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Greg Shuey에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Greg Shuey 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
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How To Set Up, Optimize, and Scale Google PMax Campaigns

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Manage episode 455201092 series 3549669
Greg Shuey에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Greg Shuey 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

In this episode of the Seven Figures and Beyond eCommerce Marketing Podcast, host Greg Shuey sits down with Martin McAndrew, director of the UK-based performance marketing agency Blue Thirst, to unpack the complexities of Google Performance Max (PMAX) campaigns. PMAX integrates Google's entire ad ecosystem, including YouTube, Gmail, Maps, and Display, into a single campaign format. While many marketers perceive PMAX as a “black box” due to its automation, Martin demystifies the platform by emphasizing the crucial role of high-quality data in driving success. He outlines how setting precise goals, ensuring proper data integration, and feeding the system with reliable first-party data are foundational steps for unlocking PMAX's potential.

A recurring theme throughout the conversation is the importance of leveraging audience signals and high-quality creative assets. Martin explains how marketers can refine audience targeting by combining broad demographic data with proprietary customer insights from platforms like Shopify or Salesforce. On the creative front, he highlights the need for rigorous testing to identify top-performing assets, adapting strategies based on insights provided by PMAX’s asset performance reports. By balancing top-of-funnel content with conversion-driven creative, businesses can guide audiences effectively through the buying journey. Additionally, Martin discusses the use of secondary conversion events—such as tracking interactions or page views—as a powerful strategy to provide the algorithm with supplemental data for scaling campaigns.

Looking ahead, Martin underscores the growing importance of automation, AI, and data warehousing in digital marketing. As platforms like Google, Meta, and TikTok continue to prioritize automated solutions, he argues that the differentiator for businesses will be their ability to collect, analyze, and utilize first-party data. Brands that invest in understanding their customer behavior and provide actionable data to these systems will maintain a competitive edge. With his actionable tips on scaling budgets, optimizing ROAS, and overcoming plateaus, Martin equips listeners with the tools to navigate the ever-evolving world of paid media. This episode is a must-listen for any marketer looking to master PMAX and future-proof their advertising strategies.
Episode Links

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Martin McAndrew LinkedIn: https://www.linkedin.com/in/martinmcandrew/

Blue Thirst: https://www.bluethirst.co.uk/
https://www.stryde.com/setup-optimize-scale-google-pmax/

  continue reading

55 에피소드

Artwork
icon공유
 
Manage episode 455201092 series 3549669
Greg Shuey에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Greg Shuey 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.

In this episode of the Seven Figures and Beyond eCommerce Marketing Podcast, host Greg Shuey sits down with Martin McAndrew, director of the UK-based performance marketing agency Blue Thirst, to unpack the complexities of Google Performance Max (PMAX) campaigns. PMAX integrates Google's entire ad ecosystem, including YouTube, Gmail, Maps, and Display, into a single campaign format. While many marketers perceive PMAX as a “black box” due to its automation, Martin demystifies the platform by emphasizing the crucial role of high-quality data in driving success. He outlines how setting precise goals, ensuring proper data integration, and feeding the system with reliable first-party data are foundational steps for unlocking PMAX's potential.

A recurring theme throughout the conversation is the importance of leveraging audience signals and high-quality creative assets. Martin explains how marketers can refine audience targeting by combining broad demographic data with proprietary customer insights from platforms like Shopify or Salesforce. On the creative front, he highlights the need for rigorous testing to identify top-performing assets, adapting strategies based on insights provided by PMAX’s asset performance reports. By balancing top-of-funnel content with conversion-driven creative, businesses can guide audiences effectively through the buying journey. Additionally, Martin discusses the use of secondary conversion events—such as tracking interactions or page views—as a powerful strategy to provide the algorithm with supplemental data for scaling campaigns.

Looking ahead, Martin underscores the growing importance of automation, AI, and data warehousing in digital marketing. As platforms like Google, Meta, and TikTok continue to prioritize automated solutions, he argues that the differentiator for businesses will be their ability to collect, analyze, and utilize first-party data. Brands that invest in understanding their customer behavior and provide actionable data to these systems will maintain a competitive edge. With his actionable tips on scaling budgets, optimizing ROAS, and overcoming plateaus, Martin equips listeners with the tools to navigate the ever-evolving world of paid media. This episode is a must-listen for any marketer looking to master PMAX and future-proof their advertising strategies.
Episode Links

Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Martin McAndrew LinkedIn: https://www.linkedin.com/in/martinmcandrew/

Blue Thirst: https://www.bluethirst.co.uk/
https://www.stryde.com/setup-optimize-scale-google-pmax/

  continue reading

55 에피소드

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