Meta Reinstates Trump to Facebook & Instagram via @sejournal, @martinibuster
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Meta lifts two year ban on former president Trump, promises that guardrails will impose heightened penalties for new violations of …more
Performance Max for B2B: 4 best practices
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Beyond that, Performance Max reporting diverges from familiar ad group-level reporting and breaks everything into asset groups, providing a view of all provided assets and possible combinations.
We’ve found the campaign-level view to be most helpful, which is why I recommend starting with at least two campaign-level experiments.
Once you’re relatively fluent with the reporting structure, keep a close eye on quality and opportunities to add negatives, whether keywords or placement exclusions, to shore up efficiency.
Making Performance Max work for B2B
My overall take on Performance Max is that Google hasn’t yet put much effort into making the product work for B2B or lead gen.
Make sure to keep a close eye on results and quality, using any levers in your control to keep Google focused on your best potential user. Establish clear goalposts and standards for when to pull the plug.
In a best-case scenario, Performance Max will be a pleasant surprise and enable you to access a larger pool of valuable users at reasonable CPLs.
But if you take my advice, even a worst-case scenario with some fruitless spend will give you valuable insights into the future of Google for B2B.
Google strong-armed ecommerce marketers into Performance Max campaigns in 2022 by deprecating Smart Shopping and Local campaigns in favor …more
