Hello there, HTE rock stars! 😎

Welcome to HTE’s newsletter!

Today get ready for a marketing revolution! Microsoft Advertising is taking the leap into hyperdrive with the global launch of Performance Max (PMAX), and we're here to guide you through the game-changing journey. 🌐💡

In this edition, we unveil why PMAX should be your go-to strategy for unparalleled advertising success. Discover the key steps to set yourself up for triumph with Performance Max and gain insights into user adoption and experience. But wait, there's more! We'll also dive deep into uncovering the blind spots you might not even know exist, ensuring your PMAX strategy is bulletproof. 🎯🐱‍🏍

Newcomers welcome to HTE's hub! Join 35k+ CEOs, CMOs, and marketers for game-changing insights. Get ahead, sign up for brilliance, and let's rise together! 🚀

Microsoft Advertising Goes Turbo with Global Launch of Performance Max🚀

Why PMAX Should Be Your Go-To 🎯

Setting up for success with Performance Max🐱‍🏍

Performance Max user adoption and experience

Uncover the Performance Max blind spots

Microsoft Advertising Goes Turbo with Global Launch of Performance Max🚀

Microsoft Advertising is revving up the advertising engine with the global rollout of Performance Max (PMAX) campaigns, an automated campaign designed to supercharge your marketing efforts and deliver results on steroids across its extensive network. This marks the official graduation of PMAX from its open beta phase, making it available to advertisers worldwide.

PMAX: Your AI-Powered Advertising Sidekick 🦸‍♂️

Think of PMAX as your personal advertising superhero, powered by Microsoft's cutting-edge AI. It automates the tedious tasks you'd rather ditch, like:

• Building Winning Campaigns: PMAX helps you craft eye-catching assets like text, images, and videos, ensuring they reach your dream audience.

• Laser-Focused Targeting: The AI engine acts like your super spy, identifying and targeting the most relevant users across Microsoft's vast network, including Bing, Yahoo, AOL, MSN, Edge, Outlook, and more.

• Ad Optimization on Autopilot: PMAX continuously tests and tweaks your ad combinations in real-time, delivering the best-performing versions for each user, every single time.

Why PMAX Should Be Your Go-To 🎯

Traditional advertising can feel like a slow slog. PMAX comes in like a knight in shining armor by:

• Simplifying Workflows: PMAX automates those tedious tasks so you can focus on strategic initiatives that move the needle.

• Boosting Efficiency: The AI engine works tirelessly to optimize your campaign performance, potentially leading to more conversions and happy customers.

• Reaching a Broader Audience: PMAX taps into the entire Microsoft network, giving you exponential exposure compared to manual campaign management.

Is PMAX Right for You? 🤔

PMAX is your perfect partner if you're looking for:

• Streamlined campaign management: PMAX automates tasks, freeing up your valuable time and resources for other strategic initiatives.

• Improved efficiency: PMAX leverages AI to optimize your campaigns, potentially leading to better results with less effort.

• Wider audience reach: PMAX opens the door to a broader audience within the Microsoft ecosystem.

Getting Started with PMAX is a Breeze 💨

To utilize PMAX, simply set up your conversion goals and make sure you have a Universal Event Tracking (UET) tag or offline conversion tracking in place. Additionally, revenue tracking is required for the "Maximize Conversion Value" bid strategy.

The Future of PMAX is Bright ☀️

Microsoft is constantly innovating and enhancing PMAX capabilities. Upcoming features include brand exclusions, search insights reports, and the incorporation of video assets, further solidifying PMAX as your one-stop shop for powerful advertising.

The global launch of Performance Max marks a significant step forward for Microsoft Advertising, demonstrating its commitment to providing user-friendly and innovative advertising tools. With PMAX, businesses can streamline their advertising efforts, maximize their reach, and achieve their conversion goals within the Microsoft ecosystem. 🚀🚀

Setting up for success with Performance Max🐱‍🏍

• Explore the power of cross-platform advertising.

Unlock the full potential of Performance Max campaigns by tapping into multiple platforms simultaneously. This strategy broadens your reach and strengthens your online footprint.

However, tailoring your ads to each platform's unique characteristics is essential. For instance, YouTube demands visually captivating content, while Google Search favors text-heavy, keyword-focused ads. Personalize your approach across platforms to optimize your cross-platform advertising endeavors.

• Harness the intelligence of Smart Bidding.

Empower your Performance Max campaigns with Google's Smart Bidding strategies fueled by machine learning. These strategies adjust your bids and budget dynamically to align with your campaign objectives.

Embrace Smart Bidding options like target CPA, target ROAS, or maximize conversions to fine-tune your bids and maximize your campaign's impact. Regularly evaluate performance metrics, set appropriate bidding targets, and adapt your strategy to achieve optimal results.

• Craft compelling and tailored ads.

Crafting impactful ads lies at the heart of every successful Performance Max campaign. Develop engaging content that resonates with your target audience.

Utilize captivating visuals, clear messaging, and compelling calls to action to drive user engagement. Customize your ads for each platform and format, ensuring alignment with your campaign goals. Continuously test and refine your ads to optimize performance and enhance audience engagement.

• Monitor and refine your campaign strategy.

Active monitoring and strategic refinement are key to unlocking the full potential of Performance Max campaigns.

Analyze campaign performance data meticulously, leveraging tools like Adthena's Brand Activator for deeper insights. Identify areas of improvement, such as underperforming ads or keywords, and make data-driven adjustments to enhance campaign effectiveness.

• Prioritize user experience.

Elevate user experience to the forefront of your Performance Max campaign strategy.

Optimize landing pages for mobile devices, ensuring fast loading times and seamless navigation. Align landing page content with ad messaging, delivering value to users at every touchpoint. Implement conversion tracking and performance measurement tools to gauge landing page success and drive continuous optimization.

A positive user experience fosters better campaign performance and drives superior results.

Performance Max user adoption and experience

Performance Max has only been around for 18 months, but the real breakthrough came after the forced upgrade from Smart Shopping campaigns to PMax in September 2022. Still, many brands are still trying to figure it all out.

With PMax in place, you should expect better performance against your goals, gain transparent insights, steer automation with your campaign inputs, simplify campaign management, and easily optimize your ads. However, getting more transparent insights and simplifying campaign management isn’t what Adthena customers have experienced.

A recent survey across our customer user base revealed that 67% were currently running Performance Max campaigns. They had a neutral view on Performance Max settings and were used to automated asset creation, but the level of keyword reporting and keyword insights presented significant frustration. Performance Max just wasn’t helping with the certainty of placement of where they will appear.

Uncover the Performance Max blind spots

If Smart Shopping were a black box, Performance Max would be an even deeper shade of darkness. Initially, Google offers minimal insight into search terms, budget distribution, and channel performance, along with restricted tracking and reporting abilities. This results in PMax advertisers experiencing a significant lack of control.

For example, Casio brand G-SHOCK was experiencing overlapping brand terms, triggering ads (and double charges). Using Adthena search term reporting, they identified and eliminated the brand terms triggering the Performance Max campaign, reducing CPC’s by 23% and wasted spend by five figures.

Stay tuned for the next edition, as we’re going to compare Google PMAX and Microsoft PMAX.

Your Voice 🎤

Phew! That was a lot, right? But hey, knowledge is power🌟. We hope this edition gave you some insights and maybe even cleared up a few doubts.

Got questions or topics you'd like us to cover next? Holler at us! We’ll give you a shoutout in our next edition. If you have any questions, reply to this email and share your valuable feedback so we can aim to address them in our upcoming editions!

Thank you for being a part of our community !🙌

Did you find this newsletter helpful? 👍 / 👎

Your feedback keeps us going.

Until next time,

With 🧡🧡

How to E-commerce