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Performance Max vs. Search Campaigns: Which is Right for You?

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The article you linked to discusses the overlap between Performance Max (PMax) and Search Campaigns in Google Ads. Both campaign types have their own strengths and weaknesses, so it's important to understand the differences before deciding which one is right for you.

Key Differences

  • Search Campaigns: Target users who are actively searching for specific keywords related to your product or service. (High-intent users)
  • Performance Max Campaigns: Reach a broader audience across various Google properties (Search, Youtube, Display Networks, etc.) They can show your ads even if users aren't actively searching.

Overlap in Targeting

Although PMax campaigns can use your website content and audience signals for targeting, there can still be some overlap with Search Campaigns, especially for broad match keywords. The article mentions data showing significant overlap in search terms triggered by both campaign types.

Priority

Google prioritizes exact match keywords in Search Campaigns over the same terms in PMax campaigns. For phrase match and broad match keywords, there's a chance your ad could be shown from either campaign depending on various factors.

Managing Overlap

This overlap can lead to wasted budget and competition between your own campaigns. The article suggests using negative keywords in PMax campaigns to exclude terms you're already targeting in Search Campaigns. This helps avoid bidding against yourself.

Additional Resources

What are your thoughts on Performance Max vs. Search Campaigns?

Have you had any experience with either of these campaign types? What are your thoughts on the overlap between the two? Share your experiences and insights in the comments below!

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