prepare for phase 3 (death of Similar Audiences)
The most important thing to realize: if you use Similar Audiences for targeting on Upper Funnel campaigns, you will automatically be opted into optimized targeting or audience expansion. Here’s how that works:
### **Optimized targeting**
Let Google use various data points to find conversions beyond your dedicated audience targeting. In theory, this should work very well. However, we’ve seen mixed results. You can add targeting signals to steer the algorithm in the right direction. However, similarly to audience signals in Performance Max, the algo can and will eventually look beyond your signals. They are mere recommendations and Google decides whether or not they will be followed.
In our experience, optimized targeting can still be hit or miss. We’ve seen it generate an extra 20% of conversions at the same CPA… And we’ve also seen it go overboard completely by spending 95% of the budget at a higher CPA…
### **Audience expansion**
Video campaigns with Awareness/Consideration goals will be opted into audience expansion, which works differently than optimized targeting. With audience expansion, Google will look for additional conversions by expanding to audience segments that look like your manually selected audience segments.
To conclude this section: optimized targeting tends to have broader targeting than audience expansion.
_Quick note, here’s how to see the data for optimized targeting/audience expansion vs. your other audience segments:_
1. _Go to Audiences_
2. _Under ‘audience segments’, click ‘show table’_
3. _Below the table, look for ‘total: expansion and optimized targeting’_
## **Important notes**
Your first-party audience segments (customer lists) will be added as a signal to optimized targeting and as a targeting criteria for audience expansion. So this increases the importance of high-quality first-party audience data.
This works similarly to how audience signals work in Performance Max campaigns. If you don’t want to use optimized targeting or audience expansion, opt out in the settings page (under Audience Manager in Google Ads):
Beware: if you opt-out, campaigns and ad groups that are only targeting Similar Audiences will be paused automatically.
## How to prepare for the death of Similar Audiences
Many people ask us how to prepare for when Similar Audiences go away. It’s simple:
- Invest in high-quality first-party audience data.
- Get familiar with optimized targeting and audience expansion.
- If you haven’t already, start testing and analyze your data carefully.
- Decide whether or not you should use optimized targeting based on your own data.
That’s it really.
## Concluding thoughts: there is no 1/1 replacement for Similar Audiences
Hopefully this guide helps you navigate your way through the changes. Similar Audiences are going away on August 1st, 2023, and Google is giving us optimized targeting and audience expansions as its replacements.
Optimized targeting and audience expansion work differently than Similar Audiences and these are the downsides:
- Less control.
- Spend can go all over the place.
- Targeting can become very broad.
On August 1st, 2023, Similar Audiences will be officially dead.
The best way to prepare is to get familiar with optimized targeting and audience expansion.
Unfortunately, it is what it is. Nothing we can do about it…
Except, once again, adapt and keep going.
We salute you for constantly reinventing yourself!
See you next week.
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #45 — the ultimate guide to Automatically Applied Recommendations
URL: https://www.ppcmastery.com/newsletter/tpe-45-the-ultimate-guide-to-automatically-applied-recommendations
Published: 2023-06-02
Author: Miles McNair
Hey guys, Miles here with The PPC Edge.
Let’s talk about Automatically Applied Recommendations (AARs)...
If you're a Google Ads Specialist, chances are they give you anxiety.
Today I’m sharing my take on AARs, categorized as:
- Always use.
- Sometimes use.
- Never use.
I'll also explain why for every single recommendation, because as always in PPC: it depends ;-).
Let’s dive right in!
## Overview of all 23 AARs
Here’s [**Google’s official definition**](https://support.google.com/google-ads/answer/3448398?hl=en&ref_topic=10169260&sjid=17661117509861244180-NA) of ‘recommendations’:
“_Each recommendation provides customized suggestions to help increase your campaigns' performance. Recommendations can introduce you to new, relevant features, help you get more out of your budget by improving your bidding, keywords, and ads, and can work to increase the overall performance and efficiency of your campaigns.”_
… They can help you get more out of your budget … Uhu …
You could argue whether or not recommendations are helpful to your account. Especially since they get pushed so heavily by reps.
If you use too many AARs, you will quickly lose control over your account. That’s why I wouldn’t use most of them.
But they’re not all trash either.
There are 23 recommendations, across 2 major and 5 subcategories:
1. **Maintain your ads**
1. Ads & assets
2. Keywords & targeting
3. Measurement
2. **Grow your business**
1. Keywords & targeting
2. Bidding
Here’s my take on AARs (don’t worry if it’s too small to read — there’s a complete deep-dive below):
Next, I’ll break it down by:
1. Listing the recommendation
2. Giving Google’s definition
3. Adding our take
Let’s roast some AARs!
## **1A: Maintain your ads - ‘ads & assets’**
**1: Use optimization ad rotation - low impact - always use**
_Google: “Automatically show your best ads at auction time.”_
Miles’ take: this one is harmless. In most cases you’d want to use optimized ad rotation anyway, so might as well turn on this AAR.
**2: Add responsive search ads - high impact - never use**
_Google: “Get more conversions at a similar or better ROI by showing more relevant ads to potential customers. Headline and description line assets will come from your existing content including your ad’s final url or assets in the same ad group.”_
Miles’ take: in Search campaigns, you can only use RSAs (and DSAs), but I want full control over them. I don’t want Google to create or delete my ads, so, therefore, this AAR is a no-go for me.
**3: Improve your responsive search ads - high impact - sometimes use**
_Google: “Get more clicks on your responsive search ads by improving your headlines and descriptions. Headline and description line assets will come from your existing content including your ad’s final url or assets in the same ad group.”_
Miles’ take: again, I want full control over my ads and don’t want Google to change any headlines or descriptions. One note on why I’ve labeled it as ‘sometimes use’: I foresee that the quality of auto-generated ads will improve in the future as AI develops further.
## **1B: Maintain your ads - ‘keywords & targeting’**
**4: Expand your reach with Google search partners - medium impact - sometimes use**
_Google: “Reach additional customers on partner sites.”_
Miles’ take: performance on Search Partners varies per account. It can be good, but it can also be total trash. If you get good results consistently, you could turn this one on. But if you see a lot of low-value clicks/conversions, don’t (especially for Lead Gen accounts).
_Side note: here’s how to see see Search Partners performance:_
**5: Remove redundant keywords - high impact - never use**
_Google: “Make your account easier to manage by removing redundant keywords.”_
Miles’ take: in theory, this is a nice AAR. But I never use it because I don’t want Google messing around with my keywords. If I have redundant keywords, I’ll pause them myself. I’ve seen cases where Google removed important phrase match keywords, and I don’t want to take that risk. Never use.
**6: Remove non-serving keywords - high impact - never use**
_Google: “Make your account easier to manage by removing non-serving keywords.”_
Miles’ take: same applies as with number 5: I don’t want Google messing around with my keywords.
**7: Remove conflicting negative keywords - high impact - never use**
_Google: “People didn't see your ads because of conflicting negative keywords. Remove them so your ads can show.”_
Miles’ take: now this is an interesting one. Sometimes it happens: you accidentally exclude your most valuable keyword. Ouch! This AAR removes the conflicting negative keywords.
But… I never use. And here’s why: in one of my accounts, Google removed branded exclusions from my non-branded campaigns. All of a sudden, we saw a huge increase of ROAS, but it was because we were catching branded traffic without knowing it.
Same thing applies: I don’t want Google messing around with my keywords — and that includes my negatives. I’d much rather [**use a script that alerts**](https://adsscripts.com/scripts/google-ads-scripts/report-negative-keyword-conflicts-account?highlight=WyJjb25mbGljdHMiLCJjb25mbGljdCIsIm5lZ2F0aXZlIiwibmVnYXRpdmVzIl0=) me when I have conflicting negative keywords. That way I can still manually remove them and keep control.
**8: Use optimized targeting - high impact - never use**
_Google: “Get more conversions at a similar cost per conversion.”_
Miles’ take: with optimized targeting, Google goes beyond your audience targeting to find new customers. It’s a great expansion tactic for your upper funnel prospecting campaigns. However, I never use this because I don’t ALWAYS want to use optimized targeting.
Moreover, it will also enable optimized targeting on retargeting campaigns, effectively making them prospecting campaigns. Doesn’t make any sense.
## **1C: Maintain your ads - ‘measurement’**
**9: Upgrade your conversion tracking - medium impact - always use**
_Google: “Give credit for conversions across multiple ad interactions with data-driven attribution.”_
Miles’ take: this one is fine — in most cases I want to use data-driven attribution anyway. So yeah, harmless and might as well run it.
## 2A: Grow your business - ‘keywords & targeting’
**10: Add new keywords - high impact - never use**
_Google: “Show your ads more often to people searching for what your business offers.”_
Miles’ take: I’ll be short: I don’t want Google to decide what keywords I target. So this is a “never use”.
**11: Add broad match keywords - high impact - never use**
_Google: “Get more conversions at a similar or better ROI by adding broad match versions of your existing keywords.”_
Miles’ take: I’m not against broad match, it’s actually quite good in many cases. But the last thing I’ll do, is let Google add them. Never use!
**12: Use Display Expansion - high impact - never use**
_Google: “Get more conversions at a similar CPA using unspent budget with the revamped Google Display Network Expansion feature.”_
Miles’ take: this one is a “HELL NO”. If I have a Search campaign, I don’t want it to focus on Display traffic. If your CPA targets are reached, it will spend any leftover budget on GDN. Spoiler alert: what you’ll get is often trash.
## 2B: **Grow your business - ‘bidding’**
Ok… This part is going to be fun. These AARs allow Google to change your bid strategies and targets.
Here’s my un-nuanced take:
I don’t want Google to change my bids, targets or bid strategy. Ever.
Let’s dive in.
**13: Bid more efficiently with Target impression share - high impact - never use**
_Google: “Optimize for your ads' visibility with a fully automated bid strategy.”_
**14: Bid more efficiently with Maximize clicks - high impact - never use**
_Google: “Get more clicks at a similar cost with a fully automated bid strategy.”_
**15: Bid more efficiently with Maximize conversions - high impact - never use**
_Google: “Get more conversions at a similar cost with a fully automated bid strategy.”_
**16: Bid more efficiently with Maximize conversion value - high impact - never use**
_Google: “Get more conversion value at a similar cost with a value-based bidding strategy.”_
**17: Bid more efficiently with Maximize conversions using a target CPA - high impact - never use**
_Google: “Get more conversions at a lower or similar CPA with a fully automated bid strategy.”_
**1****8: Bid more efficiently with Maximize conversion value using a target ROAS - high impact - never use**
_Google: “Get more conversion value at a similar ROAS with a value-based bidding strategy.”_
**19: Set a target CPA - high impact - never use**
_Google: “Get more conversions at a similar CPA by setting a target.”_
**20: Set a target ROAS - high impact - never use**
_Google: “Get more conversion value at a similar ROAS by setting a target.”_
**21: Adjust your CPA targets - high impact - never use**
_Google: “Get more conversions by adjusting your CPA targets.”_
**22: Adjust your ROAS targets - high impact - never use**
_Google: “Get more conversion value by adjusting your ROAS targets.”_
Miles’ take:
**23: Add store visits as an account default goal - low impact - sometimes use**
_Google: “Grow total conversions and value with Smart Bidding and store visits.”_
Miles’ take: pfwoeehhh… That was intense haha. Anyway, this AAR is fine if store visits are important to you. But if they’re not, don't use.
## Final word on AARs: stay away
The battle against the AARs rages on.
Hopefully this guide gives you some directions on which recommendations to use or not.
Don’t be fooled by aggressive reps that say you need to enable them all.
Stay safe out there and I’ll see you all in next week’s issue of The PPC Edge.
Cheers,
Miles (and Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #44 — 7 exciting Google Ads updates
URL: https://www.ppcmastery.com/newsletter/tpe-44-7-exciting-google-ads-updates
Published: 2023-05-24
Author: Miles McNair
Last week, Google announced a LOT of exciting new product launches at Google Marketing Live.
Most of it involves AI…
And boy… Google Ads is gonna change forever.
Automation and Performance Max have already shaken up how we work as PPC specialists.
But the recent wave of AI announcements is going to change everything, AGAIN.
Anyways… That’s something for a later issue of The PPC Edge — we’re still wrapping our heads around what we think the future of PPC x AI will look like.
In this newsletter, we won’t give a complete summary of GML, you’ve probably already read it all online.
We’ll highlight 7 of the new product launches we’re excited to test — hopefully they excite you too.
## New product launches we’re excited about
At Google Marketing Live, new exciting product launches were announced:
- 3 exciting Performance Max updates
- Generative AI in Google Ads
- Edit ads with Product Studio
- Broad Match brand controls
- Better 1P data integrations
Let’s kick it off with a few quick Performance Max updates.
## pMax update 1: download search term insights
Let’s kick it off with a much-appreciated update: we’re going to get more search term insights. And better yet: we’ll be able to download them!
No more copy-pasting or asking ChatGPT to export the data for you.
The only question I have: why did it take you so long to release this, Google?!
Anyway… Let’s not be greedy. I’m happy with this update.
## pMax update 2: more asset performance insights
Soon, we’ll get more insights on how specific assets performed for specific audiences. More insights are always better, right?
Hopefully, that includes real data and not just a ‘good, low, best, learning’ performance rating. But I doubt it.
Prove me wrong, Google!
## Performance Max update 3: A/B test with Experiments
Finally, we’ll be able to A/B test Performance Max campaigns (not just pMax vs. Standard Shopping).
What we’ll be testing:
- Bid strategies
- Different assets or products
- Final URL expansion on vs. off
… And anything else Google lets us.
It’s going to be fun playing around with the Experiments feature that will go live later this year.
Ok, now on to some non-pMax updates.
## Generative AI in Google Ads
This is going to change E-VE-RY-THING:
1. Enter your URL
2. Answer a few questions
3. Google produces a campaign outline
No idea how qualitative this is going to be, but one thing’s for sure: it’s going to speed up the campaign creation process and lower the barrier to entry for small advertisers.
Here’s a sneak peek of what it may look like:
You can also use it to create ads inside of Google Ads.
Just enter some information about your brand and products and Google will spit out ready-to-use image ads that actually look decent:
But it doesn’t end here…
## Edit ads with Product Studio
What’s even cooler: you can soon edit your ads inside the new Product Studio. All with AI.
A cool use case of Product Studio as shown by Google:
- Upload a product image
- Ask AI to remove the background
- Ask AI to create generate a new background
- Automatically add the new image to your product feed
This is going to make feed optimization and image testing so much more efficient and fast.
Here’s an inside look of Product Studio. All images are edited with AI.
The launch will be for the US only, but we predict it won’t be long until other countries get access too.
## Broad Match brand controls
We all have our opinion of Broad Match keywords, but it always comes down to this:
Anyways, Google has announced new features to take back a bit of control over Broad Match:
**Brand restrictions:** limit spend to select brand keywords.
Seems like a good feature as it can stop unnecessary spending on competitor brands (which we see a lot with Broad Match). Let’s see how valuable this really is.
## Better 1P data integrations
We’ve been saying it for a while now: whoever has the highest quality of relevant data, wins.
Soon, it’s going to be easier to integrate first-party data in Google Ads:
- Simplify setup of Enhanced Conversions
- Create converting audiences with Customer Match
- Build and use GA4 audiences directly within Google Ads
- Offline conversion adjustments to improve value-based bidding
Great updates that will help us get better data — which will lead to better decision making for us and Smart Bidding.
## The future is AI
AI is the buzzword of 2023, but for a reason. Everything that’s being rolled out is built on the back of AI.
We haven’t even spoken about the new Generative Search Engine, which will change Google forever.
We’ll get back to that in a later issue of The PPC Edge.
For now, keep an eye on your accounts as new products and features will be added in the upcoming months.
Happy testing, dear friends. See you next week!
Cheers,
Bob & Miles
_Sources used:_
[_Google support_](https://support.google.com/google-ads/answer/13602916?sjid=2387139693813888651-NA)
_[Search Engine Land](https://searchengineland.com/)_
[_Ginny Marvin on Twitter_](https://twitter.com/adsliaison)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #43 — write converting RSAs with ChatGPT
URL: https://www.ppcmastery.com/newsletter/tpe-43-write-converting-rsas-with-chatgpt
Published: 2023-05-16
Author: Miles McNair
ChatGPT is an amazing tool to write highly converting Responsive Search Ads in a matter of seconds. Use these prompts to generate endless ideas, headlines, descriptions, and more.
Before we dive in: how we use ChatGPT and AI is developing rapidly. There are countless use cases and prompts you can use to write ad copy.
In this issue of The PPC Edge, we’re sharing what has worked for us. We’re eternal students of the game, so if you have any tips on how to use ChatGPT even better (with plugins etc.), we’d love to know!
We’ll give you 4 use cases with real examples of the prompts we’ve used. We’ve also templatized them so it’s easy for you to copy-paste and adjust them for your accounts.
_This newsletter was NOT written by ChatGPT_ 😂 _… Or was it?_
Let’s dig in!
## Use ChatGPT to create highly converting Responsive Search Ads in seconds
The quality of the output is directly related to the quality of the input.
In other words: you need strong prompts.
We’ve experimented with ChatGPT and have been able to create headlines, and descriptions for Responsive Search Ads in a matter of seconds.
Before we look at the prompt templates, we want to make sure you don’t make the same mistake as 90% of people when they use ChatGPT to create ads.
## The biggest mistake people make with ChatGPT: generic prompts
Here’s how most people use ChatGPT: they type a generic prompt and hope ChatGPT will give them a perfect answer. Look at the example below: at first glance, it looks quite good. But we can’t use this output for our Responsive Search Ads.
Instead, use these general guidelines to improve your prompts, so ChatGPT can generate 100s of good ideas in only a few seconds:
- The quality of your prompt determines the quality of the result.
- Give as much context to your prompt as possible.
- Ask ChatGPT to take on a specific role.
- Ask follow-up questions.
- Ask for more and different results.
Better prompts = better output.
We ask ChatGPT to take on a specific role (for example of world’s best direct-response copywriter), so it knows what type of output to create. This is not always necessary but we’ve seen it helps improve the quality of the responses.
**Start with these 4 ChatGPT use cases for Responsive Search Ads:**
Use case 1: basic idea generation
Use case 2: make your prompts more specific for specific results
Use case 3: use generic prompts to get generic ideas
Use case 4: improve your best-performing headlines/descriptions
Let’s look at prompt templates for each use case, that will help you speed up your RSA creative process x10.
## **Use case 1: basic idea generation**
Firstly, you can use ChatGPT for basic idea generation. This helps to get your creative juices flowing and you’ll get a lot of ideas, fast.
**Prompt for basic idea generation:**
_Act like an experienced direct-response copywriter. You write ad copy for an e-commerce brand called Ridge (www.ridge.com). Ridge sells compact wallets for men. Give me 10 headline ideas for Responsive Search Ads (Google Ads), in 30 characters or less including spaces. Formatted in a table (column 1 = Headline, column 2 = Character count)._
Pretty decent for a first try. Not all of these are useful, but it gives you something to work with and expand upon.
**Prompt template:**
_Act like {{relevant role}}. You {{do action}} for {{type of brand or business}} called {{brand name}} {{(website URL}}). {{Brand name}} sells {{product}} for {{target audience}}. Give me {{# of output}} for {{type of ad}}, in {{#}} characters or less including spaces. Formatted in {{output type}}._
**Follow-up prompts:**
Don’t let your first prompt be your last prompt. Ask follow-up questions to improve ChatGPT’s output.
Here are some examples to optimize the generated responses (you’ll be surprised how much better they get):
- Great! Can you add a second column to the table that shows the character count?
- Awesome job! What can be improved about these headlines?
- Please implement the improvements you’ve just suggested. Give me 10 more headlines but implement the improvements you’ve just suggested.
- What else can we improve?
- Prioritize uncommon ideas.
- 20 more please.
- Thank you! Now do the same for {{name/type of brand}} that sells {{product}} to {{audience}}.
By asking follow-up questions (prompts), you’ll simply get more ideas to work with.
## **Use case 2: make your prompt more specific, for specific results**
With this prompt, you’re prepping ChatGPT with more information about your business, customers, USPs, and any other useful detail. On top of that, you’re giving instructions on what to consider for the headlines/descriptions (e.g. 2 headlines with social proof, 3 with keywords, etc.).
This is where it becomes exciting — let’s take a look at a more specific prompt example.
**Prompt for highly specific headlines:**
_Act like an experienced direct-response copywriter. Your write ad copy for an affordable car insurance company. Give me 15 headlines of 30 characters max including spaces, formatted in a table (column 1 = headline and column 2 = character count, column 3 = headline type), based on the information below:_
- _we are an affordable car insurance company_
- _clients can save up to $800 per year_
- _clients rate us 8.9 out of 10_
- _insurance can be arranged online, without having to wait_
- _our USP: free theft coverage and lowest price guarantee_
_extra instructions:_
- _create 3 headlines with our most important keyword (affordable car insurance)_
- _create 2 headlines with social proof_
- _create 4 headlines with generic USPs about our business_
- _create 4 headlines with product-specific USPs (our affordable car insurance)_
- _create 2 headlines with call to actions_
The output is epic:
Amazing!
**Prompt template:**
_Give me {{number}} {{element}} of {{conditions}}, formatted in {{output type}}, based on the information below:_
- _{{explain who you are and what you do/sell}}_
- _{{explain a huge benefit of why customers buy from you}}_
- _{{add social proof or other useful information}}_
- _{{enter as many USPs as you want}}_
_extra instructions:_
- _create {{number}} {{element}} with our most important keyword {{enter keyword}}_
- _create {{number}} {{element}} with {{persuasion tactics like social proof, urgency, scarcity etc.}}_
- _create 4 headlines with generic USPs about our business_
- _create 4 headlines with product-specific USPs {{help ChatGPT with an example}}_
- _create 2 headlines with call to actions_
**Descriptions prompt:**
You can also do the same for descriptions:
_Give me 4 descriptions of 90 characters max including spaces, formatted in a table, based on the information below:_
- _we are an affordable car insurance company_
- _clients can save up to $800 per year_
- _clients rate us 8.9 out of 10_
- _insurance can be arranged online, without having to wait_
- _our USP: free theft coverage and lowest price guarantee_
_extra instructions:_
- _create 2 descriptions with our most important keyword (affordable car insurance), a product-specific USP (our affordable car insurance), and a call to action_
- _create 2 descriptions without our most important keyword (affordable car insurance), and add generic USPs about our business with no call to action_
Once again, great output. ChatGPT listened and only included the keyword “affordable car insurance” in 2/4 descriptions. You could ask for more/longer/shorter variations as follow-up prompts.
You can take it a step further and ask for translations, too (this is a huge time saver if you have international clients):
**Prompt template:**
_Give me {{number}} {{element}} of {{conditions}}, formatted in {{output type}}, based on the information below:_
- _{{explain who you are and what you do/sell}}_
- _{{explain a huge benefit of why customers buy from you}}_
- _{{add social proof or other useful information}}_
- _{{enter as many USPs as you want}}_
_extra instructions:_
- _create {{number}} of {{element}} with our most important keyword {{enter keyword}}, a product-specific USP {{give example}}, and a call to action_
- _create {{number}} of {{element}} without our most important keyword {{enter keyword}}, and add generic USPs about our business with no call to action_
Alright, on to the next use case.
## **Use case 3: use generic prompts to get generic ideas**
You can also ask ChatGPT to create generic ideas for you by using generic prompts.
**Prompt for generic ideas:**
_Give me 10 call to actions to use in ad copy, formatted in a table_
(you could switch call to actions for anything else such as USPs, keywords, social proof, etc.):
_Give me 5 headlines of max 30 characters including spaces that incorporate social proof:_
__
## **Use case 4: improve your best-performing headlines/descriptions**
You can also use ChatGPT to improve your current best-performing headlines and descriptions. Simply provide it with your best-performing element and ask it for iterations.
**Prompt to improve best-performing headlines/descriptions:**
_Our best-performing headline is “Compact wallets for men”. Can you make 10 iterations of that headline (max 30 characters including spaces)? Formatted in a table._
__
**Prompt template:**
_Our best performing {{element}} is {{insert your headline}}. Can you make {{number}} iterations of that {{element}}?_
Repeat for descriptions and you’ll find tons of ways to improve your best performers.
## A final thought: we’re only just getting started
So that’s how you can use ChatGPT to create highly converting RSAs within seconds:
Use case 1: basic idea generation
Use case 2: make your prompts more specific for specific results
Use case 3: use generic prompts to get generic ideas
Use case 4: improve your best-performing headlines/descriptions
And use these general guidelines to improve your prompts, so ChatGPT can generate 100s of good ideas in only a few seconds:
- The quality of your prompt determines the quality of the result.
- Give as much context to your prompt as possible.
- Ask ChatGPT to take on a specific role.
- Ask follow-up questions.
- Ask for more and different results.
_Don’t forget to use the follow-up prompts we’ve provided underneath use case 1!_
This technology is insane and it’s only going to get better. Play around with it. Use the instructions provided in this newsletter to optimize how (fast) you create RSAs.
Remember: it’s all about the quality of your prompt, so spend some time perfecting them and you’ll be massively rewarded!
If you have tips to speed up the RSA creative process even further with ChatGPT, we’d love to hear them!
See you again next week.
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #42 — how to become (and stay) great at Google Ads
URL: https://www.ppcmastery.com/newsletter/tpe-42-how-to-become-and-stay-great-at-google-ads
Published: 2023-05-15
Author: Miles McNair
Hey, it’s Miles here!
Today’s issue of The PPC Edge is going to be a bit different than usual. Instead of giving an actionable tip, I want to show you the path to becoming and staying great at Google Ads (from beginner to senior and beyond).
People often ask me: “what’s the fastest way to master Google Ads?”. If you give me 4 minutes, I’ll show you how, based on my own experience.
## The path to becoming and staying great at Google Ads
On your path to Google Ads greatness, you’ll go through 5 phases:
Phase 1: beginner — learn the basics (for free)
Phase 2: junior — learn by doing
Phase 3: medior — learn from a mentor
Phase 4: senior — learn by experimenting
Phase 5: beyond senior — keep your axe sharp
Our mission at PPC Mastery is to help Google Ads Specialists excel in their careers and we want to be strategic partners for all of you — whether you’re a complete beginner or a seasoned expert.
Let’s look at how to develop yourself in every stage (if you’re already a medior/senior, feel free to skip the first two phases).
## Phase 1: rookie — learn the basics (for free)
When you’re starting out, you have no experience and knowledge of PPC. You need to soak up as much information as possible. I recommend starting off with free YouTube videos or cheap entry-level paid courses like **[Isaac Rudansky’s “Ultimate Guide to Google Ads” on Udemy](https://www.udemy.com/course/the-ultimate-google-adwords-training-course/)** (costs around €19,99).
_This is not an affiliate link, just something that was useful in my career when I started out._
Mind you: a lot of beginner courses are quickly outdated, but they’re fine to get you started.
On to phase 2.
## Phase 2: junior — learn by doing
Once you get a basic understanding of the game, you need to transition from learning from YouTube/courses to learning by doing. The only way to truly master Google Ads is by DOING Google Ads.
How fast you grow, depends on the number of problems you encounter and solve.
From here, you can go 3 ways:
**Option 1: work at an agency**
I started my career at Reprise Digital in Amsterdam (formerly Traffic4u). I worked there for 2.5 years (until I reached senior level). The biggest benefit: I got paid to develop my skills and worked on big accounts like G-Star RAW, Jumbo, Nestlé, Rietveld Licht, and many more.
Working at an agency is not for everyone. It can be really stressful because there’s always too much to do and you get a lot of responsibilities.
However, I believe it’s the fastest way to grow in PPC because you’ll get exposed to a lot of problems that you have to solve somehow.
_By the way, agency life is not ALWAYS stressful. I was fortunate enough to work with a lot of great clients. Here’s a behind-the-scenes shot of a client meeting + lunch I hosted with a colleague in my home, right when the pandemic hit in 2020. Fast-forward 3 years, these guys have become friends for life._
Ok, moving on :).
**Option 2: work in-house**
If the agency life is not appealing to you, you can also work in-house (at a brand/business). Your growth will likely be slower than at an agency, but it’s also probably less stressful.
If you want to grow fast, I don’t recommend working in-house. Rather, start at an agency, then move to in-house (you’ll get a much higher salary because of your valuable agency experience).
**Option 3: get a client and work for free**
If you don’t want to work at an agency or in-house, you can try to find your own clients. If you’re starting out, I recommend offering someone to work for free.
Tell them you’ve been studying the game and that you’re willing to work for free (as long as they pay the ad spend), in exchange for a case study and testimonial if the results are good.
Do everything you can to make your client happy with great results and communication. The testimonial and case study will help you get more clients later on.
## Phase 3: medior — learn from a mentor
You can reach medior (intermediate) level through learning by doing. As you get more experienced, you’ll encounter more complex problems that are harder to solve.
In this phase, you need guidance from a mentor. Someone with a lot of experience, that can help you get unstuck fast.
This can be a senior colleague or any mentor you trust.
I had several mentors when I still worked at the agency — shoutout to them.
If you’re freelancing, this phase is even more crucial because you have no colleagues to ask questions. Invest in mentorship from someone you trust. One-on-one mentorship is best, but group coaching can also be fine (as long as someone can help you unstuck, fast).
## Phase 4: senior — learn by experimenting
This is the phase where everything starts to compound. You have a great understanding of the fundamentals and advanced concepts, and you have a mentor to help you get unstuck.
In the next phase of your growth path, you learn by experimenting. Test everything from new features Google is pushing to advanced strategies you find online.
Through experimenting, you learn what (doesn’t) work for you — and you can back it up with real data. That’s exactly what we do all the time (and we share our learnings with you).
## Phase 5: beyond senior — keep your axe sharp
Congrats, you are now officially great at Google Ads! The last phase in the growth path is designed so that you STAY great, forever.
When I reached senior level, I made a huge mistake: I lost my hunger to learn and got complacent so I stopped investing in my skillset. As a result, I was no longer on the cutting edge of PPC.
I had to be honest with myself and picked up courses and coaching to get back to my A-game.
Now, even though I like my current skillset, I still invest in myself.
At least twice per year, I buy coaching programs to keep my axe sharp.
And I deepen my understanding of the game by:
→ Testing everything on my clients
→ Sharing my learnings with you guys
The cool thing about senior level is that you already know the fundamentals. You can stay on top of your game with a few strategic investments per year.
So here's my warning: don't get complacent.
New, hungry talent is on the come up...
And they will overtake you once you stop developing yourself.
## Final thoughts: stay hungry and don’t get complacent
So there you have it: the path to becoming and staying great at Google Ads:
Phase 1: beginner — learn the basics (for free)
Phase 2: junior — learn by doing
Phase 3: medior — learn from a mentor
Phase 4: senior — learn by experimenting
Phase 5: beyond senior — keep your axe sharp
Best of luck on your path to Google Ads greatness!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #40 — how to create winning video ads without a big budget
URL: https://www.ppcmastery.com/newsletter/tpe-40-how-to-create-winning-video-ads-without-a-big-budget
Published: 2023-04-14
Author: Miles McNair
The biggest mistake advertisers make when they run video ads through Performance Max and YouTube campaigns: they invest in expensive, high production value ads without first testing small.
If you do this, you’re just throwing something at the wall, hoping it will stick. That’s not how you should operate.
Before you invest in expensive ads, you should run small tests to identify potential winning marketing angles, hooks, storylines etc.
We’ve created a simple framework for that, which you can now steal and implement for your own accounts.
Let’s dive in.
## Find winning video ads before you invest in expensive productions with the Rapid Ad Creation Loop
Video productions and photoshoots can be really expensive (tens of thousands of Euros). You want to make sure that your budget is spent efficiently so it doesn’t go to waste.
You can do that by using our Rapid Ad Creation Loop. It’s a 5-step framework that works in a loop:
Step 1: Research
Step 2: Brainstorm
Step 3: Create
Step 4: Launch & gather data
Step 5: Analyze & optimize
Then, the loop starts all over again. Let’s look at each individual step.
## Step 1: Research
The first step is to do thorough competitor research so you can instantly see what’s working and what isn’t.
You want to identify trends, angles, hooks, calls to actions etc. Find out anything you can about what your competitors’ winning ads to take a massive shortcut to success.
There’s no need to reinvent the wheel. Remember: “good artists copy, great artists steal”.
Spy on competitor video ads for free with:
- [**VidTao**](https://vidtao.com/) for unlisted YouTube Ads (free for 15 minutes)
- Meta Ad Library for Social ads
- [**Google’s Ad Transparency program**](https://www.linkedin.com/posts/milesmcnair_spy-on-all-competitor-google-ads-activity-7016295630503297024-Ylqb?utm_source=share&utm_medium=member_desktop)
Create a database (swipefile) of ads that got your attention online and analyze what makes them stand out. Model these ads and create your own variations of improved ads (don’t blindly copy, but make iterations to stand out).
## Step 2: Brainstorm
After researching, you move on to the next step and brainstorm new ideas:
- Brainstorm what ads you want to create.
- Create a list of angles, hooks, storylines, offers, video lengths etc.
- Use your research to fuel creative ideas.
- If possible, brainstorm with your team to get more ideas faster.
Again, don’t try to reinvent the wheel. Look at what’s already working for competitors and try to improve on that.
Quick tip: use ChatGPT to speed up this process by 10X. Ask for marketing angles, hooks, storylines, CTAs etc. like in this example:
## Step 3: Create
After researching and brainstorming ideas, it’s time to create your first video ad. Most advertisers make the mistake of skipping step 1 and 2 and create ads straight away. Do NOT fall into the same trap.
Let ChatGPT write a video ad script for you for free:
_We wrote an in-depth guide on how to use ChatGPT to write high quality video ad scripts with prompts you can copy paste. Check it out [**here**](https://www.ppcmastery.com/blog/tpe-28-write-video-ad-scripts-with-chatgpt)._
Make sure that the first few videos are low cost to allow yourself to make mistakes and learn what works and what doesn’t. If an ad performed badly, you haven’t wasted a ton of budget on an expensive video.
The goal with your first video(s) is not to hit a homerun and scale it to the moon. The goal is to find winning angles and hooks that you can use to create better videos down the road (with higher production value).
Three tips to create low cost video ads:
1. Hire someone on Fiverr (use your own clips and not stock footage).
2. Make a UGC compilation (make sure you have the rights to use the clips).
3. Use templates from the Google Ads interface (these tend to be very basic).
## Step 4: Launch & gather data
The next logical step is to launch your ads and gather some data. Don’t touch them in the beginning. How long you need to gather data depends on your volumes and spend levels. In general, give it at least 3-7 days.
Again: the goal is not to scale your first video to the moon, it’s to find proof of concept and identify winning angles and hooks that you can later iterate on and improve.
## Step 5: Analyze & optimize
The last step is to analyze what worked and what didn’t. Make notes and optimize your ads by creating iterations (different hooks, angles, CTAs, offers, clips, pacing etc.).
After you find winning angles and hooks, you can confidently invest in more expensive, high value production video ads.
It’s a constant process of iterating and improving. So after this step, the Rapid Ad Creation Loop starts all over again.
## After the last step, the Rapid Ad Creation Loop starts all over again
After gathering data, analyzing and optimizing, you need to go back to the drawing board and repeat the process:
Step 1: Research
Step 2: Brainstorm
Step 3: Create
Step 4: Launch & gather data
Step 5: Analyze & optimize
That’s the process and framework we use to find winning ads on a small budget.
Again, only invest in big, expensive productions once you’ve tested small and found various winning angles and hooks!
Hopefully this helps you spend your video budget more efficiently.
That’s all for today, we’ll see you next week!
Cheers,
Bob & Miles
p.s. _If you want to go deeper, there’s another effective framework you can use to improve your video ads called “Hook - Story - Offer”. We wrote a full guide on it which you can [**access here for free**](https://www.ppcmastery.com/blog/tpe-30-simple-framework-for-better-pmax-videos)._
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #37 — new pMax strategy for Upper Funnel prospecting
URL: https://www.ppcmastery.com/newsletter/tpe-37-new-pmax-strategy-for-upper-funnel-prospecting
Published: 2023-04-11
Author: Miles McNair
Over the last 6 months we’ve been testing a new Performance Max strategy and it’s working really well, especially in peak season: Performance Max for Upper Funnel prospecting.
The benefits are twofold:
1. Use Performance Max to **find new customers on Upper Funnel placements** (YouTube, Display, and Discovery).
2. Use the insights from this campaign to **discover new audiences** to target in your dedicated YouTube, Display, and Discovery campaigns.
Quick disclaimer: this is an advanced strategy. Only test this if you have high quality creatives, and are already advertising with dedicated YouTube, Display, and Discovery campaigns.
Let’s dive in!
## Prospect on Upper Funnel placements and discover new audiences
Before we look at the mechanics, here are some of the results we’re getting with this new strategy:
As you can see, both campaigns overperform vs. target!
Here’s how the strategy works:
1. Set up a Performance Max campaigns with asset groups without a product feed.
2. Exclude all search terms so the campaign only shows ads on Video and Display inventory.
3. Use the pMax spend allocation script and search term insights to check and minimize spend on Search.
4. Use the audience insights to find new audiences to target in your dedicated YouTube, Display, and Discovery campaigns.
## 1: Set up a Performance Max campaigns with asset groups without a product feed
The first step is simple. Set up a new Performance Max campaigns. In the asset group, add all assets (use your best performing images, videos and copy) **except a product feed**. By doing this, you ensure you don’t spend any budget on Shopping ads.
## 2: Exclude all search terms so the campaign only shows ads on Video and Display inventory
There is a problem here: Performance Max can and will show ads on any placement it deems necessary to get conversions. By nature, it will cannibalize on your existing Search campaigns. With this specific strategy, we don’t want that. We only want pMax to focus on upper funnel placements.
By not adding a product feed in step 1, you already ensure there is no spend on the Shopping network.
The next step, is to ensure there is no spend on Search. And you do that by proactively excluding as many search terms as possible. Here’s how to do that:
1. Create a negative keyword list and let support add it to your campaign _(**[check out this how-to guide we created if you’re unsure how to do this](https://www.ppcmastery.com/blog/tpe-9-the-simple-3-step-process-to-add-negatives-to-pmax)**)._
2. Proactively fill the negative keyword list with as many BROAD exclusions as possible to reduce share of Search spend to close to 0%.
It’s nearly impossible to have 0% Search traffic, but by excluding any and every search term, the likeliness of showing ads on the Search network decreases significantly.
Regularly check the search term insights in your pMax campaign to see if any search terms were matched on your campaign. If so, add them to your negative keyword list.
_Most people won’t do this because they think it’s too much manual work. It definitely takes some time to set up and maintain, but the performance makes up for it. If you do what others aren’t willing to do, you win!_
Over time, the amount of clicks from Search will drastically decrease, and pMax will spend your entire budget on upper funnel placements.
## 3: Use the pMax spend allocation script and search term insights to check and minimize spend on Search
Make sure you minimize spend on Search by using Mike Rhodes’ pMax spend allocation script (**[here’s a guide on how to use and download it](https://www.ppcmastery.com/blog/tpe-29-new-pmax-insights-updated-script)**) and by checking the search term insights.
The campaign on top is perfect: the majority of the budget was spent on video, and the rest on Display. Nothing on Shopping and Search.
This is what you want to see in the insights tab of your pMax campaign: almost no clicks on search terms (indicating extremely low spend on Search).
By keeping an eye on the script and search term insights, you ensure the budget is correctly spent on upper funnel placements, helping you find new customers on YouTube, Display and Discovery.
On to the final step and more insights.
## 4: Use the audience insights to find new audiences to target in your dedicated YouTube, Display, and Discovery campaigns
There’s gold to be found in the insights tab of your pMax campaign. Scroll all the way down to find audience insights.
Once you gather enough data, you’ll see which audiences your customers belong to. You can then test these audiences in your dedicated YouTube, Display and Discovery campaigns.
Start with the highest indexed audiences (this indicates how likely it is that your converters are part of them).
This is what it looks like:
## Do NOT set and forget your Upper Funnel Performance Max campaigns
A final note: this ‘campaign type’ needs to be maintained well: do not set and forget it. The longer it runs, the higher the chances of showing ads on the Search network (which pollutes your data).
Keep adding negative keywords to your exclusions list, and regularly check the audience insights for new audiences to test in your dedicated Upper Funnel campaigns.
## Over to you: happy testing!
So there you have it: you can now test a new Performance Max strategy to **find new customers on Upper Funnel placements.**
Use the insights from this campaign to **discover new audiences** to target in your dedicated YouTube, Display, and Discovery campaigns.
Again: this is an advanced strategy. Only test this if you have high quality creatives, and are already advertising with dedicated YouTube, Display, and Discovery campaigns. Don’t attempt this if you’re managing a new account with small budgets.
Happy testing!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #35 — how to get 20% discount on Shopping Ads
URL: https://www.ppcmastery.com/newsletter/tpe-35-how-to-get-20-discount-on-shopping-ads
Published: 2023-03-21
Author: Miles McNair
Did you know European advertisers can get a 20% discount on all Google Shopping clicks?
How, you ask? With CSS partners!
Most of you will know about this, but for those that don’t, this newsletter is going to help you save 20% on Shopping clicks.
_Before we dig in: yes, this also applies to Shopping clicks in Performance Max campaigns._
## **Get 20% off on Google Shopping clicks with CSS partners**
Let’s start with a quick breakdown of why this is actually a thing.
Merchants can list their products on the Google Shopping through a Comparison Shopping Service (CSS). Before 2017, Google was the only CSS, giving them an unfair advantage. Why? Because they took a margin of 20% on all clicks.
Yes, you read that right: if you paid €1.00 for a click, €0.80 would go into the auction and €0.20 would go to Google… As an additional margin.
What?!
In 2017, Google received a record fine of 2.4 BILLION euros by the European Commission for abuse of power and unfair use of monopoly. As a result, Google launched the CSS program, opening up the platform to third parties.
Most of these new CSS partners (like [**ProductHero**](https://producthero.com/en/google-css?utm_source=referral&utm_medium=ppcmastery.com) for example) only charge a small monthly fee and don’t take a 20% margin on top of clicks. Therefore, you get a 20% discount on Shopping clicks - that you can save or use to push harder:
This is how to recognize CSS partners on the search engine results page:
## Case study: higher Impression Share, lower CPC
After implementing [**ProductHero**](https://producthero.com/en/google-css?utm_source=referral&utm_medium=ppcmastery.com) CSS in one of our accounts, the average CPC instantly dropped with 19%, delivering its promise.
As a result, we were able to push harder and get +4% Search Impression Share with the same budget:
Just watch how the blue line (average CPC) beautifully went down and the red line (impressions) went up after implementing [**ProductHero**](https://producthero.com/en/google-css?utm_source=referral&utm_medium=ppcmastery.com) CSS.
## How to choose the right CSS partner?
If you go online, you’ll quickly see there are hundreds, if not thousands of CSS partners to choose from. Most of them offer the same benefi: 20% discount on Shopping Ads. They all cost around the same price too.
It doesn’t really matter which one you choose as long as they have a trustworthy name and good support.
However, we always use [**ProductHero**](https://producthero.com/en/google-css?utm_source=referral&utm_medium=ppcmastery.com) CSS, because they offer additional tooling alongside the CSS benefits:
- Optimizer for title optimizations
- Labelizer for advanced Shopping/pMax campaign structures
- Pricelizer for price scraping and benchmarking
With regard to additional benefits, [**ProductHero**](https://producthero.com/en/google-css?utm_source=referral&utm_medium=ppcmastery.com) is the best and our preferred CSS partner.
[**Check out more info on how to get 20% off Shopping clicks with ProductHero here**](https://producthero.com/en/google-css?utm_source=referral&utm_medium=ppcmastery.com).
_Disclaimer: this newsletter is NOT sponsored by [**ProductHero**](https://producthero.com/en/google-css?utm_source=referral&utm_medium=ppcmastery.com) but we did include affiliate links. We only ever recommend tools we actually use ourselves. [**ProductHero**](https://producthero.com/en/google-css?utm_source=referral&utm_medium=ppcmastery.com) is a fantastic company that has a big, positive impact on the PPC world and we’re 100% sure you will improve your Shopping/pMax performance just by using them as your CSS partner._
That’s all for today - see you again next week!
Cheers,
Bob & Miles
_p.s. YES, the 20% discount on Shopping clicks also applies if you run Performance Max campaigns!_
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #36 — 7 tips to prevent burnout in PPC
URL: https://www.ppcmastery.com/newsletter/tpe-36-7-tips-to-prevent-burnout-in-ppc
Published: 2023-03-21
Author: Miles McNair
Hey guys, it’s Miles here - back with the PPC Edge. A bit different this time. Not an advanced Google Ads tip, but something I’ve wanted to write about for a long time: how to prevent burnout in PPC.
Getting good results are great, but they’re meaningless if you suffer from prolonged stress and mental health issues (I speak from experience).
Do you often feel stressed as a Google Ads Specialist? You’re not alone.
According to **[Forbes](https://www.forbes.com/sites/rachelmontanez/2020/07/09/83-of-marketing-and-communication-professionals-now-report-burnout---heres-some-career-advice/?sh=755652888151)**, 83% (!!) of marketing professionals experience some form of burnout, big or small.
The main reasons for burnout, according to **[Reclaim.ai](<[https://reclaim.ai/blog/burnout-trends-report#:~:text=36.2%25 of marketers are burnt,meetings would alleviate their burnout]\(https://reclaim.ai/blog/burnout-trends-report#:~:text=36.2%25%20of%20marketers%20are%20burnt,meetings%20would%20alleviate%20their%20burnout\)\).>)** and my own experience:
- Long workdays
- Poor management
- Not getting paid enough
- Lack of work-life balance
- Having too many meetings
- Not taking enough time off
- Lack of time for focused work
- Too many things to respond to
- Not getting enough appreciation
- No career advancement perspective
- Overwhelmed by pressure to perform
- Poor working conditions/company culture
It’s likely you’ve experienced at least a few of these in your career.
I know, because I have too. We’re all in the same boat.
PPC is a fast-paced industry with lots of stressors.
I’ve seen family members and close friends suffer from burnout and it’s something I strive to prevent at all cost.
In this newsletter, I want to give my personal tips on how to reduce stress and prevent burnout.
Disclaimer: I’m not trying to be a doctor or give medical advice. Everything I share is based on my own life experiences.
Let’s dig in!
## How to recognize burnout?
I like this definition by [**Mayoclinic**](https://www.mayoclinic.org/healthy-lifestyle/adult-health/in-depth/burnout/art-20046642):
_“burnout is a special type of work-related stress — a state of physical or emotional exhaustion that also involves a sense of reduced accomplishment and loss of personal identity. Whatever the cause, burnout can affect your physical and mental health.”_
To bring it back to my own words: stress, when unaddressed for too long, can lead to physical, mental, emotional and health problems.
Here are my 7 tips to prevent burnout in PPC (based on my own career and life experiences):
1. Don’t work for toxic people
2. Seek help on time
3. Know your worth and set boundaries
4. Live a healthy lifestyle
5. Allow yourself to take time off
6. Put everything in perspective: it’s just work
7. Don’t identify with your results
## 1: Don’t work for toxic people
From what I’ve seen around me, most stress is caused by working with toxic people: overly demanding clients, bad managers, negative coworkers.
My advice: find a company with a strong culture that matches your personal values.
If you don’t like working there anymore, leave. Don’t stick around.
And finally: fire toxic clients fast. Even if you make a lot of money from a client, is it worth sacrificing your (employees’) mental health? I don’t think so.
Whenever I work with new clients, the first thing I do is a vibe check: do I like the person behind the business and does he/she have a positive attitude towards work and life? If not, I’m out - instantly. I don’t care how much they’re willing to pay me. I’m not going to let negative people ruin my day.
## 2: Seek help on time
A lot of people feel ashamed about being stressed and don’t want to ask for help. My advice: talk to people regularly, not only when it’s too late. Give your manager/boss a headsup when you feel overworked. You’ll do yourself and your company a huge favor.
Seeking help is a sign a strength, not weakness. I had to learn that the hard way in life.
## 3: Know your worth and set boundaries
Burnout often happens when boundaries get overstepped too often. That’s why you need to set clear boundaries. How much are you willing to do for someone, and where is the line? Only you can decide what your boundaries are — and you’ll know when they are overstepped (you’ll feel it).
Use the instant feedback you’re getting from yourself and communicate your boundaries whenever someone crossed them.
Also: know your worth. Don’t let anyone hold you back. Be crystal clear on what you want to achieve and what you think you’re worth in terms of salary, workload, time off etc.
## **4: Live a healthy lifestyle**
This might be the biggest one to prevent burnout: live a healthy lifestyle.
Eat healthy, sleep well, exercise often. That’s how you feel strong, energetic and much less sensitive to stressors.
## 5: Allow yourself to take time off
So many people don’t take enough time off (I’m looking at my American readers specifically). I’ve always been baffled by the lack of vacation days in the US. Not taking enough time off from work is the quickest way to burnout. Here’s what to do instead:
**Take frequent walks through the day.**
Walks are a magical way to get some movement, clear your mind and get mental clarity. I’m not a doctor and this is not medical advice, but trust me — you’ll experience huge benefits from walking frequently throughout the day. Micro breaks are needed to perform at a high level.
**Go on a long vacation at least once per year.**
Fully disconnect from work — or as Peter Hutta, my former manager, used to say: reconnect with yourself. Take a long vacation at least once per year. See the world. Forget about work for a minute and actually live life. You never regretted going on a vacation, right?
**Do something fun after work.**
This one speaks for itself. I love to work, but I also understand the importance taking breaks and doing something fun after work. I like to go on long walks/hikes with my girlfriend or play some FIFA or other video games to unwind.
It doesn’t matter what you do, as long as it’s a fun, relaxing activity you enjoy (either alone or with people you like).
## 6: Put everything in perspective: it’s just work
We often make work too big and important, while in reality it’s not. It’s just work. Nobody is going to die if you hand in your report a few hours later.
Don’t take it too seriously and let work just be work.
## 7: Don’t identify with your results
Stop identifying with your results on an emotional level. Do you recognize this?
→ Good results? You feel good.
→ Bad results? You feel stressed.
I used to let my results determine my stress levels.
→ Good days, low stress.
→ Bad days, high stress.
If you work for multiple clients, this is very unhealthy in the long run. I know because I’ve been there.
9/10 clients got good results, but 1/10 got bad results? I still felt stressed.
The best Google Ads specialists focus on the process and know results will eventually come.
They also know that bad days always happen.
→ It’s ok to celebrate wins.
→ It’s ok to optimize when results are bad.
→ It’s not ok to let results dictate your emotions.
It’s a recipe for disaster, a burnout waiting to happen.
Play the game to the best of your abilities, but don’t ever let your results dictate your emotions.
## Prevent burnout at all cost
We always talk about hustling hard and getting results, but we never talk about our mental health and well-being.
Recap of my 7 tips to prevent burnout in PPC (based on my own career and life experiences):
1. Don’t work for toxic people
2. Seek help on time
3. Know your worth and set boundaries
4. Live a healthy lifestyle
5. Allow yourself to take time off
6. Put everything in perspective: it’s just work
7. Don’t identify with your results
If you’re a business owner and you’re reading this: open up the dialogue with your employees. Mental health issues, stress and burnout should be open topics of discussion. You want to prevent these at all cost - for the sake of your people and your business.
If you struggle with mental health issues or burnout — talk to someone. Seeking help is a sign a strength, not weakness.
Wishing you peace and joy in your work and life.
Cheers,
Miles (and Bob)
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #34 — how to audit Google Ads accounts (updated)
URL: https://www.ppcmastery.com/newsletter/tpe-34-how-to-audit-google-ads-accounts-updated
Published: 2023-03-15
Author: Miles McNair
Welcome back to The PPC Edge! This is the updated version of a previous issue that we shared about how to audit Google Ads accounts. We’ve added new insights, as well as common errors and how to fix them. Enjoy!
A Google Ads audit is the best and fastest way to find out how to improve your performance.
However, most people don't know how to audit properly:
❌ They look at the wrong metrics
❌ They don't use a template and waste too much time
❌ They don't prepare well, and give wrong recommendations
(which results in an unhappy client).
Over the past 5 years, we have done hundreds of big and small account audits.
Audits can be extremely profitable, but can also take a lot of time when done without a clear system.
Therefore, we've created our own system. A 3-step templatized auditing process:
1. Prepare: brief the client and ask a ton of questions
2. Audit: check the account with a template/checklist
3. Advise: give advice on how to improve results (with a clear action plan based on impact/complexity)
For every step in our action plan, we use templates and checklists. This helps to:
✅ Save time
✅ Get better results
✅ Never miss a growth opportunity
✅ Make your clients very happy with advanced advice
✅ Solidify your position as an authority in the Google Ads field
Let’s dive into our 3-step templatized auditing process, and how we use our templates and checklists!
## **1: Prepare: brief the client and ask a ton of questions**
We love the saying: “well begun is half done”. The biggest mistake we see specialists make is that they start auditing right away. They ask no questions beforehand, which results in mediocre or even unwanted advice on how to improve results.
We always start off by sending our client a detailed briefing document with questions about:
- Their business and goals
- Their customers, competitors and market insights
- Their products and services
- Their marketing efforts
- Their specific Google ads goals, KPIs, challenges etc.
You might notice that we only ask about Google Ads AFTER we understand their business, goals, customers, market and marketing efforts.
By asking the right questions, you set yourself up for success. You make a great first impression because you show your client you truly care. And you showcase your expertise (you’re willing to go beyond just Google Ads), which ultimately reinforces your position as the authority in your field.
Your clients will love you for it!
Quick bonus tip: always ask your client specifically WHY they requested an audit and what they’re hoping to get out of it. This will dramatically improve the quality of your output and how you frame your advice.
Moving on to the actual audit.
## **2: Audit: check the account with a template/checklist**
Once you get the answers to your questions, it’s time to do the actual audit and dig up any growth opportunities you can find.
We use a template (that’s basically a big checklist) to quickly find out what’s working and what isn’t. We structure it based on 15 categories like goals & targets, performance insights, general (account) settings, connections, Search campaigns, Performance Max campaigns, bid management, budget, conversion tracking, audience data, remarketing, Google Merchant Center and more.
_[**(go here if you want the full templates - check them out here)**](https://www.ppcmastery.com/google-ads-audit-template)_
And then we have another one, specifically for Google Shopping feeds (for ecom clients).
In all those categories, we have over 200 checks that we go through one by one.
We invested over 100 hours to create a document that fit all our needs. It looks like this:
_Detailed explanation below_
**Line 1: predefined question that needs to be answered**
We don’t randomly go through the account and hope we find something. We ask ourselves these questions over and over so we go through the account in a structured way.
**Line 2: predefined column that ranks the impact of the check and fix**
When you do an audit, you could find dozens of things to optimize. Not everything needs to be done right away. We rank the impact of the check and fix with high, mid or low, so it’s easier to sort our advice based on the eventual impact it will have on the results.
**Line 3: predefined column that ranks the complexity of the check and fix**
Another metric we’ve added to show how complex a certain check/fix is (ranked as complex, neutral or simple). This is very powerful when combined with impact: it allows us to rank our advice based on impact/complexity.
**Line 4: give a score to a check (through the predefined drop-down menu)**
When going through the checklist, we give scores to the checks (excellent, good, bad or n/a). It’s set to “to do” by default, so we know we still need to do this specific check.
**Line 5: room for any notes on this specific finding**
For example: “Google Ads purchase conversion tag not configured correctly”.
**Line 6: room for any screenshots to back up findings**
It’s extremely important to back advice up with data and screenshots of your findings. This helps prove a certain point, and takes any doubts away. That’s why we added some space to add the screenshots (which we can then easily integrate in our audit presentation deck template).
That's it for the audit itself. On to the final part: how to give the best advice.
## **3: Advise: give advice on how to improve results (with a clear action plan based on impact/complexity)**
Then, once we finish the audit, we gather all of our learnings into an overview that we present to the client. Again, this is highly templatized to save a ton of time.
We start by listing everything that needs to be optimized. Then, we assign a score to priority (high, mid, low), impact (high, mid, low) and complexity (simple, neutral, complex). This helps us to determine what needs to be prioritized.
Generally speaking, we like to start off with a few quick wins (the low-hanging fruit) to get the momentum going. Then, we move on to more complex optimizations.
_An example of what the optimizations could look like. Normally, this list will be much longer, of course._
The final step is to present the findings to the client. We always schedule a call/meeting because we think it’s important to have a proper debrief and give context to the advice we’re giving.
We take all our findings and put them into our audit presentation slides template. The screenshots that we took earlier during the audit come in really handy here. We personalize it by replacing the placeholder images with images of the client’s brand.
This is what it looks like:
This is how we structure the audit presentation:
1. Quick introduction: we like to mention that we’re not here to take over an account but are merely giving advice on how to improve (this is important especially if other agencies are involved)
2. Overview of today’s talking points (= everything we found while doing the audit)
3. Short debrief of why they requested an audit and how the advice will be presented
4. Start off with a few things that they’re doing well (this helps to create a positive, reinforcing environment)
5. Give our initial thoughts: what do we see on an overall level
6. Move on to the meat of the findings and advice
7. Concluding thoughts: bringing it all together and summarizing what they need to do to improve performance
## Bonus tips: 5 common errors and how to fix them:
Interestingly enough, most accounts we audit have the same errors. Look out for these errors:
**1: Bad conversion tracking**
Too many accounts still use Analytics imported goals. You can measure more with the Google Ads Tag. Also: most accounts aren’t measuring/steering on real business results (aka qualified leads, closed deals and profit). For lead gen: make sure offline conversions are imported. For ecom: make sure profit data is measured (for example with a tool like [**ProfitMetrics**](https://profitmetrics.io/?fpr=ppcmastery))
**2: Bad (Search) campaign structure**
Campaign structures are often too fragmented (too many campaigns) or too consolidated (not enough campaigns). Dive deep into the account structure to determine the ideal setup. Try to consolidate as much data as possible, while still isolating your best performing keywords/products.
**3: Overpaying on CPCs**
Most accounts aren’t using portfolio bid strategies. The advantages of using them: bundle data across campaigns and set a max CPC cap. That way, you can prevent huge CPC spikes. Unfortunately this isn’t available (yet) for Performance Max.
**4: Improper use of Dynamic Search Ads**
Most accounts are wasting a LOT of budget on improperly set up Dynamic Search Ads campaigns/ad groups. They have no idea they’re bleeding by targeting irrelevant, non-optimized pages. Exclude them and see how the profitability increases.
**5: Not leveraging Microsoft Ads**
A lot of advertisers aren’t leveraging Microsoft Ads - they simply don’t advertise on the platform. It’s really easy to get an additional 5-10% revenue by simply syncing your Google Ads account. Disclaimer: go through the settings of the sync and be cautious with sneaky, broad targeting by Microsoft Ads. Broad match keywords are all over the place, and network placements are pure crap (Syndicated Search Partners for example).
## **TLDR recap**
So that’s it! This is how we audit accounts. Completely templatized to save time, give better advice and ultimately make our clients very happy:
1. Prepare: brief the client and ask a ton of questions
2. Audit: check the account with a template/checklist
3. Advise: give advice on how to improve results (with a clear action plan based on impact/complexity)
We hope it was useful!
See you again next week.
Bob & Miles
_p.s. want access to the exact same templates we use when we audit Google Ads accounts? Eliminate wasted ad spend and find new growth opportunities fast! **[Check out the templates here](https://www.ppcmastery.com/google-ads-audit-template)**.
_
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #32 — how to optimize Quality Score in 2023
URL: https://www.ppcmastery.com/newsletter/tpe-32-how-to-optimize-quality-score-in-2023
Published: 2023-03-06
Author: Miles McNair
Happy Monday!
Over the past few years, Google Ads has become increasingly complex. Machine learning, algorithms and automation can make it hard to optimize campaigns.
Every now and then, it’s important to go back to the basics, so that’s what we’ll do in this issue of The PPC Edge. Today, we’ll give concrete tips on how to optimize Quality Score (one of the oldest and most important optimizations to improve the performance and efficiency of your campaigns).
Let’s dive right in!
## **Why Quality Score still matters**
Quality Score is a diagnostic tool that gives you insights on how the quality of your ads compare to those of your competitors. Ultimately, they impact whether your ad is eligible to enter an auction, how much you pay per click, and how your ad is displayed (with specific assets like sitelinks etc.).
The higher your Quality Score, the better the quality of your ads (based on Google’s rating system), and therefore the higher the chances of getting good performance.
Quality Score shouldn’t be a key metric to look at and optimize at all costs, but rather give a signal of the overall quality of your ads compared to competitors.
## How it’s calculated
Let’s take away a few misconceptions about Quality Score by looking at how it’s calculated based on 3 components:
- **Ad Relevance**: how closely your ad matches to what your customers are looking for.
- **Expected CTR**: how likely it is that your ad will be clicked when shown.
- **Landing Page Experience**: how relevant your landing page is for the ad someone clicked on.
Each component is rated as “Above average,” “Average,” or “Below average. (and is based on a comparison with other advertisers whose ads showed for the exact same keyword, over the last 90 days).
If any of the components get rated as “Below average” or “Average”, you know where to optimize.
## How to optimize Ad Relevance
The most important thing is to make sure your ad is closely related to the keywords in your ad groups. Some tips to optimize Ad Relevance:
- Create relevant ad copy: include keywords in your ad copy, including the headlines and descriptions.
- Group keywords into tightly themed ad groups: create ad groups based on related keywords.
- Test dynamic keyword insertion (DKI): DKI allows you to dynamically insert the keyword into your ad copy, making it more relevant.
- Test the pinning vs unpinning of headlines with the keyword.
It’s as simple as that: just make sure your ad is relevant to the keyword that triggered it.
## How to optimize Landing Page Experience
Ensure that your landing page is optimized for the user's search intent and is relevant to the keywords used in the ad. Some tips to optimize Landing Page Experience:
- Ensure that the landing page is relevant to the ad copy and the user's search intent (show them exactly what they’re looking for).
- Use clear and concise headlines, subheadings, and body copy to convey the value proposition and benefits of your product or service.
- Optimize page speed (pro tip: compress all images!).
- Make sure your landing page is mobile-friendly and responsive to different screen sizes.
- Include a clear CTA that is consistent with the ad copy and the user's search intent.
- Test different landing pages. Seeing high bounce rates? This could indicate users are not finding what they’re looking for.
This one is also simple: just make sure your customers can easily find what they’re looking for.
## How to optimize Expected CTR
This one is a bit harder to optimize because it tells you the likelihood of getting a click based on historical data that isn’t as easy to pinpoint as Ad Relevance or Landing Page Experience. However, here are some tips to optimize Expected CTR:
- Test different unique value propositions in your ads.
- Optimize your ads by matching it to the intent of the user.
- Test different ad assets (extensions).
- Experiment with different USPs and CTAs that match to your landing page.
- Use psychological buying triggers like urgency, scarcity and social proof.
How to optimize Expected CTR is basically an extensions of how you optimize Ad Relevance.
## Final notes
And that’s how you optimize Quality Scores in 2023!
10/10 ratings are nice, but not a goal you should pursue blindly. Use low Quality Scores as indications of where to optimize, not as the holy grail to evaluate results on.
Always look at your ad quality holistically and judge performance based on a combination of click and conversion based metrics such as Conversions Per Impressions or Revenue Per Impressions ([**check out this guide for a deep dive on this topic if you’re interested**](https://www.ppcmastery.com/blog/tpe-16-better-rsas-with-3-high-impact-test-ideas)).
Oh and you can use [**this script from Adsscripts**](https://adsscripts.com/scripts/google-ads-scripts/report-qs-account?highlight=WyJxdWFsaXR5Iiwic2NvcmUiLCJzY29yZXMiXQ==) to track your Quality Scores over time. If there are any issues with the script, ask them - not us :-).
Alright, that’s all for today. See you again next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #31 — 6 new pMax updates (and what they mean)
URL: https://www.ppcmastery.com/newsletter/tpe-31-6-new-pmax-updates-and-what-they-mean
Published: 2023-02-27
Author: Miles McNair
Welcome back to The PPC Edge!
Last week, Google announced new updates to Performance Max… And for once: the updates are actually really good.
In this issue of The PPC Edge, we’ll not only show you all the upcoming changes, but also share our thoughts on what they mean for your performance (good or bad).
Let’s dive right in!
## Overview of upcoming **Performance Max updates**
We’ll begin with a quick overview of all upcoming changes:
1. Campaign-level brand exclusions
2. Improved asset group reporting
3. New video creation tools
4. Budget pacing insights
5. New experiments
6. Page feeds
Now let’s look at each individually.
## Update 1: Campaign-level brand exclusions
As you probably know, your Performance Max data is inflated with branded search conversions (these are people that would’ve converted anyway, and pMax takes credit for them).
The solution: exclude brand from pMax and catch that traffic in Branded Search + Branded Standard Shopping campaigns (**[read this blog we wrote about how to do this](https://www.ppcmastery.com/blog/tpe-9-the-simple-3-step-process-to-add-negatives-to-pmax)**).
Up until now, you needed a [**workaround**](https://www.ppcmastery.com/blog/tpe-9-the-simple-3-step-process-to-add-negatives-to-pmax) to exclude branded search terms from pMax (letting Google support add a negative keyword list to your campaigns).
With this new update, that might no longer be needed. We say ‘might’ because the official documentation is a bit unclear:
_“You’ll be able to exclude your own brand terms, and choose from a list of other brands to exclude. If any brands are missing from the list, you’ll see an option in Google Ads to request additions.”_
We assume you will be able to easily exclude your brand name from your pMax campaigns, but we don’t know exactly how.
Regardless, this is a great update for most advertisers that weren’t using the negative keyword list workaround before.
Just remember: if you’re an ecom brand and you exclude brand from pMax, you NEED a [**Branded Standard Shopping**](https://www.ppcmastery.com/blog/tpe-14-fix-untrustworthy-pmax-data-with-branded-standard-shopping) campaign to ensure branded visibility on the Shopping network.
## Update 2: Improved asset group reporting
Google is FINALLY releasing better asset group-level insights. We’ll soon be able to see conversions, conversion value and cost data for individual asset groups. That’s huge! Other metrics will be added too but there’s nothing about it in the official documentation so we just have to assume it’s secondary (click-based) metrics.
This makes it easier to analyze and evaluate asset group performance, because we’ll be able to see real data. We assume creative testing will become easier and better as well.
This is a big step forward in getting more insights back from Google, and we’ll be able to make more sense of the black box that is Performance Max.
## Update 3: New video creation tools
This one is a bit meh. Google wants to make it easier for advertisers to create video ads, so you can now directly create and edit videos within your Performance Max campaigns (based on templates).
The templates are somewhat generic. It’s nice if you have 0 budget to create videos, but we recommend to invest some budget in creating your own, high quality videos that aren’t based on entry-level templates.
## Update 4: Budget pacing insights
Google is releasing new and better insights into how your budget is spent, and what the projections for the upcoming period are. We expect you will see notifications like: “you’ve only spent 33% of your budget, maybe distribute that to other campaigns”.
Let’s see how this one works out but we’re not too excited for it, because it feels like something that will benefit Google, and not the advertiser.
## Update 5: New experiments
Performance Max experiments were recently launched, and Google is taking them a step further. You will be able to test Performance Max vs. Standard Shopping campaigns, and see how a new pMax campaign drives incremental value to your entire campaign structure.
We’re especially curious about the latter: A/B testing how pMax drives incremental value to your ENTIRE account. It’s easy to drive up individual Performance Max campaign results, because it cannibalizes on other campaign types like Non-branded Search. Seeing incremental value for the entire account, that’s where the gold lies!
## Update 6: Page feeds
And the final update: Performance Max campaigns will support page feeds, just like Dynamic Search Ads. This is a great layer of additional control, as you will be able to send traffic to a specific set of landing pages.
One thing to note: we don’t know for sure whether the page feeds will serve as a targeting signal, or actual targeting. Check out what the official documentation says:
_“When you combine page feeds with final URL expansion turned on, keywordless AI technology uses this collection of URLs to better understand which landing pages are most important to your business. This gives you another way to inform and guide AI within the final URL expansion feature to help you drive valuable conversions from new queries you didn’t expect or that aren’t captured by your Search campaigns.”_
We’ll just have to wait and find out - but it’s a good development nonetheless.
## Recap: 6 new pMax updates
It seems like Google is listening and improving Performance Max campaigns with the following updates:
1. Campaign-level brand exclusions
2. Improved asset group reporting
3. New video creation tools
4. Budget pacing insights
5. New experiments
6. Page feeds
Everything will be rolled out in the upcoming months.
We’ll make sure to report on any new insights we learn as we go.
**[Read the full announcement here](https://blog.google/products/ads-commerce/performance-max-new-features/)**.
See you again next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #30 — simple framework for better pMax videos
URL: https://www.ppcmastery.com/newsletter/tpe-30-simple-framework-for-better-pmax-videos
Published: 2023-02-17
Author: Miles McNair
One of the most important success factors for Performance Max is the quality of your video assets.
Most advertisers don’t spend enough time and money on creating high quality videos, so they get suboptimal results.
They don’t have a plan for their video ads. They just put some random clips together and hope for the best. That’s not how you drive results consistently.
In order to make video ads work, you need a good script.
In this issue of The PPC Edge, we’ll show you how to create winning scripts for highly converting video ads.
Mind you: we could fill an entire course about video ads best practices, but since we want to make it short and actionable, we’ll give you a simple, proven framework that’s used by top advertisers all the time.
Let’s dive in!
## The Hook - Story - Offer Framework
The best way to create a video script, is with the “Hook - Story - Offer Framework”. Russell Brunson from ClickFunnels popularized this framework for writing ad copy, but it can also be applied to video ad scripts.
With this framework, you craft a compelling message that captures the attention of the viewer, engages with a story, and then present the offer to persuade them to take a specific action. This is how it works:
**Hook:** grab the attention of the viewer…
**Story:** hold on to the attention by telling a compelling story about how your product is the solution to the viewer’s problem…
**Offer:** make your offer (call to action: tell the viewer what to do by making an offer they can’t refuse)
It’s simple, but not easy. Let’s dive into each step alongside some practical best practices and examples.
## Step 1: H**ook (grab the attention)**
The hook is the most important part of your video, spend most of your time here. Do whatever you need to do to stop the viewer from tapping “skip” after the first 5 seconds.
A strong hook creates intrigue and curiosity to keep watching. Whatever that is, depends on your business, product, customers and more.
The single best hook: speak directly to your customer’s pain points (you need to deeply understand their problems, needs, pains, wishes etc.).
Some hook examples:
- “Are you tired of {pain point}? No more, with {your product/service}!”
- “Are you struggling with {pain point}? Give me 30 seconds and I’ll show you how we can help you.”
- “Tired of feeling {negative emotion} because of {pain point}? {your product/service} can help.”
- “Say goodbye to {pain point} once and for all with {your product/service}.”
- Customer testimonial: “Let me tell you how I overcame {pain point} with {your product/service}.”
The only goal of the hook is to keep them interested to watch longer, so you have more time to show them what you have to offer.
This video by Dr. Squatch went viral, and it’s largely because of the hook. They understand their ideal customer avatar, and use a controversial statement, mixed with humor to hook the viewer in (”listen up: the soap you shower with, is sh\*t”).
**Some other tips for better hooks:**
- Humor
- Bold claims
- Controversy
- Fast-paced clips
- Strong headlines
- Contrasts (bright colors etc.)
- Weird intros that catch a viewer off-guard
On to step 2: the story.
## **Step 2: Story (hold on to the attention by telling a compelling story about how your product is the solution to the viewer’s problem)**
After grabbing the attention with a strong hook, you need to hold on to it with a compelling story.
Most brands get this wrong. They tell stories that nobody is interested in.
You need to tell stories about how your product/service helped your customers overcome a specific pain point. Make it relatable.
By using storytelling in your video ads, your brand stands out, builds trust, demonstrates value, and connects with potential customers on an emotional level.
These are all ingredients for great videos that convert.
There is not one hard-and-fast way to tell stories in ads. Think about how you can create a compelling story that makes it a no-brainer to buy your product/service (for example by leveraging customer testimonials).
**Some tips for better stories in video ads:**
- Personal stories about how your product/service has made a difference in your life. For example: if you’re a fitness coach, tell a story about you were out of shape and unhappy, but changed your life when you found a new workout routine.
- Customer success stories: the same, but now about how your product/service helped your customers reach success in a specific area.
- Before and after story: show how your product/service helped a customer transform their life from bad to good.
- Funny stories: use humor to tell a story that relates to your brand or product. For example: if you sell dog food, you could share a funny story about a dog that destroyed the couch over and over until the owner found your dog food brand.
- Teaching: teach something about what your product/service does.
There are many more ways you can go with this (challenges, behind the scenes, inspirational, educational etc.). Be creative!
Here’s a great example of how Ikea used storytelling in their ad. Check out how they used a before and after story to create emotion (without saying anything!):
With compelling stories, you hold on to the attention longer. Let’s move on to the last step: the offer.
## **Step 3: Offer (make them an offer they can’t refuse)**
You hooked the viewer in and held on to the attention with a story. Now it’s time to capitalize on that attention by making them an offer they can’t refuse.
Your viewer hasn’t skipped the video at this point, so you can assume they are interested in what you have to offer. End with a strong call to action (sign up for free trial, buy now, get 20% off, watch free training etc.).
Whatever it is, make it crystal clear what your viewer needs to do next!
Use urgency (offer is only valid for a short time), scarcity (only 10 spots left), and social proof (3.000+ happy customers) to make your offers and CTAs even stronger.
## **Wrapping up**
So there you have it! Use the Hook - Story - Offer Framework to create highly converting video ads for Performance Max (and YouTube) campaigns:
**Hook:** grab the attention of the viewer…
**Story:** hold on to the attention by telling a compelling story about how your product is the solution to the viewer’s problem…
**Offer:** make your offer (call to action: tell the viewer what to do by making an offer they can’t refuse)
See you again next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #28 — write video ad scripts with ChatGPT
URL: https://www.ppcmastery.com/newsletter/tpe-28-write-video-ad-scripts-with-chatgpt
Published: 2023-02-06
Author: Miles McNair
We’re excited to share a golden nugget with you that we haven’t shared before: templates you can use to let ChatGPT write video ad scripts for you.
This will literally save you a LOT of time and money.
If you’re running YouTube Ads or Performance Max campaigns, you need good videos to get good performance.
The quality of your video directly determines your results.
And you need a good script to make this work.
Most people mess this up and have terrible videos.
So they either fail or hire a video ad agency to write their ad scripts.
The problem: they are super expensive.
What if we told you, you can use ChatGPT to write your ENTIRE video ad script for you?
... For free.
... Within 10 seconds.
All you need is a good prompt! In this newsletter, we’ll give you 3 prompt templates you can use to instantly generate as many video ad scripts as you need.
## **Overview of the strategy**
ChatGPT is revolutionizing everything, including content and ad creation. When used correctly, AI can speed up your creative processes X100.
This is the strategy:
1. Let ChatGPT take on a role
2. Give context to your prompt
3. Ask for marketing angles
4. Ask for a video ad script
5. Ask for iterations
6. Create the video
Using ChatGPT correctly can speed up your creative processes by 100X.
This is not just theory. We showed this strategy first to the students of our [**Google Ads Masterclass**](https://www.ppcmastery.com/google-ads-masterclass) (2 weeks ago). Thuha Wright, one of our most engaged students, has already applied the learnings and created her first YouTube Ads video script with ChatGPT! Amazing right?
Let’s dive into each step, and then we’ll share the full templates you can copy paste to create your own video ad scripts within minutes.
## **Step 1: Let ChatGPT take on a role**
The first step is to ask ChatGPT to take on a role. Here’s an example of what to put in your prompt:
“Act like you’re a video specialist for YouTube Ads with advanced direct-response copywriting skills.”
## **Step 2: Give context your prompt**
Then, you want to give context to your prompt so ChatGPT knows what to generate. An example:
“You’re writing a video script for an e-commerce brand called Ring (www.ring.com). Ring sells video doorbells to keep your home safe, and to see who’s at the door at all times.”
## **Step 3: Ask for marketing angles**
Lastly, ask for what you want. Be specific. An example of an ask:
“Give me a list of 5 different marketing angles to approach in video ads for Ring. Formatted in a table.”.
You will now get 5 (or more) different marketing angles. This serves as the basis for your video script that you will generate in the next step.
Here’s the entire prompt example:
"Act like you’re a video specialist for YouTube Ads with advanced direct-response copywriting skills. You’re writing a video script for an e-commerce brand called Ring (www.ring.com). Ring sells video doorbells to keep your home safe, and to see who's at the door at all times. Give me a list of 5 different marketing angles to approach in video ads for Ring. Formatted in a table.”
Check out the output generated by ChatGPT:
This is amazing, because you can now use thew marketing angles to draft ideas for your ads. But we’re not done yet. Let’s move on.
## **Step 4: Ask for a video ad script**
The next step is to ask for a video script for one of the marketing angles. An example:
“Write a script for a 20-second video ad for angle number 2 (convenience). The undertone should be funny so the video should be entertaining.”
Look at what ChatGPT cooked up in a few seconds:
Boom, an entire video ad script. Crazy, right? Now is this perfect? Definitely not. But it helps you speed up the process of writing scripts and creating ads.
The next step is to ask for iterations. Let’s look at how that works.
## **Step 5: Ask for iterations**
As we said: the script is not perfect. So you need to aks for iterations. You can ask for new hooks, new CTAs, different storylines, different tones of voice based on a specific audience and so much more.
The sky is the limit.
**Some follow-up prompt ideas:**
- “Add a CTA (20% off until Friday 11:59 PM).”
- “Can you make this more relatable to an audience of Gen Z?”
- “What can be improved about this video script?”
- “Give me 10 more ideas.”
This is not a finite list, but just inspiration to get your creative juices flowing (faster). Just insert these follow-up prompts, and see how ChatGPT improves your video ad scripts.
## **Step 6: Create the video**
The last step is to rewrite and finalize the video ad script so that it works for your brand. All you need to do then, is create the actual video.
Easy as that! Fast, simple, free.
## Bonus: 3 ChatGPT prompt templates to create video ad scripts within minutes
Here are 3 prompt templates you can use straight away to create video ad scripts with ChatGPT. Fill in the {{templatized pieces}} and copy-paste the prompt.
**Prompt template 1: get ideas for different marketing angles**
Act like {{relevant role}}. You {{do action}} for {{type of brand or business}} called {{brand name}} {{(website URL}}). {{Brand name}} sells {{product}} for {{target audience}}. Give me {{# of output}} for {{type of campaign/ad}}. Formatted in {{output type}}.
**Example:**
Act like you’re a video specialist for YouTube Ads with advanced direct-response copywriting skills. You’re writing a video script for an e-commerce brand called Ridge (www.ring.com). Ring sells video doorbells to keep your home safe, and to see who's at the door at all times. Give me a list of 5 different marketing angles to approach in video ads for Ring. Formatted in a table
**Prompt template 2: ask for a video ad script based on one of the marketing angles:**
Write a script for a {{#-second ad type}} for {{marketing angle}}. The undertone should be {{tone of voice}} so {{details}}.
**Example:**
Write a script for a 20-second video ad for angle number 2. The undertone should be funny so the video should be entertaining.
**Prompt template 3: ask for a video ad script directly without getting marketing angles first**
Write a script for a {{#-second ad type}} for {{type of brand or business}} called {{brand name}} ({{website URL}}). {{Brand name}} sells {{product}} for {{target audience}}. Use {{extra information such as marketing angles}}: Show {{details about extra information}}.
**Example:**
Write a script for a 20-second YouTube ad for an e-commerce brand called Ring ([www.ring.com](https://www.ring.com)). Ring sells video doorbells to keep your home safe, and to see who's at the door at all times. Use the following marketing angle for the script: home security. Show why Ring video doorbells are the best solution to secure your home.
## In conclusion
ChatGPT is revolutionizing everything, including content and ad creation. When used correctly, AI can speed up your creative processes X100.
Recap of the strategy to create video ad scripts with ChatGPT:
1. Let ChatGPT take on a role
2. Give context to your prompt
3. Ask for marketing angles
4. Ask for a video ad script
5. Ask for iterations
6. Create the video
There are a ton of other ChatGPT use cases for Google Ads. Do you want us to dive deep on those in future issues of The PPC Edge? We have some advanced prompts for RSAs, ad copy, competitor + keyword research, and so much more.
AI is taking over. Don’t get left behind. Adapt fast to stay ahead of your competition.
Thanks for reading - we’ll see you again next week!
Cheers,
Bob & Miles
_p.s. we showed this strategy first to students of our Google Ads Masterclass. We decided to run it again in March. It’s a 4-week program with 8 LIVE workshops, to upgrade your Google Ads skills in just 30 days. We go deep on advanced topcis like conversion tracking, Performance Max, RSA testing, advanced experiment ideas, and so much more._
_Does that sound interesting to you, [**consider enrolling here**](https://www.ppcmastery.com/google-ads-masterclass). Be sure to check out our testimonials - people loved it._
_Hope to see you at the March Masterclass!_
__
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #27 — 25 Google Ads tips for ecom (DTC)
URL: https://www.ppcmastery.com/newsletter/tpe-27-25-google-ads-tips-for-ecom-dtc
Published: 2023-01-30
Author: Miles McNair
Welcome back to the PPC Edge!
We provide you with weekly actionable tips to scale your Google Ads campaigns to the next level. In this issue, we want to change the pace a bit. Instead of diving deep into one topic, Miles will share 25 random Google Ads tips for ecom (DTC) brands.
These tips are created to be inspirational and thought-provoking. Some best practices, but also ponderings.
Without further ado, let’s dive in!
## 25 profitable pieces of Google Ads advice for ecom (DTC) brands (from a €50M+ PPC nerd)
Tip 1: Campaign structure is arguably the most important aspect of your account. Spend most of your time strategizing what’s best for your case
Tip 2: There is no one-size fits all strategy. Use your brain to figure our what’s best for your individual case
Tip 3: Google isn’t as evil as people think. Sure, they want to make more money, but if advertisers don’t profit, they won’t either. You win big if you understand how to create win-win situations for Google AND your client
Tip 4: Less control doesn’t always mean less performance
Tip 5: Try every new feature. If it doesn’t work, try again in 3-6 months
Tip 6: Optimizing product feeds is underrated. Boost your pMax/Shopping performance by enriching your feed with as much data as possible
Tip 7: Feed the machine with high quality data and you will win big (first-party data in audience signals, profit tracking etc.)
Tip 8: Don’t invest in expensive video productions until you’ve tested a few angles on a low budget
Tip 9: Don’t rely on Performance Max to do remarketing for you. Create dedicated remarketing campaigns on Display, YouTube, and Discovery
Tip 10: Track conversions with the Google Ads tag, NOT Google Analytics imports
Tip 11: YouTube Ads are extremely powerful to fill your funnel with high-intent buyers
Tip 12: For video ads: focus 90% of your time and effort on your hook. Bad hook = everyone skips = bad performance
Tip 13: Focus on what you’re good at and what type of customers you want to serve
Tip 14: Expanding to other markets can drive a lot of additional revenue, with very little extra effort (copy account structure, ads etc.)
Tip 15: Exclude all converters from your remarketing campaigns so you don’t waste money on people who’ve already bought
Tip 16: Get clear on your goals and KPIs (revenue, profit, leads, new customers, email signups etc.)
Tip 17: Google Ads conversion value does NOT equal revenue. However, you should still try your best to maximize conversion value
Tip 18: Using automation? Don’t make too many changes, too often. The system is easily shocked
Tip 19: Google Shopping is your cash cow, maximize its potential by optimizing your feed
Tip 20: Use portfolio bid strategies with max CPC limits to prevent Google from overspending 10-20X
Tip 21: Before you do anything, research your competitors
Tip 22: What happens after the click is arguably more important than what happens before the click
Tip 23: If you’re big and scaling on multiple channels, you need a third-party attribution tool like Northbeam or TripleWhale
Tip 24: Words matter. Use persuasive copywriting on your landing page to turn visitors into converters
Tip 25: Exclude your brand name from Performance Max campaigns (in 90% of cases)
## Concluding thoughts
So that’s it - 25 profitable Google Ads tips for ecom (DTC) brands. In no way is this a complete list, but we’re sure there’s something in there for you that can drive extra performance.
Did you like this type of quick-fire content? We like to try new things on top of the in-depth, actionable tips we give each week.
See you again next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #26 — 3 reasons to exclude brand from pMax
URL: https://www.ppcmastery.com/newsletter/tpe-26-3-reasons-to-exclude-brand-from-pmax
Published: 2023-01-23
Author: Miles McNair
Google is lying to you about your Performance Max results.
Why? Because it includes branded search data.
That’s a problem. In this issue of The PPC Edge, we’ll give 3 reasons why to exclude branded search from Performance Max campaigns.
Let’s dig in!
## **Reason 1: it inflates your data**
The biggest problem with Performance Max: the data is inflated with branded search conversions, making it look better than it actually is.
Performance Max heavily cannibalizes your other campaigns and LOVES take credit for every single conversion. People who search for your brand would’ve converted anyway, so why should you let pMax take credit for it?
On average, we see 10-15% (up to 42%) of conversions on pMax are from brand. That’s a lot!
Even if you have tight branded search campaigns, misspellings will slip through.
If you have a big share of branded search conversion in Performance Max, you simply cannot trust the data. This will lead to you making wrong decisions, and your account as a whole becomes less scalable.
## **Reason 2: the goal is to scale your account efficiently, not Performance Max**
If you don’t exclude brand, your Performance Max results look really good. However, the goal is not to scale pMax by itself. The goal is to efficiently scale your entire account.
Performance Max is just a piece of the puzzle, not the puzzle itself.
## **Reason 3: you’re probably overpaying for branded clicks on pMax**
This is something nobody ever talks about.
You can never know for sure because you have no CPC data per search term, but you’re _probably_ overpaying for branded clicks on Performance Max.
Just think about it: Performance Max is fully automated. Google determines every single bid. You often see clicks that got 10-50X the average CPC on non-branded search. Why would they not overbid on your branded search terms? Just take a look at your search term report, and filter on the highest CPCs. You’ll be shocked.
If you exclude branded search from Performance Max, you can regulate your CPC on branded search and branded standard shopping with either manual CPC (low bids), or a portfolio bid strategy with a max CPC cap.
## **Reasons to NOT exclude brand from Performance Max**
We always look at everything from different angles. Google Ads doesn’t have a lot of ‘hard and fast’ rules (things that should ALWAYS be a certain way). Therefore, we’ll also give a few reasons NOT to exclude brand from pMax.
- You have a very little share of branded conversions in pMax (<1%).
- Your brand name is a specific/generic search term.
- You have a new brand that is still unknown (no search volume means it’s not necessary/worth it to exclude).
- You’re a big retailer with various brands that are not your own (e.g. Dick’s Sporting Goods selling Nike sneakers).
Most of the times though, it’s better to exclude brand.
Important final note: if you do exclude brand from Performance Max campaigns, be sure to set up a branded standard shopping campaign, otherwise you won’t show ads on the Shopping network! [**Here’s a full guide on how to do that**](https://www.ppcmastery.com/blog/tpe-14-fix-untrustworthy-pmax-data-with-branded-standard-shopping).
## **And that’s it: 3 reasons to exclude branded search from Performance Max:**
Reason 1: it inflates your data
Reason 2: the goal is to scale your account efficiently, not Performance Max
Reason 3: you’re probably overpaying for branded clicks on pMax
See you again next week!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #20 — secret pMax insights to take back control
URL: https://www.ppcmastery.com/newsletter/tpe-20-take-back-control-with-secret-pmax-insights
Published: 2023-01-12
Author: Miles McNair
Welcome back to the PPC Edge!
The most annoying thing about Performance Max is the lack of insights on where your budget has been spent. If you’re not careful, Google is going to spend it all on low quality placements on the Display Network and YouTube.
Google is kind of sneaky with it. If you apply a network segment to your campaigns, you’ll only see “cross-network”:
… What does that even mean?
Luckily for us, there are a few very bright minds in PPC.
In this issue, we’ll show you how to get some insights with a super handy script. It’s not perfect, but it will definitely give you some very useful insights.
Let’s dig in!
## **Take back control with the pMax spend allocation script by Mike Rhodes**
[Mike Rhodes from AgencySavvy](https://www.linkedin.com/in/websavvy/) created an [amazing script](https://github.com/agencysavvy/pmax/blob/main/v12%20pmax%20script) that creates graphs and tables that visualize your spend on 3 networks:
- Shopping
- Video
- Other
Here’s what it looks like:
Let’s unpack it. Here’s how we use it:
- In one overview, see where Google spent your pMax campaign budget
- Quickly identify trends (are you spending where you want to?)
- Create an action plan based on the insights
The script is not perfect. Shopping cost is extracted from listing groups (which is linked to your Merchant Center ID). This could include Dynamic Remarketing data.
Also, “other” data can be a combination of Search, Discovery, Display, Gmail, Maps etc.
It would been nice to see the split between those networks, but it’s simply not possible (yet).
Even though the script has some imperfections, you can still get amazing insights.
Let’s look at one of our own cases:
The Performance Max campaign in the screenshot below spended heavily on video placements:
The ROAS of this campaign was below target, so based on the insights from the script, we had two options:
1. Optimize video assets
2. Revert back to a feed-only pMax setup
3. Pause this pMax campaign and launch Standard Shopping
We opted for option 2, but reverting back to a feed-only pMax setup also didn’t improve performance as much.
So last week we paused the pMax campaign and created a Standard Shopping campaign for this specific product category.
_(Yes, it’s totally ok to still use Standard Shopping)_
The initial results look good, but it’s still too early to say whether it was successful or not.
If the results do improve, we might create a case study and inform you of the performance uplift (or not) in a later issue of The PPC Edge.
This illustrates that Performance Max is not perfect. Normally, we see 1-10% of spend on video placements. Pretty strange to see one campaign spend 60%+ of the budget on video.
Luckily, we were able to identify the issue because of Mike’s great script.
## **Set up the script in your account and get some additional insights**
This is our advice for you:
- Set the script up in your accounts
- Analyze the at least data once per week
- Quickly take action based on the insights
[Link to the script (account-level by Mike Rhodes)](https://github.com/agencysavvy/pmax/blob/main/v12%20pmax%20script)
[Link to the script (MCC-level by Luuk Fiets)](https://github.com/agencysavvy/pmax/blob/main/MCC%20pmax%20spend%20allocation%20per%20account%20-%20Last%2030%20days%20-%20v1)
And that’s it. Thanks for being an awesome reader of The PPC Edge.
Have a great week.
Bob & Miles
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #24 — how we ethically stole €63.579,92 of revenue from competitors
URL: https://www.ppcmastery.com/newsletter/tpe-24-how-we-ethically-stole-63-579-92-of-revenue-from-competitors
Published: 2023-01-04
Author: Miles McNair
In this issue of The PPC Edge, we’ll show you how we ethically stole €63.579,92 of revenue from competitors between Black Friday and Christmas.
Did you know there is a simple and powerful way to hijack your competitor’s traffic with Google Ads?
We’re not talking about competitor keyword targeting on Search.
We’re talking about a different strategy that works like this:
1. Target a custom audience based on your competitor’s URL
2. Create ads that show why your brand is better
3. Write comparison ad copy on your landing page
You target your competitors’ traffic and show them why your brand is better.
It’s that simple.
We did that with a client between Black Friday and Christmas…
And it’s exactly how we ethically stole €63.579,92 of revenue from direct competitors:
More revenue for us, less revenue for the competitors (sorry, not sorry).
Let’s walk through the entire strategy, step-by-step (with real-life examples).
## **Step 1: create a custom audience based on your competitors’ URL**
The first step is to create a custom audience based on your competitors’ URL:
- Take your competitor’s URL
- Create a custom audience
- Insert the competitor’s URL
You can now directly target people who have shown interest in websites similar to your competitors’.
Here’s how to create your custom audience:
Go to tools & settings > audience manager > custom segements > hit the ‘+’:
Click ‘people who browse types of websites’:
A new menu appears. Enter your competitors’ URL. You can choose to add one, or multiple.
We recommend testing both variants.
You can now target users who have shown interest in your competitors’ URL.
An important note from the official Google documentation:
_“Your ads will reach people who browse websites similar to the URLs you enter. Note: This doesn't mean your ads will show on those URLs.”_
Your ads could also show to users who browse **similar websites** to the ones you’ve entered.
Much like audience signals in pMax, Google can go beyond the targeting you’ve provided.
Therefore, it’s important to keep testing different audiences (with single competitors, or multiple).
With the audience you’ve just created, you can target your competitors’ traffic with YouTube, Display, and Discovery campaigns.
The next step is to optimize your ads and landing page copy by highlighting what makes your brand better.
## **Step 2: create ads that show why your brand is better**
Just targeting your competitors’ audience isn’t enough. You need to actively show them why your brand is better.
A great example from Bounty (2X more power than leading brands):
And another one from Dove, tapping in on an emotional angle:
The comparison doesn’t always have to be in the “us vs. them” format. Here’s a great example of a YouTube ad from Dr. Squatch. They roast ‘regular’ soap bars and offer their brand as the ultimate alternative.
This ad has gotten more than 119 MILLION views.
Their hook is extremely catchy: “Listen up, the soap you shower with, is sh\*t!”
**[Watch it here](https://www.youtube.com/watch?v=cjEK7qQKRDY)**:
These are some basic examples to get your creative juices flowing. Directly showing a comparison between your and your competitor’s brand can work well, or you can just show why your brand is the best alternative to a general product.
Let’s move on to the final step: how to convert the hijacked traffic.
## **Step 3: write comparison ad copy on your landing page**
The last step is to add comparison ad copy on your landing page. You don’t HAVE to do this, but you can boost your conversion rates by directly comparing your brand to competitors or the industry standard.
Let’s look at how LearnWorlds has an entire **[landing page dedicated to comparing their product to Podia](https://www.learnworlds.com/learnworlds-vs-podia-comparison).**
They immediately show you why LearnWorlds is better than Podia (from their biased perspective, of course):
And as you scroll down, there are side-by-side comparisons as well on key features:
You often see this with SaaS brands, but not as much in ecom. There is a huge opportunity to compare your products to those of competitors or the industry standard.
It’s not always about directly roasting your competitor. It’s more so about identifying the main challenges and pain points of your customers, and then painting a clear picture of why your brand is the best solution.
## **In conclusion**
And that’s how you ethically steal revenue from your competitors:
1. Target a custom audience based on your competitor’s URL
2. Create ads that show why your brand is better
3. Write comparison ad copy on your landing page
Best of luck hijacking your competitors’ traffic and revenue!
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #25 — fix bad lead quality with Offline Conversion Tracking (OCT)
URL: https://www.ppcmastery.com/newsletter/tpe-25-fix-bad-lead-quality-with-offline-conversion-tracking-oct
Published: 2023-01-04
Author: Miles McNair
Bad lead quality can be one of the biggest challenges for Lead Gen advertisers. Some verticals - such as law, insurance, and software - can already be crazy expensive in terms of Cost per Lead (CPL) averages. Not to mention the impact of low lead-to-sale conversions on your eventual Customer Acquisition Cost (CAC).
Luckily there’s a way to improve your Lead Quality and decrease your CAC, called: Offline Conversion Tracking. Also known as OCT.
Importing offline conversions gives you a more comprehensive look at which campaigns, keywords, and other dimensions drive the most sales. And which don’t. This data helps you and the algorithms to optimize your campaigns for increased profit.
OCT closes the loop from lead to closed deal.
_Image: lead to sale journey (Google)_
## **When to use OCT**
Here are some examples of when you want to use Offline Conversion Tracking:
1. When you are a **Lead Gen advertiser**
… and close each sale offline (e.g. over the phone or in person) and want to import the closed deals with the actual revenue and/or net profit into Google Ads.
2. When you are an **E-commerce advertiser**
… and close each sale online but cannot use Google’s standard JavaScript-based conversion tracking scripts (e.g. because it didn’t fire due to a script blocker) and want to import these otherwise missed conversions into Google Ads.
3. When you are a **SaaS advertiser**
… and want to leverage Value Based Bidding (VBB), because not every customer represents the same CLV (e.g. because of different churn rates). This makes it possible to switch from tCPA to tROAS and let the algorithm bid more aggressively for more valuable customers and vice versa.
_Image: OCT conversion action with forecasted CLV based on custom framework (Bob)_
## **How to configure OCT**
There are basically 4 different ways to set up Offline Conversion Tracking:
1. Directly through Google Ads Conversion Import
1. Conversions from clicks using Google Click Identifier (GCLID)
2. Enhanced Conversions for Leads (ECL)
3. Google Ads Conversion Import for Salesforce®
4. Zapier offline conversion tracking
5. HubSpot’s Google Ads optimization events tool
Most of the time, you’ll be using the native Google Ads Conversion Import. I’m particularly a fan of Enhanced Conversion for Leads since this saves you lots of time (and custom development).
This method is way easier than using conversion from clicks using GCLID. Instead, it uses information already captured in your lead forms by implementing Enhanced Conversions. It doesn’t require you to modify your lead forms, and your CRM doesn’t need to receive a Google Click ID (GCLID) parameter.
Google has written a very practical how-to for both methods:
1. [Instructions for setting up Offline Conversion imports using Google Click ID (GCLID)](https://support.google.com/google-ads/answer/7012522?hl=en&ref_topic=7280668).
2. [Instructions for setting up Enhanced Conversions for Leads (ECL)](https://support.google.com/google-ads/answer/11021502).
We’re also going to touch on this in detail within our next **[Google Ads Masterclass](https://www.ppcmastery.com/google-ads-masterclass)**.
## **To include or not to include**
In my opinion, every Lead Gen advertiser should leverage OCT for analysis and reporting purposes. For example, to calculate the actual ROI of your Google Ads campaigns and see where the signed quotations are coming from.
Ideally, you’d want to swap your primary conversion actions from your Google Ads conversion pixel (e.g. filled in forms) to your Offline Conversion Import conversion action. This way, you can leverage Smart Bidding to **optimize towards your closed deals** instead of (unqualified) leads. Most of the time, this will greatly benefit your ROI since Smart Bidding will cut away the trash leads.
**There’s one big but**. By switching your primary conversion to your OCT conversion action, you will greatly reduce your conversion volumes. This will impact your Smart Bidding. Especially if you’re running low on conversion volume. In my experience, you need **at least 10 OCT conversions per campaign per month** to make it work.
If you’re not hitting these thresholds, you can consolidate your campaigns if reasonable to increase your campaign level conversion volume. You can also think about switching to a different OCT category to increase conversion volumes (e.g. from closed deals to Sales Qualified Leads). This will have a negative impact on your lead quality and ROI, though.
## **Flipping the switch**
If you flip the switch, it’s important to consider the following.
1. Import your Offline Conversions as frequently as possible. Preferable daily.
2. Don’t turn on Smart Bidding immediately after switching to the primary OCT conversion action. Upload your Offline Conversions first and wait for the length of your conversion window to complete.
3. If you’re uploading the revenue or profit of your closed deals, you can consider testing with Value-Based Bidding (tROAS strategy) since you’ve got a conversion value in place.
## **Recap and final notes**
Importing Offline Conversions gives you a more comprehensive look at which campaigns, keywords, and other dimensions drive the most sales. And which don’t. This data helps you and the algorithms to optimize your campaigns for increased profit.
If you’re a Lead Gen advertiser, you should be implementing this as soon as possible (if you haven’t already). Enhanced Conversions for Leads (ECL) is the easiest way to set it up.
Good luck and see you again next week!
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #23 — free resources to kickstart 2023
URL: https://www.ppcmastery.com/newsletter/tpe-23-free-resources-to-kickstart-2023
Published: 2022-12-26
Author: Miles McNair
This is the last PPC Edge Newsletter of 2022.
First of all: THANK YOU for an amazing year.
Our promise to you is that we’ll continue to provide insane value (both for free and in the form of advanced paid programs).
Since many of you are still celebrating Christmas, we’ll keep this issue short and provide links to our most popular newsletters of the year.
And we’ll also include some other helpful resources for you to check out (they’re all free).
Enjoy and speak soon!
## **The most popular PPC Edge Newsletters of 2022**
These are the most popular issues of the year:
- **[TPE #12: how to audit Google Ads accounts (3-step templatized auditing process)](https://www.ppcmastery.com/blog/tpe-12-how-to-audit-google-ads-accounts)**
- **[TPE #14: fix untrustworthy pMax data with branded standard shopping](https://www.ppcmastery.com/blog/tpe-14-fix-untrustworthy-pmax-data-with-branded-standard-shopping)**
- **[TPE #20: secret pMax insights to take back control](https://www.ppcmastery.com/blog/tpe-20-take-back-control-with-secret-pmax-insights)**
- **[TPE #9: the simple 3-step process to add negatives to pMax](https://www.ppcmastery.com/blog/tpe-9-the-simple-3-step-process-to-add-negatives-to-pmax)**
- **[TPE #8: more conversions with these tracking best practices](https://www.ppcmastery.com/blog/tpe-8-get-more-conversions-with-these-tracking-best-practices)**
- **[TPE #7: audience signal best practices for Performance Max](https://www.ppcmastery.com/blog/tpe-7-audience-signal-best-practices-for-performance-max)**
If you have some spare time over the Holidays (or whenever you’re reading this), **[check out all other issues here](https://www.ppcmastery.com/blog)**.
## **Join us during our free weekly Google Ads Q&As**
Did you know we’re hosting a live Q&A every single week?
You bring the questions, we’ll bring the answers.
Every Friday from 12:30-13:00 CET.
[**Subscribe to our YouTube channel**](https://www.youtube.com/@ppcmasterycom?sub_confirmation=1) so you get notified when we go live!
We’ve created an event on Google Calendar so you can easily **[add it to your calendar in 1 click here](https://calendar.google.com/calendar/event?action=TEMPLATE&tmeid=NHZyMDlqaXZjcGFkdnNsNHRqajV1bGU0aTBfMjAyMjEyMzBUMTEzMDAwWiBjX2ZhZTg2OGI4NTczODQ1ODUyN2ExNDBkZGZiOTRjZTU1ZGUxZGY0YjI1Yjk2ZTc1YmQxMzA4NGIwMmFhODk5M2JAZw&tmsrc=c_fae868b85738458527a140ddfb94ce55de1df4b25b96e75bd13084b02aa8993b%40group.calendar.google.com&scp=ALL)**.
[](https://www.youtube.com/@ppcmasterycom?sub_confirmation=1)
## **Finally, join our community of 2.400+ amazing Google Ads Specialists**
It’s crazy to see the growth in the community. More than 2.400 members in less than 5 months.
This is THE place if you want to learn, laugh and grow with fellow PPC nerds.
[**Join here for free**](https://www.ppcmastery.com/community).
[](https://www.ppcmastery.com/community)
## **Wrapping up**
And that’s it for today. Just a quick email with some extra value for you to consume over the Holidays.
If we don’t speak to each other this week; we wish you all a happy and healthy 2023.
Let’s all make it our best year yet.
Keep in touch!
Cheers,
Bob & Miles
_p.s. 31 agencies, freelancers and in-house marketing teams have signed up for the Google Ads Masterclass. We have a few spots left but they will fill up quickly._
_if you want to upgrade your Google Ads skills in just 30 days, consider enrolling in our Google Ads Masterclass:_
_A 4-week online masterclass with 8 LIVE workshops to get you up to speed with all the latest developments and strategies that work._
_The content is advanced and not for beginners._
31 _agencies from all over the world already enrolled (US, Canada, Netherlands, Dubai, Sweden, Germany, Australia, Belgium, and more)._
_Will you join us too?_
_**[\>>> Check it out here](https://www.ppcmastery.com/google-ads-masterclass)**_
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #22 — reduce wasted ad spend with portfolio bid strategies
URL: https://www.ppcmastery.com/newsletter/tpe-22-reduce-wasted-ad-spend-with-portfolio-bid-strategies
Published: 2022-12-16
Author: Miles McNair
In this issue of The PPC Edge, we’ll show you a little-known tactic we use to significantly reduce wasted ad spend.
We’ve been using this for years and thought it was commonly known and used…
But it turns out most people aren’t using this yet. And that’s because it’s hidden deep inside the Google Ads interface.
We’re talking about **portfolio bid strategies with max CPC bid limits.**
If you use them correctly, you are guaranteed to reduce wasted ad spend.
We’ll show how to set them up, but first let’s look at why it’s so important.
## **Smart Bidding is great, but also has flaws. If you’re not careful, it will overspend like crazy**
The biggest danger of widely adopted automated bid strategies is that Google technically determines all CPC bids.
Smart Bidding as a concept works very well, but if left unrestricted, you will potentially have crazy high CPCs.
Let’s look at an example from our accounts:
In the screenshot above, you can see CPCs of 20-35X the average CPC.
And we’re not alone. **[Dan Chorlton](https://www.linkedin.com/feed/update/urn:li:activity:6981310866210050048)** reported a a CPC of $332.39 (15X higher than his average CPC):
That’s wild!
A quick note on high CPCs with Smart Bidding:
High CPCs aren’t always bad. Google bids more when a conversion is likely to occur. Therefore, it’s ok to see higher CPCs here and there. What’s not right, is to see CPCs of 20-35X your average CPC.
And that’s why you need a portfolio bid strategy with max CPC bid limits: to take back control and reduce wasted ad spend.
Let’s dive into what those are and how to set them up effectively.
## The solution to high CPCs from Smart Bidding: portfolio bid strategies with max CPC bid limits
Portfolio bid strategies work the same as your normal bid strategies, except you can use them to group multiple campaigns together.
Available portfolio bid strategies:
- Target CPA
- Target ROAS
- Maximize clicks
- Target Impression Share
- Maximize conversions (with or without a tCPA)
- Maximize conversion value (with or without a tROAS)
There is one huge advantage of using portfolio bid strategies over regular bid strategies: **you can set up a max CPC bid limit on Target ROAS and Target CPA.**
By doing so, you restrict how much Google can bid per click.
We’ll show you how to set this up, and then we’ll dig into some dos and don’ts.
It’s important you read through carefully, because setting up your max CPC bid limits incorrectly can decrease your performance.
## How to set up portfolio bid strategies with max CPC bid limits (they’re a bit hidden)
1. Click on ‘tools & settings’
2. Click on ‘Bid strategies’
3. Click ‘+’ to create a new portfolio bid strategy
4. Configure your preferred bid strategy
5. Click ‘advanced options’
6. Enter a maximum bid limit
7. Click save
Let’s go through each step with some screenshots.
### **Step 1 & 2: click on ‘tools & settings’ and ‘bid strategies’**
### **Step 3: click ‘+’ to create a new portfolio bid strategy**
### **Step 4: configure your preferred bid strategy**
Let’s use Target ROAS as an example.
Add a name, campaign(s) and ROAS target.
You can either add one single campaign, or multiple. Which option you choose differs case-by-case but they’re both fine.
Then, click ‘advanced options’. This is where the magic happens.
### **Step 5 & 6: click ‘advanced options’ and enter a maximum bid limit**
After you click on ‘advanced options’ (see screenshot above), you will see options to enter a minimum and maximum bid limit.
(if you already have a portfolio bid strategy and you want to add/edit your maximum bid limit, just click on your portfolio bid strategy, scroll all the way down to ‘settings’, and then click ‘advanced options’ to enter your bid limit).
Leave the minimum bid limit open. For the maximum bid limit, we suggest a bid limit of 3-5X your average CPC on the campaigns you’re adding the portfolio bid strategy to.
An important note here: there are no hard and fast rules on what your maximum bid limit should be. Keep in mind: if you set the limit too low, you will limit the algorithm.
Usually, 3-5X your average CPC should be enough to give the algorithm enough room to push, while restricting it from bidding crazy high CPCs.
When you determine your maximum bid limits, ALWAYS look at the average CPCs of the campaigns you’re adding the portfolio bid strategy to. Do NOT base your bid limits on average CPCs of your entire account (because then your bids will likely be too low and your performance might suffer).
## 3 Common mistakes to avoid when using portfolio bid strategies with max CPC bid limits
Read through these carefully to prevent mistakes that could negatively impact your performance.
### **Common mistake 1: setting bid limits that are too low**
If your maximum bid limit are too low, your performance will likely suffer because the algorithm can simply not bid enough to get new impressions/clicks. If you average CPC is $1.2, don’t set the bid limit to $1.00. Be smart and set a maximum bid limit that’s at least 3-5X your average CPC. Sometimes higher might even be needed.
### **Common mistake 2: setting bid limits based on account-level average CPC**
Base you maximum bid limits on the average CPC of the campaigns you’re adding to the portfolio bid strategy. That way you ensure that the bid limits aren’t set too low.
### **Common mistake 3: setting and forgetting maximum bid limits**
Maximum bid limits on portfolio bid strategies are amazing, but do not set and forget them. Constantly optimize those bids, especially if you see your impressions/clicks decline as a result of setting them too low.
## Recap and final notes
Portfolio bid strategies with maximum CPC bid limits are an effective way to reduce wasted ad spend. Analyze your campaigns carefully after setting them up just in case your performance decreases.
If you don’t set your maximum bid limits too low, you should be fine!
Good luck implementing this advanced tactic.
See you again next week!
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #19 — pMax - 7 advanced learnings since July
URL: https://www.ppcmastery.com/newsletter/tpe-19-pmax-7-advanced-learnings-since-july
Published: 2022-11-28
Author: Miles McNair
Since July, we’ve spent over €1.5 million on Performance Max campaigns.
For better or worse…
A lot has changed since then, and we’ve learned a lot.
It’s definitely a hard campaign type to truly master and scale - but not impossible.
In this issue of The PPC Edge, we’ll talk about our 7 biggest learnings since July:
(advanced stuff almost nobody talks about)
1. Why pMax is awesome and trash at the same time
2. How to fix a pMax campaign when everything goes to sh\*t
3. How to deal with cannibalization of Search campaigns
4. How to reduce low lead quality for lead-gen
5. When to choose feed-only vs all assets
6. When (not) to run additional Display/Video campaigns
7. How to optimize your assets for conversions
Let’s dig in!
## **Learning 1: Why pMax is awesome and trash at the same time**
Google has truly built something special with Performance Max. One campaign, that can serve ads on all of Google’s inventory.
Amazing!
… For Google?!
We feel like Performance Max is still hit or miss. It can perform extremely well when set up correctly. However, it can also go crazy and spend your budget really fast on low-value placements.
The lack of insights are killing, but here’s what you can do about it:
We use a [script by Mike Rhodes](https://github.com/agencysavvy/pmax/commit/a24ffc2a4a98ef4aaadb49fa8ff954f685ee0849), that shows where you’ve spent your budget (Shopping/Video/Other). It’s not 100% foolproof but it will give you some nice additional insights that are otherwise hard to find within Google Ads:
Or you can go next level and use a [click-fraud prevention tool like Lunio](https://lp.lunio.ai/demo-ppc-mastery/) (they just launched a pMax integration) to stop wasting spend on low-value placements.
The lack of insights are definitely still bothering us, but there’s nothing we can do about it except adapt and try to make the most out of it.
It feel like Performance Max still isn’t a fully finished products, even though a LOT of spend goes through it.
And the limited insights make us wonder whether pMax is truly beneficial for the advertisers… Or for Google…
Anyway, we’re not here to complain. Our job is to adapt quickly and try to make the most out of it.
## **Learning 2: How to fix a pMax campaign when everything goes to sh\*t**
Automation can be tricky. Eventually, something will break. And since Performance Max only has a few levers to pull, it can be hard to identify what to do when this happens.
Let’s look at an example from one of our accounts and what we did to fix it.
In the graph below, you can see a fully filled Performance Max campaign (all assets) that started to spend like crazy. The Target ROAS is 200% (and we were usually getting more than that). After it started to go HAM with the spend, ROAS started to dip.
Also: look at the conversion rate. For about 2 weeks, CVR and ROAS dropped. We tried several optimizations (assets, targets etc.), but nothing really worked. Then we identified the root cause of the problem and were able to fix it (see the huge spike in CVR at the end? ROAS also started to increase gradually).
Here’s what we did:
In order to fix a ‘broken’ Performance Max campaign, you need to create a diagnosis of what’s going on. Look at yourself as a doctor. When a patient has an issue, the doctor creates a diagnosis and a plan to fix it.
The same applied to us in this situation. We needed to diagnose our pMax campaign.
The problem: spend went up like crazy and ROAS + CVR dropped significantly.
We found the root cause by looking at our spend allocation. We noticed this campaign went all out on spending on video placements. It’s the hardest we’ve seen pMax go on video placements so far.
And we paid for it with a lower conversion rate and ROAS.
After we identified the problem, we were able to come up with a plan to fix it: we decided to pause the asset group with all assets and switched to a feed-only setup.
Back to the basics. No more spend on upper funnel placements, but Shopping/Search only. As a result, CVR and ROAS started to increase again.
How you fix a Performance Max campaign depends on so many factors. The main thing you need to do is create a diagnosis of what could potentially be wrong. Then you implement some changes, wait, see if it actually helped, and readjust accordingly.
Some things to consider:
- Check your spend allocation: where are you spending?
- Check your budgets: are you spending too much?
- Check your tracking: is it still working properly?
- Check your targets: are they too low/high?
- Check your assets: are they matched to your products?
- Check your asset groups: should you use all assets or feed only?
There is a whole lot more to look at but these will help you on your way to fix ‘broken’ Performance Max campaigns.
## **Learning 3: How to deal with cannibalization of Search campaigns**
Performance Max campaigns can and will eventually cannibalize your Search campaigns since they basically target the same inventory. Which campaign will win, depends on your keywords and ad rank.
Search will take priority if the **user’s search query is identical to an eligible Search keyword of any match type in your account.** If queries do not match exactly, the campaign/ad with the highest ad rank will be prioritized.
Most people think you need to add exact match keywords to your Search campaigns in order to get priority over Performance Max. However, it’s more about the actual keyword than it is about the match type.
An example of how matching can work:
Since there are sooooo many different user queries, Performance Max will eventually take priority over your Search campaigns. It will just happen.
If you want to take back some control, either add more keywords to Search campaigns or simply accept the fact that pMax loves to cannibalize.
You could also work with extensive negative keyword lists especially for pMax but we wouldn’t recommend this.
In the end, the campaign/ad with the highest ad rank will be prioritized which should in theory be beneficial to your performance.
We say in theory, because we simply don’t know. That’s the downside of Performance Max and automation in general.
## **Learning 4: How to reduce low lead quality for lead-gen**
Lead quality can be a big problem for a lot of advertisers running Performance Max. We've seen a lot of work-arounds - like purposely increasing the amount of form fields - to avoid spam and bot traffic. But these kind of practices have a huge negative impact on the conversion rates of your 'qualified' traffic.
These kind of workarounds are no-go's for us, personally. But what **can** you do instead?
### **1\. Switch over to Offline Conversion tracking**
If you are running Performance Max campaigns for Lead Gen clients, tracking offline conversions is a must. You absolutely want to see the amount of closed deals from your Performance Max campaign. With this information you can calculate your lead > sale ratio, CAC, and more. But the most important part is using these datapoints to feed the algorithm with valuable data where your sales are actually coming from.
By switching your primary conversion from leads to sales, you can tell the algorithm to optimize towards generating as much as closed deals as possible (within your target CPA). Keep in mind the conversion volume though. In our opinion you need at least 10 conversions (closed deals) per month per performance max campaign in order to leverage the algorithm fully.
### **2\. Use a tool to prevent click fraud and spammy traffic**
It’s time to stop paying for clicks that will never convert, and automatically eliminate bots and fake users across Google Ads. You can do this with a tool like [Lunio](https://lp.lunio.ai/demo-ppc-mastery/). They recently improved their click fraud software so it works with Performance Max smoothly.
## **Learning 5: when to choose feed-only vs all assets**
We’re still big fans of using feed-only Performance Max campaigns. This is basically Smart Shopping + Dynamic Search Ads.
Here’s some considerations on when to choose feed-only vs all assets.
**When to go for feed-only Performance Max campaigns:**
- You don’t have high quality image and video assets
- You don’t want to spend on Video/Display placements
- You want to focus on bottom-of-funnel placements
**When to go for fully filled Performance Max campaigns:**
- You have high quality image and video assets
- You are comfortable spending on Video/Display placements
- You want Performance Max to do everything for you
- Your entire account is performing well and you want to expand
We’ve seen both setups work well, but also seen them both not work well.
As simple as it may sound, it’s always a matter of testing.
## **Learning 6: When (not) to run additional Display/Video campaigns**
This learning is sweet and short: in most cases it doesn’t hurt to run additional Display and/or Video campaigns next to Performance Max. Here’s why:
1. Typically, pMax spend on these placements is relatively low (1-10%)
2. Reach on GDN/YouTube is virtually limitless
If you are an advanced advertiser, it’s definitely recommended to run additional Display/Video campaigns because it allows you to scale much harder. You will have complete control over your audience targeting, and you can control your spend (which you can’t with pMax).
Even though pMax does some retargeting, we always advise to at least run remarketing campaigns on Display, Discovery and YouTube if you have the budget and creatives.
## **Learning 7: How to optimize your assets for conversions**
With pMax assets, there are 3 major types to look at:
1. Image assets
2. Video assets
3. Ad copy assets
Let’s look at some learnings for every asset type.
### **Optimizing image assets**
- Always use your own images, try to stay way from stock photos
- Use high quality images
- Test images with text vs no text
- If you use text, make it BIG, otherwise it’s hard to read
- Keep the main focus on your product
- Test lifestyle images vs. product images
- Don’t use your product feed images
### **Optimizing video assets**
- Focus on the hook (the most important part of your video)
- Introduce your brand early (simple image overlay works)
- Hold attention with emotion and pacing
- Use fast and snappy clips
- Finish strong with a clear call to action
- Product-focused videos work well for us
- Build for small screens
Bonus tip: preview your videos on mobile, not on desktop!
### **Optimizing ad copy assets**
- Speak to a user’s problems and desires
- Focus on benefits, not product features
- Tie your copy to your keywords and products
- Focus on your headlines (the most important asset)
- Add as many different items as you can
- Avoid generic language in your ads
- Be creative: don’t only use copy from your Search ads
## **TLDR recap**
Performance Max is here to stay. Our 7 biggest learnings from the last 4 months:
1. Why pMax is awesome and trash at the same time
2. How to fix a pMax campaign when everything goes to sh\*t
3. How to deal with cannibalization of Search campaigns
4. How to reduce low lead quality for lead-gen
5. When to choose feed-only vs all assets
6. When (not) to run additional Display/Video campaigns
7. How to optimize your assets for conversions
We’re excited to see what next year will bring. We don’t know what will come, but one thing is for sure: Google is going to automate even more.
And we’re here to help you get the best possible performance.
See you next week!
Cheers,
Bob & Miles
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #18 — find your target sweet spot and maximize net profit (step-by-step guide)
URL: https://www.ppcmastery.com/newsletter/tpe-18-find-your-sweet-spot-and-maximize-net-profits-step-by-step-guide
Published: 2022-11-21
Author: Miles McNair
By now, a lot of advertisers in eCommerce are using various ROAS targets to let Google’s algorithms optimize towards a certain efficiency point. However, not all advertisers are using correct ROAS targets in terms of ROI/profit maximization.
If your goal is to maximize the net profits from your Google Ads campaigns - then this newsletter is the one for you. We’re going to show you how you can calculate your _POAS optimum_ - step by step.
## **Too long - didn’t read:**
- You need to enable POAS tracking in order to use this method.
- Your primary conversion action needs to include your Gross Profit in order to extract these data from the campaign bid simulator or Performance Planner.
- You can save yourself a lot of ad spend while increasing your Net Profit by calculating your POAS optimum once in a while.
- If you don’t have these data points in place, don’t worry. You can still calculate your ROAS optimum (based on your revenue data) using your average profit margins.
## **ROAS or POAS**
Recently I came across a great [article](https://blog.producthero.com/news/the-perfect-roas-target-for-your-pmax-shopping-campaigns/#h-finding-your-optimal-roas-in-2-steps) by our amigos at ProductHero, where they shared how to calculate your ROAS optimum based on **revenue** and an **average profit margin** per campaign. I’d highly recommend reading this article. Especially if you are not leveraging profit metrics (yet).
This article got me thinking. If you can calculate your ROAS optimum where you maximize your net profits by taking into account your **average** profit margins, how awesome would it be if you could cut out the averages and calculate your optimum based on **real** profits?
By leveraging a tool like [ProfitMetrics](https://profitmetrics.io/?fpr=ppcmastery) you will be able to do **exactly** that. By sending over the actual gross profits, you can basically cut out the guesswork and averages. I will remind you: “Assumptions are the mother of all fuck ups”.
Important:
The method I’m about to share with you requires POAS conversion tracking. This has to be set as a **primary conversion action**. So - even if you track your gross and net profits, but are using it as a secondary conversion action (for observation purposes) this won’t work. This is because Google can only forecast the gross profit per POAS target if you send over the gross profits instead of your revenues.
If you don’t have POAS tracking in place, don’t worry. You can still calculate your ROAS optimum based on average profit margins. Even though this is less exact, it’s still a great exercise to do. Check out the [article](https://blog.producthero.com/news/the-perfect-roas-target-for-your-pmax-shopping-campaigns/#h-finding-your-optimal-roas-in-2-steps) from Producthero on how you can do this.
## **Leverage the campaign bid simulator or Performance Planner**
The first step is to export the various gross profits per POAS target per campaign. There are two ways you can do this:
1. Leverage the campaign bid simulator
2. Leverage the Performance Planner
**I’d highly recommend using the Performance Planner**. This is because the campaign bid simulator is not available for all campaign types (see screenshot below), so you won’t be able to calculate the POAS optimum for all of your campaigns.
Working with the Performance Planner is a bit more of a hassle (will show you why in a bit), but you will be able to extract more data - also for different timeframes. The campaign bid simulator only shows you the impact on a weekly level.
Important:
The Performance Planner might not be available for all of your campaigns. You need a certain level of (conversion) data in order to leverage this tool.
Keep in mind that you are fully relying on Google and the numbers you’re going to work with are estimates. This doesn’t take into account a change in auction dynamics, certain deals on products affecting your conversion rates, et cetera. However, this is the best we can work with.
## **Extract your gross profits from the Performance Planner**
This is a bit labor intensive, not gonna lie. As Google Ads specialists we’re not used to manual work anymore (kek). The first thing you want to do is to [create a Google Sheet](https://docs.google.com/spreadsheets/d/1kUVgq03lmIL22dSNUCxhDh4sGHPYg6mM4mYUFpRvtcI/copy). We’ve prepared a simple Google Sheet for you. You can copy it [here](https://docs.google.com/spreadsheets/d/1kUVgq03lmIL22dSNUCxhDh4sGHPYg6mM4mYUFpRvtcI/copy).
In this document you’re going to copy and paste the following data points:
1. Costs
2. Conversion values (Gross Profits)
3. Conversion rate
The data points mentioned above are all available in your Performance Planner forecast. **You have to create multiple forecasts per campaign**, so you can obtain the costs, conversion values (Gross Profit), and conversion rates per POAS target.
Each time Google is done calculating the forecast for a specific POAS target you copy and paste these metrics into your Google Sheet. Easy peasy.
You can create forecasts for different timeframes. It’s up to you which one you choose. I tend to obtain the data for the next month or next quarter.
Note:
I’d suggest you start with around 10 different POAS targets per campaign with ~10% steps in tPOAS. Let’s say you’re running on a 150% tPOAS. Then I’d suggest starting at around 130% up to 230% ish.
## **Find your POAS optimum**
The Net Profit is calculated automatically with this simple formula: Gross Profit - Costs. As you are copying over your costs and gross profits per tPOAS increment, at some point you’re going to see your Net Profit plateau and start to decrease. **This is where your POAS optimum lies.** This is where you can stop or zoom in with more specific tPOAS increments.
In some cases, you will see that you can increase your Net Profits while decreasing your ad spend heavily. In this example, we increased our Net Profits by 16% while decreasing our costs by 27%. Take that, Gügle.
We hoped you liked this edition of The PPC Edge.
Keep rockin’
Bob & Miles
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #17 — maximize profit with Seasonality Bid Adjustments
URL: https://www.ppcmastery.com/newsletter/tpe-17-maximize-profit-with-seasonality-bid-adjustments
Published: 2022-11-14
Author: Miles McNair
Black Friday and Christmas are almost here: the most important period for almost every D2C/ecommerce brand.
There are two ways to maximize profit with Google Ads:
1. Get maximum revenue on the peak buying moments (maximize growth and scale)
2. Prevent overspend on the days after the peak buying moments (maximize efficiency)
In this newsletter, we’ll show you how to maximize growth AND efficiency by carefully managing your bid strategies and leveraging Seasonality Bid Adjustments.
Let’s dive in.
## **Mismanaging your bid strategies can result in huge overspend and lower return on ad spend**
Google’s Smart Bidding algorithm works great. It uses historical data to predict future conversions. It’s really smart.
But here’s the problem: it can’t adapt well to sudden conversion rate changes of more than 30%. And most businesses will have a bigger conversion rate uplift than 30% during Black Friday.
So what happens is the following:
Smart Bidding adapts to the conversion rate uplift AFTER the peak buying moments.
This can cause massive overspend the days after the peak, resulting in lower profits.
In other words, a huge loss.
Let’s look at how to manage your bid strategies effectively.
## **The 5 phases of The Holiday Season**
In order to maximize revenue AND profit between Black Friday and Christmas, there are 5 phases you need to go through:
1: the ramp up
2: the first peak
3: the first danger zone
4: the second peak
5: the second danger zone
Each phase requires a different strategy. Let’s zoom in on every step.
### **Phase 1: the ramp up**
The ramp up is where you start to spend more to acquire as many customers as possible. This is the period leading up to Black Friday.
This is a tricky period: search volumes are increasing, but most people wait until Black Friday to actually purchase something.
The result is a big gap between the moment of the first touchpoint and the actual conversion. You simply need to be patient. It’s especially difficult because you don’t want to overspend too early and hurt your overall ROAS.
But you also don’t want to underspend and hurt your bottom-line revenue.
This is how to manage your campaigns during the ramp up period:
1. Be clear on your targets (use the Performance Planner if needed to find your sweet-spot ROAS)
2. If performance and budgets allow it, slightly lower your ROAS as you get closer to Black Friday to push harder
It’s impossible for us to say how often and in what increments you should lower your targets. Use as much historical data as possible and use the Performance Planner when in doubt (this could give you an indication - just know that it is never a guarantee).
The increments also depend on your risk-appetite. If you are willing to take more risks, you can lower your targets more than if you are risk-averse.
Don’t forget to review and increase your ROAS targets again after the peak buying moments if necessary.
Not changing your targets is also fine if you don’t want to take too much risk. Just know that this could potentially limit your total traffic and thus revenue later on.
After the ramp up, it’s time to maximize revenue during the first peak.
Let’s take a closer look at how this works.
### **Phase 2: the first peak**
The peaks are the absolute peak buying moments: your customers have credit cards ready to buy your products.
You will likely have multiple peaks during The Holiday Season. The first peak usually lasts from Black Friday until Cyber Monday.
In order to maximize revenue during the peaks, we recommend to use Seasonality Bid Adjustments (SBAs).
SBAs are advanced bid adjustments you can use to inform Google’s Smart Bidding algorithm that you expect an uplift of your conversion rate during a specific period.
The algorithm will use this information to push harder during that time range.
Here’s a hypothetical example of how this would work (we’ll show you how to actually set this up at the bottom of this article):
Let’s say you normally have a conversion rate of 2%. From Black Friday until Cyber Monday, you expect a conversion rate of 3% (an uplift of 50%), so you set up an SBA with a +50% adjustment.
Between the dates you’ve selected, Smart Bidding will push 50% harder than normally, resulting in increased spend, clicks and CPCs. If the conversion rate uplift was correctly predicted, you will also see a big increase of conversion and conversion value (at similar ROAS).
### **How to calculate your expected conversion rate uplift**
You can calculate your expected conversion rate uplift by analyzing last year’s conversion rate trends (just be mindful of how 2021’s data might be inflated because of the pandemic).
We like to take the average conversion rate of the 30-day period leading up to Black Friday and comparing that to the peaks from Black Friday until Cyber Monday.
An example:
Your pre-Black Friday conversion rate is 1,5%. Your Black Friday-Cyber Monday conversion rate is 2,1%. This means you expect a 40% uplift. That will be the target for your Seasonality Bid Adjustment.
It’s common to see different conversion rates on Black Friday, the Black Friday Weekend, Cyber Monday and the days after that.
You need to determine whether you need to use different SBAs for those periods, or whether you should go for one target for the entire period.
We can’t tell you what to do - you need to dig into your data to make the best decision for your specific case.
### **Phase 3: the first danger zone**
The danger zones are the periods AFTER the peaks: conversion rates will likely drop and if you aren’t careful, you will overspend.
The danger zone is basically an inverted peak. In some industries, there will be a huge conversion rate drop right after Cyber Monday. Whether this happens or not depends completely on your business, your offer, how long you run promotions etc.
If you expect a conversion rate drop of more than 30% during a few days, you can use a Seasonality Bid Adjustment with a negative target to inform the Smart Bidding algorithm to spend less.
Don’t use negative SBAs lightly. Only use them if you really think there will a huge drop-off after a big peak. Beware that if you use Seasonality Bid Adjustments with a negative target, your spend will go down drastically and so will your conversions.
The first danger zone is the period right after Cyber Monday. Be mindful and check if you need to apply an SBA with a negative target. In most cases, this won’t be necessary. The second danger zone (phase 5) is often more important in this regard.
On to the second peak.
### **Phase 4: the second peak**
The second peak usually occurs before Christmas (particularly the few days before when people buy last-minute gifts).
If you expect a large conversion rate uplift (>30%), consider using another Seasonality Bid Adjustment.
### **Phase 5: the second danger zone**
The second danger zone usually occurs between Christmas and New Year’s Eve. During these periods, overspend typically occurs which can harm your performance.
Just like in the first danger zone, analyze your data and check whether you need to apply SBAs with negative targets on specific days.
The best days to use SBAs with negative targets are usually the days between your order deadline day and Christmas, and then again around New Year’s Eve.
_A disclaimer: we’ve seen plenty of cases where these days do get great conversion rates. So again, some caution: this insight doesn’t always apply so analyze your own data to determine if and when you want to use Seasonality Bid Adjustments with negative targets._
## **How to set up Seasonality Bid Adjustments (practical steps)**
Seasonality Bid Adjustments are somewhat hidden inside of Google Ads. Here’s how to set them up:
1. Go to tools & settings > bid strategies
2. On the left, look for ‘advanced controls’
3. Click the ‘+’
4. Give an easy to understand name to your SBA
5. Set up the correct start and end dates + time
6. Select which campaigns you want to apply the SBA to
7. Add your conversion rate adjustment (-x% or +x%)
And that’s it! Hard to find, easy to set up.
## **Advanced tips and tricks for Seasonality Bid Adjustments**
A few advanced tips and tricks for SBAs:
**Don’t set them up for the entire account but create segments based on campaign types or individual campaigns**
This gives you more control. Expecting a 40% uplift on Non-branded Search, but a 50% uplift on Performance Max? Make sure you set up different SBAs.
**Be careful which campaigns you want to include**
Do you have some campaigns with no expected conversion rate uplift? Then don’t apply your SBAs to these campaigns. Also be mindful whether you want to apply SBAs to Branded Search campaigns (usually not).
**It’s better to be conservative than aggressive**
We know from experience that it’s often better to be conservative (30-50%), than super aggressive (100%+). However, that completely depends on your case and goals. Just be very mindful of how SBAs will impact your spend.
Even without SBAs, your spend will likely 3-10X on Black Friday compared to the day before. With SBAs, you will spend even more (and potentially also get more revenue, of course).
**If your expected conversion rate change is lower than 30%, don’t use SBAs**
Smart Bidding is great at adapting to conversion rate changes up to 30%, so if you expect changes that are lower than that, SBAs are not necessary.
**Only use SBAs during extreme peaks and valleys**
Don’t go overboard with SBAs. Only use them during exceptional moments with large conversion rate changes (positive or negative) like Black Friday, Christmas, Father’s Day etc. (whatever peak moments exist in your specific industry).
**If you use SBAs, make sure you have enough daily budget**
The last thing you want is campaigns that are limited by budget when you start to push during the peak moments. Increase your daily budgets whenever needed to scale as hard as possible.
## **TLDR recap**
1. Ramp up your campaigns by decreasing ROAS targets on the weeks leading up to Black Friday
2. Use Seasonality Bid Adjustments to maximize revenue on peak buying moments
3. Use Seasonality Bid Adjustments with negative targets to prevent overspend when conversion rates are expected to drop significantly
_Final disclaimer: all examples are purely hypothetical. Do not copy-paste anything we say. Seasonality Bid Adjustments are an advanced tool that can significantly increase or decrease your daily spend. When used right, they can improve your performnace. when done wrong, they can harm it. Be careful._
Happy scaling!
Cheers,
Bob & Miles
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #16 — better RSAs with 3 high-impact test ideas
URL: https://www.ppcmastery.com/newsletter/tpe-16-better-rsas-with-3-high-impact-test-ideas
Published: 2022-11-07
Author: Miles McNair
Responsive Search Ads (RSAs) have been around since 2018 - time flies! However, since July this year RSAs are the only available ad type in Search campaigns. Some advertisers may still be using ETAs, but in the end, everyone has to flip the switch.
Optimizing RSAs is quite different in comparison to ETAs, and a lot of advertisers are not aware of the testing possibilities. Or even worse - putting everything in the hands of Google Ads, and blindly trusting the algos, with unpinned ads only.
In this newsletter, we’ll discuss why it’s important to take matters into your own hands and what metrics to optimize for. We will also give you 3 concrete experiment ideas, so you can start experimenting right away.
## **TL;DR**
- The goal of the algorithm doesn’t match yours as Google optimizes for CTR predominately.
- Conversion per Impression (CPI) or Revenue per Impression (RPI) is a great testing metric if you want to maximize your conversions or conversion value within your CPA or ROAS target.
- There are many ways to set up RSA experiments. We’ll give you 3 high-impact test ideas so you can start experimenting right away.
Let’s dive in.
## **There are 2 fundamental problems with RSAs.
**
## **1) The goal of the algorithm doesn’t match yours.**
Google optimizes for CTR. By serving the ‘best performing’ headline & description combinations they maximize their ad revenue. However, for most advertisers, a high CTR isn’t the metric of choice.
This means your goal doesn’t align with Google’s. There is a reason why Google only reports impressions for all RSA combinations (and not on additional metrics such as conversions). 😉.
## **2) The learning period is insanely long.**
RSAs can show up to 3 headline combinations. If you were to add 15 unpinned headlines that would result in 2940 (!) possible headline combinations.
If you assume that each combination requires a minimum of 100 impressions to test, you need more than 294000 impressions to identify the combinations that perform best. And we didn’t even include unpinned description lines.
Google might be able to increase the learning phase and rely on less impressions per combination.
Let's say Google’s AI is able to advance the learning phase by 75% - which is a lot - you would still need 73500 impressions per RSA before you can conclude anything. And it will still be based on CTR only.
## **Metrics to optimize for**
Before you start testing, you need to determine how to pick winning ads. When we are running ad tests, we generally focus on two different metrics depending on if you’re in Lead Gen or Ecommerce. These are both impression-based metrics. Let me tell you why.
Every time your ad is shown (impression) you have a chance of generating a conversion. The user must first click on your ad and then convert. Impression-based metrics basically show you which ad will receive the most conversions or highest revenue possible from the impression (within your actual target CPA or ROAS).
You will need clear CPA or ROAS targets when using these metrics. Before you take any conclusions based on one of the two metrics below, you want to first separate the wheat from the chaff by filtering out unprofitable ads that do not meet your CPA or ROAS targets.
Now we’ve got that cleared, let’s zoom in on the actual KPIs below.
## **1) Conversion Per Impression a.k.a. CPI**
The conversion per impression (CPI) is the ratio between conversions and impressions. This KPI is perfect for Lead Gen accounts. It ensures you get the most conversions possible for the impressions you receive. Here are the pros and cons according to [Adalysis](https://adalysis.com/scientific-ad-testing/?tap_a=74532-d4e7c3&tap_s=3227451-b18279):
Pros:
- It takes into consideration both clicks (CTR) and conversions (Conversion Rate).
- When you want to base winners off of both CTR and Conversion rate; it’s the best metric to use.
Cons:
- It doesn’t care about the cost per conversion (CPA).
- It doesn’t take actual revenue into account (ROAS).
## **2) Revenue Per Impression (RPI)**
The revenue per impression (RPI) is the ratio of revenue to impressions. This KPI is perfect for Ecommerce accounts. It ensures you receive the most revenue possible for the impressions you receive. Here are the pros and cons according to [Adalysis](https://adalysis.com/scientific-ad-testing/?tap_a=74532-d4e7c3&tap_s=3227451-b18279):
Pros:
- It takes into consideration revenue (ROAS) and volume (CTR).
- This is a great metric if you want to maximize the amount of revenue (within your ROAS boundaries).
Cons:
- It doesn’t care about the volume of conversions (conversion rate).
- It doesn’t always lead to the highest ROAS possible.
If you’re using POAS tracking this KPI will in fact ensures you receive the most profit for the impressions you receive. Basically you’ll be switching to profit per impression (PPI).
Pro Tip \- Our preferred ad testing tool [Adalysis](https://adalysis.com/scientific-ad-testing/?tap_a=74532-d4e7c3&tap_s=3227451-b18279) has created an excellent guide to scientific ad testing. We’ve been using their methodologies and ad testing KPIs since the very beginning. We highly suggest studying their free resources. You will have no ragretz.
## **RSA testing templates**
Testing with ETAs was fairly straightforward. You’d run two or three one-variable-only ETAs with fixed headlines and descriptions, compare their performances and optimize for your metric of choice. RSA testing is a bit different since you have more options. We’ll discuss the 3 most impactful tests below.
## **1) The Mix & Matcher**
If you have never run RSA tests before, we’d highly suggest experimenting with unpinned RSAs vs partially/fully pinned RSAs first.
By default, RSAs mix and match items such as headlines and descriptions to optimize towards combinations that people respond to best. Pinning certain items lets you tell Google which headline and description positions should appear where you pin them.
This test is quite easy to setup. You should create 2 identical RSAs, preferably with as many items as possible: 15 headlines and 4 description lines. Once you’re done, pin certain headlines and/or descriptions in the second ad, while leaving the other one unpinned. Don’t just randomly start pinning, but think it through as if you were a skilled copywriter (triggered).
## **2) The Copywritooor**
Good copywriters are often better than AI at organizing items, such as headlines, to persuade the user to click and convert. If you got lorem ipsum dolor sit amet tattooed on your forearm this is the one for you.
For this test, you want specific headlines or description lines to test against each other, and you do not want to rely on any machine learning algorithm at all. This test is also known as the fully pinned vs. fully pinned ad test.
In this test, you’re essentially creating an ETA vs ETA test. You want to create 2 or 3 RSAs while pinning all of the headlines in each RSA. Aim for 2 or 3 pinned items for each headline. We personally prefer testing with headlines first, since these are the most impactful. You can set up the same experiment for description lines later on.
We suggest using a framework for the pinned headlines. You can customize this for your own needs, but let us give you two examples.
**Example #1**
- Headline 1: Headlines related to the ad group and underlying keywords
- Headline 2: Benefits of your product or service
- Headline 3: Call to actions
**Example #2**
- Headline 1: Headlines related to the ad group and underlying keywords
- Headline 2: Benefits of your product or service
- Headline 3: Social proof or authority
This way you can still let the algo create some variations, but you are making sure the ads are as persuasive as possible by making sure all combinations are in a logical order and contain the correct type of copy.
Pro tip - Leverage Keyword Insertion for headline 1, so your keywords can be included dynamically to increase your AdRank.
## **3) The Micromanager**
If you still want to leverage Google’s AI, and have lots of ad variations, while still micromanaging some items, this is the template for you.
This is basically the same experiment as experiment #2, but instead of pinning 2-3 headlines per available headline location, you’d only want to pin 2-3 headlines for just one headline location. This test is also known as the partially pinned vs. partially pinned ad test.
**Maybe you’d want to test one of the following:**
- Which benefit performs better in headline 2?
- Do I communicate the promo in percentages or absolutes?
- Which CTA works best?
## **In conclusion**
As Google Ads continues to automate things, it will level out the playing field. Everyone will be running the same strategies and techniques eventually. So how do you stand out? Right - with your ads. So, write those hypotheses, set up those experiments, and get creative!
Cheers,
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #15 — 100 tips to dominate Google Ads
URL: https://www.ppcmastery.com/newsletter/tpe-15-100-tips-to-dominate-google-ads
Published: 2022-10-31
Author: Miles McNair
I recently shared 10 Google Ads tips for 10 days in a row (that's 100 tips in total).
Easy to digest lists with quick tips that you can instantly apply.
10 simple tips on one specific topic per day.
The amount of positive feedback I received was overwhelming and much appreciated.
This all ties together with my bigger mission of uniting and providing insane value to the PPC community.
I only have one note: information without implementation is useless.
Therefore, in this issue of The PPC Edge, I will list out the 10 most impactful tips for you to take action on right away.
Use these tips as inspiration for your own accounts, and check back regularly to find new optimization ideas.
Again: please, implement!
Let's get started with the 10 tips that will be most impactful for your performance.
## **The 10 most impactful tips to take action on right away**
All 100 tips are extremely valuable, but if I had to distill it down into a top 10 it would look like this:
1. Get clear on your goals and KPIs (and log them somewhere)
2. Set up conversion tracking with the Google Ads Tag
3. pMax: exclude branded terms and catch them in a branded standard shopping campaign
4. Test a feed-only vs all assets campaign structure
5. Use portfolio bid strategies with max CPC limits
6. Audience signals: combine first-party data with Google-owned user data
7. Make sure your Audience Tag is configured correctly
8. Before you create assets, research your competitors
9. Test remarketing campaigns on Display, Discovery and YouTube
10. Be careful who you work for and say goodbye to toxic clients fast
Let's take a closer look at every tip!
### 1\. Get clear on your goals and KPIs (and log them somewhere)
This may sound obvious but so many businesses still get this wrong. Before you do anything, make sure you know what your goals, targets and KPIs are.
Example goal: profit growth of 40%, revenue growth of 51%, lead growth of 75% etc.
Example targets and KPIs: ROAS/POAS of x% or CPA/CAC of x$
And finally: log these somewhere and remind yourself of these goals and targets daily.
Do not skip this step!
### 2\. Set up conversion tracking with the Google Ads Tag
Let's keep it short. Use the Google Ads Tag for your conversion tracking, because it allows you to measure more conversions.
[Read a complete guide on why and how in an earlier issue of The PPC Edge here.](https://www.ppcmastery.com/blog/tpe-8-get-more-conversions-with-these-tracking-best-practices)
### 3\. pMax: exclude branded terms and catch them in a Branded Standard Shopping campaign
Your Performance Max data is untrustworthy because it's inflated by branded search conversions. On average, we see 10-20% of pMax conversions are from brand. The solution: exclude branded search terms.
[Read a complete guide on how to do this here](https://www.ppcmastery.com/blog/tpe-14-fix-untrustworthy-pmax-data-with-branded-standard-shopping).
### 4\. Test a feed-only vs all assets campaign structure
If your Performance Max results aren't great, consider testing asset groups without any assets except your product feed. This way it basically functions as a Smart Shopping campaign with some additional DSA functionalities. This works great for many of my clients.
### 5\. Use portfolio bid strategies with max CPC limits
This is probably the number 1 cost-saver on Search. Use portfolio bid strategies and set up a max CPC limit to combat extremely high CPCs. Here's an example:
The average CPC is €1,70 but some search terms are getting CPCs of €25-50. To prevent Google from going crazy with CPCs on target ROAS/CPA bid strategies, use portfolios and add a max CPC bid limit (I usually set it to around 5-10X the average CPC).
### 6\. Audience signals: combine first-party data with Google-owned user data
Your audience signals are fully optimize if you combine your own customer data with Google-owned user data ([read our full breakdown of how to do this here](https://www.ppcmastery.com/blog/tpe-7-audience-signal-best-practices-for-performance-max)).
### 7. Make sure your Audience Tag is configured correctly
Keep an eye on your Audience Tag. If it's not configured correctly, your remarketing campaigns may stop working because the audiences aren't updated with new user data.
Extra tip for ecom clients: make sure ecom\_prodid is firing correctly, otherwise you can't do dynamic remarketing.
### 8. Before you create assets, research your competitors
Don't invest a large amount of money in new videos/images before you've tested various angles with a low budget. Always start off by researching your competitors (tip: use Similarweb, Meta Ad Library and Google's variant for verified advertisers). Don't reinvent the wheel but try to improve what's already working.
### 9. Test remarketing campaigns on Display, Discovery and YouTube
Performance Max does some remarketing too, but in most cases, I would advise to not rely fully on pMax for your remarketing efforts. Test specific Display, Discovery and YouTube remarketing campaigns, because they give you more control over which audiences you want to remarket to (and with which ads and landing pages).
### 10\. Be careful who you work for and say goodbye to toxic clients fast
Let's end this list with a tip to protect your mental health: be careful who you work for and say goodbye to toxic clients fast. Life is too short to work for people that don't bring you positive energy. Instead, what you want, is to create a portfolio of ideal clients that you vibe with on a personal level.
It just makes everything so much easier and more fun if you connect with someone personally.
If you work at an agency and you have no say over your client portfolio, communicate openly and clearly to your manager whenever someone is costing you too much energy. I've seen way too many dedicated specialists get burnouts because they simply work with toxic people.
Google Ads is fun, but can also be stressful. Don't take it too seriously and protect your mental health at all cost!
So that's it. Below you can find some screenshots of all the 100 tips.
Best of luck using them!
Cheers,
Miles (and Bob)
## **Recap of all 100 tips**
**Day 1: 10 tips for Performance Max campaigns**
**Day 2: 10 tips for better Sitelinks**
****
**Day 3: 10 tips for new Google Ads accounts**
**Day 4: 10 tips to let automation work for you, instead of against**
****
**Day 5: 10 tips for better pMax audience signals**
****
_([for an in-depth guide on how to properly use audience signals check out this earlier issue of The PPC Edge](https://www.ppcmastery.com/blog/tpe-7-audience-signal-best-practices-for-performance-max))_
**Day 6: 10 tips to reduce stress as a Google Ads Specialist**
**Day 7: 10 tips to improve YouTube Ads performance**
****
**Day 8: 10 remarketing tips**
****
**Day 9: 10 tips for highly converting Performance Max assets**
****
**Day 10: 10 little-known, high impact feed optimization tips**
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #14 — Fix untrustworthy pMax data with Branded Standard Shopping
URL: https://www.ppcmastery.com/newsletter/tpe-14-fix-untrustworthy-pmax-data-with-branded-standard-shopping
Published: 2022-10-23
Author: Miles McNair
You can’t trust your Performance Max results.
Why? Because they’re heavily inflated by Branded Search conversions.
At a first glance, the data might look really good. But when you dig deeper, you often see that a significant part of your conversions is actually from branded searches.
This is traffic that was going to convert anyway, and pMax loves to take credit for it.
On average, we see 10-20% of conversions are from brand. This makes your campaigns look better than they actually are (pMax should not claim these conversions).
This is what to do about it: exclude branded searches from your pMax campaigns.
The only problem with that: you’re no longer visible on Search and Shopping when users search for your brand.
The solution: set up Branded Search and Branded Standard Shopping campaigns.
99% of you will already have Branded Search campaigns live, so we won’t talk about that in this newsletter.
However, most specialists don’t know how to effectively set up Branded Standard Shopping campaigns, so we’ll show you how to do it.
Let’s dive in.
## **Brand and non-branded traffic have completely different goals, so treat them differently**
We split up branded vs. non-branded traffic in separate campaigns because they have completely different goals.
With branded campaigns, you want to maximize visibility (impression share).
With non-branded campaigns, you want to maximize conversions/conversion value within your CPA/ROAS precondition.
Splitting up branded and non-branded Search campaigns has been the best practice for years (and rightly so)…
So why should it be different for pMax?
Let’s look at how this would work.
## **How to use Branded Standard Shopping to catch branded traffic on Google Shopping**
This is the 6-step process to maximize brand visibility on Google Shopping with Branded Standard Shopping campaigns:
1. Analyze share of branded search in pMax
2. Exclude branded search terms from pMax
3. Set up a Branded Standard Shopping campaign
4. Exclude non-branded search terms from Branded Standard Shopping
5. Maximize impression share on Branded Standard Shopping with manual CPC
6. Scale pMax with realistic CPA/ROAS targets
## **Reach maximum visibility on branded searches on Google Shopping, and better scalability pMax**
If you follow this process, this will happen:
- Your pMax ROAS/CPA will get worse, but it’s much more reliable which makes it easier to scale (because it doesn’t contain branded searches that were going to convert anyway)
- You can maximize visibility (impression share) on branded searches on Google Shopping with a Branded Standard Shopping campaign
Look at the screenshot below from one of our accounts.
You see 1x Branded Standard Shopping campaign. ROAS (conv. value / cost) = 33.64, Search Impression Share = 94.43%. The latter is a huge reason why Branded Standard Shopping is so crucial: you actually KNOW how visible you are for branded searches on the Shopping network by looking at the Search Impression Share.
With pMax, you don’t get this metric, so you have no idea how well you’re defending your brand. Sure, Auction Insights are useable, but it’s aggregated data of both branded and non-branded traffic.
You also see 2x Non-branded Performance Max campaigns. ROAS (conv. value / cost) = 2.47 and 2.65. Much lower, but very reliable to scale because all searches are not brand related (tROAS is 250%).
Before we dig deeper, let’s look at a few common misconceptions people have about this setup:
### **Misconception 1: “Performance Max will take priority over Standard Shopping so this setup won’t work”**
Well, it’s true that Performance Max takes priority over Standard Shopping if you run them alongside each other with the same products.
However, if you exclude branded search terms from pMax (step 2), there will be nothing to take priority over (because you excluded the search terms!)
### **Misconception 2: if you exclude branded search terms from Performance Max, you’re taking away valuable conversion signals**
I agree: we don’t want to limit pMax by taking away valuable conversion signals. However, there won’t be a problem because the conversion data is shared across campaigns when you use data-driven attribution.
Alright, so now on to how to actually make this work.
## **Step 1: analyze share of branded search in pMax**
The first step is to analyze the share of branded search in pMax. On average, we see 10-20% of conversions are branded. Here’s how to analyze:
1. Click on your pMax campaign > insights > scroll down to search terms insights
2. Calculate the total conversions/conversion value that came from branded searches
3. Compare that to the total conversions/conversion value of your pMax campaign
Now you know you share of branded searches in your pMax campaign. If the share is below 5%, maybe don’t bother because it may simply not be worth the effort. But if it’s >10%, definitely move on to the next steps.
## **Step 2: exclude branded search terms from pMax**
The next step is to exclude your branded search terms, so pMax will no longer take credit for branded conversions. This is how:
1. Create a negative keyword list specifically for Performance Max
2. Contact Google support and ask them to apply it to your campaigns
3. Add negative keywords whenever you want inside the Google Ads interface
_([fyi: we wrote about this in an earlier issue of The PPC Edge that you can read here](https://www.ppcmastery.com/blog/tpe-9-the-simple-3-step-process-to-add-negatives-to-pmax))_
Here’s proof that it actually works: all of these campaigns have a negative keyword list attached with brand keywords that are now excluded.
Pro tip: don’t forget to keep adding misspellings that may be caught by pMax!
Your Performance Max campaigns will no longer catch branded search terms. The next step is to set up a Branded Standard Shopping campaign.
_Quick note: do NOT forget to also run a Branded Search campaign. We assume you’re already doing that so we won’t touch on it here._
## **Step 3: set up a Branded Standard Shopping campaign**
Now it’s time to set up your Branded Standard Shopping campaign. We won’t show you every exact step, but take in mind these best practices:
- 1 campaign is enough, don’t overcomplicate it
- 1 ad group could be enough, unless you want to segment by products/categories, that’s also fine
- Create multiple product groups either split up by product category or product ID. This makes it easier to manage the CPCs of specific products/categories
- Select the right feed and location targeting
- Use Manual CPC unless you have a specific ROAS target for branded searches, (then use tROAS). More on this in step 5
- Set campaign priority to low
Congrats! You now have a Branded Standard Shopping campaign.
But… You’re not there yet. There is one crucial step you must take to ensure your Standard Shopping campaign actually only catches branded search terms.
## **Step 4: exclude non-branded search terms from Branded Standard Shopping**
There is one big problem: Branded Standard Shopping doesn’t really exist. You can’t target specific (branded) keywords. With Google Shopping, you are automatically matched to relevant search queries based on your product feed. Therefore, you will be matched both on branded, AND non-branded search terms.
That’s why you must exclude every non-branded search term you see in the search term report of your Branded Standard Shopping campaign.
Here’s how:
1. Create a negative keyword list
2. Add the negatives to your Branded Standard Shopping campaigns
3. Go to your search term report and create a filter: “search term does not include \[branded search term + ALL misspellings\]”, “added/excluded: none” (you should now only see all non-branded search terms that were matched on Branded Standard Shopping)
4. Select all search terms and select “add as negative keyword”
5. Click “negative keyword list” > select the list you created in step 1 (add all as exact match negatives)
6. Save this filter so you can easily use it in the future
7. For the first few days, add all the non-branded search terms that were matched. Then, add it to your weekly checks
We recommend to use a negative keyword list because you can add it to multiple Branded Standard Shopping campaigns (if you have them). This is especially relevant and easy if you have campaigns with the same language in different countries.
It’s a bit of a manual process, but if you do this for a few weeks, your campaign will be almost completely branded. As time passes, the amount of search terms you need to exclude every week will get smaller and smaller.
## **Step 5: maximize impression share on Branded Standard Shopping with manual CPC**
Congrats! You now have a fully operational Branded Standard Shopping campaign.
You selected Manual CPC in step 3 because it allows you to find the perfect balance between a high Impression Share as well as a low CPC (be mindful: we’re not advocating a Manual CPC setup on non-branded campaigns, this is just what works well for Branded Standard Shopping specifically!)
With Manual CPC, you have control over which products you want to give more visibility on specific branded search terms. Increase/decrease CPCs whenever your performance calls for it.
## **Step 6: scale pMax with realistic CPA/ROAS targets**
By going through these steps, you’ve ensured that your pMax data is trustworthy, which makes it easier to scale. It’s likely that your CPA/ROAS has gotten worse, but that’s fine because you know pMax is not taking credit for branded conversions.
It just became easier to scale your pMax campaigns.
## **TLDR recap**
So that’s it. Give it a try, it actually works. You’ve seen it in the screenshots above.
Quick recap on how to make your pMax data more trustworthy while still maximizing visibility on Google Shopping with Branded Standard Shopping campaigns:
1. Analyze share of branded search in pMax
2. Exclude branded search terms from pMax
3. Set up a Branded Standard Shopping campaign
4. Exclude non-branded search terms from Branded Standard Shopping
5. Maximize impression share on Branded Standard Shopping with manual CPC
6. Scale pMax with realistic CPA/ROAS targets
We showed this strategy first to the students of our Performance Max Mastery course (launched in August). If you want to learn how to effectively set up, optimize and scale pMax campaigns, [consider enrolling here](https://www.ppcmastery.com/performance-max-mastery). We have a ton of 5-star reviews from big and small agencies, freelancers and in-house teams from all over the world.
Anyways… See you soon - we hope you will crush it this week!
Bob & Miles
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #13 — TPE #13 - 3 ways to thrive in the age of automation
URL: https://www.ppcmastery.com/newsletter/tpe-13-3-ways-to-thrive-in-the-age-of-automation
Published: 2022-10-19
Author: Miles McNair
As we all know now, Google Ads is in a huge automation revolution.
Google controls everything: what your ads look like, where your ads show, and even how much you pay for a click.
It’s all happening in front of our eyes, and there’s nothing we can do about it.
We’re not here to point fingers at a broken system - it’s just the way it is…
There is an ongoing debate going on about automation: some people love it, others hate it. But soon, there will be no more debate.
The automation revolution will soon come to an end, and we’ll enter a new era: the one of complete automation.
When everything is automated, how do you thrive as a business? What must you do now, so you can continue to beat your competitors, and win in the long-term?
Read on, we will answer those questions for you in this issue of The PPC Edge.
Let’s dive in!
## **No time to read? Here's the TLDR recap:**
Google Ads is changing fast. Too fast for some PPCers. The automation revolution is coming to an end, and we’re entering a new era of complete automation.
If you didn’t adapt early, you are now officially behind. Luckily, there are still some things you can do to thrive and beat your competitors:
Fix your mindset:
- Do NOT complain
- Be skeptical, but practical
- Stay up to date with and deeply study all recent changes
And focus on these 3 key areas to remain relevant and take your skills to the next level:
1. Creative excellence
2. Conversion rate optimization
3. Data input
Ok, let's dive deep now!
## **If you haven’t adapted early, you are now officially behind!**
We love taking a practical approach to Google Ads: just test everything, see what works for ourselves and scale our accounts accordingly.
However, sometimes it’s good to take a step back and look at our industry from a theoretical, perhaps more philosophical perspective.
Let’s take a closer look at the Google Ads space by applying the Diffusion of Innovation Model. This model was developed by communication theorist E.M. Rogers, of the University of New Mexico in 1962.
It describes the pattern and speed at which new ideas or products are adopted by a population. New idea/product/feature adoption generally goes through five phases:
**Phase 1 - innovators (2,5%):** the first to try out new ideas (risk takers)
**Phase 2 - early adopters (13,5%):** people who are open to try new ideas (after the initial wave is over)
**Phase 3 - early majority (34%):** the first and biggest part of the general population, open to adopt mainstream ideas, even when relatively new
**Phase 4 - late majority (34%):** the second part of the general population, usually following mainstream adoption of new ideas
**Phase 5 - laggards (16%):** people who are behind mainstream adoption, usually because they’re risk-averse or not open to new ideas (because they stick to what they think is right)
Now, let’s look at how this applies to Google Ads by layering the Diffusion of Innovation Model on top of Google’s automation revolution.
## **How it applies to Google Ads**
Let’s look at how the different phases of the automation revolution fit perfectly on top of the Diffusion of Innovation Model:
**2016 - innovators:** in our opinion, the automation revolution started when Google introduced Smart Bidding in 2016. There was a lot of backlash, people were angry, and only a small group of PPCers tested and embraced this new feature. Most people stuck to manual setups (and rightly so - in the beginning, Smart Bidding definitely didn’t perform as well as it does today).
**2018 - early adopters:** machine learning becomes the norm as Smart Bidding improves and Google introduces new, automated products such as RSAs and Smart Shopping. Again, most PPCers were hesitant to use Smart Shopping and stuck to their highly converting query-sculpting Standard Shopping setups.
**2021 - early majority:** Google introduces Performance Max campaigns. Uh oh. One, almost fully automated campaign to rule them all? By now, most PPCers embrace Smart Shopping, but Performance Max gets little traction.
**2022 - late majority:** Google announces forced migration from Smart Shopping and other campaign types to Performance Max. Boom! The Big Bang of Google Ads, as [Ed Leake](https://www.youtube.com/watch?v=6zruvVm8prE) called it. The biggest part of the PPC community is now forced to use Google’s highly automated products. We think we’re in this phase now - and it’s basically the last chance you have to adapt to Google’s automation before you are officially behind.
**2023 and beyond - laggards:** most people have adopted, but those who haven’t, are now officially behind. They are clueless on how to use Performance Max, because they didn’t even adapt to Smart Bidding in the first place.
Does this mean you should always be an innovator? No, most certainly not. As you may have witnessed yourself, automation generally works poorly in the beginning and gets better over time. If you are an early adopter, or even part of the early majority, you will still have plenty of competitive advantages.
## **Is our industry changing too fast?**
Now here’s the big problem: everything changes so fast - it’s extremely hard to keep up. Just look at what Google introduced (some announced, some silently without announcements) in the last couple of months:
**Forced migration to pMax between June and September** (it feels so long ago but it’s only been a couple of months).
**September: Google announces they can now write your descriptions in pMax campaigns:**
_Source: email from Google titled “Update to Performance Max Final URL expansion” on September 13th_
**October: Google can now write your complete ads, based on other ads and your landing pages**
**October: broad match keyword-only campaigns are now in beta** (thanks to [Benjamin Wenner](https://www.linkedin.com/feed/update/urn:li:activity:6986203123291668480/) for this insight)
_Source:_ [_Wordstream - is a future with no keyword match types in sight?_](https://www.wordstream.com/blog/ws/2022/10/13/future-of-keyword-match-types)
Ok so… Enough with the theory. You get the picture. Google has automated nearly everything, and will continue to do so in the future.
The question then is: what must you do NOW to make sure you don’t belong to the group of Laggards? So you don’t get crushed by your competitors, who adapted to automation much earlier than you?
## **Fix your mindset first**
We think there will be 3 key focus areas for Google Ads Specialists to choose from, to thrive in the age of automation. Of course, there are more things to focus on, but these are the major ones in our opinion.
Before we dive in, let’s briefly look at the mindset shifts you need to undergo, in order to be successful with Google Ads in 2023 and beyond.
**Do NOT complain.** Please, stop complaining - immediately. You think it’s not fair what Google is doing? They’re only trying to fill their own pockets? Well, even if that is true, what are you going to do about it? Unless you have any legislation powers (which we doubt), stop complaining. It will not bring you anywhere.
**Be skeptical, but practical.** Always be skeptical of everything Google tells you to do - but also be practical. Just test everything you can, and see for yourself if something works or not. Stop overthinking, start doing.
**Stay up to date with and deeply study all recent changes.** Our industry is changing so fast, you need to have a system in place so you stay on top of all the new updates. On top of that, deeply study everything Google brings out. Don’t just read the headlines. Go a bit deeper, read the full announcements and any other support articles Google brings out. By doing this, you will already be ahead of 99% of other PPCers who just read headlines!
Ok, now that’s out of the way, let’s take a closer look at the 3 key areas to focus on in the age of complete automation.
## **3 key focus areas in the age of complete automation**
Now when it comes to the future of Google Ads, we think there will be three key focus areas that you can specialize in to not only remain relevant, but also thrive and grow. Of course, you also need to manage accounts, performance, structure campaigns etc. - but those things belong to your already existing skillset as a Google Ads Specialist.
Truly become unstoppable, by layering one of the following three key focus areas on top of your existing skillset:
1. Creative excellence
2. Conversion rate optimization
3. Data input
You can choose one to begin with, but if you really want to take it to the next level, master all three! Finally, let’s zoom in on the focus areas.
### **Creative excellence**
With Performance Max campaigns, after you add a bunch of images, videos and copy assets. Google then decides how, where and when your ads show.
It’s up to you to make sure the right assets are plugged into your campaigns. You can become invaluable if you truly understand what kind of creatives work, how to use persuasive copywriting, how to use hooks or image design to grab attention, when to drop CTAs in videos, how to portray your products in images etc.
If you work in multidisciplinary teams, collaborate with Meta and TikTok media buyers. They already know the importance of good creatives, and have ton of experience in that regard.
Learn from them, and then apply Google-specific best practices to your assets.
### **Conversion rate optimization**
This is something that will never go away, and will only become more important. Conversion rate optimization (CRO), is not just testing the color of your CTA buttons on your landing page. It’s the entire process of making it easier for your customers to take the action you want them to take.
Create specific landing pages for specific products, without any distractions, and use them in your automated campaigns. The most important thing here is to just test, test, test. Just imagine what a 3% conversion rate uplift could mean to your performance - let alone 10-20%.
CRO is still super underrated and underutilized. It’s a great growth opportunity for you in the future.
### **Data input**
And finally, data input is only going to become more and more important. It kind of goes hand in hand with creative excellence and CRO. By specializing in data input, you are responsible for everything that Google needs to steer on the best possible performance. This includes but is not limited to: product feed optimizations, making sure all conversion tracking is set up and working properly (too many people still struggle with enhanced conversions), using first-party audience data etc.
## **TLDR recap:**
Google Ads is changing fast. Too fast for some PPCers. The automation revolution is coming to an end, and we’re entering a new era of complete automation.
If you didn’t adapt early, you are now officially behind. Luckily, there are still some things you can do to thrive and beat your competitors:
Fix your mindset:
- Do NOT complain
- Be skeptical, but practical
- Stay up to date with and deeply study all recent changes
And focus on these 3 key areas to remain relevant and take your skills to the next level:
1. Creative excellence
2. Conversion rate optimization
3. Data input
That’s it. Thanks for reading. Best of luck - we hope you will crush it in the age of complete automation!
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #7 — audience signal best practices for Performance Max
URL: https://www.ppcmastery.com/newsletter/tpe-7-audience-signal-best-practices-for-performance-max
Published: 2022-10-19
Author: Miles McNair
Today, we’re sharing our audience signal best practices for Performance Max campaigns. There are a lot of misconceptions about how audience signals actually work and how to leverage them to drive the best performance.
In this issue, we’ll share our audience signal best practices that you can apply to improve the results of your own Performance Max campaigns.
Let’s dive right in!
## **Most people misunderstand audience signals**
Before we get to our best practices, let’s briefly talk about what most people think audience signals are, versus what they really are.
## **What are audience signals?**
Google introduced audience signals uniquely to Performance Max campaigns. It allows you to inform the algorithm about who your ideal target audience is. Contrary to popular belief, **audience signals are not used for actual targeting. They are merely used as suggestions, to steer the algorithm in the right direction.**
Google may or may not target the people in your audience signals. According to official documentation, “Performance Max may show ads to relevant audiences outside of your signals if they have a strong likelihood of converting to help you meet your performance goals”.
When setting up audience signals inside Google Ads, it says: “In Performance Max campaigns, your ads will be shown to people beyond your selections to find new conversions”.
Just remember this: audience signals are not used for direct targeting. Instead, they are used to kickstart your campaign by pushing your pMax campaign in the right direction.
Ultimately, Google will just try to target anyone, anywhere, to get the cheapest conversions possible.
Does this mean audience signals are not important?
Of course not! They are super important, especially when launching a new campaign.
Let’s move on to how we usually use audience signals for our clients.
## **Audience signal best practices**
When setting up audience signals, these are the options to choose from:
- Your data (remarketing lists, customer lists etc.)
- Custom segments (based on their activity on Google property)
- Interests & detailed demographics (in-markets, affinities, life events etc.)
- Demographics (age, gender, parental status, household income)
The more signals you use, the wider your initial audience targeting. We recommend to start with very specific signals, such as first-party data signals (your own data).
**For lead generation**, these are some great first party data signals:
- Low-intent leads (micro conversions like newsletter subscribers, whitepaper downloads etc.)
- High-intent leads (macro conversions like contact form submissions, call conversions, quotation requests etc.)
- Low CLV clients
- High CLV clients
**For ecom**, these are some great examples:
- New customers
- Repeat customers (i.e. customers with a lot of orders)
- Low value customers (i.e ‘Bargain Hunters’, great for sale targeting)
- High value customers (i.e. ‘Big Spenders’ with high AOV)
Start with high value leads/customers. If you don’t have enough data points, you can use broader first party signals.
Mind you: these are just examples. You can go as granular with your first party data as you want. The more specific, the better in most cases. Just test and see what works well for you.
You could combine that data with a limited amount of (very) specific custom segments:
- People who searched for specific terms on Google (custom in-market)
- Your top 25-50 best performing search terms (custom in-market)
Now you’re combining your own data with Google’s data about people who are already actively looking for your products/services.
Interests and detailed demographics tend to go very broad. In most cases, we recommend not to target them individually.
Once you hit your targets and your performance is good, you can test broader audience signals to expand your targeting.
If your performance is NOT good, you might want to deleverage your audience signals by narrowing them down.
## **The problem with audience signals: it’s hard to see the actual impact per signal**
It’s almost impossible to see the real impact of every individual audience signal because Google doesn’t provide any data for your signals. Even if you update your audience signals, and your performance improves, you can’t fully attribute it to those changes.
Always keep this in mind: audience signals are just mere suggestions for Google. It’s up to the algorithm to follow your signals or not. In most cases, Google will go beyond your audience signals and target anyone, anywhere in order to get the cheapest conversions possible.
The goal with your audience signals is to push your Performance Max campaign into the right direction. The best way to do this is to create signals that combine your own customer data with Google’s search data.
## **The TLDR recap**
- Audience signals are NOT direct targeting
- Audience signals are suggestions to push pMax in the right direction
- Ultimately, Google WILL target people outside of your audience signals
- Start off with very specific signals (first party data + custom in-markets)
- Broaden if performance is good, narrow down if performance is bad
- You can’t see the performance for individual audience signals which makes it very hard to optimize
Don’t overcomplicate it. Just combine high value customer/lead data with high intent search term data and you’re well on your way to a well performing pMax campaign.
See you next week!
Bob & Miles
###### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
#### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #12 — how to audit Google Ads accounts (3-step templatized auditing process)
URL: https://www.ppcmastery.com/newsletter/tpe-12-how-to-audit-google-ads-accounts
Published: 2022-10-09
Author: Miles McNair
A Google Ads audit is the best and fastest way to find out how to improve your performance.
However, most people don't know how to audit properly:
❌ They look at the wrong metrics
❌ They don't use a template and waste too much time
❌ They don't prepare well, and give wrong recommendations
(which results in an unhappy client).
Over the past 5 years, we have done hundreds of big and small account audits.
Audits can be extremely profitable, but can also take a lot of time when done without a clear system.
Therefore, we've created our own system. A 3-step templatized auditing process:
1. Prepare: brief the client and ask a ton of questions
2. Audit: check the account with a template/checklist
3. Advise: give advice on how to improve results (with a clear action plan based on impact/complexity)
For every step in our action plan, we use templates and checklists. This helps to:
👉 Save time
👉 Get better results
👉 Never miss a growth opportunity
👉 Make your clients very happy with advanced advice
👉 Solidify your position as an authority in the Google Ads field
Let’s dive into our 3-step templatized auditing process, and how we use our templates and checklists!
**1: Prepare: brief the client and ask a ton of questions**
We love the saying: “well begun is half done”. The biggest mistake we see specialists make is that they start auditing right away. They ask no questions beforehand, which results in mediocre or even unwanted advice on how to improve results.
We always start off by sending our client a detailed briefing document with questions about:
- Their business and goals
- Their customers, competitors and market insights
- Their products and services
- Their marketing efforts
- Their specific Google ads goals, KPIs, challenges etc.
You might notice that we only ask about Google Ads AFTER we understand their business, goals, customers, market and marketing efforts.
By asking the right questions, you set yourself up for success. You make a great first impression because you show your client you truly care. And you showcase your expertise (you’re willing to go beyond just Google Ads), which ultimately reinforces your position as the authority in your field.
Your clients will love you for it!
Quick bonus tip: always ask your client specifically WHY they requested an audit and what they’re hoping to get out of it. This will dramatically improve the quality of your output and how you frame your advice.
Moving on to the actual audit.
**2: Audit: check the account with a template/checklist**
Once you get the answers to your questions, it’s time to do the actual audit and dig up any growth opportunities you can find.
We use a template (that’s basically a big checklist) to quickly find out what’s working and what isn’t. We structure it based on 15 categories like goals & targets, performance insights, general (account) settings, connections, Search campaigns, Performance Max campaigns, bid management, budget, conversion tracking, audience data, remarketing, Google Merchant Center and more.
_(if you want the full template check out the link at the bottom of this email)_
And then we have another one, specifically for Google Shopping feeds (for ecom clients).
In all those categories, we have over 200 checks that we go through one by one.
We invested over 100 hours to create a document that fit all our needs. It looks like this:
Detailed explanation below
Line 1: predefined question that needs to be answered
We don’t randomly go through the account and hope we find something. We ask ourselves these questions over and over so we go through the account in a structured way.
Line 2: predefined column that ranks the impact of the check and fix
When you do an audit, you could find dozens of things to optimize. Not everything needs to be done right away. We rank the impact of the check and fix with high, mid or low, so it’s easier to sort our advice based on the eventual impact it will have on the results.
Line 3: predefined column that ranks the complexity of the check and fix
Another metric we’ve added to show how complex a certain check/fix is (ranked as complex, neutral or simple). This is very powerful when combined with impact: it allows us to rank our advice based on impact/complexity.
Line 4: give a score to a check (through the predefined drop-down menu)
When going through the checklist, we give scores to the checks (excellent, good, bad or n/a). It’s set to “to do” by default, so we know we still need to do this specific check.
Line 5: room for any notes on this specific finding
For example: “Google Ads purchase conversion tag not configured correctly”.
Line 6: room for any screenshots to back up findings
It’s extremely important to back advice up with data and screenshots of your findings. This helps prove a certain point, and takes any doubts away. That’s why we added some space to add the screenshots (which we can then easily integrate in our audit presentation deck template).
**That's it for the audit itself. On to the final part: how to give the** **best advice.**
**3: Advise: give advice on how to improve results (with a clear action plan based on impact/complexity)**
Then, once we finish the audit, we gather all of our learnings into an overview that we present to the client. Again, this is highly templatized to save a ton of time.
We start by listing everything that needs to be optimized. Then, we assign a score to priority (high, mid, low), impact (high, mid, low) and complexity (simple, neutral, complex). This helps us to determine what needs to be prioritized.
Generally speaking, we like to start off with a few quick wins (the low-hanging fruit) to get the momentum going. Then, we move on to more complex optimizations.
An example of what the optimizations could look like. Normally, this list will be much longer, of course.
The final step is to present the findings to the client. We always schedule a call/meeting because we think it’s important to have a proper debrief and give context to the advice we’re giving.
We take all our findings and put them into our audit presentation slides template. The screenshots that we took earlier during the audit come in really handy here. We personalize it by replacing the placeholder images with images of the client’s brand.
This is what it looks like:
This is how we structure the audit presentation:
1. Quick introduction: we like to mention that we’re not here to take over an account but are merely giving advice on how to improve (this is important especially if other agencies are involved)
2. Overview of today’s talking points (= everything we found while doing the audit)
3. Short debrief of why they requested an audit and how the advice will be presented
4. Start off with a few things that they’re doing well (this helps to create a positive, reinforcing environment)
5. Give our initial thoughts: what do we see on an overall level
6. Move on to the meat of the findings and advice
7. Concluding thoughts: bringing it all together and summarizing what they need to do to improve performance
TLDR recap
So that’s it! This is how we audit accounts. Completely templatized to save time, give better advice and ultimately make our clients very happy:
1. Prepare: brief the client and ask a ton of questions
2. Audit: check the account with a template/checklist
3. Advise: give advice on how to improve results (with a clear action plan based on impact/complexity)
We hope it was useful!
See you again next week.
Bob & Miles
\-----
P.S. for the first time ever, we’re sharing our audit templates and checklists with the PPC community.
If you want to make your own Google Ads audits faster, better and more profitable, or if you simply want to add them to your product stack, [**then head over to this link to grab our white-label, ready to use templates**](https://www.ppcmastery.com/google-ads-audit-template).
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #11 — new Search trends that will impact your Google Ads results
URL: https://www.ppcmastery.com/newsletter/tpe-11-new-search-trends
Published: 2022-10-05
Author: Miles McNair
Google announced important updates to Search this week. These updates apply to Google Search as a whole, but no one is talking about the huge impact they will have on Google Ads.
Google has been getting a lot of negative feedback on recent changes, but we think the upcoming updates are actually very positive - especially for Google’s end user.
We’ll dive into the biggest changes, how they will impact your Google Ads campaigns and what you need to prepare to fully leverage the updates for the best results.
Let’s get you up to date in the next 6 minutes!
## **Search is changing: these are the biggest upcoming trends that will have the biggest impact on your Google Ads performance**
Google announced a lot of new things, but we identified the 4 most important trends that will have the biggest impact on your Google Ads performance:
1. More ways to search
2. Richer search results & more on-page exploration
3. Better Shopping experience
4. Better (auto) translated content
Let’s dig deeper into these trends, how they will impact your Google Ads results and what you need to prepare to fully leverage them for the best performance.
1. ### **More ways to search**
**The news:** Google will expand Multisearch to 70+ new languages. Initially, this was only available for English searches in the US. With Multisearch, users can search using (a combination of) text, voice and images.This is a very cool update, making it very easy to search for specific items.
See someone with cool sneakers? Just take a picture, add ‘size 44’ and hit search. You will now get highly relevant search results based on that picture and text.
**How it will impact Google Ads performance:** This increases the importance of a highly optimized product feed. Add as many relevant (additional) images to your feed as possible. Include different angles of your products as well as lifestyle images.
2. ### **Richer search results & more on-page exploration**
**The news:** Google’s search results will get more rich previews of information. Essentially, this means the search engine results page will become even more visual. In addition, Google is adding ‘explore and discover’ options in the search results to help users find what they’re looking for (faster). This includes better autocompleted search results.
**How it will impact Google Ads performance:** As the SERP becomes more visual and filled with rich information previews, users may spend more time on Google without clicking anything, finding what they need without clicking on links or ads. This could lower your total amount of ad clicks and/or CTR.
This increases the importance of using image extensions to make your ads pop out (because users are scanning the page even faster and reading less of your ad copy).
Oh, and the autocompleted search results are an excellent way to get new keyword ideas!
3. ### **Better Shopping experience**
**The news:** Google is investing heavily in improving the shopping experience by making it highly personalized and immersive. There are 9 big changes that will launch soon. Instead of listing them all, we’ve distilled them into 3 main categories:
## **3.1 More visual ways to shop**
When users search with the word ‘shop’, they will unlock a visual feed of products and research tools to find what they’re looking for. Users will be able to ‘shop the look’, see what’s trending and shop in 3D. This is something we’re extremely excited for.
A quick preview of what this would look like:
_Source: 9 new features and tools for easier shopping on Google_
## **3.2 Better discoverability**
Google is making it easier for users to discover new products based on real customer reviews and buying guides with details like sizes, materials, weight etc.
They’re also adding new filter options that apply to shopping ads and images:
_Source: 9 new features and tools for easier shopping on Google_
## **3.3 More personalized recommendations**
Previous shopping behavior will be used for personalized recommendations in the future. This plays heavily into the automation we know from our Google Ads campaigns. These recommendations can also be shown outside of search, on the Google Discover network.
**How it will impact Google Ads performance:** If you’re running Shopping/Performance Max campaigns, these updates are huge. Do this to prepare:
### **Enrich your feed with as much information as possible.**
Use all available attributes. More really is better in this case (the more data you provide, the easier it will be for Google to show your products at the right time and place). Invest in your feed quality to make it easier for your customers to discover your products, not your competitors’.
### **Add images of your products from every angle so Google can make a 3D model.**
According to Google, 3D models increase ad engagement by 50% compared to static images, so this is massive.
4. ### **Better (auto) translated content**
**The news:** Lastly, Google is improving translations and auto translated content. Anyone notice a huge improvement in Google Translate quality recently? We sure have.
**How it will impact Google Ads performance:** Google is getting better at translating content, and is already matching translated search queries to your keywords. Keep an eye on your search term reports, we think the share of matched translated queries is going to increase drastically in the near future!
## **So that’s it. A quick recap below.**
These upcoming trends and changes to Search will have a big impact on your Google Ads results:
1. More ways to search
2. Richer search results & more on-page exploration
3. Better Shopping experience
4. Better (auto) translated content
And do this to prepare, so you can leverage these changes for the best performance:
1. Invest in feed optimization: enrich your shopping feed with as much data as possible
2. Use new autocompleted search results for keyword ideas
3. Use image extensions to make text ads stand out
4. Check SQRs for translated query matches
Thanks for reading. See you again next week!
Bob & Miles
##### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #10 — how to prepare Google Ads for the Holiday Season
URL: https://www.ppcmastery.com/newsletter/tpe-10-how-to-prepare-google-ads-for-the-holiday-season
Published: 2022-09-26
Author: Miles McNair
Black Friday, Christmas, Sinterklaas – The holiday season is upon us! In this week’s newsletter, we will talk about Holiday preparations.
Let's dive right in.
**Start early.**
Every year more shoppers worldwide plan to start buying gifts earlier than last year. Did you know that 26% of the shoppers in the US have already started their 2022 holiday shopping? That’s why you should have your holiday strategy in place as soon as possible. Here’s what Peak Season looks like in Northern Europe.
_Source: Google – Onepager trends & insights_
**Major shifts in consumer behavior.**
Before we dive deeper into campaign-related strategies, we’d like to share some **major shifts** in consumer behavior this holiday season, according to Google.
1. **Big shift in priorities.**
Since consumers are getting crushed worldwide by higher energy prices and inflation, there’s a big shift towards functional and conservative spending. People tend to focus more on **day-to-day necessities** while shifting away from luxury goods (such as watches) and leisure (such as travel).
2. **Value-seeking behavior.**
Because of the shift in macro trends, consumers are becoming increasingly conscious of the value they are getting from spending their money. They are actively **searching for utility and value**. Consumers are looking for more affordable alternatives.
**Prepare and plan for the holiday season**
There are 5 important pillars for succeeding this Holiday season.
1. Network coverage
2. Bids (including seasonality adjustments)
3. Budgets
4. Holiday campaign segmentation
5. Holiday creative optimization
Let’s dive in.
1. **_Network coverage_**
After two years of pandemic-driven shopping and supply chain issues, shoppers are researching and buying well in advance, so they can get what they need, at the price they want. Be there for shoppers throughout their entire journey, so you can **capture demand early**.
If you want to get the most out of this Holiday Season, we’d suggest setting up ToFu & MiFu campaigns, such as Display and YouTube. This way you can capture and convert early intent.
Of course, Performance Max will reach customers and capture their demand throughout their holiday purchasing journey as well. Make sure you will leverage this campaign type fully. Ideally in combination with dedicated campaign types, such as Display/YouTube/Discovery.
2. **_Bids (including seasonality adjustments)_**
Leverage smart bidding during the Holiday season. Are you in eCommerce? Leverage target ROAS strategies. Are you in Lead Generation? Leverage target CPA strategies.
Why? Smart bidding learns at the query level to set auction-time bids and helps you navigate sudden changes in demand. Including those occurring in the upcoming Holiday season. However, if you expect a large change in CVR over a short period of time, you can prepare by **adjusting your CPA or ROAS targets manually or using seasonality adjustments**.
Since people start buying gifts earlier than last year, we’d suggest adjusting your CPA or ROAS targets a minimum of **4 weeks prior to peak periods**. This way you can capture additional opportunities while maintaining efficiency goals. Make sure you think through your efficiency and volume goals. Do you want to maximize volume this Holiday Season? Calculate your break-even point and go all in. Would you still like to make some profit? Be more conservative in your bidding.
**Important!** - Keep in mind you’ll most likely run aggressive sales/discounts during this period of time. This means your gross margins will be thinner and have a big impact on your break-even levels. Make sure you calculate your CPA/ROAS break-even points, so you don’t overspend.
3. **_Budgets_**
Make sure you have enough budget to spend. You can leverage the Performance Planner, Google Trends, the accounts’ insights tab, or your third-party keyword research tool to predict the peak and calculate how much budget you need in order to capture as many impressions as possible.
_Source:_ _Google_
Make sure to increase your daily budgets early and closely monitor your campaigns during peak season, and **ensure that all campaigns continue to deliver** (when running on target).
4. **_Holiday campaign segmentation_**
If you have certain products you’d like to prioritize during the Holiday season, you might want to create dedicated Holiday campaigns for these items. Setting more aggressive targets can help maximize visibility for these products in (the weeks leading up to) peak periods.
We’re a big proponent of consolidation. Avoid over-segmenting campaigns as this could lead to reduced performance. **Only segment if your business goals require it to do so**. Once the holiday period is over, you can consolidate campaigns again.
**Tip** – Do you have a large inventory and are you running various product-level deals? Leverage custom labels (such as holiday sale values) so you can easily segment these products into separate campaigns.
5. **_Holiday creative optimization_**
This might be the most important bit. Create dedicated assets so you **stand out** during peak season. Remember, everyone and their mom are running Black Friday & Christmas deals. You want to differentiate on other parts than your sale price alone. The more creative assets that you provide, the more improvement you will see in your performance.
Highlight information about your product and promotions within your headlines and descriptions. Use creative, high-quality images that inspire people to engage with your brand and avoid stock photography like the plague. Create holiday-specific video ads to include in your Holiday Performance Max campaign(s) and dedicated Video for Action (Prospecting + Remarketing) campaign(s). Stand out from your competitors. Don’t be your average Joe.
**Tip** – By segmenting your promotions into dedicated Holiday campaigns (or at least asset/ad groups) you make sure your holiday creatives will not disrupt the creatives of your ‘evergreen’ products.
**TLDR recap:**
The Holiday Season is around the corner. Failing to prepare, is planning to fail. This is how you prep successfully:
1. Capture demand early
2. Leverage Smart Bidding and use Seasonality Bid Adjustments
3. Use the Performance Planner for accurate forecasts and make sure you have enough budget
4. Segment out specific sale products in separate (pMax) campaigns
5. Create Holiday-specific ads
We hope you liked this edition of our weekly newsletter. Have fun optimizing for this upcoming Holiday season and kick some ass! Let your competitors see how great marketing is done.
Bob & Miles
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #9 — The simple 3-step process to add negatives to pMax
URL: https://www.ppcmastery.com/newsletter/tpe-9-the-simple-3-step-process-to-add-negatives-to-pmax
Published: 2022-09-19
Author: Miles McNair
The best way to keep control over your Google Ads campaigns is by adding negative keywords. Unfortunately, you can’t manually add them to Performance Max campaigns.
Or at least that’s what Google wants you to think. You may have heard that there are basically two options to add negative keywords to your pMax campaigns:
**1.Ask your Google rep.**
but what if you don’t have a Google rep?! And also: it’s a big pain to email your rep every time you want to add a little negative keyword.
**2\. Use account-level negatives**
That’s nice, but once added, they will be applied to every campaign in your account. This functionality is useless if you want to add a negative keyword to a specific pMax campaign, but not other campaigns in your account
Well… There is another way. **It’s a simple 3-step process.**
_A quick shoutout to Geert Groot (one of our Performance Max Mastery students) for pointing this out. If you want more tips on how to set up, optimize and scale pMax campaigns,_ [_feel free to join us here_](https://www.ppcmastery.com/performance-max-mastery)_)._
Let’s dive into this process and how you can use it to add negative keywords to Performance Max from within the Google Ads interface - without a Google rep.
**The simple 3-step process to add negatives to pMax campaigns - without a Google rep**
Step 1: create a negative keyword list specifically for Performance Max
Step 2: contact Google support and ask them to apply it to your campaigns
Step 3: add negative keywords whenever you want inside the Google Ads interface
Let’s take a closer look at every step in the process.
**Step 1: create a negative keyword list specifically for Performance Max**
This is super simple. Just create a new negative keyword list specifically for pMax, add 1 or more negative keywords and hit save. Unfortunately, you can’t add the list to Performance Max campaigns yourself (your campaigns won’t show up if you search for them). That’s when you proceed to step 2 and reach out to Google support.
**Step 2: contact Google support and ask them to apply it to your campaigns**
Since you can’t add the list to your pMax campaigns manually, you need to reach out to Google support. Note: don’t ask your Google rep, just email ‘regular’ support.
Tell them you want to add your new negative keyword list(s) to your pMax campaigns. They will ask you the specific campaign names, negative keyword lists and a one-time permission to make changes to your account.
Just provide them with the information you need. After that, just wait until they’ve added your negative keyword lists to your campaigns.
You should now see that the negative keyword list has been added to your pMax campaign(s):
**Step 3: add negative keywords whenever you want inside the Google Ads interface**
That’s basically it! Now you can just add new negative keywords to your existing lists whenever necessary. And the best thing: you don’t need to reach out to your rep/support for every little negative keyword you want to add.
Don’t forget to ask support to add your negative keyword lists whenever you create a new pMax campaign (whenever relevant, of course).
Quick note on negatives and Performance Max campaigns:
_Beware that adding too many negatives could potentially harm performance. So use them wisely._
**So that’s it, you can now add negative keywords inside of the Google Ads interface**
That was super easy, right?
**TLDR recap:**
Follow this simple, 3-step process to manually add negative keywords to your pMax campaigns inside the Google Ads interface:
Step 1: create a negative keyword list specifically for Performance Max
Step 2: contact Google support and ask them to apply it to your campaigns
Step 3: add negative keywords whenever you want inside the Google Ads interface
Good luck, have fun adding negatives and thanks for reading The PPC Edge!
See you next week.
Bob & Miles
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #1 — Master Performance Max now to drive maximum growth
URL: https://www.ppcmastery.com/newsletter/tpe-1-master-performance-max-now-to-drive-maximum-growth
Published: 2022-09-12
Author: Miles McNair
Welcome to The PPC Edge! Every Monday morning, you’ll get 1 actionable tip to scale your e-commerce Google Ads campaigns to the next level.
In today’s issue, I’m showing you how to master Performance Max (PMax) to drive maximum growth for your (clients’) e-commerce brand.
I think PMax is the future and here to stay. Therefore I’m urging you to master it now, so you’re always one step ahead of your competitors.
Quick note: ALL Smart Shopping campaigns will be migrated to PMax campaigns in Q3, so time is ticking!
Let’s dive in.
## **A brief intro on Performance Max: one campaign type to rule them all?**
If you’re reading this, chances are you are familiar with PMax. As a refresher, PMax is Google’s newest, almost fully automated all-in-one solution.
This new campaign type allows you to advertise on almost all of Google’s ad inventory - all through one single campaign.
Just add your product feed, a URL, a few headlines, descriptions, logos, images and videos, audience segments and you’re ready to advertise on all of Google’s advertising channels.
Sounds great, right?
Well… It can be. But it can also… Not be.
Let me explain.
## **The advantages and disadvantages of Performance Max**
There are some apparent advantages of PMax:
1. Action-driven: PMax always tries to look for the best way to get conversions
2. Easy to set up: just create a campaign, add some assets and you’re live
3. Easy to manage: there aren’t a lot of insights or things to optimize
Which brings me to the most apparent disadvantages of PMax:
1. Lack of insights 1: you can’t clearly see how much you’ve spent on each channel
2. Lack of insights 2: individual asset performance insights are very limited
3. Lack of control: you can’t control on which channels you spend (most)
## **Lack of control and insights is problematic, here’s what to do about it**
If there’s one thing I’ve learned in my 5+ years in PPC is that Google does what it wants.
When Smart Shopping was announced in 2018, everybody went crazy. A new, almost fully automated campaign type? And you can’t even see on which search terms your ads show?
Outrageous!
And let me tell you: in the beginning, results were poor.
But Google kept pushing it, and kept investing resources to make Smart Shopping its flagship product.
And they made it work. As much as I hated Smart Shopping in the beginning, there’s no denying it became a very efficient campaign type for almost all my clients.
I expect the same to happen to Performance Max: I suspect Google will continue to invest a ton of resources to improve the engine which will ultimately improve performance.
And if history repeats itself (which I think it will), I don’t think Google is going to give a lot of additional insights to advertisers.
So here’s what to do about it:
### **Step 1: stop complaining about how your lack of insights and control are harming your performance.**
I get it. We all want more insights and control. But complaining about it isn’t going to do anything. Do this instead:
### **Step 2: understand how Google’s algorithms work**
Ok, so nobody REALLY knows how the algorithms work. But… Just understand the following: the algorithm will always look for the best way to get conversions.
With Performance Max, this means your budget may be spent anywhere across Search, Shopping, Display, Discovery or YouTube, Gmail or Maps ads inventory.
### **Step 3: deeply understand all the individual campaign types**
The more you know about all of Google’s campaign types, the better you will be able to scale Performance Max.
If you truly master Search, Shopping, Display, Discovery and YouTube ads, it will be easier for you to master PMax.
### **Step 4: decide how you want to use Performance Max in your campaign structure**
As of now, there are basically two options:
1. Add all assets and show ads on all of Google’s ad inventory
2. Add only a product feed and only show Shopping ads
Option 2 basically creates a similar version of Smart Shopping.
### **Step 5: create a winning campaign structure**
This is arguably the most important step. Again, a few options:
1. Add 1 PMax campaign with all products
2. Add multiple PMax campaigns split up by margins, ROAS targets, categories etc.
There is not one ‘best practice’ here. Your winning campaign structure depends on your business, your goals, your products, and available time to manage the campaigns.
In a future edition of the PPC Edge, I’ll dive deeper into how you can create your winning campaign structure. I’ll also go more in-depth on analysis and optimization.
**So what’s next?**
There’s a lot of uncertainty around PMax and I’m sure you have a lot of questions like:
- How do I optimize PMax in general?
- What is my ideal campaign structure?
- How do I optimize my product feed for Shopping?
- How do I optimize my other creative assets (images/videos)?
- How do I fit Performance Max into my broader marketing mix?
I plan on answering all of these questions and more in future editions of The PPC Edge. We'll go much more in-depth on future, actionable issues!
If you found this newsletter helpful, I’d greatly appreciate it if you subscribed and shared it with a friend/colleague.
So… That’s it for today.
Thanks for reading this first edition of The PPC Edge.
If you have any questions, please leave a comment or shoot me a DM. I’m here to help.
See you next week!
\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_
###### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
#### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #2 — The future of Google Ads, trends & PMax asset optimization
URL: https://www.ppcmastery.com/newsletter/tpe-2-the-future-of-google-ads-trends-pmax-asset-optimization
Published: 2022-09-12
Author: Miles McNair
Welcome back to the PPC Edge! Every Sunday, you’ll get 1 actionable tip to scale your e-commerce Google Ads campaigns to the next level.
In this issue, I’m reporting on some of the most important learnings from Adchieve Summer School (training about the latest insights on PPC for e-commerce brands).
Before we dive in, two things:
1. Until further notice, the PPC Edge will be shared on **Sundays** instead of Mondays
2. I tried to keep it short but this newsletter turned out to be quite long. Hope you have the time to soak in some new trends ;-)
Now that that’s out of the way, let’s get to the content!
\--------
## **Adchieve Summer School? What?**
For those of you who aren’t familiar: [Adchieve](https://www.adchieve.com/en/) is a PPC management software & search automation tool.
I’ve never used their tool myself but I’ve heard some great stories about them.
This week, they organized Adchieve Summer School: a training about the latest insights on PPC for e-commerce brands.
Topics that were discussed:
- Using first party data in Google Ads
- The disappearance of third party cookies
- A new way of measuring success: ROAS vs POAS
- How to optimize (creative) assets for Performance Max
Most of the topics were about trends and upcoming changes to the Google Ads landscape.
I’ll briefly share my notes and biggest learnings per topic.
## **Third party cookies are going away. First party data is the only way to survive**
I’m going to keep it as simple as possible since I’m not a data expert and I don’t want to lose you with fancy buzzwords.
Please forgive me if I share information that is not 100% correct - but I’ll try to paraphrase as best as I can.
A quick reminder so you know what I’m talking about:
- First party cookies/data = owned by the website your visiting (i.e. your own website)
- Third party cookies/data = owned by another party (i.e. Google)
Everyone that’s been in online advertising knows that online measurement is becoming extremely hard.
Before we continue, allow me to give a little bit of context:
- [iOS14 has rekt us all](https://digiday.com/marketing/it-changed-the-way-people-perceived-digital-advertising-advertisers-reflect-on-ios-14-changes-a-year-later/)
- [Browsers are blocking cookies](https://searchengineland.com/why-im-glad-third-party-cookies-are-dying-382257#:~:text=In%202023%2C%20Google%20says%20it,their%20Safari%20and%20Firefox%20browsers.)
- [Concerns about user privacy are growing](https://www.forbes.com/sites/forbestechcouncil/2021/10/28/how-internet-privacy-is-changing-the-online-advertising-market/)
- [Governments fine tech companies for using illegally tracked data](https://www.outlookindia.com/website/story/business-news-france-fines-google-facebook-226-million-over-tracking-consent/408613)
As a result, [Google has announced it will kill third party cookies in Chrome in 2023](https://searchengineland.com/why-im-glad-third-party-cookies-are-dying-382257#:~:text=In%202023%2C%20Google%20says%20it,their%20Safari%20and%20Firefox%20browsers.).
Advertisers have relied heavily on using third party cookies to track, measure and optimize campaigns.
Since they are going to disappear at some point, **you need to focus on gathering and using your own data.**
Now that tracking is becoming harder and harder, we need to look at alternatives.
Here are some options as explained by Lars Maat, founder of Maatwerk Online:
1. Start using Google Analytics 4
2. Use first party data (customer lists, conversion data etc.)
3. Use external attribution tools tools (I use Northbeam)
4. Use Google Consent Mode
5. Use Google’s Enhanced Conversions
6. Look at offline conversion measurement
Koen Vanderhoydonck, Performance Marketing Specialist at Google, went a bit deeper. He defined 3 key categories to look at.
Because everything is changing so rapidly, we must rely more on algorithms to optimize:
### **1\. Conversion data**
Conversion modeling is becoming huge really fast. In the past we knew exactly which click led to which conversion. Unfortunately, now we don’t.
That’s where conversion modeling comes in. This is basically algorithmic conversion tracking based on probabilities.
Because conversions are being modeled, it’s not 100% waterproof.
Therefore, input is everything.
Trash input = trash output. Focus on high quality data so the algorithms can learn fast and optimize well.
### 2\. Audiences
Audience sizes are shrinking due to issues with tracking…
So we must build our own audiences. Try Customer Match in Google Ads (import your own customer lists and let Google find people that look like them).
Ods are your Google rep has shoved this down your throat 1000s of times.
Now before you tell me: “CusToMeR MAtCh DoEsn’T w0rK”...
Give it a try. Try different audience segments. I see great results with Customer Match of high value customers (i.e. customers with higher than average order amount of AOV).
Don’t bash it. Try it. If it works, scale. If it doesn’t, try something else :-).
Moral of the story: build & target audiences you OWN.
### **3\. Creatives**
This is where your edge is going to be.
Focus on creating killer creatives.
Use timeless direct response marketing tactics.
Research the greats of the past like Dan Kennedy. A lot of the fundamentals still hold up today.
That’s it with the boring stuff… You still here?
## **A new way of measuring success: ROAS vs POAS**
I’m going to keep it short here.
Adchieve’s CEO, Mark van Werven, showed us how they’re helping advanced brands redefine measurement with new metrics.
Lots of brands focus on a simplified metric like ROAS or ACOS, which is not wrong.
However, Adchieve is taking it one step further and is challenging brands to think more about the profitability of your campaigns.
This led to the birth of POAS: Profit of Ad Spend.
It SOUNDS great, but it could take a long time in practice to actually implement.
Why?
1. Most businesses have their own way of measuring data
2. It takes a bit of a technical implementation to set it up
3. Not every brand is only focused on profit
If you decide to switch to profit-based measurement/bidding, make sure it solves the problem of your (client’s) business.
Don’t try to solve a problem that’s not there.
Profit-based bidding is advanced and not something every brand should do per se.
## **How to optimize (creative) assets for Performance Max**
Now on to the tactical part of the newsletter: optimizing (creative) assets for Performance Max.
I’ve said this before but your creative assets are your way of differentiating yourself from your competitors.
Everyone is using the same tech and the same bid strategies.
But not everyone is using the same ads.
Making your ads stand out is the number one way to success with PMax.
So what should you optimize?
### 1\. Your shopping feed
A quick overview of how to optimize your product feed in no particular order:
- Test images
- Test headlines
- Use as much data as possible
- Make sure product info is up to date at all times
- Fully set up Google Merchant Center (with shipping times etc.)
I’d suggest you use a feed management tool. I personally use Channable but there are many alternatives out there.
When testing images, experiment not only with the main image, but also with the additional images!
### 2\. Your images
Your main goal with your image ads is to stop someone from scrolling. Then, your image should be intriguing enough for a user to click.
Make sure you have thumb-stopping creatives by:
- Research what works for others
- Optimize for mobile devices
- Try different text overlays
- Test, test, test
### 3\. Your videos
Video ads are amazing when done right. But they can also hurt your performance when done wrong.
A few quick ways to optimize your videos:
- [Use the ‘Hook-Story-Offer’ framework](https://www.clickfunnels.com/blog/hook-story-offer/)
- Hook your ideal audience in so they don’t skip after 5 seconds
- Show a compelling story about your brand/product to keep users watching
- Close with a strong call to action to direct users to your offer
- Frontload the most important messaging
- Make text overlays easy to read
- Optimize for mobile devices
- Test different lengths
- Test, test, test
There are many different ways to optimize your images and videos but that’s for another newsletter :-).
### 4\. Your campaign structure
Just like with Smart Shopping, you can go many different routes with your campaign structure.
Try various structures for yourself and see what works for your brand.
[Here’s a great article by ProductHero that shows a few different ways to set up your campaigns.](https://blog.producthero.com/shopping-ads-guide/performance-max-retail-campaign-approaches/)
It gives you a good direction of options to choose from, although there are many more things you can try.
Maybe an idea to dive deeper into in the next newsletter?
## Geez… That’s it for today!
This newsletter turned out to be a bit longer than planned haha.
Thanks for reading this edition of the PPC Edge.
If you liked it, feel free to share with a friend/colleague.
See you next week!
—---------------------------------------------------
###### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
#### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #3 — 7 tips to get better results with Performance Max
URL: https://www.ppcmastery.com/newsletter/tpe-3-7-tips-to-get-better-results-with-performance-max
Published: 2022-09-12
Author: Miles McNair
Welcome back to the PPC Edge! Every week, you’ll get 1 actionable tip to scale your e-commerce Google Ads campaigns to the next level.
In this week’s issue, I’ll give 7 tips to get better results with Performance Max.
I think PMax is still a hot topic. Lots of brands are transitioning now from Smart Shopping to PMax.
Even though PMax campaigns are easy to set up, they are harder to optimize than you think.
Here are my 7 tips to get bet better results with Performance Max.
Let’s dig in!
## **1: Understand Google Ads' history and what PMax really is**
If you understand the history of Google Ads, you understand PMax better. Let’s take a look at Google Ads’ history:
_You might want to zoom in a bit..._
As you can see, Google has been automating everything for the past 5-6 years. Performance Max is here to stay. I think we’re going to see even more automations and less insights in the future.
Google wants to make it easier for brands to start advertising, even without a seasoned professional to manage the campaigns.
PMax is supposed to be the ultimate all-in-one solution for small brands, but bigger brands will benefit too.
Just be cautious that you’re not over relying on PMax - make it a part of your wider Google Ads strategy (more in tip 7).
Now that you’re up to date with Google Ads’ history, let’s dive into the second tip to improve PMax performance.
## 2: Adopt a testing mindset and test everything
I’m developing my own framework based on data I’m getting from spending thousands per day on PMax across my clients.
There aren’t a lot of best practices yet (that are based on practical experience).
For now, since everything is still relatively new, all you can do for yourself is:
Test, test, test!
Set your assumptions and test them.
Some ideas to test:
- Creative tests
- Product title tests
- Audience signal tests
- Campaign structure tests
Let’s move on to tip #3 that shows the importance of data.
## 3: Use crystal clear data
Without crystal clear data, your Performance Max campaigns aren’t going to perform well.
I’ll keep it simple, 2 things here:
1. Know what your goals are (i.e. ROAS of x% etc.)
2. Have crystal clear data in Google Ads for conversion tracking & audiences
Use the Google Ads conversion tag so you can measure view-through and engagement-based conversions.
Do NOT use an imported goal from Google Analytics.
## 4: Choose (and test!) your winning campaign structure
There are many different campaign structures to choose from.
Draft what makes sense for your brand and start testing.
Here are some example structures to inspire you:
- No PMax at all (probably not advised)
- All-in-one PMax (everything in 1 campaign)
- Different campaigns structured around product types
- Different campaigns structured around profit margins/ROAS targets
I’ll dive deeper into this on a later post. It requires more time to explain in detail, and I’m still testing what works best for my clients at the moment.
## 5: Use and optimize assets to drive maximum results
I’ve spoken about this many times before but asset optimization is going to be your edge.
When everybody is using the same tech, how do you stand out?
Your creatives.
The worst thing you can do is connect a few images and videos, and then never check in on the performance.
You should continuously check in on how your assets are performing and replace bad performers for new ones, even if insights are limited.
Again: test, test, test…
And test fast!
Which brings me to the next tip:
## **6: Use data to optimize your account holistically**
Use data from your other campaigns to feed into PMax and vice versa:
\- Use best performing videos from YouTube campaigns
\- Use best performing headlines/descriptions from text ads
\- Use best performing images from Display/Discovery campaigns
\- Use best performing audience segments to fuel Performance Max
\- Use best performing audience segments in PMax on other campaigns
All your campaigns are supposed to work together.
## **7: Don't rely fully on PMax but make it a pillar in your wider account strategy**
Even though PMax CAN be an all-in-one solution, don’t rely too heavily on it.
Rather: make it part of your wider account strategy.
In most cases, I recommend to ALSO run additional campaigns for Search, YouTube, Display and Discovery. Standard Shopping is optional and depends on the complexity of your product catalog.
**That’s it for today’s issue. A quick TLDR recap:**
1. Understand what PMax really is
2. Adopt a testing mindset and test everything
3. Use crystal clear data to make informed decisions
4. Choose (and test!) your winning campaign structure
5. Use and optimize all assets to drive maximum results
6. Use data to optimize your Google Ads account holistically
7. Don’t rely fully on PMax but make it a pillar in your wider strategy
In a future edition, I’ll dive deeper into creative/asset optimization for your images, videos and product feed.
Thank you for reading and see you next week!
\---------------------------------------------------
###### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
#### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #4 — top 3 Google Ads news week 28
URL: https://www.ppcmastery.com/newsletter/tpe-4-top-3-google-ads-news-week-28
Published: 2022-09-12
Author: Miles McNair
Welcome back to the PPC Edge!
It was another vibrant week in our little PPC world.
To serve you and my clients in the best way possible, I stay up to date with the most recent news and test all of Google Ads’ latest features.
In this newsletter, I’m sharing what I’ve learned, so you don’t have spend countless hours looking for the latest insights.
Here’s a roundup of this week’s most important news.
Let’s dig in!
## **Here’s the TLDR summary:**
No time to read? Get headline-smart!
1. [Google launches Ads Creative Studio](https://www.youtube.com/watch?v=pAAkrAa2ExM&t=84s)
2. [Google announces new features in Performance Max](https://support.google.com/google-ads/answer/12351101)
3. [Concerns grow about TikTok overtaking Google as](https://techcrunch-com.cdn.ampproject.org/c/s/techcrunch.com/2022/07/12/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps/amp/) #1 Search Engine
Let’s briefly dive into this week’s news roundup!
## **1: Google launches Ads Creative Studio**
This is one of those announcements that I’m extremely excited about!
With everything that’s happening in the market (the disruption that is Performance Max), a huge emphasis is going to be on creatives.
However, many brands struggle to create strong creatives that can actually convert because it can cost a lot of money and time.
Google has listened and is now launching Ads Creative Studio: a tool to make the creative production process easier and more efficient.
An inside look at Ads Creative Studio:
- Get inspired by templates
- Quickly create image and video ads
- Personalize ads with various text overlays
- Optimize for different languages with auto-translated copy
I think this tool is going to be a gamechanger for smaller brands without a large content team and I can’t wait to start testing new creatives.
_[Watch the full announcement here on YouTube](https://www.youtube.com/watch?v=pAAkrAa2ExM&t=84s)_
## **2: Google announces new features in Performance Max**
My feelings about this are double: on the one hand I’m happy that we’re getting new features in Performance Max.
On the other hand: it feels like Google has been holding these back intentionally, to give us the idea we’re getting more insights…
But I feel like these are basic insights that we should’ve had from the beginning.
Oh well… I guess we shouldn’t complain in this market, right? New insights and features are always welcome.
So what are we getting in PMax?
### **1\. Optiscore**
Yay, Optiscore! We all love to hate it, right? This is the feature I’m least excited about getting.
Sure, it’s helpful, but PMax is so basic already anyway that I feel like there’s not going to be a lot of VERY useful recommendations.
### **2\. Advanced bid management controls**
I don’t know if you can even call it bid management anymore, but that’s just how I still call it. The most important thing here is that we’re getting some advanced controls like:
- **Advanced location targeting controls**
Google has done a great job in glorifying something that is actually extremely basic:
You can now distinguish between people who are present or interested in your targeted locations. Well sure, it’s great, but we’ve already had this option in all of our other campaigns since… Forever -\_-
- **Seasonality bid adjustments & data exclusions**
This is actually a big one. You can use seasonality adjustments whenever you expect a significant (at LEAST +30%) increase or decrease in conversion rate for a few days.
The algorithm will use this to proactively increase/decrease your bids for that period.
The benefits are twofold:
1. **Push harder during peak moments**
2. **Reduce harder after those peak moments (to ensure you don’t overspend)**
I have used seasonality bid adjustments heavily over the last 3 years for all of my clients (especially during peak moments around Black Friday, Father’s/Mother’s Day, Christmas etc.)
And then there are data exclusions, which tell the algorithm to ignore data from specific dates. This is especially helpful if you have issues with data quality for a specific range of time.
Be careful: if you overuse these two advanced controls your performance might actually suffer.
They’re a bit hidden. To find them go to Tools & Settings > Bid Strategies > Advanced Controls.
## **3: Concerns grow about TikTok overtaking Google as** #1 **Search Engine**
> "Younger users are often using social media apps like TikTok to search for information"
[According to Senior VP Prabhakar Raghavan](https://techcrunch-com.cdn.ampproject.org/c/s/techcrunch.com/2022/07/12/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps/amp/) (who runs Google’s Knowledge & Information organization), younger users (especially Gen Z) are often using social media apps like TikTok and Instagram to search for information, instead of Google Search.
For anyone that’s not Gen Z, this might sound crazy. Who doesn’t use Google Search to look for information, right?
But just watch closely in your own family. Ask your 10 year old daughter or 12 year old nephew how they look for information.
My niece wanted to know how to cut a watermelon, so she typed in “how to cut a watermelon”… On TikTok!
After searching, you see 6 top videos (and hundreds more) on how to properly cut a watermelon.
Pretty easy right?! (anyone craving some watermelon right now?!)
_[Read the full article about this development on Tech Crunch](https://techcrunch-com.cdn.ampproject.org/c/s/techcrunch.com/2022/07/12/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps/amp/)_
That’s it for today’s weekly roundup.
I’m sure we’ll have lots more to cover next week.
Thanks for reading the PPC Edge!
If you enjoyed it, help me by doing the following:
- Comment
- Tag/share with a connection
- Subscribe to the PPC Edge Newsletter
This actually helps me reach more people :-)
See you in the next edition, peace!
###### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
#### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #5 — Pmax migration - initial results & learnings
URL: https://www.ppcmastery.com/newsletter/tpe-5-pmax-migration-initial-results-learnings
Published: 2022-09-12
Author: Miles McNair
Welcome back to the PPC Edge!
This is probably the most important issue to date, because I'm reviewing how the migration from Smart Shopping to Performance Max went in some of my accounts.
(with real data so you can learn from it for your own campaigns)
If you haven't already, I really urge you to start migrating your campaigns to PMax NOW before Google does it for you automatically.
Even though it's a forced migration, be early so you keep control and aren't left to Google's mercy (which can be ruthless).
With that being said: let's dive in and see how PMax performs compared to Smart Shopping!
_(before we dive in, did you know I started a free Discord community for Google Ads experts? We're currently at 600+ members. We share knowledge, learn from each other and grow together._ _[Join here for free.](http://www.milesmcnair.com/community)__)_
## We all need to migrate to PMax before September
As you probably know, all Smart Shopping campaigns will be automatically migrated to Performance Max.
[Google has announced that they will start forced migration between now and September](https://support.google.com/google-ads/answer/12368488).
Let's set our emotions aside and take it for what it is.
You now have 2 options:
1. Be **reactive** and wait until the end and let Google migrate for you
2. Be **proactive** and start migrating NOW so you keep control over how it goes
My advice for you is to be **PROACTIVE** and migrate your campaigns yourself so you are ahead of the curve and have more time to learn and optimize.
I migrated most of my Smart Shopping campaigns to Performance Max in June/beginning of July.
Let's continue with insights on how that went and the impact on performance.
## The migration has been surprisingly smooth
I have to say, Google has done and outstanding job in making the transition from Smart Shopping to PMax very smooth.
All you need to do is go to your campaign, hover over "Shopping Upgrade Available" and click apply.
Ta-da: your Smart Shopping campaigns are now Performance Max campaigns.
The upside of using this migration tool: your historical data is transferred between campaigns so you have a limited/shorter learning period (which is actually a big deal).
### **Alright, so what about results?**
As always, results vary. But so far, about 3 weeks in, I'm happy with what I'm seeing in most cases.
Below I'll share 2 case studies of how the migration went for 2 DTC brands.
Quick note: you can't A/B test so you have to do before/after tests which are always a bit difficult because of seasonality and randomization of results...
I look at:
- If we were able to maintain similar performance
- How key metrics perform week by week after migrating
### Case study 1: seasonality impact skews data, but migration is successful
Brand 1: migrated to PMax with Shopping products only. Images and videos were added 2 weeks later.
Before (Smart Shopping):
After (Performance Max):
**Notes:**
- Migrated on July 5th, right after a seasonal peak
- Expected seasonal impact (going from high season to low season)
**Important data:**
- CPA increased +20%
- ROAS decreased -11%
- Conversions dropped due to seasonality
- Costs also dropped as we're pushing less during low season
**Analysis & conclusion:**
- Performance dropped, but it was expected after a big peak
- In terms of migration: PMax did a good job in keeping high spend
- After adding images and videos, CPA and ROAS remained somewhat stable
It's very hard to do a clean before/after analysis because there are so many factors that impact performance.
The next step for this brand is to optimize the image and video assets and to see how we can scale Performance Max further.
The initial results are looking promising though.
On to the next case study.
### Case study 2: uplift in performance after migrating to PMax
Brand 2: migrated to PMax on June 21st with Shopping assets only. We haven't tested images and videos yet (brand is not advanced enough yet but we will start testing in the future).
Before (Smart Shopping):
After (Performance Max):
**Notes:**
- Migrated on June 21st, no seasonality impact so cleaner data than case study 1
**Important data:**
- CPA decreased -11%
- ROAS increased +15%
- Conversions are somewhat stable
- Costs decreased slightly but we're looking to increase spend
**Analysis & conclusion:**
- Great initial results: higher ROAS, lower CPA and stable amount of conversions
- ROAS increased 2-3X in the first few days after migrating (insane!)
- After an initial boost, ROAS started to stabilize but is still higher than before
We're happy with these initial results. The migration tool has proven to me that Smart Shopping can upgrade to PMax seamlessly and there is not a big learning period.
Next steps for this brand: start testing image and video assets once we're ready.
## Concluding thoughts: migration works well but there's still a lot to test & learn. Start upgrading now or be left to Google's mercy!
I'm happy with how we migrated from Smart Shopping to Performance Max.
I don't always like changes to the Google Ads ecosystem, but I have to give them credit here: they've made upgrading to PMax an easy and smooth process.
There's still a lot to test and learn, but I'm happy with how it's going so far.
I'm sure Google will continue to put a lot of resources behind Performance Max, which will make it an even stronger product in the future.
Here's my call to action for you:
If you haven't already, please start migrating to Performance Max NOW!
You have until September, after that your Smart Shopping campaigns will be upgraded to PMax automatically.
Or if you're unlucky, Google will upgrade them for you before that.
Start migrating and testing now, get some early insights, adapt, optimize and share what you've learned so we can all grow together.
That's it for today.
Thank you for reading the PPC Edge.
###### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
#### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #6 — create the best pMax campaign structure (ecom)
URL: https://www.ppcmastery.com/newsletter/tpe-6-how-to-create-a-winning-pmax-campaign-structure-for-ecommerce-clients
Published: 2022-09-12
Author: Miles McNair
Welcome back to the PPC Edge!
One of the biggest reasons why Performance Max campaigns succeed or fail, is the way the campaign structure has been set up.
Your campaign structure can truly make or break your performance.
On a basic level, Performance Max may seem very simple, but it's actually very complex.
In this issue, I'm giving you a framework you can use to create a winning campaign structure that's working for **your specific account**.
Big disclaimer up front: don't believe anyone who says they have THE, one true winning campaign structure. The ideal campaign structure should be tailored to your specific case.
My goal with this article is not to act as though I have THE solution for campaign structures. **My goal is to give you a framework that you can use to create a winning campaign structure for** **your** **specific account**.
This issue will be a bit longer than normal, because there is actually a lot more to campaign structures than meets the eye.
Let's dig in - I hope it'll be of value to you!
## Take back some control with your campaign structure
Quick recap of the basics. With PMAX, you have:
- One or multiple campaigns
- One or multiple asset groups
- These asset groups contain assets like text, images, videos, products, a URL, logos, business name, a CTA and audience signals
The way you set this up, is going to determine whether your campaigns will be successful or not.
There is no "one-size-fits-all" campaign structure. Don't listen to people who say there is one golden campaign structure you need to follow.
The ultimate campaign structure cannot be templatized, because it's dependent on a lot different factors like your business type, goals, product inventory, monthly conversion volumes, infrastructure to create ads and many more.
What CAN be templatized, however, is the way you THINK about your campaign structure.
Let's continue to the next part of this article, in which I show you a mental framework that you can use to create the winning campaign structure **for your specific situation**.
Before we continue, it's important to understand the goals of your campaign and asset group structures:
- The goal of your campaign structure is to take back control by providing additional information to Google's algorithm, which it will use to make better targeting and bidding decisions
- The goal of your asset group structure is to bundle assets together to tailor ads and landing pages to the right products and audiences
## Don't make these 2 major mistakes: people either oversimplify, or overcomplicate their campaign structures
An example of oversimplification: a "one-size-fits-all" approach with all of your products and assets in 1 single campaign.
This is an example of a one-size-fits-all campaign:
Here's the problem with that:
- You have very little control
- Your performance is at the mercy of Google's algorithm
As you can see in the example above, one product was getting 90% of clicks in a specific campaign. The ROAS on other products was higher than the products with most of the clicks.
If you have one campaign with all of your products in it, you have 0 control over which products get shown when.
An example of overcomplication is a structure with **too many** campaigns:
Here's why that's bad:
- Having too many campaigns will fragment your data
- This makes it very hard for the algorithm to optimize well
- This only works if you have a lot of conversions per month per campaign
So if oversimplification and overcomplication are bad, what is the optimal strategy?
## The 4 golden rules of the optimal campaign structure
We now know there is no campaign structure that fits every single account. However, there are a few golden rules that apply all the time:
1. Keep it simple
2. Try to keep as much data in 1 campaign as possible
3. Only segment if you have enough data or good reasons to do so
4. Don't copy what someone tells you to do. Test and find what works best for YOU!
## The optimal campaign structure is like a LEGO set
Look at your campaign structure like a LEGO set.
Let's say you're building a tower. You have 2 components:
1. A base layer that serves as the foundation of your tower (left)
2. Building blocks to actually build the tower (right)
If I give a base layer and a set of LEGO blocks to 100 different people, you will see 100 different towers...
But they are all built on the same foundation.
I propose you should look at your campaign structure in that way too (from a building blocks perspective).
## Start with the base layer, the foundation of your campaign structure
Always keep the 4 golden rules of campaign structure in the back of your mind while going through this strategy.
In most cases, your campaign structure should start off with a base layer of campaigns that are segmented based on high value and low value products (basic segmentation).
The reason we do this, is because we don't want to overcomplicate your campaign structure in the beginning.
Then, once you are a bit more advanced, you can create more segmentation in your campaign structure by adding additional building blocks (i.e. additional campaigns).
Only do this if you have a good reason to do so, and if you have enough monthly conversion volumes. We'll dig into good reasons to create segmentation in a bit.
Your campaign structure may then start to look more like this:
Your base layer (basic campaign structure) has now been expanded with a few building blocks (extra campaigns).
The general rule of thumb with building blocks: only use them if you have specific products/categories that have separate goals (i.e. push harder/slower, different ROAS targets, clear stock, loss-leader, visibility goals, seasonal influences etc.).
A list of building block ideas to add to your base layer campaign structure (these are just examples). The goal is not to add as many as you possibly can. The goal is to use them only if you have a compelling reason to do so:
- Bestsellers
- Products on sale
- Specific categories
- Low impression products
- Single-product campaigns
- Products with low/high stock
- Products with poor performance
- PMAX with only image/video assets
- Standard Shopping for specific products
- Standard Shopping to catch branded search terms
- Standard Shopping catch all campaign with low manual CPC bid
- ... And the list goes on and on
**Always revisit the 4 golden rules when you're looking at your campaign structure.**
## The final question then is: how do you determine what building blocks you should use?
I created a mental framework on how to use the building blocks:
It's basically an "if-this-then-that" framework. Ask yourself the following questions:
1. Should you add building blocks (i.e. new campaigns)?
2. WHY do you want to add a building block?
3. Do you need extra control over specific products/categories?
4. Do you have enough data to create additional campaigns?
The base layer + building blocks strategy is a very strong foundation for your campaign structure.
**Now please note: a winning campaign structure is different for every business.**
A retailer with 50.000 products might have a vastly different campaign structure than a brand with 1-5 product categories.
My goal with this article was not to give you a cookie-cutter template to follow.
My goal was to provide you with a framework that you can use, to create a winning campaign structure that works for your specific case.
I hope this article does exactly that.
**Whatever you do when you create your campaign structure: always follow the 4 golden rules and try to keep it as simple as possible.**
## TLDR recap
- Don't oversimplify or overcomplicate your campaign structure
- Use the base layer + building blocks strategy
- Keep as much data in 1 campaign as possible
- Only segment if you have a good reason to
- Don't copy others, test for yourself
- Keep it simple!
That's it for today. Happy building!
###### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
#### **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---
### TPE #8 — more conversions with these tracking best practices
URL: https://www.ppcmastery.com/newsletter/tpe-8-get-more-conversions-with-these-tracking-best-practices
Published: 2022-09-12
Author: Miles McNair
Welcome back to the PPC Edge! In this issue, we’ll show you how you can increase conversions by 6-20% by making a few small adjustments to your tracking setup.
Solid conversion tracking is the backbone of your Google Ads performance. However, whenever we do audits, we often see suboptimal tracking setups.
That’s why we’ve made a list of our best practices that you can apply to increase conversions in your own account, without making any changes to your campaigns.
Let’s dive right in!
## Google Ads conversion tracking best practices
First, let’s take a look at the best practices. Then, we’ll dive deeper into why and some real-life examples of improved conversion tracking from our own accounts.
1. Use the Google Ads Tag for primary conversion goal(s)
2. Use enhanced conversions to track more
3. Use data-driven attribution to attribute better
4. Use events from Google Analytics as backup (secondary) conversion goal(s)
5. Optional: use offline conversion tracking to improve conversion quality
On average, if you follow these best practices, you can see an uplift of 6-20% in conversions without making any changes to your campaigns.
Let’s continue by diving deeper into every best practice and some real-life data.
## 1\. Use the Google Ads Tag for primary conversion goal(s)
The biggest mistake people make with conversion tracking: only importing Google Analytics events as Google Ads conversions. If you want to measure as many conversions as possible, you need to use the Google Ads Tag. Here’s why:
You can track more conversions: cross-device, view-through, engaged-view and enhanced conversions. Let’s look at some data, comparing tracking from Google Analytics events with Google Ads conversion goals:
Example 1: +44% more conversions with Google Ads conversion goals:
Example 2: +43% more conversions with Google Ads conversion goals:
_These results are not typical. In some accounts, we may see differences of 5-20%. The bottom line is that the Google Ads conversion goals are simply better at tracking more conversions._
The conversion uplifts may come from:
**Ability to track view-through conversions** (whenever a Display/video ad impression leads to a conversion with your view-through conversion window).
These conversions are NOT in your conversion column by default, so Smart Bidding doesn’t optimize for view-through conversions.
**Ability to track engaged-view conversions** (counted when a user watches at least 10 seconds of a video ad on YouTube/GDN or watches the entire skippable in-stream ad, if it’s shorter than 10 seconds, and then converts within the Engaged-view conversion window).
These conversions are included in your conversion column by default, so Smart Bidding does optimize for engaged-view conversions. This is especially important with Performance Max, Display and YouTube campaigns.
**Pro tip**: if you want to see how many engaged-view conversions your campaigns are getting, create a segment (segment > conversions > ad event type):
**Ability to track cross-device conversions** (whenever a user is logged in with a Google account on multiple devices, conversions can be measured accordingly).
These functions are unique to Google Ads conversion goals and impossible to use with imported events/goals from Google Analytics.
## 2\. Use enhanced conversions to track more
Google introduced enhanced conversions as a counter against conversion tracking preventions (iOS14 anyone?). It’s a bit of a technical setup, but once set up correctly, you can see 6-10% extra conversions (especially on video campaigns):
## 3\. Use data-driven attribution to attribute better
Let’s keep it short: with data-driven attribution, your conversion will be attributed better across various campaigns that lead to a conversion. We still see a lot of accounts without data-driven attribution enabled. There are some cases where last or first click attribution models make sense, but 90% of the time we recommend data-driven attribution.
## 4\. Use events from Google Analytics as backup (secondary) conversion goal(s)
We recommend to use events/goals from Google Analytics as backup secondary conversion goals for when your primary Google Ads conversion goals stop working. We hope this never happens, but a small change to your website code can break your conversion tracking. That’s why you want a backup put in place. Set it up as a secondary conversion, so Smart Bidding doesn’t optimize for this goal.
## 5\. Use offline conversion tracking to improve conversion quality
A great way to improve conversion tracking quality is by using offline conversion imports. You can use this to overwrite data, add more conversions, add conversion values for lead gen and more. We could write a full-length e-book on offline conversion tracking, so we won’t dive into much detail now.
## Setting up new conversion goals? Be careful - do this
Are you only using imported goals from Google Analytics, and do you want to optimize your setup by implementing Google Ads conversion goals? Don’t just set up the new conversion goal and switch cold turkey. Your new conversion goal needs to gather data first (preferably 30 days).
Making changes to your conversion tracking can have a huge (temporary) impact on your performance and Smart Bidding.
Therefore, we recommend the following procedure:
1. Set up conversion goal with the Google Ads tag
2. Set action optimization to secondary
3. Gather data for 30 days
4. Check tracking quality
5. Make the switch
## Best practices recap
Use our best practices and watch how your conversions will go up, without making changes to your campaigns:
1. Use the Google Ads Tag for primary conversion goal(s)
2. Use enhanced conversions to track more
3. Use data-driven attribution to attribute better
4. Use events from Google Analytics as backup (secondary) conversion goal(s)
5. Optional: use offline conversion tracking to improve conversion quality
Good luck and thanks for reading The PPC Edge!
Bob & Miles
#### Bob Meijer & Miles McNair
The PPC Edge Newsletter
🎁 Free gift: subscribe to The PPC Edge Newsletter and get our Google Ads Audit Templates for FREE (€199 value).
* * *
## **And whenever you're ready, here's how we can help you further:**
1. **Join our global community of world-class Google Ads Specialists:** Stay up to date with all developments, get trained by us all year round, and learn & grow together with like-minded PPCers. **[Become a member of The PPC Hub](https://www.ppcmastery.com/hub)** (2.000+ members) // _enrollment is open, monthly plans available!_
2. **New free email course: Become a T-Shaped Google Ads Specialist in 5 steps.** [**This free 5-day email course**](https://www.ppcmastery.com/blueprint) reveals the blueprint to stay ahead, drive better results, and thrive as automation & AI change the industry fast.
3. **Scale your Google Ads campaigns with landing pages that are built to convert (even if you are not a webdesigner or CRO Expert):** Get more conversions without increasing ad spend using our proven 5-step Conversion Amplifier Framework and Custom AI tools. [**Join Landing Page Mastery**](https://www.ppcmastery.com/landing-page-mastery)!
4. **Learn how to launch, optimize & scale Performance Max campaigns.** Get the exact framework we use to scale Ecom & Lead Gen clients. [**Join 3.000+ PPC Experts in Performance Max Mastery**](https://www.ppcmastery.com/performance-max-mastery) (fully updated).
---