CommerceNext 2022 Recap: Performance Max – Embracing the Digital Disruption

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Our VP of Strategy, Ryan Gibson, had the great pleasure of attending and speaking at this year’s CommerceNext to collaborate and share insights with inspiring industry professionals. CommerceNext is a community, event series, and conference for marketers at retail and direct-to-consumer brands. This is what Scott Silverman, co-founder of CommerceNext, had to say about our part in the big event; “Adlucent’s session at CommerceNext 2022 is extremely relevant to retailers and ecommerce brands running Google Ads. We were grateful that Adlucent stepped up to help our audience better understand the impact of Google’s Performance Max and appreciate Ryan’s thought leadership on this important topic for our audience.”

Interested in future CommerceNext Events? Check out their website to stay up to date. CommerceNext 2022 may have come and gone, but Google’s Performance Max Campaigns are still full steam ahead. So let’s recap a few key takeaways from Ryan’s session; Performance Max Embracing the Digital Disruption. Keep reading to learn how to lay the foundation for your brand to seize the next wave of growth.

Embrace Automation

Manual campaigns are officially on the way out the door, and automated campaigns are now the name of the game. Keep in mind that Google has prioritized developing capabilities on Performance Max and we are losing some of the levers we are used to. Controls like;

• Changes to phrase match and modified broad match earlier last year
• Loss of search query data
• Loss of channel budgets
• Loss detailed bid levers that we had in the past at a specific product priority level

Our conversations with various Google teams have suggested that automation will eventually completely replace manual campaigns.

Understand Priority

Google’s auction prefers automated solutions to non-automated ones. Performance Max is also preferred over other automated campaigns.

Priority Example:

1. Performance Max
2. Smart Shopping
3. tROAS
4. Manual

Test To An Advantage

Being an early adopter lets you have time to test and see what works best for your business, so take this opportunity and make the most of this head start. Consider testing creative performance during this time to identify which creative resonates best with your target audience.

Remember that large enterprise accounts and high SKU counts will need to test into segmentation to better inform their strategy. Additionally, there are benefits to aggregating data. Too much granular segmentation can limit data and starve the algorithm as it tries to find the right people.

Conclusion

These few tips and tricks are just a glimpse into the new world of Google’s Performance Max Campaigns. We will continue to share relevant and timely insights as the tides turn, so make sure to stay tuned for future blog posts on this topic!

Bring control into your automation to drive purposeful revenue growth by leveraging technology like Adlucent Index™ with your Performance Max campaigns. Adlucent Index™ works in tandem with Google’s automation solutions to control how digital advertising campaigns in Google Ads value each conversion, rather than bidding on only clicks and revenue.
Interested in how you can partner with us on your automation campaigns? We would love to hear from you! Reach out to our team.

Eden Pierson