Pmax has often been referred to as the lazy Man’s campaign because all you need to do is turn it on, upload some creatives, and you’re done. Fact is: yes, you can do that, but you’re going to end up average. There are a lot more subtle yet crucially important controls that advertisers have when using Pmax and Navah is here so you can take full advantage of them. In her data-backed action item oriented session, you will learn:

• The ROI on completing specific tasks within pmax including audience signals, search themes, and breaking out campaigns into multiple campaigns with single asset groups versus combining all asset groups into a single campaign.
• How much to lean into AI creative versus your own based on what industry you’re in as well as how much data is available, if any, in your feed.
• Strategies of how to get your siloed campaigns IE search, shopping, display and video to work collaboratively with Pmax and how to know when to put effort into your siloed campaign or your Pmax campaign.

This session is not a love letter to Pmax nor is it a critique of the format. It’s an honest assessment of what advertisers can do, whether they’re in-house or agency, to make the most of the format without compromising their overall account structure/strategy.
Navah Hopkins