While auditing PPC accounts from agencies, freelancers and in-house teams, I’ve found that Performance Max campaigns typically fall into one of four categories. Below, I’ll break down each category, ...

Google Ads Performance Max campaigns are often called a “black box” due to their: This inherent opaqueness can make auditing these campaigns challenging, leaving many businesses feeling like they’re ...

Since its launch in 2021, Performance Max (PMax) has transformed how ecommerce businesses approach Google Ads. Google’s machine learning and AI, when applied across its entire advertising ecosystem, ...

When Performance Max first came onto the scene, it was a bit of a “Wild West” in testing and sentiment. Some were thrilled about the opportunity to access greater visual inventory without carving out ...

When Google first announced the existence of Performance Max back in 2020, to say I was skeptical of this ad unit would’ve been an understatement. When it rolled out to everyone in 2021, I described ...