Here’s the secret Pmax sales reps don’t want you to know

Google’s algorithm is designed to seek conversions.  It does not consider how likely it is that those conversions are driving incremental sales to your business.  Pmax includes 3 ad types:  Text ads, shopping ads, and display ads.  When comparing Pmax to shopping campaigns, it gains “further reach” by adding text and display ads.  But is this further reach good for you, or bad for you?

In testing Pmax vs. standard shopping campaigns, Pmax often appears to outperform standard shopping campaigns, allegedly due to the extended reach and the brilliance of AI.  That win is based upon an ad measurement that measures the click path a customer used, but it does not accurately measure what caused the customer to buy (it does not measure what actually drove sales).

Let’s look at what’s really going on…