The Performance Max Playbook: Best Practices and Emerging Tactics for 2024
Strategies for running Performance Max campaigns in 2024, covering campaign structure, creative, budgeting and conversion tracking.
Search Engine Land 2:15 pm on April 11, 2024
The article discusses the approach of allowing or disallowing branded searches in Google's Performance Max campaign. Brands with large budgets can consider the multi-campaign approach, as they have enough data to allocate funnel budgets correctly. Allowing branded searches may result in a cannibalization risk, making it ideal for those who cannot meet audience exclusions or conversion thresholds without branded baked into their campaign.
https://searchengineland.com/the-performance-max-playbook-best-practices-and-emerging-tactics-for-2024-439585