Discover The Benefits Of Performance Max For Long-term Success!!
12/06/22 • 44 min
What to know how to get the most out of Performance Max? Here's some news for you: how Performance Max is supposed to work is completely different from how it actually works.
Even with Google's Performance Max set to celebrate its first anniversary, many marketers still don't know how to get the most out of it. You see, Performance Max is not a magic bullet that you deploy and all your problems disappear. It's amazingly powerful, but it was designed to complement keyword-based search campaigns across all of Google's advertising channels.
In today's episode, Tom Meridith sits down with members of Tier 11's Google Advertising Division to answer some of the more pressing questions about Performance Max, how it compares to other campaigns, and how to use it to unlock new audiences and drive results.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
00:56 Biggest takeaways from P-Max since its launch
04:17 Understanding what not to do with P-Max
06:02 Why you should never follow Google recommendations on how to run ads
07:50 How Google ads are supposed to work versus how they actually work
10:26 P-Max's inability to target specific locations
11:55 Flawed assumptions about P-Max campaigns
14:25 Focusing on the right metrics for Google ads
17:45 How to settle on the right conversion events for Google Ads
20:20 Can you use P-Max to increase a customer's lifetime value?
23:54 How to run P-Max and Google search ads simultaneously
26:45 Reasons why you need to optimize your site
28:22 Use SEO and P-Max together to become unstoppable
30:46 The death of video display keyword targeting
34:14 How to split your budget for P-Max and search campaigns
35:00 Assets and Creatives For Black Friday, Cyber Monday
42:07 Never change things that are already working
43:30 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Get your queries answered here: [email protected]
What to know how to get the most out of Performance Max? Here's some news for you: how Performance Max is supposed to work is completely different from how it actually works.
Even with Google's Performance Max set to celebrate its first anniversary, many marketers still don't know how to get the most out of it. You see, Performance Max is not a magic bullet that you deploy and all your problems disappear. It's amazingly powerful, but it was designed to complement keyword-based search campaigns across all of Google's advertising channels.
In today's episode, Tom Meridith sits down with members of Tier 11's Google Advertising Division to answer some of the more pressing questions about Performance Max, how it compares to other campaigns, and how to use it to unlock new audiences and drive results.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
00:56 Biggest takeaways from P-Max since its launch
04:17 Understanding what not to do with P-Max
06:02 Why you should never follow Google recommendations on how to run ads
07:50 How Google ads are supposed to work versus how they actually work
10:26 P-Max's inability to target specific locations
11:55 Flawed assumptions about P-Max campaigns
14:25 Focusing on the right metrics for Google ads
17:45 How to settle on the right conversion events for Google Ads
20:20 Can you use P-Max to increase a customer's lifetime value?
23:54 How to run P-Max and Google search ads simultaneously
26:45 Reasons why you need to optimize your site
28:22 Use SEO and P-Max together to become unstoppable
30:46 The death of video display keyword targeting
34:14 How to split your budget for P-Max and search campaigns
35:00 Assets and Creatives For Black Friday, Cyber Monday
42:07 Never change things that are already working
43:30 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Get your queries answered here: [email protected]
Previous Episode
What is an Offer? - Create & Optimize an Offer That Converts
What is an offer - and how can you create and optimize high-converting offers?
On today's episode, Tom Meredith talks to Aaron Crocker and Lynn Swayze. Aaron is the Copy Chief at Tier 11, and Lynn is a Direct Response Copywriter & Offer Consultant at Tier 11. They discuss the basic construct of an offer and what it takes to create a strong offer that differentiates your products from the competition.
Although there is no wrong definition of an offer, most people assume that an offer is nothing more than the price. However, as Aaron explains, your offer is what you're selling at all stages of the buyer's journey. Tune in to learn more about offers as well as how you can use the 5 levels of awareness to create offers that influence people to take action.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
01:34 What is an offer?
03:31 Offers at every stage of a sales funnel
05:21 Premiums in an offer explained
07:53 Steps to successfully delivering an offer
09:26 How to get buyers to take action
13:45 The Hero's journey and the 5 levels of awareness
15:36 How customer awareness levels change
18:57 How mechanisms of delivering an offer evolve with time
20:35 Common offer mistakes marketers make with offers
24:10 Things digital marketers can learn from direct mail marketers
26:50 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Get your queries answered here: [email protected]
Next Episode
Ad Traffic Levels Explained
What is the most important question to ask when building a new marketing campaign?
Hint - it's not "what am I selling?" or "features and benefits." Yes, these are critical questions that need answering. But as a marketer, the most important question to ask is, "who are my customers and how aware are they of the problems I'm trying to fix?" Only then can you create messaging that will most likely generate the greatest results.
In today's episode, Tom Meridith sits down with Ralph Burns, Aaron Crocker, and Rachel Hoxmeier to discuss ad traffic levels and how marketers can use the "5 levels of customer awareness" to create successful marketing campaigns.
IN THIS EPISODE, YOU'LL LEARN:
00:00 Introduction
00:54 Ad traffic levels: the foundation of all marketing campaigns
02:50 The 5 levels of customer awareness
05:04 How to engage with prospects at different levels of awareness
07:53 Empathy is a marketer's most important trait
11:10 Customer problems are markets, and solutions are products
13:37 Target specific markets with customized ads
15:45 Before you sell, understand the 5 levels of awareness
18:10 The two main types of messaging in every ad copy
23:20 How to target "Solution Aware" customers
27:00 How to present the benefits and uniqueness of your product
30:00 Elements that make your marketing claims more believable
33:46 Ways to communicate the value of your product
37:09 Hardest level in the 5 levels of traffic
40:50 The 5 levels of awareness in one piece of messaging
43:50 The basics of awareness-level copywriting
45:21 Understanding the levels of customer intent
48:41 Marketing success is all about trial and error
51:30 What is a Trojan Horse video?
56:00 What to do with a non-performing ad
58:10 Parting thoughts
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
Get your queries answered here: [email protected]
Breakthrough Advertising by Eugene M. Schwartz
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