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Perpetual Traffic

Episode 369: Google Ads is Ending One of Their Best Features and Why It’s Not Entirely Bad News

Perpetual Traffic

Tier 11

Business, Marketing, Entrepreneurship

4.7867 Ratings

🗓️ 25 February 2022

⏱️ 26 minutes

🧾️ Download transcript

Summary

When Google makes another big change, it’s human nature for marketers and ad agencies to panic, but it’s actually going to be okay.

 

In today’s episode, host Kasim Aslam sits down with his business partner and unchallenged Google Expert of the Universe, John Moran, to talk about the future of Google Ads. And what exactly is the future of Google Ads? Performance Max. How do we know this? Well, partially, because last summer, Google decided it was so. Performance Max is one campaign that uses all 6 channels of Google: Search, YouTube, Shopping, GSP, Discovery, and Display. John has 25 Performance Max ad campaigns running right now, and honestly? He seems to know more about them than Google does. And he shares his brilliant insights with the rest of us.

 

Listen in to see how John finishes this sentence. “Performance Max is the future. However…”

 

IN THIS EPISODE YOU’LL LEARN:

  • What dictates which of your campaign ads are shown on which networks 
  • How to run high-bar supplementary campaigns
  • Pros/cons of the four bidding strategies Performance Max can use
  • How to protect your legacy campaigns while still utilizing Performance Max

 

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:


 

OUR PARTNERS:


 

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

www.AdRoll.com/PT

https://www.activecampaign.com/

https://perpetualtraffic.com/advertise-with-us/

Tier 11 Data Suite

https://www.NEXTInsurance.com/perpetual

Tier 11 Data Suite

Transcript

Click on a timestamp to play from that location

0:00.0

Hey folks, Ralph here with something that could seriously upgrade your top of funnel ad game.

0:06.8

If you've been a PT listener for any period of time, you know that we talk about top of funnel

0:10.5

all the time and how challenging it is for you to get quality top of funnel clients or leads

0:17.9

or customers and then convert them typically at bottom of funnel.

0:22.9

Well, TV advertising is one of those areas that we haven't discussed here on PT all that much.

0:29.4

But our friends over at AdCritter have figured this stuff out.

0:33.2

They do connect to TV ads so you can be everywhere without spending millions on Super Bowl ads,

0:39.9

but they pair it with display retargeting. So you're hitting the audiences with a complete approach.

0:46.4

You reach them, then you remind them, and then you collect the revenue. It's a strategy

0:52.1

designed to deliver, and let me tell you, it really

0:55.6

works. We're testing this at Tier 11, and so far, the results have been very impressive. Now,

1:01.6

with AdCritter, creating custom audiences are so easy. You don't need to reformat files. You don't

1:07.3

need to mess around with complex spreadsheets. You just upload any file in any format and you're ready to go.

1:13.0

And the match rate is awesome.

1:15.1

They make it easy to connect with the right people,

1:17.4

the actual people that have interacted with your ads in the past,

1:20.7

and then allow them to naturally flow through your funnel

1:23.7

so you can convert them at bottom of funnel.

1:26.9

Now, the folks at AdCriter, we twisted

1:28.8

their arm to get us a great deal for you, the PT listener. They are offering a special deal for y'all,

1:35.1

and that is you can get a $500 campaign credit, meaning $500 in free money to test out the platform

1:41.9

or dollar for dollar matching on any TV campaign up to five grand.

...

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