cando, Author at Can-Do Digital Marketing

How AI is Changing PPC: Adapt or Fall Behind

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As mentioned on Chris’ latest linkedin post, AI won’t take your PPC job. But someone who knows how to use it better than you just might. Let’s be real – AI is here, and it’s not going anywhere in the digital marketing world. Instead of fighting it, why not use it to your advantage? Tools like DeepSeek, ChatGPT, and Google’s AI-driven features are making their way into PPC, and the truth is, the ones who learn how to use them properly are the ones who will stay ahead. I’m not saying we should embrace a world filled with AI-generated junk content—far from it. But if you know how to use AI in the right way, it can take care of the boring, repetitive tasks that eat up your time. That means more hours spent on strategy, creativity, and delivering better results for your clients or business. AI in PPC: A Time-Saving Goldmine AI is already changing the game in PPC automation. Research from 2024 shows that AI-driven targeting and personalisation have led to a 52% increase in click-through rates (CTR), a 35% boost in conversion rates, and a 42% improvement in return on investment (ROI). And it’s not just about numbers – it’s about what you do with the extra time AI frees up. Think about it. Instead of spending hours adjusting budgets manually and adjusting CPA targets, AI does it in real-time, making sure your ads are always in the best possible position. That means better results with less effort. A recent case study by ARCTIC revealed that leveraging AI in eBay Promoted Listings Advanced campaigns resulted in a 325% increase in conversions in 2024. That’s the power of letting AI handle the heavy lifting while you focus on the bigger picture. Real-World AI Success Stories Big brands are already reaping the benefits. In 2024, Pinterest introduced AI-powered ad tools, reducing campaign setup time by 55% while increasing ad efficiency significantly. Meta has gone all in on AI, using it to drive an 8% increase in daily active users, which in turn led to record-breaking revenues surpassing $40 billion in Q3 2024. And this isn’t just a trend for the tech giants. AI is accessible to businesses of all sizes. AI-powered sentiment analysis tools can help you understand which ad copy works best. Time decay regression can optimise your bid strategy so you’re always spending where it matters most. Bayesian inference can predict conversion likelihoods, giving you an edge over the competition. And let’s talk about PPC automation. Those account restructuring tasks you’ve been putting off for months? AI can handle them. Need better tracking for conversions? AI can help improve enhanced conversions, CAPI integration, and offline conversion tracking. The smarter you work with AI, the more time you have to focus on what really moves the needle. The Future of AI in PPC (And Why You Shouldn’t Panic) Some marketers still see AI as the enemy. They complain about Performance Max being a black box, automated bidding making weird decisions, and AI-generated assets looking robotic. And yeah, sometimes AI still struggles with drawing hands properly—fair point. But here’s the thing: AI isn’t here to replace you. It’s here to make you better. It’s like power steering in a car – if you fight against it, you’re only making the job harder for yourself. The key is knowing how to use AI as a tool rather than letting it take full control. AI adoption is skyrocketing. In 2024, businesses using AI grew by 270%, and consumer behaviour is shifting fast. AI-powered search is now driving twelve times more traffic to eCommerce retailers than before. New advertising models are emerging, and brands are finding ways to bid on AI-generated answers in search results. If you’re not keeping up, you risk being left behind. AI and PPC Automation: Your Competitive Advantage AI isn’t a threat – it’s your secret weapon in the digital marketing game! It takes the grunt work off your plate so you can focus on what really matters. The best PPC marketers aren’t resisting AI; they’re using it to get ahead. At Can-Do Digital Marketing, we help businesses integrate AI and PPC automation to stay competitive. If you’re ready to future-proof your PPC campaigns and start seeing better results without working overtime, let’s have a chat.

Mastering PPC Feed Management: A Step-by-Step Guide for Success

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Imagine skyrocketing your PPC campaigns’ performance, driving more traffic, and increasing conversions—all through mastering your product feed management. Sounds intriguing, right? Welcome to the world of PPC feed management, where precision and strategy come together to create compelling adverts that draw in potential customers. Today, we’re diving deep into the essential steps to mastering PPC feed management for success. Ever wondered why some products consistently stand out in Google Shopping while others barely get a glance? Key Takeaways Understanding the Importance of Feed Management Product feed management plays a pivotal role in the success of your PPC campaigns. It’s not just about listing your products but presenting them accurately and attractively to potential customers. Effective feed management directly impacts the performance of your advertising campaigns. When your data feed is well-optimised, your products are displayed more prominently, increasing the chances of clicks and conversions. Ensuring your products are accurately represented helps avoid customer confusion and builds trust in your brand. A well-managed feed reduces the risk of disapprovals and errors in your adverts. Google has stringent policies, and failure to comply can result in your ads being disapproved. Regularly auditing your feed for errors and updates helps maintain compliance and ensures your adverts run smoothly. The quality of your feed influences the relevance of your ads. Google’s algorithms assess the data in your feed to determine how relevant your ads are to user searches. High-quality feeds lead to more relevant ads, improving your ad rankings and click-through rates. Regular feed updates keep your ads aligned with current inventory and pricing. Outdated information can lead to disappointed customers and lost sales. Keeping your feed updated ensures that customers receive accurate information, leading to higher satisfaction and conversion rates. Creating a High-Quality Product Feed Creating a high-quality product feed is crucial for the success of your PPC campaigns. Accurate data entry is the foundation of a reliable product feed. Double-checking your entries ensures that your product details are correct and up-to-date, preventing potential errors that could lead to disapprovals or customer dissatisfaction. Comprehensive product descriptions help potential customers understand your offerings better. Detailed descriptions provide valuable information, enticing customers to click on your ads. Including key features, benefits, and specifications in your descriptions can make your products more appealing. High-quality images enhance the visual appeal of your products. People are visual creatures, and attractive images can significantly impact their purchasing decisions. Investing in professional photography or high-resolution images can make your products stand out. Structured data fields, like GTINs and MPNs, improve searchability and ad relevance. These fields help Google categorise your products accurately, ensuring they appear in relevant searches. Properly structured data fields also enhance the overall quality of your feed. Consistent formatting across your feed maintains professionalism and clarity. Uniform formatting makes it easier for Google to process your feed and for customers to understand your product details. Consistency in elements like pricing, currency, and units of measurement adds to the overall professionalism of your ads. Optimising Your Google Shopping Feed Optimising your Google Shopping feed is essential for maximising visibility and attracting potential customers. Including relevant keywords in your product titles and descriptions can significantly improve your ad visibility. Keywords that align with user search queries make your products more discoverable. Custom labels allow for better segmentation and targeted campaigns. By categorising your products based on attributes like seasonality, profit margins, or promotional status, you can create more focused and effective advertising campaigns. Competitive pricing and promotions attract more clicks and conversions. Keeping an eye on your competitors’ pricing strategies and offering attractive promotions can give you an edge. Customers are more likely to click on ads that offer the best value for their money. High-quality images and multiple views increase engagement and interest. Providing various angles and close-up shots of your products can help customers make informed decisions. This transparency builds trust and encourages clicks. Accurate categorisation helps Google serve your ads to the right audience. Properly categorising your products ensures they appear in relevant searches, increasing the likelihood of clicks and conversions. Misclassified products may lead to wasted ad spend and lower performance. Implementing Feed Optimization Strategies Implementing effective feed optimisation strategies can significantly enhance your PPC campaigns’ performance. Regular audits identify and correct errors or outdated information. Conducting routine product feed audits helps maintain the accuracy and quality of your data feed, ensuring your ads remain compliant and effective. Data enrichment enhances your feed with additional details and attributes. Adding extra information, like product ratings or customer reviews, can make your ads more appealing and informative. This enrichment provides potential customers with valuable insights. Automated rules streamline updates and maintain feed accuracy. Utilising automated rules for tasks like price updates or stock changes ensures your feed remains current without manual intervention. This automation saves time and reduces the risk of human errors. A/B testing reveals the most effective titles, descriptions, and images. Experimenting with different elements of your product feed helps identify what resonates best with your audience. A/B testing allows you to optimise your feed for maximum engagement and conversions. Utilising feed management tools simplifies complex tasks and improves efficiency. Tools like DataFeedWatch or Google Merchant Center provide features that streamline feed management operations. These tools offer insights, automation, and optimisation capabilities that enhance feed performance. Leveraging Product Data for Better Results Leveraging detailed product data can significantly improve your advertising results. Detailed product data helps create more relevant and compelling ads. Including specific attributes and features in your product listings allows for more targeted advertising, attracting the right audience. Insights from performance metrics guide strategic adjustments. Analysing data from your PPC campaigns provides valuable insights into what works and what doesn’t. This information helps refine your strategies and improve future campaigns. Data-driven decisions enhance targeting and budget allocation. Using data to make informed decisions about your targeting and budget allocation ensures your resources are used effectively. This approach maximises your return on investment and improves overall campaign performance. Integration with analytics platforms provides

Boost Your PPC Campaigns: How AI is Transforming the Advertising Landscape

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The advertising landscape isn’t what it used to be. With the integration of artificial intelligence (AI), pay-per-click (PPC) campaigns have reached new heights of efficiency and effectiveness. If you’re a digital marketer, business owner, or anyone with a keen interest in digital advertising, understanding how AI can revolutionise your PPC efforts is crucial. Let’s delve into this exciting transformation and see how you can harness AI to boost your PPC campaigns.

The UK Performance Marketing Landscape in 2024: A Wild Ride

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The UK performance marketing landscape in 2024 is a rollercoaster ride of evolving consumer behaviours, technological advancements, and economic uncertainties. As businesses navigate this wild ride, they’re increasingly turning to performance marketing strategies to keep the train on the tracks and maximise their return on investment (ROI). Key Trends Shaping the UK Performance Marketing Landscape Strategies for Success in 2024 To thrive in this wild ride, businesses should consider the following strategies: As the UK performance marketing landscape continues to evolve, businesses that can adapt to changing trends and leverage emerging technologies will be well-positioned for success. By prioritising privacy, focusing on customer experience, and embracing innovation, marketers can drive growth and achieve their business objectives, even in the most unpredictable of times. Need more proof? Studies have shown that AI-powered campaigns can increase conversion rates by up to 300%. This is due to AI’s ability to identify and target high-value customers with precision. By optimising ad spend and targeting the right audience, AI can reduce CPA by 20-40%. Furthermore! AI’s ability to deliver better results often translates to a significant boost in ROI. Some businesses have reported 2x or more increase in ROI after implementing AI-driven marketing strategies. The UK Financial Sector: A High-Stakes Game of Performance Marketing The UK financial sector is a high-stakes game of performance marketing, where the stakes are nothing short of your customers’ hard-earned cash. To win this game, financial institutions must navigate a complex landscape of regulations, trust-building, and targeted marketing strategies. Nuances of the Financial Sector Game Strategies for Winning the Game A Deeper Dive into UK Finance Industry Regulations General Data Protection Regulation (GDPR) remains a cornerstone of UK data protection law. However, there are several other regulations specifically tailored to the financial sector: Financial Conduct Authority (FCA) Rules Prudential Regulation Authority (PRA) Rules Industry Codes of Practice Key considerations for UK financial firms: The Bottom Line The UK financial sector is a challenging but rewarding landscape for performance marketers. By understanding the unique nuances of the sector and implementing effective strategies, financial institutions can win the game and achieve their business objectives. So, let’s get out there and play! A guest blog article written By Dan Saunders For nearly two decades, Dan has thrived in the dynamic world of digital marketing, fueled by an unwavering passion for data-driven strategies. His expertise lies in leveraging data insights to unlock new business opportunities and propel success.

How Much of Your PPC Shopping Budget Is Being Wasted on Zombies and Villains?

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In the competitive world of Google Ads, not all products in your Shopping Ads or Product Listing Ads (PLAs) perform equally. While some items generate impressive returns, others are quietly draining your budget, delivering minimal results. It’s essential to evaluate your PPC Shopping strategy and identify the heroes, sidekicks, zombies, and villains in your campaigns. The Heroes: Your Superstars 🦸 Within every Google Ads campaign, there are products that shine—your heroes. These are the superstars of your PPC Shopping and PLA campaigns, driving up to 80% of your Shopping Ads revenue. Google’s algorithms favor these products because they have reliable data and a strong performance history. However, these heroes usually represent only about 20% of your product feed. In a feed of 10,000 items, only 2,000 might be classified as heroes, meaning that a significant portion of your product listings are not pulling their weight. Optimizing your PPC strategy means understanding how to support not just these top performers but also the other products in your Google Ads campaigns. The Zombies: Potential Powerhouses in Limbo 🧟 Then there are the zombies—products that get minimal clicks or impressions in your Shopping Ads or PLAs. These underperforming products can make up over 60% of the items in a typical Merchant Centre feed. Despite their low visibility, these zombies have the potential to perform well if given the right attention. These products are often overlooked in PPC Shopping strategies, left to underperform in the background. By segmenting and optimizing these products within your Google Ads campaigns, you can potentially turn these zombies into valuable contributors to your overall PPC success. The Sidekicks: Underappreciated Assets ⭐ Sidekicks are the products that show promise but haven’t yet reached their full potential in your PPC Shopping campaigns. They generate some sales but don’t yet qualify as heroes in your Google Ads account. Despite their potential, they often don’t get the attention they deserve. To maximize your PPC Shopping and PLA efforts, it’s crucial to focus on these sidekicks. By adjusting your bidding strategies, setting lower ROAS targets, and improving creative assets, these products can become significant contributors to your Shopping Ads revenue. The Villains: Budget-Draining Underperformers 🦹 Villains in your Google Ads campaigns are those products that seem promising but end up consuming a large portion of your budget with little return. In many PPC Shopping accounts, these underperforming products can take up around 50% of the total budget, making them a costly part of your PLA strategy. While these villains might still bring in traffic and conversions, they don’t perform as well as other products in your feed. Identifying and managing these products is key to optimizing your PPC Shopping and PLA campaigns, ensuring that your budget is spent effectively. Strategies for Growth: Optimizing Your PPC Shopping Campaigns To achieve sustainable growth in your Google Ads campaigns, it’s crucial to balance the different types of products in your feed. Here are a few strategies to help you optimize your PPC Shopping and PLA efforts: Check out Product Hero for more hero, villan, zombie and sidekick information! Conclusion: The Power of a Balanced PPC Shopping Strategy In Google Ads, not every product is a hero. However, with careful management, you can ensure that your sidekicks are empowered, your zombies are revived, and your villains are kept in check. By understanding the different roles products play in your PPC Shopping and PLA campaigns, you can optimise your strategy and make your budget work harder for you. Remember, success in PPC Shopping isn’t just about finding and promoting your heroes—it’s about knowing when to give sidekicks and zombies a chance to step into the spotlight and when to rein in the villains that are draining your budget. Feel free to view our top Performance Max tips here Highlighted from Chris Nightingale below, kick out your villains, level up your sidekicks and see what works for your account.

Why Choosing Freelance or Agency for PPC Management Outshines In-House Teams

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Pay-per-click (PPC) advertising is crucial for driving immediate traffic and generating quick revenue. However, choosing the best way to manage your PPC campaigns can be perplexing. Should you hire a freelance specialist, an agency, or rely on an in-house team?

Dominate Online Advertising with Google Performance Max

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Introduction Do you find yourself constantly battling to stand out in the crowded online advertising space? Fear not, because Google Performance Max campaigns are here to change the game. By leveraging advanced automation and machine learning, Google has crafted a powerful tool to help you maximise your advertising potential. Read on to learn how you can dominate online advertising with Google Performance Max. Are you ready to unlock the full potential of your online advertising strategy and leave your competitors in the dust? Key Takeaways What is Google Performance Max? Google Performance Max is a game-changer in the digital advertising landscape. This all-in-one campaign type integrates multiple Google advertising channels into a single, cohesive strategy. It’s designed to simplify the advertising process while delivering superior results through the use of cutting-edge automation and machine learning. Google Performance Max enables you to reach potential customers across various Google properties, including YouTube, Display Network, Search, Discover, Gmail, and Maps. This unified approach helps you achieve specific marketing goals, such as increasing online sales, generating leads, or driving store visits. Performance Max campaigns are smart and adaptive. They continuously learn from real-time data and user interactions, allowing for more accurate targeting and better performance. By leveraging machine learning, these campaigns optimise your ads automatically, making them more relevant and effective. What sets Performance Max apart is its seamless integration with other Google Ads campaigns. This compatibility ensures that your overall advertising efforts are cohesive and well-coordinated, driving better results across the board. Whether you’re a small business owner or a large enterprise, Google Performance Max provides a powerful tool to achieve your marketing objectives. In essence, Google Performance Max combines the best of Google’s advertising technologies into one holistic solution. It takes the complexity out of campaign management, allowing you to focus on what truly matters: growing your business and connecting with your audience. Key Features of Google Performance Max Campaigns When it comes to digital advertising, having the right features at your disposal can make all the difference. Google Performance Max offers a host of impressive features that set it apart from traditional campaign types. One standout feature is its ability to harness machine learning and data insights. By analysing user behaviour and real-time signals, Performance Max campaigns optimise your ads to ensure they reach the most relevant audience. This means your ads are more likely to resonate with potential customers, leading to higher engagement and conversions. Performance Max supports advertisements across all Google properties. Whether you’re targeting users on YouTube, Gmail, Google Discover, or the Search Network, this campaign type has you covered. This broad reach significantly increases the visibility of your ads, helping you tap into a vast pool of potential customers. Another key feature is AI-driven audience targeting. Performance Max uses sophisticated algorithms to identify and reach users who are most likely to engage with your ads. This not only improves your ad performance but also ensures that your ad spend is used more efficiently. Robust reporting and performance tracking tools are also integral to Performance Max campaigns. These tools provide detailed insights into how your ads are performing, allowing you to make data-driven decisions and fine-tune your strategies for optimal results. Additionally, Performance Max campaigns automatically create and optimise dynamic ads for different formats. This ensures that your ads look great and perform well, regardless of where they appear. From video ads to display banners, you can rest assured that your campaign assets are always top-notch. In summary, Google Performance Max offers an array of features designed to enhance your advertising efforts. By leveraging automation, machine learning, and broad audience reach, these campaigns provide a powerful solution to help you achieve your marketing goals. Benefits of Google Performance Max Google Performance Max brings a wealth of benefits that can significantly impact your advertising efforts. These advantages make it a must-consider option for anyone serious about online marketing. One of the most compelling benefits is the increased reach across all Google platforms. By appearing on YouTube, Gmail, Google Discover, Maps, and more, your ads will enjoy broader visibility. This widespread reach helps you connect with a larger audience, increasing the likelihood of finding potential customers. The advanced machine learning capabilities of Performance Max are another major benefit. These algorithms continually assess and optimise your ads for maximum performance. By delivering more relevant and personalised ad experiences, you’re likely to see a boost in engagement and conversions. Campaign management is simplified with Performance Max, saving you valuable time. With automated optimisation and AI-driven targeting, you spend less time tweaking your ads and more time focusing on strategic decisions. This allows you to manage your campaigns more efficiently and effectively. Unified reporting provides comprehensive insights into the effectiveness of your ads. With detailed performance metrics and data-driven recommendations, you can make informed decisions to enhance your campaign strategies. This holistic view of your ad performance helps you identify what’s working and where improvements are needed. Enhanced audience targeting is another standout benefit of Performance Max. By leveraging machine learning, you can connect with the right users at the right time. This precise targeting not only improves ad relevance but also ensures that your marketing efforts are directed towards the most promising audience segments. In conclusion, Google Performance Max offers numerous benefits that can elevate your advertising campaigns. From increased reach and advanced machine learning to simplified management and enhanced targeting, these campaigns provide a comprehensive solution for achieving your marketing objectives. How Does Google Performance Max Work? Understanding how Performance Max works can help you leverage its full potential. This innovative campaign type optimises your adverts using real-time data and signals, ensuring that your ads are always performing at their best. At its core, Performance Max uses Google’s automation tools to craft personalised ad experiences. These tools analyse user behaviour, preferences, and interactions, allowing the algorithm to deliver highly relevant ads. This real-time optimisation ensures that your ads are always aligned with user expectations and intent. The algorithm continuously learns

The PPC Roundup: 2023 Review & 2024 Planning

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As we wrap up the year 2023, it’s time for advertisers and agencies to reflect on the past year and plan for the future of marketing. The digital marketing landscape is constantly evolving, and staying ahead of the curve can mean the difference between success and failure. In this article, we’ll take a look back at the trends that defined PPC (pay per click) advertising in 2023 and provide insights to help advertisers plan for 2024. From advancements in AI and automation to changes in consumer behavior, we’ll cover everything you need to know to stay ahead of the game and drive results for your business. So, let’s dive in and explore what the future holds for pay per click advertising in 2024. The Year AI Went Mainstream 2023 has been the year that AI and automation became mainstream within the digital marketing industry. It’s remarkable when you look at the tools available in the online marketing world just how many are now offering some form of artificial intelligence assistance whether than be through creative production or by speeding up mundane tasks. A few key concepts and tools that stick out at as marketing leaders are: Creatives Canva requires little to no technical experience when it comes to photo editing, instead utilising AI alongside a vast number of images, videos and creative concepts to speed up the journey. More recently Canva has introduced such tool as Magic Design which lets users tell the platform what they want to create in whatever format before a design is made automatically. Further AI enhancements are available from text to video to the ability to write content based on your brand tone of voice. Copy: Through tool such as Copy.ai, advertisers can now create better-targeted campaigns that resonate with their target audience. These tools can analyze data on consumer behavior, preferences, and interests to create ads that are more likely to convert. AI-powered copywriting tools can also generate high-quality ad copy that is optimized for search engines, social media platforms, and other digital channels. Copy.ai uses natural language processing (NLP) and machine learning algorithms to generate high-quality ad copy in seconds. Another popular tool is Grammarly, which uses AI to help users write better and error-free content. However, while AI-powered copywriting tools offer many marketing benefits, they also raise concerns about the future of human creativity and the impact on the job market. As AI continues to evolve, it’s essential to strike a balance between the use of AI tools and human creativity to ensure that we continue to create compelling and engaging content. SEO: SE Ranking tool is a powerful platform that leverages Artificial Intelligence to assist content creators in generating SEO-driven content that can improve website traffic and enhance online visibility. Whether it’s meta suggestions, headline creation or content itself, SE Ranking will assist with the article to ensure it’s on par or better than the competition when it comes to the key SEO ranking factors. The demise of cookies The world of pay per click ad campaigns advertising is about to undergo a major shift in the way it tracks user behavior. The demise of cookies is imminent and this will have a significant impact on the tracking industry. In 2024, we can expect to see a completely different advertising ecosystem. What are cookies and how do they work? Cookies have been the backbone of online advertising for over two decades. They have allowed advertisers to track user behavior, serve targeted ads, and collect valuable data to aid sales growth. However, with the increasing concern for privacy and security, marketing cookies are no longer deemed as trustworthy. In fact, major web browsers such as Safari and Firefox have already blocked third-party cookies, and Google plans to phase out support for third-party cookies by 2022. Conversion tracking, what’s changing? So, what does this mean for the advertising industry and Google ads customers in 2024? First and foremost, we can expect to see a rise in privacy-focused advertising. This will include new marketing technologies such as contextual advertising, which targets users based on the content they are viewing, rather than their browsing history. We can also expect to see an increase in first-party data collection, as companies look to build direct relationships with their customers. Another major shift will be in the way that publishers and advertisers work together. With the loss of third-party cookies, publishers will have greater control over their data and will be able to monetize it directly, without relying on third-party data brokers. This will create a more transparent and fair advertising ecosystem, benefitting both publishers and advertisers. Consent mode and enhanced conversions stick out as two key important pillars as advertisers navigate the choppy waters of tracking in the marketing world. By utilising Consent Mode, data accuracy is enhanced as the conversion modeling feature regains conversions that were lost due to user consent choices. As per Google’s statistics, the implementation of Consent Mode results in a substantial improvement in conversion rates, recovering over 70% of ad-click to conversion journeys that were previously lost. The demise of cookies will create a more privacy-focused and transparent advertising industry for agencies and advertisers. While it may take some time to adjust, the end result will be a better online experience for users, with more relevant and useful ads, and greater control over their personal data. PMAX Adoption & DSA Removal The world of shopping ads in Google Ads is constantly evolving. Performance Max was originally deemed as the updated Smart Shopping campaign that harnessed AI to ensure performance targets were being met without the need of a bid for every single SKU. It was the first time you could harness all of Google’s advertising networks in full to deliver against your performance marketing targets under one campaign. This includes coverage across Google Search, Google Display, YouTube, and even the Discovery Feed. This means that your ads will be placed where they are most likely to

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