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, ...

Performance Max is a versatile campaign, but understanding the nuances and adapting it to the account you’re working on can be the difference between investing budget and burning it. One significant ...

In the beginning, there was only Search. Then Google said, “Let there be Shopping.” And so began the golden age of search advertising. Fast forward, and machines now perform the more granular and ...

Try that with Performance Max, and you’ll force it into doing something it’s not built for. And performance certainly won’t be at max. Consolidation is the name of the game here. Performance will take ...