Hi, I'm Steve Ferreira
A Digital Strategy Director

September 28, 2025

What’s The Best Way To Measure Digital Marketing ROI?

It’s not about a simple formula. It’s about a strategic system that connects your efforts to tangible business outcomes.

The single biggest mistake businesses make when trying to measure their marketing ROI is relying on a basic formula. They think they can simply subtract costs from revenue, but this approach is flawed. It oversimplifies a complex process, fails to account for a customer’s full journey, and can lead to a misallocation of resources. A more effective approach is to build a system that measures both the immediate and the long-term value of your marketing efforts.

The Three Most Common ROI Mistakes

My experience has shown me that there are three common mistakes that derail marketing measurement:

1. Focusing Only on Short-Term Gains: It’s tempting to fixate on immediate results, but this approach ignores the long-term value of brand building and customer loyalty. A study by David Long in 2025 noted that companies that prioritize short-term ROI often overlook the sustained profitability that comes from a focus on customer lifetime value (CLV).

2. Over-Reliance on Siloed Data: Many businesses measure each channel individually—PPC ROI, social media ROI, etc. The problem is that a customer’s journey is rarely confined to one channel. As a 2025 report from Not Your Idea highlighted, a fragmented approach can cause channels to “cannibalize one another unknowingly” and can make it impossible to see the big picture.

3. Confusing Correlation with Causation: A spike in sales during a campaign doesn’t always mean the campaign caused the spike. External factors like a competitor’s change or a trending topic can be the real drivers. A 2023 article from Justin Ferriman noted that it is “crucial to consider the broader context” when evaluating your ROI.

A System for a Holistic Approach to Measurement

To prove your marketing is working, you need to build a system that accounts for all of your efforts and their impact on your business.

1. Go Beyond Revenue: The first step is to redefine what “return” means. It should include both immediate revenue and qualitative returns like brand awareness, customer sentiment, and loyalty. Tools like Google Analytics and social media platforms can help you track these metrics.

2. Prioritize Holistic Attribution: Instead of relying on a single touchpoint to get credit, use a multi-touch attribution model. This gives proper credit to every channel that played a part in the customer journey, from the first time they saw a social media post to the last time they clicked an ad. This provides a far more accurate view of how your channels are working together.

3. Use the Right KPIs: A strong measurement system relies on the right Key Performance Indicators (KPIs). While clicks and impressions are a good start, they are not enough. Here are some of the most important KPIs to track:

• Customer Lifetime Value (CLV): This measures the total revenue you can expect from a single customer over your entire business relationship. According to a 2025 analysis by Tech Help Canada, CLV is a critical metric for understanding the long-term value of your marketing efforts.

• Customer Acquisition Cost (CAC): How much does it cost you to acquire a new customer? By keeping CAC low, you protect your margins and create room for growth.

• Return on Ad Spend (ROAS): How much revenue are you generating for every dollar you spend on advertising? This is a great metric for measuring the short-term success of a specific ad campaign.

The Counter-Intuitive Advice You Need to Hear

Many business leaders believe that if a campaign doesn’t have a direct, high ROI, it’s a failure. The counter-intuitive truth is that some of your most valuable marketing activities may not have a clear ROI at all, at least not in the short term. Brand building, public relations, and thought leadership campaigns are essential for creating a durable business. They create trust, authority, and awareness that pay off in the long run.

The key is to not just measure what’s easy to measure. Create a system that allows you to see the full picture and connect every marketing dollar to a real outcome—whether it’s a sale, a new lead, a loyal customer, or a stronger brand.

Ready to build a measurement system that drives real growth? Contact me today to discuss how we can put these principles to work for you.

CONTACT ME

FAQs on Puma’s Marketing Strategy

What is the single biggest mistake in measuring ROI?

The single biggest mistake is relying on a simple ROI formula that only accounts for short-term revenue. This fails to measure the long-term impact of a campaign and can lead to a lack of investment in valuable brand-building activities.

What is the difference between ROI and ROAS?

ROI (Return on Investment) is a broad measure of the profitability of an entire campaign, while ROAS (Return on Ad Spend) is a more specific measure that looks at the revenue generated for every dollar spent on a single ad.

Why is it important to measure Customer Lifetime Value (CLV)?

CLV is a powerful metric that helps you understand the long-term value of your customers. By knowing your CLV, you can justify a higher customer acquisition cost (CAC) and invest more confidently in your marketing efforts.

How can I measure brand building activities?

While brand building is difficult to measure, you can use metrics like Net Promoter Score (NPS), brand awareness surveys, social media sentiment, and direct traffic to your website to track your progress.

How does a holistic approach to ROI help my business?

A holistic approach helps you see how all of your marketing channels work together. It provides a more accurate view of your customer’s journey and allows you to make more informed decisions about where to invest your marketing budget.

What is the most common reason for inaccurate ROI reporting?

The most common reason for inaccurate ROI reporting is incomplete data. Without a system to track all of your costs and all of your revenue streams, your ROI calculations will be flawed. This is why getting the upfront work right is so critical.

Want more insights? Check out these related articles to continue your journey

Consulting 5 min read

How to Create a full-funnel PPC Marketing Strategy

The marketing funnel is a cornerstone concept. It’s not just a visualization tool; it’s a strategic roadmap for success. And

September 11, 2024

How to Create a full-funnel PPC Marketing Strategy

The marketing funnel is a cornerstone concept. It’s not just a visualization tool; it’s a strategic roadmap for success. And when it comes to PPC, where every penny counts, a well-defined funnel is the difference between stagnant campaigns and explosive growth.

This article breaks down the full-funnel PPC strategy you need to dominate your market. We’ll walk you through each stage, from initial brand awareness to conversion, and show you how to leverage PPC to its full potential.

The Marketing Funnel: A Quick Recap

The marketing funnel simplifies the customer journey towards a purchase. Here’s a breakdown of the key stages:

• Awareness: This is where potential customers first encounter your brand. They might see your ads but haven’t actively researched your product or service yet. Think of it as planting the seeds of brand recognition.
• Consideration: Now, they have a need and are actively looking for solutions. This is where you provide informative content to establish yourself as a trusted authority in the space.
• Conversion: This is the golden stage: the purchase decision. Make it easy for them to find you with targeted campaigns and persuasive CTAs.

PPC for Every Stage: Building Your Funnel Strategy

1. Top-of-Funnel PPC: Awareness Campaigns

Don’t underestimate the top of the funnel! Even if someone isn’t ready to buy today, they might be tomorrow. Brand awareness campaigns using display, video, and discovery campaigns ensure you’re on their radar when they start researching.

2. Middle-of-Funnel PPC: Consideration Campaigns

Now that they’re aware, provide valuable content to help them make informed decisions. Use search campaigns (targeting relevant keywords) and informative video or display campaigns (with refined targeting) to position yourself as the solution they need.

3. Bottom-of-Funnel PPC: Conversion Campaigns

The moment of truth. Make yourself the easiest choice with branded search campaigns, shopping campaigns, and remarketing to keep your brand at the forefront of their mind.

Small Budget? Prioritize, But Don’t Neglect Growth

Yes, you can start with a limited budget. But here’s a crucial point: prioritize the bottom of the funnel initially, not as a long-term strategy.

Focus on maximizing conversions, then gradually expand your reach with middle and top-of-funnel campaigns as your budget grows. This approach can give you a quick revenue boost, but it has limitations.

Why Full-Funnel PPC Wins Every Time

Let’s illustrate with an example. Imagine you get 100 customers converting at $10,000 each, resulting in $50,000 monthly revenue. Optimizing the bottom of the funnel might increase your conversion rate to 10% ($100,000 in revenue). Great, right?

But that’s a short-term win. You’re not growing the pool of potential customers. A full-funnel strategy addresses this.

Imagine top and middle-of-funnel campaigns doubled your potential customers to 200. Even with a 10% conversion rate, that’s $200,000 in revenue – with the potential for continuous growth!

The Power of Guiding Your Audience

A full-funnel PPC strategy takes effort, but the rewards are substantial. By guiding potential customers through every stage of the buying journey, you nurture leads, build brand loyalty, and achieve sustainable, scalable growth. Display, video, search, shopping, and remarketing all play a role – tailor your approach to maximize impact at each stage.

Build a rock-solid full-funnel PPC foundation, and watch your business soar.

While you’ll initially see a revenue bump with this strategy, long-term growth is hard because you’re not trying to grow the real number that matters strategically, which is the number of people at the bottom of the funnel. If you don’t grow the number of people looking to convert, it gets harder and harder to grow the business.

Now, let’s run the math on what a full-funnel strategy can do:

Same example as before: 100 customers at the conversion stage, 5% conversion rate at $10,000 per purchase. Adding bottom-of-the-funnel advertising can help boost the conversion rate from 5% to 10% (ideally), but what if top and middle funnel grew the number of potential customers from 100 to 200?

200 customers x 10% conversion rate = 20 conversions at $10,000 per purchase. That’s $200,000 in revenue, with the potential to continually grow the number of customers in your target market.

While this example is obviously a best-case scenario, it’s all to illustrate the point that while targeting the bottom of the funnel is good, implementing a full-funnel strategy, where you take customers from awareness to consideration to conversion, is the best and most consistent way to achieve long-term growth in paid advertising.

Crafting awareness, consideration, and conversion-focused PPC campaigns

Implementing a strategic full-funnel approach to your PPC campaigns takes more initial effort but pays dividends through continual, scalable growth over chasing short-term profits.

By guiding potential customers from initial awareness through consideration and onto conversion, you increase lead volume and gain momentum.

Display, video, search, shopping, and remarketing play distinct roles across the funnel. Evaluate your business’s current customer volume and conversion rates to prioritize budget and resources.

With the proper full-funnel PPC foundation supporting your efforts, you enable the revenue growth your business needs to thrive.

Article adapted from Search Engine Land

Consulting 4 min read

Digital IMC – The Perfect Blend for Results in 2024

Table of contents: The rise of the digital maestro A symphony of Success Reaching the right audience Building brand recognition

September 11, 2024

Digital IMC – The Perfect Blend for Results in 2024

Table of contents:

• The rise of the digital maestro
• A symphony of Success
• Reaching the right audience
• Building brand recognition in the digital age
• Data drives decision

In today’s marketing world, a successful strategy requires a powerful combination: Integrated Marketing Communication (IMC) and digital marketing. Think of IMC as the conductor of an orchestra, bringing together various marketing channels like advertising and PR to deliver a unified message. Digital marketing, on the other hand, is your band of talented musicians, utilizing SEO, social media, and other online tactics to create an engaging performance.

The Rise of the Digital Maestro

Marketing has come a long way from billboards and TV ads. Digital marketing emerged as a game-changer, offering exciting new ways to connect with audiences. It’s not just a new medium, it’s a complete transformation in how businesses interact with customers.

A Symphony of Success

Imagine an orchestra without its instruments – that’s what IMC would be like without digital marketing. IMC sets the overall tone, while digital marketing brings the message to life through targeted online channels. It’s a win-win situation, creating a harmonious brand experience for the audience.

Reaching the Right Audience

Digital marketing shines in its ability to target the perfect audience. With tools like Google Ads and social media algorithms, businesses can laser-focus their message on exactly who they want to reach. By analyzing consumer behavior online, marketers gain valuable insights that guide their entire IMC strategy.

Building Brand Recognition in the Digital Age

Maintaining a consistent brand image across all channels can be tricky, but digital marketing tackles this head-on. From your website to social media, the digital world becomes your canvas to paint a clear and consistent brand identity. This consistency builds trust and familiarity with your audience.

Data Drives Decisions

Digital marketing excels at providing valuable data and metrics. Through platforms like Google Analytics, businesses can track website traffic, user engagement, and conversion rates. This data empowers marketers to refine and optimize their IMC strategies for maximum impact.

Staying Ahead of the Curve

The digital world is constantly evolving, and so should your marketing strategy. By embracing the latest trends and adapting to change, IMC strategies can stay relevant and resonate with a dynamic audience.

Content is King

In the digital kingdom, content is king. A well-crafted content strategy that aligns with your IMC goals is key to success. From informative blog posts to engaging videos, every piece of content you create contributes to your brand story, strengthens communication, and boosts audience engagement.

The Social Pulse of Your Brand

Social media integration adds a human touch to your IMC strategy. Platforms like Facebook, Twitter, and Instagram become your conversation hubs, where you can directly interact with your audience. Social media isn’t just about broadcasting messages, it’s about building relationships.

Challenges and Triumphs

There are hurdles to overcome when integrating digital marketing into IMC. Balancing traditional and digital channels, ensuring consistent messaging across all platforms, and keeping pace with rapid change require strategic solutions. But by embracing these challenges, you can build a resilient and adaptable marketing strategy.

Learning from the Best

Real-world examples showcase the power of a strong bond between digital marketing and IMC. Studying how successful brands seamlessly integrate online and offline channels provides valuable insights that you can apply to your own marketing journey.

The Future of Marketing

The future holds even deeper collaboration between digital marketing and IMC. Emerging trends like AI-powered marketing, immersive technologies, and interactive content will continue to reshape the marketing landscape. To stay ahead of the curve, businesses must anticipate these trends and adapt their IMC strategies accordingly.

The Takeaway

The relationship between digital marketing and IMC is more than just a partnership – it’s a dynamic force that breathes life into brand communication. By embracing this synergy and weaving a multi-channel marketing strategy, your business can thrive in the ever-changing digital age.

Consulting 4 min read

Google Performance Max: Everything you need to know

Table of contents: Performance Max: The All-In-One Powerhouse for Google Ads Performance Max vs. The Rest: Why It Wins Performance

September 11, 2024

Google Performance Max: Everything you need to know

Table of contents:

• Performance Max: The All-In-One Powerhouse for Google Ads
• Performance Max vs. The Rest: Why It Wins
• Performance Max in Action: Proven Strategies
• The Future is Performance Max

Performance Max: The All-In-One Powerhouse for Google Ads

Even the most seasoned PPC managers can’t deny it any longer: Performance Max campaigns are a game-changer. But to unlock their true potential, you need a fresh mindset compared to traditional Search and Shopping campaigns.

Why Performance Max Crushes It

Performance Max isn’t about cramming your ads into specific categories. It’s about providing Google Ads with a treasure trove of assets (text, videos, images, product feeds) and letting its machine learning work its magic across all of Google’s vast advertising inventory. This means your ads can appear on Search results, YouTube videos, Display networks, Gmail inboxes, Maps listings, and more – all from a single, streamlined campaign.

Here’s what makes Performance Max so powerful:

 

• • Unleash the Power of Targeting:

    Leverage keywords, audiences, and product feeds for laser-focused targeting. But remember, Performance Max will quickly expand beyond your initial settings to find the highest-converting users. Embrace this flexibility!

• • Smart Bidding for Maximum Conversions:

    Ditch manual bidding. Performance Max uses Smart Bidding to optimize bids in real-time, maximizing conversions or conversion value based on your goals.

• • Complex Auctions? No Problem:

    Google’s sophisticated algorithms analyze user behavior across millions of data points to identify users most likely to convert at any given moment. The result? Ads that resonate with the right people at the right time.

• • New Customer Acquisition & Brand Control:

    Need to attract new customers? Performance Max allows you to bid higher for those valuable acquisitions. Plus, you can now exclude brand terms to ensure your ads appear for non-branded searches.

• • Pruning for Peak Performance:

    Asset group-level reporting empowers you to identify underperforming segments and take action. Exclude them, move them to a new Performance Max campaign, or bring them back to Standard Shopping – the choice is yours!

Performance Max vs. The Rest: Why It Wins

 

• • Inventory & Budget Management: Bidding and budgeting are a breeze at the campaign level. Transparency might be limited, but Performance Max prioritizes reaching users likely to convert, even if it means venturing outside traditional high-cost-per-click bubbles.

• • Reporting: While granular keyword data is gone, Performance Max offers campaign and asset group reports with valuable insights. Don’t neglect the revamped Insights tab either – it’s a goldmine of downloadable data.

• • Control vs. Guidance: Performance Max isn’t a “set it and forget it” campaign. You steer the ship by providing ad copy, creatives, audience signals, data feeds, and strategic goals. Let the algorithm handle the heavy lifting.

• • Involvement: Your role shifts from constant tinkering to focused monitoring and big-picture adjustments. Focus on clean data, CRM integration, and landing page optimization – all crucial for peak profitability.

Performance Max in Action: Proven Strategies

Here are winning campaign structures for different account types:

 

• • Ecommerce:

    For brands selling their own products, Performance Max with creative assets shines. For multi-brand retailers, prioritize data feed optimization and “Smart Shopping” approach.

• • Lead Generation:

    Start with Search campaigns to build conversion data. Then, move to Performance Max with asset groups segmented by offerings and location for targeted lead generation.

The Verdict on Performance Max

We’re bullish on Performance Max, but it’s not perfect. Here’s a balanced view:

Pros:

 

• • Breakthrough Beyond Search Intent:

    Reach potential customers who aren’t actively searching for your product but might be receptive based on their interests.

• • Full-Funnel Targeting:

    Performance Max captures users at all stages of the buying journey, maximizing conversion potential.

• • A/B Testing on Steroids:

    Test new ad formats like YouTube videos without the learning curve of dedicated campaigns.

Cons:

 

• • Expensive Takeoff:

    Performance Max can be pricey during the initial learning phase as the system gathers data.

• • Patience is Key:

    Don’t expect instant results. It takes time for Performance Max to truly optimize and deliver.

The Future is Performance Max

September 28, 2025

How Can A Small Business Create A Digital Marketing Strategy That Actually Works?

Stop guessing and start growing. A step-by-step framework to build a results-oriented digital marketing strategy for your business.

The most common and most costly mistake a small business can make is operating without a clear, written digital marketing plan. They often “fly blind,” chasing every new tactic and channel without understanding their goals, their audience, or their ultimate business objectives. This lack of direction leads to wasted time, squandered budgets, and inconsistent results.

A 2025 study found that as many as 42% of organizations lack a clearly defined digital marketing strategy. For a small business with limited resources, this is a non-negotiable error. A strategic approach is not a luxury; it’s a necessity that provides a roadmap for sustainable growth.

A Framework for Success: Moving from Tactics to Strategy

A well-defined digital marketing strategy ensures that every action—from a social media post to a paid ad—is working toward a common goal. It moves you from a reactive approach to a proactive, purpose-driven one. It doesn’t have to be complex or expensive. A simple, actionable framework can provide a powerful path forward.

1. Define Your Audience (and Their Pain Points) You cannot sell to an audience you do not know. The first step is to stop guessing and start getting clear on who your ideal customer is. A 2025 study by Shipstage found that failing to communicate with your target audience is one of the most common mistakes for small businesses. Get to know your customers’ demographics, their needs, the problems they are trying to solve, and the words they use to search for solutions online. This is the foundation of all your messaging and content.

2. Set Clear, Measurable Goals What does success look like for your business? A common mistake is setting vague goals like “get more sales.” Instead, use the SMART framework to define objectives that are Specific, Measurable, Achievable, Relevant, and Time-bound. For example, “Increase online leads by 15% in the next quarter” is a clear, trackable goal that provides a target for all your marketing efforts.

3. Choose Your Core Channels Strategically Don’t try to be everywhere at once. A small business with a limited budget should focus on the 2-3 channels that provide the highest return. For instance, email marketing and SEO consistently deliver the highest ROI for small businesses. According to Marketful’s 2025 study, email marketing has an average ROI of 4,200%, and SEO yields an average of $22.24 for every dollar spent. By focusing your efforts on these channels, you can build a strong foundation.

4. Create a Content Plan That Provides Real Value The best marketing is content that answers your audience’s questions. Instead of simply talking about your products or services, create content that addresses your customers’ pain points and provides solutions. This not only builds trust but also makes your brand a go-to resource in your industry. According to WordStream, 49% of businesses say that organic search brings them the best marketing ROI. This is a direct result of a content strategy that prioritizes value.

A Simple, Low-Cost Step You Can Take Today

The most common mistake I see is a lack of patience and consistency. Small business owners often expect immediate results and give up too soon. The truth is that a strong digital presence is built over time, not overnight.

Here’s a simple, low-cost action you can take right now: Start or improve your email list. Email marketing is an accessible, high-ROI channel that allows you to own the relationship with your audience. Collect emails from your website, provide valuable content in your emails, and use a simple, free service to manage your list. This one step can provide a direct line to your customers and an incredible source of long-term revenue.

The most successful small businesses are not the ones with the biggest budgets; they are the ones with the best plans. They are the ones who are disciplined, consistent, and willing to put in the time to build a strong foundation. By focusing on a clear strategy, you can turn your limited resources into a powerful competitive advantage.

Ready to build a digital marketing strategy that actually works? Contact me today to discuss how we can create a powerful, results-oriented plan for your business.

CONTACT ME

Frequently Asked Questions

What is the biggest digital marketing mistake a small business can make?

The biggest mistake is not having a clear, written digital marketing strategy. This leads to inconsistent efforts, wasted budgets, and a lack of direction, making it difficult to achieve real growth.

How much should a small business budget for digital marketing?

While budgets vary, a common recommendation is to invest 7-10% of your total revenue in marketing. However, a more effective approach is to focus on a clear, high-ROI strategy rather than a simple percentage, ensuring every dollar is used effectively.

Is it possible for a small business to compete with larger companies online?

Yes. Digital marketing helps to even the playing field. By focusing on a specific niche, building a strong online presence, and providing high-quality content, a small business can build a loyal audience and compete effectively with larger, more established brands.

What are the best digital marketing channels for a small business?

The best channels are those that provide the highest ROI for your business, typically email marketing, SEO, and content marketing. Paid ads can also be effective, but they work best when supported by a strong foundation of organic channels.

How long does it take to see results from a new digital marketing strategy?

It takes patience and consistency. While some results like social media engagement may be quick, meaningful results from SEO and content marketing can take anywhere from 6 to 12 months to become visible.

Do I need a professional to create my digital marketing strategy?

While you can learn the basics, a professional can provide the expertise to audit your current efforts, identify opportunities, and build a cohesive, long-term plan that saves you time and resources in the long run.

Want more insights? Check out these related articles to continue your journey

Consulting 5 min read

How to Create a full-funnel PPC Marketing Strategy

The marketing funnel is a cornerstone concept. It’s not just a visualization tool; it’s a strategic roadmap for success. And

September 11, 2024

How to Create a full-funnel PPC Marketing Strategy

The marketing funnel is a cornerstone concept. It’s not just a visualization tool; it’s a strategic roadmap for success. And when it comes to PPC, where every penny counts, a well-defined funnel is the difference between stagnant campaigns and explosive growth.

This article breaks down the full-funnel PPC strategy you need to dominate your market. We’ll walk you through each stage, from initial brand awareness to conversion, and show you how to leverage PPC to its full potential.

The Marketing Funnel: A Quick Recap

The marketing funnel simplifies the customer journey towards a purchase. Here’s a breakdown of the key stages:

• Awareness: This is where potential customers first encounter your brand. They might see your ads but haven’t actively researched your product or service yet. Think of it as planting the seeds of brand recognition.
• Consideration: Now, they have a need and are actively looking for solutions. This is where you provide informative content to establish yourself as a trusted authority in the space.
• Conversion: This is the golden stage: the purchase decision. Make it easy for them to find you with targeted campaigns and persuasive CTAs.

PPC for Every Stage: Building Your Funnel Strategy

1. Top-of-Funnel PPC: Awareness Campaigns

Don’t underestimate the top of the funnel! Even if someone isn’t ready to buy today, they might be tomorrow. Brand awareness campaigns using display, video, and discovery campaigns ensure you’re on their radar when they start researching.

2. Middle-of-Funnel PPC: Consideration Campaigns

Now that they’re aware, provide valuable content to help them make informed decisions. Use search campaigns (targeting relevant keywords) and informative video or display campaigns (with refined targeting) to position yourself as the solution they need.

3. Bottom-of-Funnel PPC: Conversion Campaigns

The moment of truth. Make yourself the easiest choice with branded search campaigns, shopping campaigns, and remarketing to keep your brand at the forefront of their mind.

Small Budget? Prioritize, But Don’t Neglect Growth

Yes, you can start with a limited budget. But here’s a crucial point: prioritize the bottom of the funnel initially, not as a long-term strategy.

Focus on maximizing conversions, then gradually expand your reach with middle and top-of-funnel campaigns as your budget grows. This approach can give you a quick revenue boost, but it has limitations.

Why Full-Funnel PPC Wins Every Time

Let’s illustrate with an example. Imagine you get 100 customers converting at $10,000 each, resulting in $50,000 monthly revenue. Optimizing the bottom of the funnel might increase your conversion rate to 10% ($100,000 in revenue). Great, right?

But that’s a short-term win. You’re not growing the pool of potential customers. A full-funnel strategy addresses this.

Imagine top and middle-of-funnel campaigns doubled your potential customers to 200. Even with a 10% conversion rate, that’s $200,000 in revenue – with the potential for continuous growth!

The Power of Guiding Your Audience

A full-funnel PPC strategy takes effort, but the rewards are substantial. By guiding potential customers through every stage of the buying journey, you nurture leads, build brand loyalty, and achieve sustainable, scalable growth. Display, video, search, shopping, and remarketing all play a role – tailor your approach to maximize impact at each stage.

Build a rock-solid full-funnel PPC foundation, and watch your business soar.

While you’ll initially see a revenue bump with this strategy, long-term growth is hard because you’re not trying to grow the real number that matters strategically, which is the number of people at the bottom of the funnel. If you don’t grow the number of people looking to convert, it gets harder and harder to grow the business.

Now, let’s run the math on what a full-funnel strategy can do:

Same example as before: 100 customers at the conversion stage, 5% conversion rate at $10,000 per purchase. Adding bottom-of-the-funnel advertising can help boost the conversion rate from 5% to 10% (ideally), but what if top and middle funnel grew the number of potential customers from 100 to 200?

200 customers x 10% conversion rate = 20 conversions at $10,000 per purchase. That’s $200,000 in revenue, with the potential to continually grow the number of customers in your target market.

While this example is obviously a best-case scenario, it’s all to illustrate the point that while targeting the bottom of the funnel is good, implementing a full-funnel strategy, where you take customers from awareness to consideration to conversion, is the best and most consistent way to achieve long-term growth in paid advertising.

Crafting awareness, consideration, and conversion-focused PPC campaigns

Implementing a strategic full-funnel approach to your PPC campaigns takes more initial effort but pays dividends through continual, scalable growth over chasing short-term profits.

By guiding potential customers from initial awareness through consideration and onto conversion, you increase lead volume and gain momentum.

Display, video, search, shopping, and remarketing play distinct roles across the funnel. Evaluate your business’s current customer volume and conversion rates to prioritize budget and resources.

With the proper full-funnel PPC foundation supporting your efforts, you enable the revenue growth your business needs to thrive.

Article adapted from Search Engine Land

Consulting 4 min read

Digital IMC – The Perfect Blend for Results in 2024

Table of contents: The rise of the digital maestro A symphony of Success Reaching the right audience Building brand recognition

September 11, 2024

Digital IMC – The Perfect Blend for Results in 2024

Table of contents:

• The rise of the digital maestro
• A symphony of Success
• Reaching the right audience
• Building brand recognition in the digital age
• Data drives decision

In today’s marketing world, a successful strategy requires a powerful combination: Integrated Marketing Communication (IMC) and digital marketing. Think of IMC as the conductor of an orchestra, bringing together various marketing channels like advertising and PR to deliver a unified message. Digital marketing, on the other hand, is your band of talented musicians, utilizing SEO, social media, and other online tactics to create an engaging performance.

The Rise of the Digital Maestro

Marketing has come a long way from billboards and TV ads. Digital marketing emerged as a game-changer, offering exciting new ways to connect with audiences. It’s not just a new medium, it’s a complete transformation in how businesses interact with customers.

A Symphony of Success

Imagine an orchestra without its instruments – that’s what IMC would be like without digital marketing. IMC sets the overall tone, while digital marketing brings the message to life through targeted online channels. It’s a win-win situation, creating a harmonious brand experience for the audience.

Reaching the Right Audience

Digital marketing shines in its ability to target the perfect audience. With tools like Google Ads and social media algorithms, businesses can laser-focus their message on exactly who they want to reach. By analyzing consumer behavior online, marketers gain valuable insights that guide their entire IMC strategy.

Building Brand Recognition in the Digital Age

Maintaining a consistent brand image across all channels can be tricky, but digital marketing tackles this head-on. From your website to social media, the digital world becomes your canvas to paint a clear and consistent brand identity. This consistency builds trust and familiarity with your audience.

Data Drives Decisions

Digital marketing excels at providing valuable data and metrics. Through platforms like Google Analytics, businesses can track website traffic, user engagement, and conversion rates. This data empowers marketers to refine and optimize their IMC strategies for maximum impact.

Staying Ahead of the Curve

The digital world is constantly evolving, and so should your marketing strategy. By embracing the latest trends and adapting to change, IMC strategies can stay relevant and resonate with a dynamic audience.

Content is King

In the digital kingdom, content is king. A well-crafted content strategy that aligns with your IMC goals is key to success. From informative blog posts to engaging videos, every piece of content you create contributes to your brand story, strengthens communication, and boosts audience engagement.

The Social Pulse of Your Brand

Social media integration adds a human touch to your IMC strategy. Platforms like Facebook, Twitter, and Instagram become your conversation hubs, where you can directly interact with your audience. Social media isn’t just about broadcasting messages, it’s about building relationships.

Challenges and Triumphs

There are hurdles to overcome when integrating digital marketing into IMC. Balancing traditional and digital channels, ensuring consistent messaging across all platforms, and keeping pace with rapid change require strategic solutions. But by embracing these challenges, you can build a resilient and adaptable marketing strategy.

Learning from the Best

Real-world examples showcase the power of a strong bond between digital marketing and IMC. Studying how successful brands seamlessly integrate online and offline channels provides valuable insights that you can apply to your own marketing journey.

The Future of Marketing

The future holds even deeper collaboration between digital marketing and IMC. Emerging trends like AI-powered marketing, immersive technologies, and interactive content will continue to reshape the marketing landscape. To stay ahead of the curve, businesses must anticipate these trends and adapt their IMC strategies accordingly.

The Takeaway

The relationship between digital marketing and IMC is more than just a partnership – it’s a dynamic force that breathes life into brand communication. By embracing this synergy and weaving a multi-channel marketing strategy, your business can thrive in the ever-changing digital age.

Consulting 4 min read

Google Performance Max: Everything you need to know

Table of contents: Performance Max: The All-In-One Powerhouse for Google Ads Performance Max vs. The Rest: Why It Wins Performance

September 11, 2024

Google Performance Max: Everything you need to know

Table of contents:

• Performance Max: The All-In-One Powerhouse for Google Ads
• Performance Max vs. The Rest: Why It Wins
• Performance Max in Action: Proven Strategies
• The Future is Performance Max

Performance Max: The All-In-One Powerhouse for Google Ads

Even the most seasoned PPC managers can’t deny it any longer: Performance Max campaigns are a game-changer. But to unlock their true potential, you need a fresh mindset compared to traditional Search and Shopping campaigns.

Why Performance Max Crushes It

Performance Max isn’t about cramming your ads into specific categories. It’s about providing Google Ads with a treasure trove of assets (text, videos, images, product feeds) and letting its machine learning work its magic across all of Google’s vast advertising inventory. This means your ads can appear on Search results, YouTube videos, Display networks, Gmail inboxes, Maps listings, and more – all from a single, streamlined campaign.

Here’s what makes Performance Max so powerful:

 

• • Unleash the Power of Targeting:

    Leverage keywords, audiences, and product feeds for laser-focused targeting. But remember, Performance Max will quickly expand beyond your initial settings to find the highest-converting users. Embrace this flexibility!

• • Smart Bidding for Maximum Conversions:

    Ditch manual bidding. Performance Max uses Smart Bidding to optimize bids in real-time, maximizing conversions or conversion value based on your goals.

• • Complex Auctions? No Problem:

    Google’s sophisticated algorithms analyze user behavior across millions of data points to identify users most likely to convert at any given moment. The result? Ads that resonate with the right people at the right time.

• • New Customer Acquisition & Brand Control:

    Need to attract new customers? Performance Max allows you to bid higher for those valuable acquisitions. Plus, you can now exclude brand terms to ensure your ads appear for non-branded searches.

• • Pruning for Peak Performance:

    Asset group-level reporting empowers you to identify underperforming segments and take action. Exclude them, move them to a new Performance Max campaign, or bring them back to Standard Shopping – the choice is yours!

Performance Max vs. The Rest: Why It Wins

 

• • Inventory & Budget Management: Bidding and budgeting are a breeze at the campaign level. Transparency might be limited, but Performance Max prioritizes reaching users likely to convert, even if it means venturing outside traditional high-cost-per-click bubbles.

• • Reporting: While granular keyword data is gone, Performance Max offers campaign and asset group reports with valuable insights. Don’t neglect the revamped Insights tab either – it’s a goldmine of downloadable data.

• • Control vs. Guidance: Performance Max isn’t a “set it and forget it” campaign. You steer the ship by providing ad copy, creatives, audience signals, data feeds, and strategic goals. Let the algorithm handle the heavy lifting.

• • Involvement: Your role shifts from constant tinkering to focused monitoring and big-picture adjustments. Focus on clean data, CRM integration, and landing page optimization – all crucial for peak profitability.

Performance Max in Action: Proven Strategies

Here are winning campaign structures for different account types:

 

• • Ecommerce:

    For brands selling their own products, Performance Max with creative assets shines. For multi-brand retailers, prioritize data feed optimization and “Smart Shopping” approach.

• • Lead Generation:

    Start with Search campaigns to build conversion data. Then, move to Performance Max with asset groups segmented by offerings and location for targeted lead generation.

The Verdict on Performance Max

We’re bullish on Performance Max, but it’s not perfect. Here’s a balanced view:

Pros:

 

• • Breakthrough Beyond Search Intent:

    Reach potential customers who aren’t actively searching for your product but might be receptive based on their interests.

• • Full-Funnel Targeting:

    Performance Max captures users at all stages of the buying journey, maximizing conversion potential.

• • A/B Testing on Steroids:

    Test new ad formats like YouTube videos without the learning curve of dedicated campaigns.

Cons:

 

• • Expensive Takeoff:

    Performance Max can be pricey during the initial learning phase as the system gathers data.

• • Patience is Key:

    Don’t expect instant results. It takes time for Performance Max to truly optimize and deliver.

The Future is Performance Max

September 28, 2025

Your Video Is Your Voice: A Guide to SEO That Gives Your Brand Authority and Personality

The New SEO: Why Your Videos, Not Just Your Blog, Are Your Most Important Search Asset

In today’s digital world, many business leaders understand the importance of SEO, but they operate with an outdated map. They focus on text-based content, carefully writing blog posts and optimizing keywords for a world that no longer exists. They’re missing the single most powerful shift in modern search: video is no longer optional; it is the new currency of SEO.

The biggest challenge I see with clients is not that they’re ignoring video; it’s that the videos they do create are unengaging and boring. They are corporate, stiff, and sterile. This is a fatal mistake, not only for audience connection but for search performance. People are using visual platforms as their primary search engines, and if your content isn’t compelling, it simply won’t rank.

Many people forget the powerful, intertwined relationship between the two largest search engines in the world: Google and YouTube. Because YouTube is owned by Google, the platforms talk to each other, and Google prioritizes video content for an increasing number of search queries. To neglect video is to neglect a core part of your brand’s growth strategy.

The Data Behind the Visual Shift

The evidence is clear. According to a 2025 analysis, video content is 50 times more likely to rank on the first page of Google than text-based content. This is a monumental shift. Video search results have a 41% higher click-through rate than traditional results, and websites with embedded videos see an average increase of two minutes in user dwell time. This isn’t just about showing up; it’s about a higher quality, more engaging interaction with your audience.

Furthermore, 8 out of 10 videos that appear on Google searches come from YouTube. This data proves that an integrated strategy is the only way forward. Your video on YouTube is not a standalone asset; it is a powerful tool designed to drive traffic and authority signals back to your primary business.

From Stale to Strategic: A Real-World Example

For a long time, video marketing was a sterile, corporate exercise. It was often produced for a company’s internal use and then placed online as an afterthought. The content was dull and forgettable. But a different approach yields far greater results.

Recently, I worked with a company called Custom Cubes. We had a sponsored event and instead of just taking photos, we decided to create a video about the experience. The video wasn’t a product pitch; it was a behind-the-scenes look at the people and the energy of the event. It captured the excitement, the conversations, and the unique voice of the brand.

The result was immediate. The video generated talkability that we couldn’t have achieved with any amount of text. It gave the brand a face, a voice, and a personality. This type of content goes beyond a search ranking—it builds a genuine connection with your audience that lasts long after the video ends. It’s the kind of content that makes your brand feel human in a world full of algorithms.

https://www.youtube.com/watch?v=zjnH4lxo1Pk

How to Optimize for the New Search Landscape

Making video work for your business requires a strategic shift in thinking. Here are the core principles you need to follow:

1. Create for Engagement, Not Just Clicks. The number one mistake is focusing solely on traffic. YouTube’s algorithm, and by extension Google’s, rewards content that keeps viewers watching. The key performance indicator (KPI) is not just the click, but the watch time and audience retention of the video. Create content that is useful, educational, or entertaining enough to hold someone’s attention from start to finish. This is what tells Google your content is valuable and deserving of a higher rank.

2. Don’t Just Upload; Optimize. You can’t simply upload a video and hope for the best. Video SEO requires a clear, defined approach. This includes a keyword-rich title, a detailed description, relevant tags, and a compelling thumbnail. All of these elements signal to the search engine what your video is about, ensuring it reaches the right audience.

3. Use Your Video to Build a Flywheel. Your video content should not sit in a silo. It should be an integral part of your larger marketing ecosystem. Embed your YouTube videos in relevant blog posts on your website. Use clips on social media to drive traffic to the full video. This cross-pollination strengthens your brand authority and sends powerful signals to Google about the value of your content.

The Counter-Intuitive Advice You Need to Hear

Many business leaders believe their videos need to go viral to be successful. That’s simply not true. Your video doesn’t need millions of views to make an impact. The goal isn’t to be a viral sensation; it’s to show up when people are searching for the specific questions your brand can answer best.

In fact, the most valuable videos may never hit the viral charts, but they will:

• Answer customer questions better than anyone else.

• Show up in Google’s AI Overviews and rich snippets.

• Build trust and authority by demonstrating your expertise.

This is a fundamental shift in thinking. It’s about being strategic, not sensational. It’s about building a library of high-quality, high-value content that works for your business 24/7.

The future of SEO isn’t just about ranking webpages; it’s about owning moments of discovery wherever and however they happen. It’s about building a brand that is a voice, not just a page of text.

Ready to build a video strategy that drives real growth? Contact me today to discuss how we can put these principles to work for your business.

CONTACT ME

Frequently Asked Questions

Is it true that video is more important for SEO than text?

Yes, in many cases. While text is still a foundational element of SEO, video content is increasingly prioritized by search engines for many types of queries, particularly “how-to” and product-related searches.

How does Google “see” my video content for SEO?

Google uses a variety of signals, including the video’s title, description, tags, and engagement metrics (like watch time). It also relies on the text and context of the webpage where the video is embedded to understand its relevance.

Do I need to make a new video for every blog post?

Not at all. A strategic approach involves repurposing content. You can turn an existing blog post into a video, or vice versa. The goal is to provide your audience with different ways to consume your expertise.

What is the most important metric to track for video SEO?

Audience retention is arguably the most important metric. If viewers are staying to watch the entire video, it signals to search engines that the content is high-quality and valuable, which helps it rank higher.

How does video content build trust and brand authority?

Video provides a more personal, human-to-human connection. By showing the people behind your brand and the way your products or services work, video content builds transparency and trust, which are critical for long-term brand authority.

What is the difference between YouTube SEO and traditional SEO?

While both aim to increase organic visibility, YouTube SEO focuses on metrics like watch time, engagement, and video metadata. Traditional SEO focuses on on-page factors like keyword density, backlinks, and website structure. A truly effective strategy combines both.

Want more insights? Check out these related articles to continue your journey

Consulting 5 min read

How to Create a full-funnel PPC Marketing Strategy

The marketing funnel is a cornerstone concept. It’s not just a visualization tool; it’s a strategic roadmap for success. And

September 11, 2024

How to Create a full-funnel PPC Marketing Strategy

The marketing funnel is a cornerstone concept. It’s not just a visualization tool; it’s a strategic roadmap for success. And when it comes to PPC, where every penny counts, a well-defined funnel is the difference between stagnant campaigns and explosive growth.

This article breaks down the full-funnel PPC strategy you need to dominate your market. We’ll walk you through each stage, from initial brand awareness to conversion, and show you how to leverage PPC to its full potential.

The Marketing Funnel: A Quick Recap

The marketing funnel simplifies the customer journey towards a purchase. Here’s a breakdown of the key stages:

• Awareness: This is where potential customers first encounter your brand. They might see your ads but haven’t actively researched your product or service yet. Think of it as planting the seeds of brand recognition.
• Consideration: Now, they have a need and are actively looking for solutions. This is where you provide informative content to establish yourself as a trusted authority in the space.
• Conversion: This is the golden stage: the purchase decision. Make it easy for them to find you with targeted campaigns and persuasive CTAs.

PPC for Every Stage: Building Your Funnel Strategy

1. Top-of-Funnel PPC: Awareness Campaigns

Don’t underestimate the top of the funnel! Even if someone isn’t ready to buy today, they might be tomorrow. Brand awareness campaigns using display, video, and discovery campaigns ensure you’re on their radar when they start researching.

2. Middle-of-Funnel PPC: Consideration Campaigns

Now that they’re aware, provide valuable content to help them make informed decisions. Use search campaigns (targeting relevant keywords) and informative video or display campaigns (with refined targeting) to position yourself as the solution they need.

3. Bottom-of-Funnel PPC: Conversion Campaigns

The moment of truth. Make yourself the easiest choice with branded search campaigns, shopping campaigns, and remarketing to keep your brand at the forefront of their mind.

Small Budget? Prioritize, But Don’t Neglect Growth

Yes, you can start with a limited budget. But here’s a crucial point: prioritize the bottom of the funnel initially, not as a long-term strategy.

Focus on maximizing conversions, then gradually expand your reach with middle and top-of-funnel campaigns as your budget grows. This approach can give you a quick revenue boost, but it has limitations.

Why Full-Funnel PPC Wins Every Time

Let’s illustrate with an example. Imagine you get 100 customers converting at $10,000 each, resulting in $50,000 monthly revenue. Optimizing the bottom of the funnel might increase your conversion rate to 10% ($100,000 in revenue). Great, right?

But that’s a short-term win. You’re not growing the pool of potential customers. A full-funnel strategy addresses this.

Imagine top and middle-of-funnel campaigns doubled your potential customers to 200. Even with a 10% conversion rate, that’s $200,000 in revenue – with the potential for continuous growth!

The Power of Guiding Your Audience

A full-funnel PPC strategy takes effort, but the rewards are substantial. By guiding potential customers through every stage of the buying journey, you nurture leads, build brand loyalty, and achieve sustainable, scalable growth. Display, video, search, shopping, and remarketing all play a role – tailor your approach to maximize impact at each stage.

Build a rock-solid full-funnel PPC foundation, and watch your business soar.

While you’ll initially see a revenue bump with this strategy, long-term growth is hard because you’re not trying to grow the real number that matters strategically, which is the number of people at the bottom of the funnel. If you don’t grow the number of people looking to convert, it gets harder and harder to grow the business.

Now, let’s run the math on what a full-funnel strategy can do:

Same example as before: 100 customers at the conversion stage, 5% conversion rate at $10,000 per purchase. Adding bottom-of-the-funnel advertising can help boost the conversion rate from 5% to 10% (ideally), but what if top and middle funnel grew the number of potential customers from 100 to 200?

200 customers x 10% conversion rate = 20 conversions at $10,000 per purchase. That’s $200,000 in revenue, with the potential to continually grow the number of customers in your target market.

While this example is obviously a best-case scenario, it’s all to illustrate the point that while targeting the bottom of the funnel is good, implementing a full-funnel strategy, where you take customers from awareness to consideration to conversion, is the best and most consistent way to achieve long-term growth in paid advertising.

Crafting awareness, consideration, and conversion-focused PPC campaigns

Implementing a strategic full-funnel approach to your PPC campaigns takes more initial effort but pays dividends through continual, scalable growth over chasing short-term profits.

By guiding potential customers from initial awareness through consideration and onto conversion, you increase lead volume and gain momentum.

Display, video, search, shopping, and remarketing play distinct roles across the funnel. Evaluate your business’s current customer volume and conversion rates to prioritize budget and resources.

With the proper full-funnel PPC foundation supporting your efforts, you enable the revenue growth your business needs to thrive.

Article adapted from Search Engine Land

Consulting 4 min read

Digital IMC – The Perfect Blend for Results in 2024

Table of contents: The rise of the digital maestro A symphony of Success Reaching the right audience Building brand recognition

September 11, 2024

Digital IMC – The Perfect Blend for Results in 2024

Table of contents:

• The rise of the digital maestro
• A symphony of Success
• Reaching the right audience
• Building brand recognition in the digital age
• Data drives decision

In today’s marketing world, a successful strategy requires a powerful combination: Integrated Marketing Communication (IMC) and digital marketing. Think of IMC as the conductor of an orchestra, bringing together various marketing channels like advertising and PR to deliver a unified message. Digital marketing, on the other hand, is your band of talented musicians, utilizing SEO, social media, and other online tactics to create an engaging performance.

The Rise of the Digital Maestro

Marketing has come a long way from billboards and TV ads. Digital marketing emerged as a game-changer, offering exciting new ways to connect with audiences. It’s not just a new medium, it’s a complete transformation in how businesses interact with customers.

A Symphony of Success

Imagine an orchestra without its instruments – that’s what IMC would be like without digital marketing. IMC sets the overall tone, while digital marketing brings the message to life through targeted online channels. It’s a win-win situation, creating a harmonious brand experience for the audience.

Reaching the Right Audience

Digital marketing shines in its ability to target the perfect audience. With tools like Google Ads and social media algorithms, businesses can laser-focus their message on exactly who they want to reach. By analyzing consumer behavior online, marketers gain valuable insights that guide their entire IMC strategy.

Building Brand Recognition in the Digital Age

Maintaining a consistent brand image across all channels can be tricky, but digital marketing tackles this head-on. From your website to social media, the digital world becomes your canvas to paint a clear and consistent brand identity. This consistency builds trust and familiarity with your audience.

Data Drives Decisions

Digital marketing excels at providing valuable data and metrics. Through platforms like Google Analytics, businesses can track website traffic, user engagement, and conversion rates. This data empowers marketers to refine and optimize their IMC strategies for maximum impact.

Staying Ahead of the Curve

The digital world is constantly evolving, and so should your marketing strategy. By embracing the latest trends and adapting to change, IMC strategies can stay relevant and resonate with a dynamic audience.

Content is King

In the digital kingdom, content is king. A well-crafted content strategy that aligns with your IMC goals is key to success. From informative blog posts to engaging videos, every piece of content you create contributes to your brand story, strengthens communication, and boosts audience engagement.

The Social Pulse of Your Brand

Social media integration adds a human touch to your IMC strategy. Platforms like Facebook, Twitter, and Instagram become your conversation hubs, where you can directly interact with your audience. Social media isn’t just about broadcasting messages, it’s about building relationships.

Challenges and Triumphs

There are hurdles to overcome when integrating digital marketing into IMC. Balancing traditional and digital channels, ensuring consistent messaging across all platforms, and keeping pace with rapid change require strategic solutions. But by embracing these challenges, you can build a resilient and adaptable marketing strategy.

Learning from the Best

Real-world examples showcase the power of a strong bond between digital marketing and IMC. Studying how successful brands seamlessly integrate online and offline channels provides valuable insights that you can apply to your own marketing journey.

The Future of Marketing

The future holds even deeper collaboration between digital marketing and IMC. Emerging trends like AI-powered marketing, immersive technologies, and interactive content will continue to reshape the marketing landscape. To stay ahead of the curve, businesses must anticipate these trends and adapt their IMC strategies accordingly.

The Takeaway

The relationship between digital marketing and IMC is more than just a partnership – it’s a dynamic force that breathes life into brand communication. By embracing this synergy and weaving a multi-channel marketing strategy, your business can thrive in the ever-changing digital age.

Consulting 4 min read

Google Performance Max: Everything you need to know

Table of contents: Performance Max: The All-In-One Powerhouse for Google Ads Performance Max vs. The Rest: Why It Wins Performance

September 11, 2024

Google Performance Max: Everything you need to know

Table of contents:

• Performance Max: The All-In-One Powerhouse for Google Ads
• Performance Max vs. The Rest: Why It Wins
• Performance Max in Action: Proven Strategies
• The Future is Performance Max

Performance Max: The All-In-One Powerhouse for Google Ads

Even the most seasoned PPC managers can’t deny it any longer: Performance Max campaigns are a game-changer. But to unlock their true potential, you need a fresh mindset compared to traditional Search and Shopping campaigns.

Why Performance Max Crushes It

Performance Max isn’t about cramming your ads into specific categories. It’s about providing Google Ads with a treasure trove of assets (text, videos, images, product feeds) and letting its machine learning work its magic across all of Google’s vast advertising inventory. This means your ads can appear on Search results, YouTube videos, Display networks, Gmail inboxes, Maps listings, and more – all from a single, streamlined campaign.

Here’s what makes Performance Max so powerful:

 

• • Unleash the Power of Targeting:

    Leverage keywords, audiences, and product feeds for laser-focused targeting. But remember, Performance Max will quickly expand beyond your initial settings to find the highest-converting users. Embrace this flexibility!

• • Smart Bidding for Maximum Conversions:

    Ditch manual bidding. Performance Max uses Smart Bidding to optimize bids in real-time, maximizing conversions or conversion value based on your goals.

• • Complex Auctions? No Problem:

    Google’s sophisticated algorithms analyze user behavior across millions of data points to identify users most likely to convert at any given moment. The result? Ads that resonate with the right people at the right time.

• • New Customer Acquisition & Brand Control:

    Need to attract new customers? Performance Max allows you to bid higher for those valuable acquisitions. Plus, you can now exclude brand terms to ensure your ads appear for non-branded searches.

• • Pruning for Peak Performance:

    Asset group-level reporting empowers you to identify underperforming segments and take action. Exclude them, move them to a new Performance Max campaign, or bring them back to Standard Shopping – the choice is yours!

Performance Max vs. The Rest: Why It Wins

 

• • Inventory & Budget Management: Bidding and budgeting are a breeze at the campaign level. Transparency might be limited, but Performance Max prioritizes reaching users likely to convert, even if it means venturing outside traditional high-cost-per-click bubbles.

• • Reporting: While granular keyword data is gone, Performance Max offers campaign and asset group reports with valuable insights. Don’t neglect the revamped Insights tab either – it’s a goldmine of downloadable data.

• • Control vs. Guidance: Performance Max isn’t a “set it and forget it” campaign. You steer the ship by providing ad copy, creatives, audience signals, data feeds, and strategic goals. Let the algorithm handle the heavy lifting.

• • Involvement: Your role shifts from constant tinkering to focused monitoring and big-picture adjustments. Focus on clean data, CRM integration, and landing page optimization – all crucial for peak profitability.

Performance Max in Action: Proven Strategies

Here are winning campaign structures for different account types:

 

• • Ecommerce:

    For brands selling their own products, Performance Max with creative assets shines. For multi-brand retailers, prioritize data feed optimization and “Smart Shopping” approach.

• • Lead Generation:

    Start with Search campaigns to build conversion data. Then, move to Performance Max with asset groups segmented by offerings and location for targeted lead generation.

The Verdict on Performance Max

We’re bullish on Performance Max, but it’s not perfect. Here’s a balanced view:

Pros:

 

• • Breakthrough Beyond Search Intent:

    Reach potential customers who aren’t actively searching for your product but might be receptive based on their interests.

• • Full-Funnel Targeting:

    Performance Max captures users at all stages of the buying journey, maximizing conversion potential.

• • A/B Testing on Steroids:

    Test new ad formats like YouTube videos without the learning curve of dedicated campaigns.

Cons:

 

• • Expensive Takeoff:

    Performance Max can be pricey during the initial learning phase as the system gathers data.

• • Patience is Key:

    Don’t expect instant results. It takes time for Performance Max to truly optimize and deliver.

The Future is Performance Max