Upload Your Lists to Performance Max Whether it’s first-party data, remarketing lists, or customer audience lists, make sure you upload them into Performance Max.

Performance Max favors creatives (i.e., images and copy) more than Google ever has. Unlike Facebook, Google has always been more sterile and direct when it comes to ad copy. Hence, effective Google Ads copy is usually composed of “benefits, keywords, and USP” rather than creative media and storytelling. While that’s still generally true,

Performance Max is Best Run Alongside Other Campaigns Imagine you’re trying to fill a jar with small pebbles and big rocks at the same time. If you put the smaller pebbles first, there won’t be any room for the big rocks to fit. But if you fill it with big rocks first, the smaller rocks can fill in the spaces in between and maximize the use of the

You can use your or someone else’s YouTube videos. You don’t need permission (Google will approve those videos.) However, just be cautious and make sure that you aren’t violating any of your clients’ agreements and policies.

Important: Final URL Expansion If Google believes that a certain page on your site is more relevant than the site you want your audience to go to, it will display that page. Here’s a quick example.

or even additional websites. For lead generation, this is especially helpful because you can add

Select CREATE AN AUDIENCE SIGNAL

high-quality website (read: quality content) has always been important for Google Ads success—which is why we talked about it so much in Part Two and Part Three. But with Performance Max? Consider it critical.

then a separate one with your customer list, and another one under interests and demographics.