Advocate PPC

Most Brands and Businesses want to productively work in their Google Ads account, but don't know where to start. Being methodical and intentional with how you analyse your campaign data, make changes, create experiments and so on, is a learned behaviour that takes practice and discipline to instil. Some talk on easy optimisations, and daily actions you should be doing.

Always good to equip yourself with tools that are gonna make you better as marketer/media buyer.

The creative process of finding the right ad creatives for your PMAX campaigns will be exhaustive. But if you have a good grasp of your customers wants, needs & desires... If you understand consumer psychology & can create attractive offers. You'll shorten that process.

Improvements and optimisations are the fundamentals of scaling accounts. Working on your Quality Score is one of your highest leveraged actions. Here's how👇

The main fundamentals for any E-Commerce Brand is running Shopping & Search. Yes PMAX is attractive for its inventory and reach. Yes it’s hard not to be influenced by noise of brands scaling with PMAX & getting high ROAS. But you need data before you make any ad decisions. PMAX is notoriously finicky. It has a preference for Branded Traffic. It can cannibalise other campaigns in your account. It's a 'Blackbox': When performance issues arise, it's hard to place where. We're only just now getting control back from Google with certain new features. Shopping and Search will allow you to segment your products & your campaigns to any condition you want to test out. You'll get a wealth of actionable data on your best performing products, the strength of your brand, & how good your creative assets push consumers to buy. It's best to start with core campaign to see even if you brand will benefit advertising on Google. And the accounts we've audited clearly didn't understand & appreciate the initial legwork Shopping and Search do initially to help PMAX succeed. Cliche but Basics = Success

Frequency – how often your ads are seen – isn't a metric that guarantees success. Being strategic about your ad placement and being specific regarding what type of audiences see certain ads, will better position your Google campaigns to do well. It's lazy thinking, believing that showing up more often than not will lead to sales. Consumers are more complex in their buying decisions, sometimes buying on impulse, sometimes buying after plenty of consideration before choosing a brand. Some talk on this.👇

Purchases are the only conversion event you want to track. And although it may be tempting to track 'Add To Cart's'... You are making Google's job easier by sending traffic to your brand website of people who aren't going to convert. Accounts we've audited have learnt this lesson the hard way. Tracking window shoppers doesn't grow your brand. Save yourself the headache and optimise for what pays the bills.

The amount of time you spend on Google, looking for optimisations, improving ad copy, negativing out keywords... Should be equal or respective enough to the time you spend ensuring your brand's website is optimised to take the relevant traffic you've generated to convert.

Ways to keep your PMAX campaign Prospect-Focused: -Have a Brand Exclusion -Exclude your Shopify existing Customer List -Use Account-Level AND NOW Campaign-Level Negative Keywords -Use Audience Signals to target new, high-intent users

Lots of reasons to be excited with Google Ads in 2025: KeywordLESS Search/Image Search becoming more prominent Changes in how we interact and control PMAX Demand Gen & the ability to prospect and create audiences at scale Further automations in the platform Lots of opportunity for E-Commerce brands to drive better ROI with these new tools and features.