
Platinum Performance Max Plan
With the Platinum Performance Max plan, we examine the existing data sets that your business has so far (at least 4-6 months of data), and we begin to apply the best performing data to a Performance Max campaign.
As mentioned previously, new startups cannot progress into this plan in the beginning as converting data is crucial for a Pmax campaign to learn properly.
The revenue from Digital Advertising
in Canada in 2021 was $12.3 Billion
Features of this plan:
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Google Search (semi-focus)
Performance Max (semi-focus)
Consideration (semi-focus)
Purchase (semi-focus)
Setup specific to Performance Max
Ads/ Descriptions (converting content for Performance Max)
Price Assets
Optimization Score (monitor and tweak)
Shopping Ads (up to 20 products)
Video (4 branded videos; production)
Google Tags (conversion tracking; modify if necessary)
Weekly Reports (2-week waiting period; unless prior data exists)
Monthly Reports (campaign progress)
The Focus
Platinum Performance Max.
For the Platinum Performance Max plan, we enter a stage where proven data sets can be integrated with smart-bidding. We will use top-performing assets such as images, ads, keywords, videos, and other campaign variables to expand on successful, existing, strategies.
Included in this plan are Shopping Ads. We will include up to 20 products with your Performance Max campaigns, and, these 20 products can be modified/ replaced at no extra charge on a weekly basis.
The 24-Hour Customer Journey
At Brandom, we would like to think that we were of the first marketing firms to introduce a same-day customer journey cycle. How it works is that, by default, if an account runs both a search campaign and a Pmax campaign at the same time (with similar content), the Pmax campaign will run until its budget is exhausted, then, the Search campaign begins.Using time filtering, we can offer an account an 'automatic', same-day customer journey. Furthermore, awareness and consideration assets would be placed in your Pmax campaign, while, purchase and loyalty assets would be targeted on your Search campaign.
We, even, have strategies for A/B testing the customer journey! This strategy is optional as it does require, essentially, double the budget for one singular campaign (as Search and Pmax work in tandem).
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All of our contracts are month-to-month as, this allows us to earn your trust while giving you the freedom of not being 'locked in'.
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How it Works.
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This setup includes the installation of Google Tags (specific to new clients). These snippets allow google ads to track how users interact with your website or web assets, and is the main engine behind conversion tracking.
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The content includes a relevant mix of headlines, descriptions, images, URLs, and video (as a recap).
Our goal is always to get the most valuable clicks/ impressions for the lowest CPC possible. Competitive industries may have high CPC thresholds, but there is always a path for getting exposure at a lower cost. We find these angles because we are conservative, and we care.
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Our aim is to keep video content between 30 to 60 seconds long. This benchmark will keep our VTAs (view-throughs) strong, which will help the videos perform well. This will help increase audience retention as well.
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Through such indicators as A/B testing and conversion rate evaluation (among others), we continually seek angles and opportunities to optimize performance.
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