{"id":10376,"date":"2024-07-02T07:29:02","date_gmt":"2024-07-02T07:29:02","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=10376"},"modified":"2024-10-28T13:18:54","modified_gmt":"2024-10-28T13:18:54","slug":"3-pmax-tactics-google-hides-from-you","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/3-pmax-tactics-google-hides-from-you\/","title":{"rendered":"3 PMax tactics Google hides from you"},"content":{"rendered":"\n<p>PMax is a\u00a0<strong>Google Ads onion:<\/strong>\u00a0The more layers you peel back, the more\u00a0<strong>lie underneath<\/strong>.\u00a0<br><br>During the Q&amp;A session of\u00a0<a href=\"https:\/\/smarter-ecommerce.com\/en\/talks-and-webinars\/performance-max-decoded\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>our newest webinar<\/strong><\/a>, you threw PPC masterchef\u00a0<strong><a href=\"https:\/\/www.linkedin.com\/in\/mikeryanretail\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mike Ryan<\/a><\/strong>\u00a0dozens of sizzling hot PMax questions.\u00a0<br><br>Here are\u00a0<strong>3 best practices<\/strong>\u00a0inspired by your PMax pains that can level up your setup:<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/3-pmax-tactics-google-hides-from-you\/#will-brand-exclusions-in-pmax-improve-my-roas\" >Will brand exclusions in PMax improve my ROAS?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/3-pmax-tactics-google-hides-from-you\/#will-adjusting-troas-and-seasonality-at-the-same-time-mess-up-my-campaigns\" >Will adjusting tROAS and seasonality at the same time mess up my campaigns?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/3-pmax-tactics-google-hides-from-you\/#any-good-tactics-for-decreasing-the-search-share-in-pmax\" >Any good tactics for decreasing the search share in PMax?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-will-brand-exclusions-in-pmax-improve-my-roas\"><span class=\"ez-toc-section\" id=\"will-brand-exclusions-in-pmax-improve-my-roas\"><\/span><strong>Will brand exclusions in PMax improve my ROAS?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>You bet!\u00a0<\/strong>By excluding brand terms and URLs where your site already shines organically, you can channel your ad spend to\u00a0<strong>more profitable, high-converting\u00a0non-brand terms.<\/strong><br><br>This can boost your ROAS by targeting new customers rather than paying for t<strong>raffic you already own.<\/strong><br><br><strong>Hint:<\/strong>\u00a0We\u2019ve got a\u00a0<strong><a href=\"https:\/\/smarter-ecommerce.com\/en\/google-ads-scripts\/search-term-insights\/\" target=\"_blank\" rel=\"noreferrer noopener\">pretty smart script<\/a><\/strong>\u00a0that will help you figure out if and how much of your brand traffic PMax is nomming on. But\u00a0<strong>don\u2019t tel<\/strong>l your competitors!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"will-adjusting-troas-and-seasonality-at-the-same-time-mess-up-my-campaigns\"><\/span><strong>Will adjusting tROAS and seasonality at the same time mess up my campaigns?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>These are\u00a0<strong>apples and oranges<\/strong>, serving entirely different purposes.\u00a0<br><br>As your\u00a0<strong>key lever<\/strong>, target ROAS should be adjusted no more than\u00a0<strong>every 14 days<\/strong>. Seasonality adjustments, however, are designed for short periods \u2013 around\u00a0<strong>a week or even less<\/strong>.<br><br><strong>TL;DR:<\/strong>\u00a0Changing both simultaneously\u00a0<strong>won\u2019t wreck<\/strong>\u00a0your campaigns, but you shouldn\u2019t do so\u00a0<strong>without a solid reason.\u00a0<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"any-good-tactics-for-decreasing-the-search-share-in-pmax\"><\/span><strong>Any good tactics for decreasing the search share in PMax?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Sure thing.<\/strong>&nbsp;You can:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>build a&nbsp;<strong>feed-only<\/strong>&nbsp;campaign (no assets),<\/li>\n\n\n\n<li>turn off&nbsp;<strong>URL expansion<\/strong>, and \/ or &#8211;&nbsp;<\/li>\n\n\n\n<li>opt out of&nbsp;<strong>Automatically Created Assets<\/strong>.<\/li>\n<\/ol>\n\n\n\n<p>But be careful:\u00a0These\u00a0<strong>might limit other placements<\/strong>\u00a0besides just Search.\u00a0<br><br><strong>FYI:<\/strong>\u00a0These are just three out of 18 PMax best practices you won\u2019t find in Google\u2019s liner notes. \u00a0<br><br>Mike Ryan covered\u00a0<strong>all of them<\/strong>\u00a0in more detail in our\u00a0<a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/decoding-pmax-seasonality-adjustments\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>newest blog post.<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>PMax is a\u00a0Google Ads onion:\u00a0The more layers you peel back, the more\u00a0lie underneath.\u00a0 During the Q&amp;A session of\u00a0our newest webinar, you threw PPC masterchef\u00a0Mike Ryan\u00a0dozens of sizzling hot PMax questions.\u00a0 Here are\u00a03 best practices\u00a0inspired by your PMax pains that can level up your setup: Will brand exclusions in PMax improve &#8230;<\/p>\n","protected":false},"author":91,"featured_media":10377,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[479],"tags":[704],"class_list":["post-10376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","tag-microblog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>3 PMax tactics Google hides from you | smec<\/title>\n<meta name=\"description\" content=\"Curious about decreasing the search share in PMax? 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He\u2019s a master at demystifying Google Ads automation, optimizing Performance Max (PMax), and making AI work for, not against, advertisers. Whether tackling ROAS addiction, PMax black-box frustrations, or AI-driven campaign strategies, he delivers practical, no-nonsense insights that help ecommerce brands thrive in an era of rising ad costs and limited transparency. [linebreak] Through \\\"Conversion Corner,\\\" he brings weekly deep dives into ecommerce trends, Google Ads tactics, and cutting-edge digital marketing strategies\u2014helping retailers stay ahead of the curve. And if you prefer your insights with a side of entertainment, you\u2019ll find him as the main star of \\\"ROASted,\\\" where he breaks down PPC mistakes, roasts bad ad setups, and calls out what\u2019s working (and what\u2019s not) in digital advertising. [linebreak] Manuel is more than just a content creator\u2014he\u2019s a trusted expert in PPC, AI-driven ad strategies, and cross-channel optimization. Want to stay ahead in the ever-changing world of digital advertising? Subscribe to Conversion Corner, tune into ROASted, or connect with him on LinkedIn.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/manuel-baudisch\\\/\"],\"jobTitle\":\"PPC Storyteller & ROASted Host\",\"worksFor\":\"Smarter Ecommerce (smec)\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/author\\\/baudisch\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"3 PMax tactics Google hides from you | smec","description":"Curious about decreasing the search share in PMax? 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