Michaela Wessels’ Post

Controversial take: PMax sucks and shouldn’t be used the way 90% of DTC brands are currently using it. To be fair, I don’t necessarily blame brands for the heavy use of PMax with all of the misinformation that these Google reps push on everyone nowadays. My team was just on a call with one of them a couple of weeks ago and you wouldn’t believe the looks we got when we told them that we were more focused on campaign types that give us greater control such as Search and Standard Shopping. But why do most Google reps push PMax so much? Well in short, most Google reps are not actual Google ads media buyers. They are sales professionals who “learned” Google ads from a training manual provided by Google. This obviously doesn’t apply to everyone, I have met one or two reps who are knowledgeable and helpful but most are not. Okay so why does PMax suck? Lack of Control: PMax gives you very limited control over your campaigns. Automated targeting, bidding, and asset placements often take decision-making power away from you, making it difficult to optimize specific areas of the campaign like audience targeting or keyword focus. Limited Reporting: Another big issue with PMax is the lack of detailed insights. Google makes it really hard to see where your ad spend is most effective or which assets are underperforming. Cannibalization of Branded Keywords: PMax often targets branded search terms, even if you have other campaigns already focusing on those terms. This can lead to cannibalization, where PMax takes credit for conversions that should have been attributed to your brand or search campaigns. No Control Over Negative Keywords: Unlike search campaigns where you can easily add negative keywords, PMax doesn’t allow for straightforward exclusion of irrelevant or low-performing terms. You need to go through a Google Ads rep to add negatives, which is tedious. Opaque AI Decisions: The AI-driven nature of PMax can sometimes make questionable choices, such as targeting irrelevant search terms and placements without a clear understanding of the business's actual needs. This leads to wasted ad spend on unrelated clicks. Lack of Testing Ability: The all-encompassing nature of PMax means it’s harder to test individual elements like creatives or audiences. In contrast, other campaign types, like standard Search or Shopping, allow for more granular A/B testing and experimentation. Steep Learning Curve for ROI: While Google reps constantly market PMax as a solution for higher conversion rates, the reality is that brands often experience wasted ad spend and poor ROI before the campaign's AI "learns" how to optimize properly. Not to mention, most of that “higher conversion rates” come from branded search terms from what we’ve seen which does not tend to actually drive incremental revenue. There is a process for transitioning away from being over-reliant on PMax campaigns and it takes a little bit of time but you’ll be better off in the long run.

Boost Your Campaign Success: Targeting High-AOV Purchasers Made Easy 😀 ! Are you aiming to boost the effectiveness of your ad campaigns? Our blog explores powerful strategies for targeting high-average-order-value (AOV) purchasers. High-AOV purchasers are crucial for driving revenue, but targeting them effectively requires a tailored approach. We cover essential strategies for identifying and targeting high-AOV segments, creating personalized ad content, and leveraging data insights to improve campaign performance. Transform your marketing efforts and drive impressive results by focusing on high-value purchasers. Unlock the potential of high-AOV purchasers to elevate your marketing performance. Start your journey with Customer Labs and see how optimizing for high-value customers can transform your ad campaigns! https://lnkd.in/gA4sC5xH #Marketing #HighAOV #AdOptimization #CustomerSegmentation #DigitalMarketing #CampaignPerformance #DataDrivenMarketing #MarketingStrategy #Revenue

Setting up a pixel for e-commerce websites is crucial for several reasons: 1. Tracking User Behavior Pixels help track user actions on your site, such as product views, add-to-cart actions, and purchases. This data is vital for understanding customer behavior and preferences. 2. Optimizing Advertising Campaigns By tracking conversions and user interactions, pixels enable you to measure the effectiveness of your ads. This allows for more precise targeting and better allocation of advertising budgets. 3. Retargeting Opportunities With pixel data, you can retarget users who have interacted with your site but didn’t convert. This helps bring potential customers back and increases the chances of a sale. 4. Audience Segmentation Pixels allow you to create custom audiences based on specific actions taken on your website. This helps in delivering personalized ads that resonate more with potential buyers. 5. Performance Insights Analyzing pixel data provides insights into which products are performing well and which aren’t. This information can guide inventory decisions, marketing strategies, and overall business direction. 6. Enhancing Customer Experience By understanding user behavior through pixels, you can improve website navigation, layout, and content, ultimately leading to a better shopping experience. 7. Cross-Channel Measurement Pixels facilitate tracking across different platforms, helping you measure the overall impact of your marketing efforts across social media, search engines, and more. 8. Ad Attribution Pixels assist in accurately attributing conversions to specific ads, helping you identify which campaigns and channels yield the highest return on investment (ROI). Conclusion Overall, proper pixel setup is integral for e-commerce websites aiming to maximize their marketing effectiveness, improve user experience, and ultimately drive sales. By leveraging the data collected through pixels, businesses can make informed decisions that foster growth and customer satisfaction. #pixel #pixelsetupwithshopify #pixelsetupwithwordpress #facebookpixelsetup 🔥

Google just dropped over 30 new advertising features at Marketing Live 2024, and I'm here for it. 🚀 New Updates: ✔️ Enhanced targeting options. ✔️ Smarter AI-driven insights. ✔️ More intuitive ad creation tools. These aren't just minor tweaks, so let's make the most of these new features and set our campaigns on a trajectory for unprecedented success. Dive into the details here: https://lnkd.in/gNNMAuRU

Exploring new strategies for effective advertising in a cookieless world? 🌐🍪 The recent article from Insider Intelligence sheds light on the impact of cookie deprecation and the future of advertising. https://lnkd.in/g5Cqd7QC As we navigate these changes, it's crucial to find innovative solutions. Placer.ai's True Trade Area is a game-changer, providing detailed insights into where a business's visitors are coming from. This method leverages mobile location data, ensuring privacy while offering precise market understanding. 📍 For instance, a home goods retailer leveraged Placer to achieve a 5x improvement in advertising ROI by optimizing geotargeting based on customer journeys. 📈 Discover how Placer.ai can revolutionize your advertising approach: Visual representation of visitor home/work locations 🏡 Automated, privacy-first insights 🔒 Precise targeting for improved campaign ROI 🎯 Let's discuss how we can adapt and thrive in this evolving advertising landscape! #Advertising #DigitalMarketing #PlacerAI #TrueTradeArea

How to harness ‘commerce intelligence’ to fuel sustainable digital advertising growth Harnessing "commerce intelligence" to fuel sustainable digital advertising growth involves leveraging trending hashtags strategically. By integrating these hashtags into ad campaigns, businesses can tap into current conversations and reach wider audiences. Firstly, it's essential to conduct thorough research to identify relevant hashtags within the target market. Tools like social media analytics platforms and trend analysis tools can aid in this process. Next, align the chosen hashtags with the brand's values and campaign objectives to ensure authenticity and resonance with the audience. Firstly, it's essential to conduct thorough research to identify relevant hashtags within the target market. Tools like social media analytics platforms and trend analysis tools can aid in this process. Next, align the chosen hashtags with the brand's values and campaign objectives to ensure authenticity and resonance with the audience. Additionally, monitoring the performance of hashtag-driven campaigns in real-time allows for agile adjustments to maximize impact. This includes tracking engagement metrics, audience sentiment, and competitor activity to optimize future advertising efforts. #CommerceIntelligence #DigitalAdvertising #SustainableGrowth #DataAnalytics #ConsumerInsights #Personalization https://lnkd.in/d-gt4VhY

🚀 As the holiday shopping season ramps up, Meta Advertising Innovations are here to transform e-commerce marketing! 🌟 Meta’s latest features offer enhanced ad formats, personalized discount highlights, and advanced location-based targeting, helping businesses boost sales and engage customers more effectively. From AI-powered Advantage+ campaigns to highlighted discount codes and expanded Reminder Ads, these tools are designed to optimize your marketing strategy and stand out in a competitive market. #MetaAdvertising #EcommerceMarketing #DigitalAds #HolidaySeason #MarketingInnovation

+20% revenue growth, despite -38% ad spend 📈 Here are Girav's three key steps to achieve this: The slow fashion e-commerce brand from the Netherlands became well-known as a clothing brand for tall men. When they approached us in 2021, they were established in the Netherlands and saw Germany as their next growth market. What was crucial for their scaling? Profitability from day one! 😎 Three steps made all the difference: 1️⃣ Girav introduced guidelines for KPIs at the start of their growth strategy, including overall ROAS, overall CACs, and individual channel ROAS. 2️⃣ Specifically, they ran paid social, PMAX, and display retargeting campaigns. ROAS, CACs, and new customer shares were compared across channels and campaigns. Winning ads were scaled strategically. 3️⃣ Daily learning & monitoring led to massive success! Despite a -38% budget cut, Girav achieved +20% more revenue and nearly doubled their ROAS (+93%). 🚀 Real talk: The attribution models of advertising platforms are simply wrong (in a world with more than one touchpoint before purchase)! 👉 If you want to scale profitably today, you need real marketing data. And an attribution software like Kickbite. PS: Thanks to Jarmo Kaismo for the great collaboration, and here’s to more success! 🚀💜 PPS: 14-day FREE tracking test? Send me a DM. 📈

𝐇𝐨𝐰 𝐈 𝐁𝐨𝐨𝐬𝐭𝐞𝐝 𝐚 𝐉𝐞𝐰𝐞𝐥𝐫𝐲 𝐒𝐭𝐨𝐫𝐞'𝐬 𝐒𝐚𝐥𝐞𝐬 𝐰𝐢𝐭𝐡 𝐚 9𝐗 𝐑𝐎𝐀𝐒 𝐢𝐧 30 𝐃𝐚𝐲𝐬! Recently, I took on a new client: a jewelry store struggling with sales. When they reached out, they shared a familiar story—steady effort but inconsistent sales. 𝗧𝗵𝗲𝗶𝗿 𝗺𝗮𝗶𝗻 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀? ➞ Lack of engaging creatives ➞ A scattered ad strategy ➞ Ineffective ad placements ➞ A common offer, similar to competitors ➞ No retargeting for interested customers 𝗧𝗵𝗲 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻: After carefully analyzing their needs, I crafted a tailored strategy to turn things around. 𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝗮𝘁 𝗜 𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗼𝗻: 🔹 𝗩𝗶𝗱𝗲𝗼 𝗔𝗱𝘀 – Created engaging videos showcasing how the jewelry fits into daily life. These weren’t just ads; they told a story the audience could relate to. 🔹 𝗧𝗮𝗿𝗴𝗲𝘁𝗲𝗱 𝗔𝗱 𝗣𝗹𝗮𝗰𝗲𝗺𝗲𝗻𝘁𝘀 – Shifted focus to placements that were driving results, ensuring every spent had an impact. 🔹 𝗨𝗻𝗶𝗾𝘂𝗲 𝗢𝗳𝗳𝗲𝗿 – Crafted an exclusive, value-driven offer that set them apart from the competition, making it a no-brainer for customers. 🔹 𝗪𝗮𝗿𝗺 𝗥𝗲𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 – Set up ads for people who visited the website or engaged with the initial ads but hadn’t yet bought. This retargeting captured the audience right when they were on the fence. 𝗧𝗵𝗲 𝗥𝗲𝘀𝘂𝗹𝘁𝘀? In just one month, the results were incredible: ➞ Sales Generated: 192,465 ➞ Ad Spend: 21,150 ➞ ROAS: 9X ➞ Cost per Result: 391 ➞ Product Price: 3,560 ➞ Total Orders: 54 If you found this useful, follow Sameer Ali for more insights! ♻️ Feel free to repost to help others. 💬 Looking to boost your Meta Ads? Send me a DM! 𝗣.𝗦: What’s your go-to strategy for increasing sales for your Shopify store?

A new study indicates that ads on retailer websites are twice as likely to influence shoppers compared to ads on non-retailer sites. It suggests that shoppers are more receptive to ads on retailer websites because they are already in a buying mindset when visiting these sites, making them more likely to engage with the ads. This study underscores the significance of context in advertising effectiveness – When consumers are actively seeking products or services on retailer websites, they are more likely to be receptive to relevant ads. Advertisers should consider retail media networks when planning their marketing campaigns, focusing on targeting and placement to ensure they reach audiences at the right moment in their purchase journey. Read more about this at: https://lnkd.in/gQDQkyjd