Integrating automation-based performance max campaigns into the PPC marketing strategy
Metsänheimo, Suvi-Maarika (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121136172
https://urn.fi/URN:NBN:fi:amk-2023121136172
Tiivistelmä
This research project focused on discovering the specific benefits of incorporating Performance Max (PMax) campaigns into a PPC marketing strategy and examining the interaction of PMax with existing campaigns within a Google Ads account. The novelty of this campaign type led the author to approach the subject from the wider application of AI tools in marketing. Hypotheses were formed based on secondary research that leveraged extensive literature on marketing AI.
The research approach consisted of quantitative methods incorporating a case study and subsequently generating performance data comparisons. Results were collected from seven PMax campaigns targeting different e-commerce markets. The focus was to observe the main KPIs after implementation and investigate how PMax affected the account performance. Close collaboration with the case company facilitated access to all essential resources.
The findings confirmed the advantages of leveraging automation tools in modern marketing practices, demonstrating how the integration of PMax into a PPC marketing strategy fostered growth. The profits increased, while costs decreased, resulting in favorable ROAS across all accounts. The case study also revealed unforeseen outcomes, particularly the absence of evidence supporting the expected cannibalization of existing campaigns. Finally, ongoing optimization and testing emerge as essential practices for achieving optimal results when working with automation tools like Performance Max.
The research approach consisted of quantitative methods incorporating a case study and subsequently generating performance data comparisons. Results were collected from seven PMax campaigns targeting different e-commerce markets. The focus was to observe the main KPIs after implementation and investigate how PMax affected the account performance. Close collaboration with the case company facilitated access to all essential resources.
The findings confirmed the advantages of leveraging automation tools in modern marketing practices, demonstrating how the integration of PMax into a PPC marketing strategy fostered growth. The profits increased, while costs decreased, resulting in favorable ROAS across all accounts. The case study also revealed unforeseen outcomes, particularly the absence of evidence supporting the expected cannibalization of existing campaigns. Finally, ongoing optimization and testing emerge as essential practices for achieving optimal results when working with automation tools like Performance Max.