Paid Media In the Age of Automation: From PMax to Smart Targeting

From Performance Max to Smart Targeting — the evolution of automation has had an unmistakable impact on paid media. And it shows no sign of slowing down. So how can you use these advancements in AI and machine learning to drive greater revenue growth?

‘Garbage In, Garbage Out’ – Getting your paid media automation strategy wrong can be a very costly mistake. If you don’t feed advertising algorithms clean and reliable data, you’re setting yourself up to rapidly waste a significant chunk of your ad spend.

In our 2022 State of PPC Report, we found only 35% of PPC marketers were satisfied with Google's ad automation. While it almost always gets you more impressions and clicks, those clicks often don’t correlate to an increase in ROAS. So looking into who you’re targeting then becomes your #1 priority.

Whether you’ve already been experimenting with PMax and other campaign types, or you’re just about to get started, join us as we dive behind the scenes of ad automation. We’ll unpack the main benefits and risks of paid media automation, how to generate valuable custom audiences, and what smart bidding will look like in 2023 and beyond.

Expect to learn:

• The vital role of high-quality data in automation
• How to get the most value out of Performance Max campaigns
• The risks and benefits of audience expansion and smart targeting
• The best automated bid strategies to maximize conversions
• Where paid media automation is heading in the next 5 years

Even if you can't make it, sign up anyway and we'll send you the recording afterwards.

Who is this webinar for?

This session is for anyone who is using (or plans to use) Performance Max, Smart Targeting, or Smart Bidding to improve the performance of their paid media campaigns.