Why Performance Marketers Should Use PMax [Video]

Hi, I’m the former #1 PMax (Performance Max) hater in the world. Nice to meet you! At one point I made stickers saying “PMin” and ranted against the new campaign type week after week.

However, I’ve slowly but surely become a changed man. We now (carefully) use PMax in lead gen, alongside shopping campaigns, with page feeds as a dynamic search ad, and more.

I would now go as far as to say that I’m a PMax fan.

The reason? The PMax of today is not the same PMax we saw at launch. And from everything we’re seeing from the Google team, it won’t be the (improved) PMax of tomorrow.

In this blog, I’ll explain what I’ve seen from Google that’s helped change my mind.

Google Has Addressed The Biggest Issues: Negative Terms

I couldn’t give Google enough credit for addressing the biggest elephant in the room with PMax: Negative keywords.

On launch, PMax would over-leverage toward branded …