5 THINGS YOU MUST KNOW ABOUT PMAX (THAT MOST PEOPLE STILL DON'T)

Summary from the TLDR Marketing newsletter

Performance Max (pMax) campaigns have 5 key aspects that are often overlooked. Negative keyword lists can exclude unwanted traffic, including brand traffic. Audience signals guide Google's algorithm but don't directly target users. Search themes in pMax can cannibalize traffic from Search campaigns, affecting performance. pMax may inflate results by taking credit for branded conversions, which can be excluded for accurate measurement. Scripts can be used to help understand spend allocation across channels and optimize campaign performance.