Google Premier Partner Google Search, Shopping, Performance Max, YouTube Ads, Microsoft Advertising, and Facebook/Instagram Ads 📈
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Same product, same price on Google Shopping. One listing has stars under it. The others say nothing.
Product ratings come from reviews you share with Google through Merchant Center. If Google never gets them, your listings show up bare.
Make sure Google can show your reviews.
ALT Three Google Shopping listings for the same product, with and without star ratings
Google says 200 leads. The CRM says 140.
Smart Bidding learns from the bigger number, junk form fills included.
Before we touch bids on a Lead Gen account, we match platform leads to CRM records one by one. When did you last line those up?
New PMAX campaigns built after Dec 4 will pull images from your landing pages even with Dynamic images off. We'll be setting it on purpose for every December build.
Google is turning on image extraction by default for new PMAX campaigns on Dec 4. That's right when most brands are building December promos.
Even if Dynamic images is off at the account level, Google can pick images from your landing pages for ads on Search, YouTube, Display, Discover, Gmail and Maps.
Existing campaigns keep their settings. New ones need you to set it yourself if you want a say in what shows up.
Do you let Google choose your images, or pick them yourself?
ALT PMAX image extraction turns on by default for new campaigns on December 4
Worth knowing before Black Friday: when the promo window ends, the settings revert on their own.
That's the part we like. Nobody has to remember to pull the ROAS tolerance back on Monday morning.
FYI: promotion mode on Search and PMAX lets you set a temporary ROAS tolerance from 5% to 90% for a sale window.
Schedule the promo. Optionally boost budget. When it ends, settings revert.
Google's Ads PM says it also turns on Smart Bidding Exploration while the promo runs.
That's a lot of room for Smart Bidding to chase volume. Are you picking the tolerance on purpose, or leaving it wide open?
ALT Smart Bidding promotion mode. Loosen the target on a schedule. Then it snaps back. 01 Schedule the promo window. 02 Pick a ROAS tolerance on purpose. 03 Settings revert when it ends.
What we see most often with Meta-only DTC brands is that one bad week on Meta becomes a bad month for revenue.
Search and Shopping catch demand that's already out there.
If Meta went quiet for a week, what would still be selling?
This is the first conversation we have when a Shopify brand says the ads stopped working.
We check traffic quality, the site and the offer before we touch a single bid.
Which one would you look at first?
When conversion rate drops in BF week, the ads get blamed first.
In my experience it usually comes from one of 3 places:
1. Traffic quality. Where the clicks are coming from.
2. Website UX. Mobile, speed, navigation, the landing page.
3. The offer. Price, competitiveness, copy, social proof.
Shopify now lets you schedule and test discounts in Rollouts. So you can test #3 in October instead of on the day.
Which of the 3 bit you hardest last BFCM?
ALT Conversion rate comes from 3 places: traffic quality, website UX, and the offer.
Feed, audiences, conversion data.
If any of the three is stale, PMAX spends the next month learning from it. A month out from Black Friday is when there's still time to fix it.
Back to work tomorrow, and Black Friday is just over a month out.
My Monday list for PMAX accounts is short:
Check the inputs. Is your Shopify product feed clean in Merchant Center? Are your Shopify and Klaviyo audiences up to date in Google Ads?
Check the conversion data. Does what Google sees line up with what the store actually booked?
Then leave the structure alone. Don't shock the system with big changes this close.
What's the first thing you're checking Monday morning?
ALT Black Friday prep Monday list. Check the inputs. Leave the structure alone. 01 Shopify product feed clean in Merchant Center. 02 Audiences up to date in Google Ads. 03 Conversion data matches the store. 04 No big changes this close.
Black Friday promos in Merchant Center:
Once you save, Google needs at least 24 hours and up to 72 to review the promotion before it can go live.
Starts Thanksgiving? Save it by Monday of that week.
When are your BFCM promos going in?
ALT Google Merchant Center Promotion Builder notice: Once you save, Google needs at least 24 hours and up to 72 hours to review your promotion before it can go live.
Black Friday is about five weeks out, and PMAX needs time to learn.
Three checks on our eCommerce accounts this week:
1. New holiday products go feed-only
2. Hero products get their own asset group
3. Brand exclusions go on
Mid-November changes get judged on half-learned data.
ALT Pre-Black Friday PMAX checklist: Black Friday is 5 weeks out. 01 New holiday products go in feed-only first. 02 Hero products get their own asset group. 03 Brand exclusions go on. JXT Group.
Full Pre-Black Friday PMAX checklist: nitter.gq/MenachemAni/status/211…
AI Max vs PMAX vs Shopping: What an eCommerce Account Actually Needs | jxtgroup.com/ai-max-vs-perfo…
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Google Has Now Removed the “Show More” Button. And That’s a Problem for Every Business Owner Relying on Organic Search. | jxtgroup.com/google-has-now-…
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JXT Group - Google Ads Agency retweeted
Play a game with me! 🎮👇
Breaking down 5 popular marketing tactics and deciding whether to Keep, Delete, or Upgrade them.
Watch to see my thoughts on:
‣ Budget caps on top-performing campaigns
‣ Product listings
‣ Video strategy & UGC
How many do you agree with? 👇
#PPCChat #GoogleAds
We're lining promo start dates up against these category peaks before anyone picks a discount percentage.
nitter.gq/MenachemAni/status/211…
Google just published when holiday discounts tend to peak by category.
Are your promo dates lined up with when Search/Shopping demand spikes in your category?
#PPCChat
About five weeks to Black Friday. If you only do one thing from this list this week, start with the feed. It's what Google reads first.
nitter.gq/MenachemAni/status/211…
The one check we're running across every Shopify account: are the Black Friday promos in Merchant Center, with the right SKUs attached?
Each one goes through a policy review and a product check. Submit at least 24 hours before.