{"id":650798,"date":"2025-01-25T01:35:16","date_gmt":"2025-01-24T22:35:16","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-make-search-and-pmax-campaigns-complement-each-other\/"},"modified":"2025-01-25T01:35:16","modified_gmt":"2025-01-24T22:35:16","slug":"how-to-make-search-and-pmax-campaigns-complement-each-other","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/","title":{"rendered":"#How to make search and PMax campaigns complement each other"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a292457d3f78\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a292457d3f78\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Running_Search_PMax_campaigns_can_lead_to_overlapping_issues_Discover_the_pitfalls_to_avoid_and_how_to_achieve_success\" >Running Search &amp; PMax campaigns can lead to overlapping issues. Discover the pitfalls to avoid and how to achieve success.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#The_core_of_the_conflict_PMax_and_Search_overlap\" >The core of the conflict: PMax and Search overlap<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Data_insights_The_extent_of_overlap\" >Data insights: The extent of overlap<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#The_problems_that_lead_to_overlap\" >The problems that lead to overlap<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Problem_1_Poor_organisation_leads_to_lower_ad_rank\" >Problem 1: Poor organisation leads to lower ad rank<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Problem_2_Not_adding_search_terms_as_keywords\" >Problem 2: Not adding search terms as keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Problem_3_Google_recommendation_removing_redundant_keywords\" >Problem 3: Google recommendation, removing redundant keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Problem_4_Google_auto-apply_settings_%E2%80%93_turn_off\" >Problem 4: Google auto-apply settings \u2013 turn off<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Problem_5_Ad_rank_preview_tool\" >Problem 5: Ad rank preview tool<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Problem_6_Lost_IS_budget_Bid_strategy\" >Problem 6: Lost IS budget &amp; Bid strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Problem_7_Campaign_settings\" >Problem 7: Campaign settings<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Problem_8_Misspellings_arent_the_%E2%80%9Cidentical%E2%80%9D_term\" >Problem 8: Misspellings aren\u2019t the \u201cidentical\u201d term\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Fix_ad-serving_issues\" >Fix ad-serving issues<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Exception_%E2%80%93_Shopping_Campaigns\" >Exception \u2013 Shopping Campaigns<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-make-search-and-pmax-campaigns-complement-each-other\/#Looking_ahead_The_role_of_PMax\" >Looking ahead: The role of PMax<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Running_Search_PMax_campaigns_can_lead_to_overlapping_issues_Discover_the_pitfalls_to_avoid_and_how_to_achieve_success\"><\/span>Running Search &amp; PMax campaigns can lead to overlapping issues. Discover the pitfalls to avoid and how to achieve success.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Performance Max (PMax) and search campaigns often <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">trip<\/a> over each other and make a mess out of your data and the customer journey. But it doesn\u2019t have to be that way.<\/p>\n<p>At SMX Next, Brad Geddes, co-founder of Adalysis, dove deep into the data analysis of why you need to exert control over your search terms. He walked through the steps you can take to ensure these two campaigns aren\u2019t fighting each other but working in tandem to improve your account performance.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-core-of-the-conflict-pmax-and-search-overlap\"><span class=\"ez-toc-section\" id=\"The_core_of_the_conflict_PMax_and_Search_overlap\"><\/span><strong>The core of the conflict: PMax and Search overlap<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Geddes set the stage by addressing the ongoing competition between PMax, search, and shopping campaigns:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cRight now, the shift is PMax, search and shopping campaigns often compete with each other as opposed to complementing each other.\u201d <\/li>\n<\/ul>\n<p>This competition can lead to inefficiencies, as campaigns vie for the same search terms.<\/p>\n<p>One of the central concepts Geddes introduced was Google\u2019s \u201cpriority\u201d system for ad displays. Google prioritizes exact-match keywords when deciding which ad to show. However, the definition of \u201cidentical\u201d can be surprisingly stringent, Geddes said:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIf you have this search term, \u2018Italy tour guide,\u2019 and you have the search keyword, \u2018Italy tour guide,\u2019 that\u2019s identical. But if the search term is \u2018Italian tour guide,\u2019 it\u2019s not identical.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-data-insights-the-extent-of-overlap\"><span class=\"ez-toc-section\" id=\"Data_insights_The_extent_of_overlap\"><\/span><strong>Data insights: The extent of overlap<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"397\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.48-800x397.png.webp\" alt=\"Screenshot 2025 01 16 At 18.36.48\" class=\"wp-image-450860\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.48-800x397.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.48-600x298.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.48-200x99.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.48-768x381.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.48.png.webp 941w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/figure>\n<p>An analysis of 2,000 accounts found that 45% of PMax search terms also <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>eared in search campaigns, Geddes said. However, PMax often secured more impressions, showing for 61% of these shared terms. Yet, despite PMax\u2019s dominance in impressions, Geddes emphasized:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cSearch has better click-through rates 65% of the time and better conversion rates 84% of the time.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-the-problems-that-lead-to-overlap\"><span class=\"ez-toc-section\" id=\"The_problems_that_lead_to_overlap\"><\/span><strong>The problems that lead to overlap<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Geddes offered actionable strategies to address this overlap, starting with keyword management.\u00a0<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"911\" height=\"469\" alt=\"Screenshot 2025 01 16 At 18.36.29 Edited\" class=\"wp-image-450862\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.29-edited.png.webp 911w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.29-edited-600x309.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.29-edited-800x412.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.29-edited-200x103.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.29-edited-768x395.png.webp 768w\" data-lazy-sizes=\"(max-width: 911px) 100vw, 911px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.29-edited.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"911\" height=\"469\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.29-edited.png.webp\" alt=\"Screenshot 2025 01 16 At 18.36.29 Edited\" class=\"wp-image-450862\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.29-edited.png.webp 911w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.29-edited-600x309.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.29-edited-800x412.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.29-edited-200x103.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.36.29-edited-768x395.png.webp 768w\" sizes=\"auto, (max-width: 911px) 100vw, 911px\"><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-problem-1-poor-organisation-leads-to-lower-ad-rank\"><span class=\"ez-toc-section\" id=\"Problem_1_Poor_organisation_leads_to_lower_ad_rank\"><\/span>Problem 1: Poor organisation leads to lower ad rank<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Poor ad group organization is a significant issue impacting ad rank and relevance in search campaigns. Geddes critiqued Google\u2019s approach to responsive search ads (RSAs), which involves automatically mixing and matching keywords and ad assets to create ads, as it often results in mismatched messaging.<\/p>\n<p>He uses the example of a New York City hotel specializing in being dog-friendly. <\/p>\n<p>The hotel had an ad group with keywords like \u201cNew York City dog-friendly hotel,\u201d expecting their RSA to display ads highlighting \u201cdog-friendly\u201d when users searched for those terms. However, most impressions for the keyword \u201cNYC dog-friendly hotel\u201d showed ads with generic phrases like \u201cdowntown New York City hotel\u201d or \u201cTimes Square hotel,\u201d failing to mention pet-friendliness.<\/p>\n<p>The solution? <\/p>\n<p>Reorganizing ad groups. <\/p>\n<p>By analyzing search terms, creating more specific ad groups, and writing ads tailored to those terms, the hotel expanded from one broad ad group to around 20 focused ones. This improved the relevance of ads and tripled conversions without increasing the budget. <\/p>\n<p>Evergreen ad group organization enhances relevance, quality scores, click-through rates, and conversion rates, outperforming automated approaches.<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"385\" alt=\"Screenshot 2025 01 16 At 18.41.29\" class=\"wp-image-450859\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.41.29-800x385.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.41.29-600x289.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.41.29-200x96.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.41.29-768x369.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.41.29.png.webp 940w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.41.29-800x385.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"385\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.41.29-800x385.png.webp\" alt=\"Screenshot 2025 01 16 At 18.41.29\" class=\"wp-image-450859\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.41.29-800x385.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.41.29-600x289.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.41.29-200x96.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.41.29-768x369.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-18.41.29.png.webp 940w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-problem-2-not-adding-search-terms-as-keywords\"><span class=\"ez-toc-section\" id=\"Problem_2_Not_adding_search_terms_as_keywords\"><\/span>Problem 2: Not adding search terms as keywords<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Our second issue in search campaign performance is tied to Google\u2019s reliance on automation. <\/p>\n<p>Google\u2019s approach encourages marketers to use broad match keywords and automated bidding, such as CPA or maximum conversion value bidding, under the premise that Google\u2019s system will handle the search terms effectively, Geddes said. However, he pointed out a critical flaw: <\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIf you don\u2019t manually add your top search terms as keywords, those terms won\u2019t exist as keywords in your account.\u201d<\/li>\n<\/ul>\n<p>This prevents an exact match between the search term and keyword, leading to a scenario where PMax campaigns might take precedence over search campaigns.<\/p>\n<p>The solution he offers is straightforward: marketers should still manually review and identify their top-performing search terms and add them as keywords in their search campaigns. This ensures better alignment and control, avoiding over-reliance on Google\u2019s automation.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-problem-3-google-recommendation-removing-redundant-keywords\"><span class=\"ez-toc-section\" id=\"Problem_3_Google_recommendation_removing_redundant_keywords\"><\/span>Problem 3: Google recommendation, removing redundant keywords<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Geddes highlighted Google\u2019s suggestion to remove \u201credundant keywords,\u201d such as similar variations like Italy tour guides, Italy guided tours, and tours of Italy. Google views these as duplicates and recommends removing them. <\/p>\n<p>However, if you remove these variations, you lose identical keywords in your account, allowing PMax to take priority over search campaigns, Geddes said.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-problem-4-google-auto-apply-settings-turn-off\"><span class=\"ez-toc-section\" id=\"Problem_4_Google_auto-apply_settings_%E2%80%93_turn_off\"><\/span>Problem 4: Google auto-apply settings \u2013 turn off<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Check your Auto Apply settings in Google Ads, as Google may automatically implement changes like removing redundant keywords or \u201cnon-serving keywords\u201d (those with few or no impressions), Geddes said.<\/p>\n<p>While removing non-serving keywords might seem harmless, he cautions that it can cause problems for businesses with seasonal demand.<\/p>\n<p>For example, a roofing company may see fewer impressions in winter, or flower delivery keywords may drop after major holidays. If these keywords are auto-removed, they won\u2019t be available when the next season starts, potentially leading to PMax taking over or ads not showing at all.<\/p>\n<p>He emphasizes reviewing and managing Auto Apply settings to avoid unintended changes that could undermine campaign performance.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-problem-5-ad-rank-preview-tool\"><span class=\"ez-toc-section\" id=\"Problem_5_Ad_rank_preview_tool\"><\/span>Problem 5: Ad rank preview tool<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"381\" alt=\"Screenshot 2025 01 16 At 19.15.36\" class=\"wp-image-450858\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.15.36-800x381.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.15.36-600x286.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.15.36-200x95.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.15.36-768x366.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.15.36.png.webp 951w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.15.36-800x381.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"381\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.15.36-800x381.png.webp\" alt=\"Screenshot 2025 01 16 At 19.15.36\" class=\"wp-image-450858\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.15.36-800x381.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.15.36-600x286.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.15.36-200x95.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.15.36-768x366.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.15.36.png.webp 951w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<p>Google\u2019s ad preview tool can provide valuable insights but has shown limitations in recent months. Geddes notes that Google often reports:<\/p>\n<p>\u201cWe don\u2019t know why your ads aren\u2019t showing for the search,\u201d a problem potentially linked to PMax. The tool might focus on previewing responsive search ads (RSAs), and if RSAs aren\u2019t showing, PMax ads take over, leaving Google unable to explain why ads aren\u2019t serving.<\/p>\n<p>Another frequent issue: keywords not triggering because another \u201cidentical\u201d keyword exists. While the system flags the duplication, the identical keyword might have low ad rank, making it ineligible to display. This allows other ads to show instead.<\/p>\n<p>Pay attention to impression shares and bids, especially when low ad rank is affecting ad performance, Geddes said. This underscores the importance of monitoring how ad rank impacts eligibility and ensuring the account is well-optimized to prevent such conflicts.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-problem-6-lost-is-budget-amp-bid-strategy\"><span class=\"ez-toc-section\" id=\"Problem_6_Lost_IS_budget_Bid_strategy\"><\/span>Problem 6: Lost IS budget &amp; Bid strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Geddes explains how using search campaigns alongside PMax campaigns can lead to conflicts if not managed carefully. In one example, an account had a structured setup where search and corresponding PMax campaigns complemented each other based on regions or products. However, problems arise when the search campaign loses impression share to budget. If the search campaign\u2019s budget runs out, PMax takes over, shifting traffic to PMax instead of search.<\/p>\n<p>To avoid this, he advises ensuring that search campaigns have minimal loss of impression share due to budget so they can compete effectively.<\/p>\n<p>When impression share is lost due to rank, he suggests two solutions:<\/p>\n<ol class=\"wp-block-list\">\n<li>Reduce targeting types, like having fewer keywords, to improve efficiency.<\/li>\n<li>Raise bids or improve quality scores to regain ad rank, but avoid increasing bids to the point where profitability is lost.<\/li>\n<\/ol>\n<p>Geddes highlights a common issue with bid strategies: search and PMax campaigns often use different bidding methods, such as manual CPC for search and maximum conversion value for PMax. This results in different bids submitted to auctions, causing PMax to win ad rank when its bids are higher. For example, if an advertiser sets a $15 target CPA for search and a $25 target CPA for PMax, PMax can outbid search in the auction, even if search performs better.<\/p>\n<p>He emphasizes that this mismatch is often a self-inflicted issue caused by inconsistent bid strategies and campaign settings, which advertisers need to address to ensure search campaigns remain competitive.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-problem-7-campaign-settings\"><span class=\"ez-toc-section\" id=\"Problem_7_Campaign_settings\"><\/span>Problem 7: Campaign settings<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Geddes emphasizes the importance of aligning location and scheduling settings between Search and PMax campaigns to improve performance. <\/p>\n<p>Check whether both campaigns target the same regions, as discrepancies can lead to inefficiencies. For example, some companies may exclude specific areas, like Alaska, Hawaii, or California, in their Search campaigns due to shipping or regulatory reasons, but their PMax campaigns might still target those locations, or even the entire country or world.<\/p>\n<p>\u201cPMax can show for some region in this case they target different regions,\u201d Geddes said, which can cause overlap or misalignment. Similarly, ad scheduling should also be consistent across both campaign types.<\/p>\n<p>\u201cPMax should be more restricted than Search, not more expansive,\u201d to ensure better control and targeted performance, he suggested.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-problem-8-misspellings-aren-t-the-identical-term\"><span class=\"ez-toc-section\" id=\"Problem_8_Misspellings_arent_the_%E2%80%9Cidentical%E2%80%9D_term\"><\/span>Problem 8: Misspellings aren\u2019t the \u201cidentical\u201d term\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"392\" alt=\"Screenshot 2025 01 16 At 19.26.33\" class=\"wp-image-450857\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.26.33-800x392.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.26.33-600x294.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.26.33-200x98.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.26.33-768x377.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.26.33.png.webp 940w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.26.33-800x392.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"392\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.26.33-800x392.png.webp\" alt=\"Screenshot 2025 01 16 At 19.26.33\" class=\"wp-image-450857\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.26.33-800x392.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.26.33-600x294.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.26.33-200x98.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.26.33-768x377.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-19.26.33.png.webp 940w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<p>Google\u2019s approach to search term data caused challenges, particularly the grouping of misspellings with correct spellings. While this change simplifies reporting, it creates significant issues for advertisers: <\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cYou can no longer tell what\u2019s a misspelling in Google. You have no clue.\u201d\u00a0<\/li>\n<\/ul>\n<p>This is problematic, especially for new brands like Airbnb or Lyft, where early misspellings dominate until Google recognizes them as valid terms.<\/p>\n<p>Geddes highlighted two major concerns: <\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cA, you can\u2019t see those stats anymore. B, we don\u2019t know how things are being corrected<strong>.\u201d<\/strong>\u00a0<\/li>\n<\/ul>\n<p>It\u2019s unclear if Google prioritizes correcting misspellings before applying search term logic or if corrections occur afterwards, complicating analysis and strategy.<\/p>\n<p>Misspellings are a growing problem, with Google sometimes making \u201ccrazy spell corrections,\u201d Geddes said.<\/p>\n<p>As a result, some advertisers are reverting to outdated practices, such as adding exact match misspellings, which Geddes describes as \u201ca crazy amount of work\u201d but possibly necessary due to PMax campaigns amplifying misspelling issues.<\/p>\n<p>He advises advertisers to monitor this closely: <\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIt\u2019s something that you might start watching more than you ever did before.\u201d<\/li>\n<li>\u201cTake your search term data, take your PMax search term data, put it in a pivot table, and look for overlaps.\u201d<\/li>\n<\/ul>\n<p>By identifying high-performing search terms, advertisers can add these as exact-match keywords in their search campaigns, ensuring better control and performance.<\/p>\n<p>Another recommendation involved improving ad group organization to enhance relevance and ad rank. He shared a success story where reorganizing ad groups for a New York City hotel resulted in tripled conversions on the same budget. <\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cGood ad group organization helps relevance from a quality score standpoint and improves click-through and conversion rates,\u201d Geddes said.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-fix-ad-serving-issues\"><span class=\"ez-toc-section\" id=\"Fix_ad-serving_issues\"><\/span><strong>Fix ad-serving issues<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"380\" alt=\"Screenshot 2025 01 16 At 20.52.14\" class=\"wp-image-450856\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-20.52.14-800x380.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-20.52.14-600x285.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-20.52.14-200x95.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-20.52.14-768x364.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-20.52.14.png.webp 940w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-20.52.14-800x380.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"380\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-20.52.14-800x380.png.webp\" alt=\"Screenshot 2025 01 16 At 20.52.14\" class=\"wp-image-450856\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-20.52.14-800x380.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-20.52.14-600x285.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-20.52.14-200x95.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-20.52.14-768x364.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-20.52.14.png.webp 940w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<p>Geddes summarized the fix of these ad-serving issues into three main buckets:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Evaluate. <\/strong>\u201cTake your search term data, take your PMax search term data, put in a pivot table and look for overlaps.\u201d<\/li>\n<li><strong>Create. <\/strong>\u201cWhat are our top search terms? It doesn\u2019t matter if they\u2019re from search campaigns or PMax campaigns. Let\u2019s make sure those are in your search ad group \u2013 with relevant ads and landing pages.<\/li>\n<li><strong>Check. <\/strong>\u201dCheck your settings, your bid settings, your location settings, your time of day settings, your budget settings. Consistency is what we\u2019re looking for\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-exception-shopping-campaigns\"><span class=\"ez-toc-section\" id=\"Exception_%E2%80%93_Shopping_Campaigns\"><\/span>Exception \u2013 Shopping Campaigns<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"399\" alt=\"Screenshot 2025 01 16 At 21.09.45\" class=\"wp-image-450855\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.09.45-800x399.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.09.45-600x299.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.09.45-200x100.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.09.45-768x383.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.09.45.png.webp 970w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.09.45-800x399.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"399\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.09.45-800x399.png.webp\" alt=\"Screenshot 2025 01 16 At 21.09.45\" class=\"wp-image-450855\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.09.45-800x399.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.09.45-600x299.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.09.45-200x100.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.09.45-768x383.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.09.45.png.webp 970w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<p>There are challenges, however in managing overlap between Search and PMax campaigns in retail, where the same search term might trigger ads from both campaigns. Geddes noted:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cThe same search term could show a search ad from search and a product ad from PMax, or PMax could show both,\u201d which creates reporting complexity. \u201cThe reporting\u2019s really messy.\u201d<\/li>\n<\/ul>\n<p>To address this, Geddes suggests analyzing top search terms and checking if they are included in Search campaigns. However, he cautions against broadly using negative keywords at the campaign or account level to block PMax, as this approach can complicate campaign performance.<\/p>\n<p>He highlights tools like Adalysis, which help simplify this process by identifying overlaps: <\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cWe\u2019ll look and say here\u2019s your PMax search terms. Is this a keyword in Search? Is it a search term in Search?\u201d <\/li>\n<\/ul>\n<p>For example, Adalysis can analyze terms with no conversions in PMax but better performance in Search, enabling advertisers to optimize organization and performance.<\/p>\n<p>Geddes advises focusing on overlap percentages and using systems that make managing negative keywords and overlaps more efficient. He mentions that Google plans to introduce campaign-level negative keywords for PMax, which will make managing overlaps easier: <\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cAs soon as that happens, that\u2019ll be baked into the workflow\u2026to make life easier.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-looking-ahead-the-role-of-pmax\"><span class=\"ez-toc-section\" id=\"Looking_ahead_The_role_of_PMax\"><\/span><strong>Looking ahead: The role of PMax<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"384\" alt=\"Screenshot 2025 01 16 At 21.11.06\" class=\"wp-image-450854\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.11.06-800x384.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.11.06-600x288.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.11.06-200x96.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.11.06-768x369.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.11.06.png.webp 946w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.11.06-800x384.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"384\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.11.06-800x384.png.webp\" alt=\"Screenshot 2025 01 16 At 21.11.06\" class=\"wp-image-450854\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.11.06-800x384.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.11.06-600x288.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.11.06-200x96.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.11.06-768x369.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-21.11.06.png.webp 946w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<p>Despite its challenges, Geddes acknowledged that PMax can play a supportive role, especially for smaller accounts:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cPMax is almost that backfill. It can be remarketing, serve across channels, and fill in the gaps for us.\u201d <\/li>\n<\/ul>\n<p>For advertisers hesitant to embrace PMax, Geddes reassured:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIf you don\u2019t want to try it, there\u2019s no need to do it right now.\u201d<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"401\" alt=\"Screenshot 2025 01 16 At 22.03.41\" class=\"wp-image-450853\" style=\"width:820px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-22.03.41-800x401.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-22.03.41-600x301.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-22.03.41-200x100.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-22.03.41-768x385.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-22.03.41.png.webp 943w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-22.03.41-800x401.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"401\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-22.03.41-800x401.png.webp\" alt=\"Screenshot 2025 01 16 At 22.03.41\" class=\"wp-image-450853\" style=\"width:820px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-22.03.41-800x401.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-22.03.41-600x301.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-22.03.41-200x100.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-22.03.41-768x385.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Screenshot-2025-01-16-at-22.03.41.png.webp 943w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/figure>\n<p><strong><em>Dig deeper. Performance Max vs. Search campaigns: New data reveals substantial search term overlap<br \/><\/em><\/strong><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Anu Adegbola<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=TheMarketingAnu&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/themarketinganu\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\t<span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; PPC Live and host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast PPCChat Roundup.<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/search-performance-max-campaigns-complement-450847\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Running Search &amp; PMax campaigns can lead to overlapping issues. Discover the pitfalls to avoid and how to achieve success. Performance Max (PMax) and search campaigns often trip over each other and make a mess out of your data and the customer journey. But it doesn\u2019t have to be that way. At SMX Next, Brad&#8230;<\/p>\n","protected":false},"author":1,"featured_media":650799,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/SEL-Blog-2025-01-16T224320.724.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-650798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/650798","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=650798"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/650798\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/650799"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=650798"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=650798"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=650798"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}