Topic: incremental conversions
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Is Google's AI Max Search Actually Working?
Google's AI Max for Search is designed to capture additional conversions by using broad match and keywordless matching, without replacing existing keyword strategies, and prioritizes existing keywords when queries match them. The tool integrates features like broad match, Dynamic Search Ads, and ...
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Google and Meta's Paid Media Incentive Problem
Major digital advertising platforms like Google and Meta have powerful data and algorithms, but their financial incentives often prioritize their own revenue over an advertiser's business outcomes, making full autonomy risky. Common platform practices that misalign with advertiser goals include u...
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Why Your B2B PPC Metrics Are Misleading You
Tracking multiple primary conversion actions can inflate metrics like total conversions and ROAS by quadruple-counting leads, giving false signals of success. Assigning relative values to conversion actions, even without exact revenue data, helps bidding algorithms prioritize deeper-funnel action...
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Top 8 PPC KPIs You Must Track for Success
Conversion Rate (CVR) is a key metric that measures the percentage of users completing a desired action after seeing your ad, helping you assess the effectiveness of your landing pages and overall campaign. Cost Per Conversion (CPCONV) tracks the average cost to achieve a conversion, allowing you...
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Google Ads Bidding: 3 Key Updates PPC Managers Must Know
Smart Bidding Exploration is now available globally for Search and Performance Max campaigns (with a beta for Shopping), helping advertisers find additional converting traffic without relaxing ROAS targets. Promotion mode, now in beta for Search and Performance Max, automates temporary budget fle...
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Google's Demand Gen: More Shoppable, More Measurable
Google's Demand Gen is evolving into a measurable performance channel that directly challenges paid social platforms, connecting discovery, video, and commerce across its network. New features include shoppable CTV ads for direct purchases from TV screens and Attributed Branded Searches to measur...
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Google's Performance Max Gets New Smart Bidding Exploration Tool
Google has introduced Smart Bidding Exploration for Performance Max campaigns, allowing more flexible return on ad spend targets to capture additional conversions. Early tests show an 18% increase in unique converting queries and a 19% rise in total conversions, though some experts caution it may...
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Microsoft Advertising Unveils AI Insights, PMax Tests, and Creative Previews
Microsoft Advertising's August newsletter enhances existing tools rather than introducing new products, adding AI Topic Insights in Clarity to group AI citations by subject and define metrics like grounding queries and citation share. Performance Max gains two experiment types,uplift and upgrade ...
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80% of PMax Advertisers Now Use CTV Ads
Google is automatically placing Performance Max campaigns on connected TV (CTV) via YouTube, making TV advertising an integrated part of many automated Google Ads strategies. Advertisers must actively review channel performance and product feed images, as static catalog photos are being converted...
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