Mike Ryan, the head of ecommerce insights at Smarter Ecommerce, explains that understanding Google's Performance Max is crucial due to its impact on budget allocation and performance optimization for retailers.
Ryan highlights that maximizing performance with PMax is not as straightforward as it seems, as it can lead to budget shifts towards top-sellers at the cost of less recognized but viable products.
He emphasizes the challenge of keeping PMax focused on reaching new customers rather than retargeting those already poised to buy, which doesn't effectively expand the customer base.
Ryan discusses how remarketing is inherently part of Google’s PMax strategy, limiting advertisers' insights into potential cannibalization of organic sales, complicating budget strategies.
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