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PMax is a Google Ads onion: The more layers you peel back, the more lie underneath.
During the Q&A session of our newest webinar, you threw PPC masterchef Mike Ryan dozens of sizzling hot PMax questions.
Here are 3 best practices inspired by your PMax pains that can level up your setup:
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Will brand exclusions in PMax improve my ROAS?
You bet! By excluding brand terms and URLs where your site already shines organically, you can channel your ad spend to more profitable, high-converting non-brand terms.
This can boost your ROAS by targeting new customers rather than paying for traffic you already own.
Hint: We’ve got a pretty smart script that will help you figure out if and how much of your brand traffic PMax is nomming on. But don’t tell your competitors!
Will adjusting tROAS and seasonality at the same time mess up my campaigns?
These are apples and oranges, serving entirely different purposes.
As your key lever, target ROAS should be adjusted no more than every 14 days. Seasonality adjustments, however, are designed for short periods – around a week or even less.
TL;DR: Changing both simultaneously won’t wreck your campaigns, but you shouldn’t do so without a solid reason.
Any good tactics for decreasing the search share in PMax?
Sure thing. You can:
- build a feed-only campaign (no assets),
- turn off URL expansion, and / or –
- opt out of Automatically Created Assets.
But be careful: These might limit other placements besides just Search.
FYI: These are just three out of 18 PMax best practices you won’t find in Google’s liner notes.
Mike Ryan covered all of them in more detail in our newest blog post.
