Keyword Theory In A PMax World
It is very easy to fall into the trap of thinking keywords/match-types don’t matter. With Performance Max (PMax) being highly focused on audiences and creative, non-google ad channels barely using them, and the vast changes to mechanics, it’s harder to make the case for investing in keyword theory/strategy.
In this data driven and action-item oriented session, we’re going to explore:
- A study of 2600+ global ad accounts and how match types do still impact success (or failure) in accounts. This study looks at KPIS (revenue, CPA, conversion rate, etc.) as well as guiding metrics (CTR, impressions, clicks, CPC, etc.).
- How to parley what we know about keyword theory into better PMax campaigns by harnessing the audiences of search, as well as how to balance PMax campaigns alongside siloed channel campaigns.
- Which account structure strategies still hold merit and which ones might struggle due to changes in ad tech mechanics.
This session is oriented around in-house and agency marketers who are forced to balance tight brand standard demands alongside an increasingly flexible adtech suite. It’s goal is that advertisers feel empowered to test, but never feel forced to move away from what’s working for them.