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How to Build an Email List: 7 Free & Low-Cost Strategies

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How to Build an Email List: 7 Free & Low-Cost Strategies

If you’re reading this post, allow me to be the first to congratulate you: you’ve taken the very necessary first step into the wonderful, high-return world of email marketing. There are a multitude of channels marketers and business owners can use to grow a business–organic search, paid search, affiliates, influencer marketing, the list goes on. But email is the only channel that gives you the ability to send direct, no-cost messaging to a high-intent list of prospects or customers at the drop of a hat.

That’s the power of email marketing. The average email marketing conversion rate is around 15%. Compare that to, say, paid search, where average conversion rates are around 7%. You read that right. When done correctly, you can generate email conversions at nearly twice the rate that you generate clicks on your paid search ads.

Getting 15 out of every 100 people to fill out your interest form or buy your product is great.  But imagine extrapolating that 15% conversion rate out over hundreds and thousands of email subscribers. The revenue numbers start looking pretty juicy.

It’s an enticing proposition, but one that also introduces a challenge. It’s easy enough to convert customers when they’re on your subscriber list. But how do you actually grow a list that’s big enough to contribute meaningfully to your bottom line?

That’s exactly the challenge we’re going to tackle today. In this post, we’re going to walk through seven proven ways to build a high-converting email list for your small business. By the end of it, you’ll be armed with the strategies you need to double, triple, or even 10x your email subscriber list.

Let’s jump in.

What makes a good email list?

Before you begin building (or growing) your email list, it’s important to understand what makes a good email list. Sure, it’s great to collect as many emails as possible. But if you’re not collecting the right information along with those emails, then you’re going to miss opportunities down the line with your email marketing.

Consider these attributes of an effective email list.

Easy to segment

You want to be able to segment users in your email list based on demographics, interests, previous buying behavior, and more. This means you need to collect this information as you’re building your email list.

nine customer segmentation models

Easy to personalize

The basic level of personalization is to include the recipient’s name in the subject line or body copy of the email. So you need that info. But you can also collect more data that will allow you to further personalize your email campaigns to specific subscribers down the line.

Subscribers are engaged

If your email list is filled with people who aren’t opening your emails or are reporting your messages as spam, it can harm your deliverability rates. This is a sign you may need to declutter your email list to make room for engaged subscribers.

benefits of cleaning an email list

Subscribers have opted in

Your email list needs to include people have given permission for you to email them. This is typically done through a little checkbox when someone submits their email address. But you might even take it a step further with a double opt-in.

Think about what other data or information you need from subscribers before building your email list. This will impact your form and opt-in process.

How to build an email list for free (or minimal cost)

Try these seven free or low-cost and extremely effective ways to build your email list.

1. Create a newsletter

A newsletter is one of the best ways to build an email list for your business. It gives subscribers a reason to provide their information, it’s easy to produce, and–best of all–it’s free!

Your newsletter can include:

  • Helpful content you produce on your website or blog
  • Testimonials or reviews
  • FAQs
  • Upcoming events your business is hosting
  • Specials, promotions, or deals
  • New product announcements
  • Referral or loyalty program information
  • And much more!

build email list - newsletter example

The flexibility of a newsletter provides ample opportunities to connect with your audience and keep your email list engaged.

You can encourage newsletter sign-ups through a form on your website, by including an opt-in button any time someone submits one of your other forms (like a content download, online order, or contact request), or by using some of the ideas below.

2. Offer a discount to new subscribers

Nothing exactly novel here, but this is perhaps the most time-honored way to generate new subscribers. And while you may not count this as a “free” way to build an email list, it’s not going to cut into your costs. Offering new subscribers a 10%, 15%, or even 20% discount in exchange for joining your mailing list is a surefire way to generate new emails quickly.

We see the most classic form of this is in the world of ecommerce:

how to build an email list - new subscriber discount pop up example

But the premise remains the same for B2B businesses as well. Depending on the price point of your product or service, offering a discount is a low-risk way to get potential customers into the funnel. It’s an equally low-risk way for your potential customer to familiarize themselves with your brand and its offerings before committing to purchase.

Just make sure to back up your welcome pop-up with a quality welcome email, a personalized nurture campaign, a newsletter, or any steady flow of compelling content that will demonstrate to your new subscriber that your brand is worthy of a purchase.

3. Gate your best content

It’s true what they say: the best things in life are free. Except when it comes to great content. Keeping your great content out in the open–on your YouTube channel, your Instagram, your blog–is great for top-of-funnel engagement, but it’s not going to drive growth through the middle of the funnel.

Having great organic engagement with a minimal email list is a good problem to have. It just means you have to start gating (or putting forms in front of) your best content.

That case study that you slaved over for hours? Don’t just stick it on your website. Put it behind a form (like Salesforce does here).

how to build an email list - gated content example from salesforce

That in-depth how-to video you put on your YouTube channel? Offer it exclusively to email subscribers, and promote it on some of your other videos that took you less time and energy to create.

There are myriad ways to do this, but the point remains the same: really amazing content is hard to come by. If you’ve put in the time and resources to create it, make sure you leverage it to grow your email list. We detail more lead magnet ideas here!

4. Run a contest or giveaway

If you’ve made it this far into this post, you’re probably starting to notice a theme: unless you have a show-stopping newsletter or super sticky brand that people want to keep a pulse on (and maybe you do!), you need to offer people something of value if you want them to join your email list. While this may not be totally free depending on the prize, it’s one of the best ways to grow your email list.

Think of a giveaway that would really excite a potential customer in your space. Maybe it is a gift package that includes some of your premium products. Or maybe it’s a free audit or consultation that you can segue, in the future, into a service offering.

how to build an email list - giveaway or contest pop up example

Entrance into a sweepstakes, like the example above, is a fast and fun way to build your email list. 

Here’s my favorite method for generating emails through a giveaway:

  • Define the rules of your contest or giveaway, and define your prize package.
  • Promote the giveaway across your social channels, your website, and any other marketing media you typically use.
  • Using lead ads, put some budget into a paid campaign on Facebook and Instagram. Use interest targeting and lookalikes to target broad audiences that generate a low cost-per-lead.
  • Use compelling copy and imagery to drive home the value of your prize package.
  • Bonus points if you can find an influencer or a like-minded brand or business to partner with to help you maximize exposure and drive up engagement.

Again, there’s no wrong way to run a contest, but I’ve found that by using the above tactics, you can generate new emails at a super efficient clip.

5. Leverage exit intent pop-ups

We’ve talked about pop-ups thus far in the form of the welcome pop-up. And honestly, any pop-up, so long as it is useful, not intrusive, and offers a relevant piece of content or CTA, is going to help you build your email list.

The key phrase here is not intrusive. Even the most relevant and useful piece of content can cause friction in your user experience if it is offered at the incorrect time–say, right when your user is educating themselves about your brand, or on the verge of taking another meaningful action.

Exit intent pop-ups solve this problem by only triggering when a user is about to abandon the page. On mobile, this can take the form of clicking out of the browser or scrolling back up to the top of the page (a sign that the user is about to hit the “last” button on their mobile device). On desktop, it simply means that whenever your users’ cursor leaves the browser window, you can hit them with a perfectly-timed message.

how to build an email list - example of exit pop up on website

I’ve used exit intent pop-ups on a variety of sites to great effect. They are super low risk and low friction, especially when you target exclusively new users and non-subscribers (repeat users and existing subscribers are more likely to be leaving your site temporarily).

6. Build great landing pages

If you really want users to take the action you want (in this case, join your mailing list), you need to hold their hand a bit. Just driving traffic to your homepage or product page and hoping you get their contact information isn’t going to cut it. In order to maximize your conversion rates, you need to constantly be creating (and split testing) relevant, sticky landing pages.

What do I mean by sticky? Sticky doesn’t quite mean that there’s nowhere else for a user to go once they hit your landing page; it just means that filling out your form is going to be their most enticing/logical option.

Just getting a user to a more granular landing page is a great start. But you want to then make it as difficult as possible for that person to leave the page without taking the desired action.

Check out this landing page from Uber:

email list - example landing page from uber

What I love about this lander is its simplicity. All we have here are the following components:

  • A headline
  • A subheadline
  • A form with a CTA
  • Two links for other prospects types (renters and riders)

If you’re a driver, and not a renter or a rider, you really only have two choices to make here. You can leave the page, or you can fill out the form. Uber has even removed the top-level site navigation from this page, which is another trick that I love to use to maximize conversion rate.

7. Test and optimize your landing pages

There are a ton of cool landing page testing tools out there. Tools like Unbounce and CrazyEgg will allow you to create, host, and split-test standalone landing pages and measure the results. HubSpot has some nice design functionality but, in my experience, limited testing features.

If you want to really invest in split testing, VWO is another pretty robust option that also gives you the benefit of personalization (dynamically catering the landing page experience to users based on what you know about them).

email list - unbounce landing page optimization tool

Unbounce’s testing UI, which includes the ability to create new variants and measure results.

Whatever landing page testing tool you go with, make sure you’re testing the following elements:

  • Your headline. Arguably the most important piece of copy on the page, your headline grabs the attention of users, and encourages them to stay on the page and take action.
  • Call-to-action (CTA). The critical piece of text that compels users to take action. Try playing around with different colors, sizes, text, and placement of your CTA buttons to identify the most effective combinations.
  • Form fields. Generally speaking, fewer fields equates to reduced friction, which equates to higher conversion rates. Keep your forms lean, and make sure people know what information you expect from them and why you need it.
  • Visuals. Make sure they are fully compressed, and/or in WebP format for speed. Use videos to illustrate important concepts. Try multiple variations to see what resonates.
  • Social proof. There’s nothing like a well-placed G2 badge, award, review, or testimonial to show potential customers that they’re not alone in filling out your form–many more have done so before them, and many will after.

Build a list, build your revenue

There you have it! Six proven ways to build an email list for your business:

  1. Create and send a newsletter
  2. Offer a discount to new subscribers
  3. Gate your best content
  4. Run a contest or giveaway
  5. Leverage exit intent pop-ups
  6. Build great landing pages
  7. Optimize and test landing pages

Get cooking with these strategies, and you’ll be seeing those emails roll into your CRM in no time.

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Advanced Google Ads Techniques To Master In 2024

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Advanced Google Ads Techniques To Master In 2024

We’re nearly halfway through 2024, and already we PPC heroes have experienced a plethora of changes to get our heads around. How can we cut through the noise and focus on the specific tactics that will make an impact for the better?

Today we’ll take a look at a few advanced Google Ads techniques tips and tricks to master in 2024 – everything from making account management easier to tailoring your messaging at scale, and making your campaigns as effective and efficient as possible.

1. Auto-apply (some) recommendations

Fighting those pesky ‘optimization score’ reminders can be time-consuming – especially when they’re not always applicable. With targets to hit and maintain for Google’s partnership and support, it’s important to keep our optimization scores high at 80% or above.

Google’s optimization recommendations are split into the following categories:

  • Ads and assets
  • Automated campaigns
  • Bidding and budgets
  • Keywords and targeting
  • Repairs
  • Measurement

Each of these will have a unique score that will affect your overall optimization total for each of your accounts. Repairs are usually critical fixes, while minor keyword tweaks may come further down the priority list. (You can dismiss recommendations if they’re irrelevant, but I recommend reading the details behind each of them before rejecting them.)

To save time on manual campaign management, you can ask Google to auto-apply some of these tweaks for you – with a thorough ‘auto-applied recommendations’  history as well as optional email alerts. 

I recommend adding these four as must-have auto-optimizations:

  1. Removing redundant keywords (keywords that have a close match within the same ad group and bidding strategy that performs better)
  2. Removing non-serving keywords (keywords with no impressions over a set period)*
  3. Updating keywords bids to meet ‘top of page’ bids etc. (You can still set an upper limit on this)
  4. Use optimized ad rotation (to show the best-performing ads more often instead of all ads within the same ad group equally, despite performance)

*As of June 2024, Google will automatically pause low-activity keywords: “Positive keywords in search ads campaigns are considered low-activity if they were created over 13 months ago and have zero impressions over the past 13 months.”

To opt-in to certain auto-applied recommendations:

  1. In your Google Ads account, click the Campaigns icon 
  2. Click Recommendations.

At the upper right-hand corner, click Auto-apply, and select which recommendations to auto-apply.

2. Drive personalization through audiences

One way to drive personalization via search ads is by leveraging Google’s audiences. While marketers of yesteryear used to rely on keywords and geotargeting, today Google has a multitude of interested audiences to exploit across search, performance max, display, video, and demand gen campaigns. Don’t forget, audiences can be applied with both the observation setting and the targeting setting. Consider adding audiences to the observation setting first, adjusting to targeting once you have sufficient data.

By applying the following audience types to your campaigns and ad groups, you can double down on efforts to reach your target audiences through search.

Custom audiences

Create your own custom audience based on signals such as interests, behaviors, website viewing history (by URL), and app history. Think competitor brands or products, industry-related websites and apps, and recent relevant Google searches.

You could use custom audiences to personalize your ad copy on campaigns where you’re targeting customers of your competitors. For example, by encouraging them to ‘switch’ to your brand, product, or service, rather than treating them like a first-time purchaser. You could focus on the benefits of your product or service over the one they currently have, rather than focusing your ad copy on educating the audience from scratch.

In-market audiences

In-market audiences are a must-have in 2024. Curated by Google, these audiences actively research a specific product or service and are actively considering their options ahead of purchasing. 

While there isn’t a master list of in-market audiences (because many of these are hidden!), head to the Audiences tab on your current Google Ads campaigns. Click “Edit Audience Segments”, then the Browse tab, and navigate to In-Market Audiences. You can look at all available groupings by industry, and add the most relevant ones to your campaigns. You can also use this function to type in keywords under the Search tab, and type in relevant keywords to find relevant in-market audience suggestions to apply.

Knowing these audiences are already convinced of the benefits of the general product or service you’re advertising, you can use your ad copy to highlight the USPs of your brand.

RLSAs

While the use of RLSAs (remarketing lists for search ads) has dropped since their arrival in 2013, they still have a place in an effective PPC strategy in 2024. By creating an RLSA, you can personalize your ad copy at scale.

The use of RLSAs is particularly applicable for brands with lengthier sales cycles, or longer customer consideration and comparison stages. Your brand could be 1 of 5 that a consumer is considering buying a hot tub from – it’s uncommon that a hot tub is an impulse purchase decision. A user may use Google to search multiple times for generic hot tub terms, and may whittle this down to certain brands based on their needs. Once a user who is actively looking for a hot tub has visited your website without converting, upon their next Google search, your ad may contain a coupon code, a complimentary gift item, or other differentiating ad copy to encourage them to purchase through your website.

It’s important with RLSAs to ensure that you have separate ad groups or campaigns. Also to separate RLSA audiences from other custom, in-market or demographic-based audiences.

Remember to test all new audiences by adding them as ‘observation’ audiences, before switching to the ‘targeting’ setting.

3. Harness your data

One of the more critical elements of a top-performing PPC campaign is data. You can have the best keywords, ad copy, and landing page in the world, but you need the right data to meet your goals.

A big data piece for 2024 is the perfection of conversion tracking, conversion events, and key events. With enhanced conversions also forcing their way to the fore, Google is no longer letting a lack of data confuse the attribution story.

At one time it was best practice to aim for a single conversion goal across all campaigns. In 2024, it’s important to measure a mixture of lighter conversion events too. For example, measuring PDF downloads and highly engaged video views on the path to a lead form submission. Or tracking customers who have abandoned their carts. Not only do these signals give you a clearer picture of the path to conversion, but these lighter goals can better guide Google’s machine learning and automated bidding strategy efforts.

Not only is conversion tracking crucial to success, but your conversion settings are key. Review the conversions list on your Google Ads account and check each goal for whether it’s a primary or secondary, or account default conversion setting. Having multiple account-default primary conversion goals will make it harder for Google to auto-optimize conversion-based bidding strategies. Choose one or two must-haves to keep as your primary conversion goal, and set the rest to secondary conversion goals.

4. Stop working on your Google Ads in isolation

One of the most valuable traits of a top-performing PPC manager is their knowledge of where PPC fits within the marketing funnel and wider marketing mix. Traditionally, PPC tactics have been assigned a bottom-of-funnel or lower-funnel position in the marketing mix. 

In 2024, we need to adapt our thinking. Google Ads is no longer a BOF-only strategy. In fact, Google Ads can generate upper-funnel, mid-funnel, and lower-funnel results with the right strategy, campaign type, and goal tracking in place. 

Not only that but Google Ads can support a multitude of cross-channel activities. You can use Google Ads to:

  • Drive brand awareness and consideration on YouTube and other video partner platforms
  • Capture brand demand generated from activity on social platforms such as Meta, TikTok, or Snapchat
  • Similarly, capture brand demand generated from offline or traditional channels such as TV advertising, billboards, or print media
  • Remarket to website traffic (from all sources) to generate conversions
  • Boost brand loyalty, cross-sell, and up-sell opportunities using current customer data

This is another reason why data-driven attribution is a must-have in 2024. Today, Google Ads can influence multiple customer touchpoints. Last-click attribution is no longer an effective, representative, or scientific way of measuring the success of Google Ads activity.

5. Perfect your exclusions

For peak efficiency, exclusions are a must-have throughout your account. Particularly with the increased push for automated campaigns and campaign management that we’re experiencing. 

It doesn’t matter if you’re only running search or performance max activity. Exclusions are almost always a part of an efficient campaign structure. The exclusions on your account might include negative keywords, specific audience exclusions (such as remarketing and already-converted audiences), brand exclusions, geotargeting exclusions, or placement exclusions.

Common negative keywords to consider may include:

  • Free
  • Jobs
  • Download
  • Cheap
  • How to
  • YouTube
  • Amazon
  • Facebook
  • Sample
  • Guide
  • Logo
  • Resource
  • DIY

Without exclusions, you may find your ads are appearing to the wrong audiences, next to questionable or harmful content, or even that your ads are being triggered by irrelevant search terms entirely. 

Summary 

In 2024, there is a lot of noise in PPC advertising. By getting to grips with the above fundamentals of a healthy Google Ads account – targeting, personalization, data, simpler campaign management techniques, and adding relevant exclusions – you’ll be able to successfully navigate the complexities of managing your accounts at an advanced level.



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Advertisers: How Netflix is Coming for You

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Someone watching Netflix on a TV on their wall

If you haven’t yet looked at Netflix as an outlet for your advertising budgets, you soon will.

Even if you haven’t, that the video-on-demand streaming platform is venturing ever deeper into ads as a revenue source won’t be news. If you have an individual or household subscription, you may well have been alerted to a change in your service, with Netflix switching you from your current, ad-free plan to a cheaper tier that will include commercial breaks.

As a marketer, that should have screamed opportunity, or at the very least it will have got you asking questions.

Netflix answered many of those at Upfront 2024, the company’s second presentation to current and potential advertisers. The event left us with little doubt about how far they’ve come and how much further they intend to go.

Advertisers How Netflix is Coming for You

End-to-End is the New Black for Netflix

The company already creates the content and owns the infrastructure on which it appears. Next up is the ad tech and sales side. This will allow it to provide a bespoke offering to those in our business, including ad commissioning, formatting, and targeting, all under one roof.

Netflix is already a player. In the next year (or two, or less) they intend to become a serious one.

Netflix’s Numbers are Impressive

A reported 40 million subscribers are now on the ad-supported plan. In those markets where the tier has already been rolled out, 40% of new sign-ups are plumping for the ad-added option.

Apparently over 50% of advertised-to viewers watch more than 20 hours per month. That’s a handy little figure for those holding the purse strings to have in their pockets.

Netflix Going after Google?

Perhaps not yet. Or at least not directly

The media giant has committed to competing for a greater share of your brand’s marketing budget. At this, however, stage its sights seem set on legacy media, rather than the Mountain View behemoth.

The supplementary Upfront material mentions “linear TV” several times, pointing out how favorably its own audiences compare.

Netflix viewers are supposedly twice as likely to respond to advertising, have a higher attention span, and have a higher household income than those taking their TV via the traditional format.

And in the near-to-medium term Google is going to be more of an ally than an opponent. This was their announcement:

What that means is from this summer you will be able to purchase Netflix inventory via Google’s Display & Video 360 programmatic platforms. Other buying options will include The Trade Desk and Magnite, all of whom join Netflix’s primary programmatic partner, Microsoft.

Bigger Things on the Horizon

Less loudly trumpeted by Google is that Netflix does not intend to outsource its advertising tech for long. It will be launching its own platform by the end of next year.

“Bringing our ad tech in-house will allow us to power the ads plan with the same level of excellence that’s made Netflix the leader in streaming technology today,” said Amy Reinhard, Netflix President of Advertising.

“We’re being incredibly strategic about how we present ads,” she continued, “because we want our members to have a phenomenal experience. We conduct deep consumer research to make sure we stay ahead of the competition, bringing opportunities that are better for members and better for brands.”

Netflix might not be part of your plans, but you’re very much part of their theirs.



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Running Performance Max Against Brand is a Waste

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Brand Performance Max

If you’re like the majority of Google Ads advertisers, you’re running Performance Max campaigns. You’re also likely wasting a ton of money on it. Google makes it challenging to exclude branded keywords from Performance Max, while claiming the brand terms that do show up in these campaigns are incremental.

At our PPC agency, Taikun, where we manage tens of millions in Google ad spend per year, we have not seen this proposition supported by evidence. In fact we have found time and again that keeping branded terms live in PMax gives Google a license to waste your money.

Is Brand Search Incremental?

Before diving into the specifics of how including brand in PMax wastes money, it is important to discuss whether brand spend ever drives incremental revenue

Geo lift tests we have conducted on brand spend, within both shopping and search, with a number of brands, have found in each case that ad spend was found to be completely non incremental. That is, it generated no additional (net) revenue. This is supported by other companies which have seen similar results

Despite the lack of incrementality, there are situations where spending on brand makes sense. For example: To deter competitors or retail partners from bidding on your terms; product or service segmentation that meaningfully benefits from better control of landing pages; and when brand terms overlap with nonbrand searches.

Whether any of the above apply or not, it’s important to remember that when running brand there’s no guarantee it will drive incremental sales. If you have the volume to run a geo lift test, it’s recommended.

Understanding how the sausage is made

Regardless of whether running brand on search or shopping is incremental for your business, there’s one way to ensure it will negatively impact your incremental volume: running it in PMax. 

PMax gives you access to Google’s entire ad inventory. It promises to use machine learning to maximize your overall performance across Google’s entire ecosystem. This sounds great in theory. In reality, PMax is a way for Google to sell remnant inventory that you would not intentionally target because of its low quality. That poor performance can be hidden with spend against extremely high intent and high performing brand volume.

For example, if 10% of your spend goes to brand at a 20x ROAS and the other 90% goes to everything else at a 0.5x ROAS, your blend is a 2.45x. Performance looks good on the blend, but in reality you’re incinerating 90% of your ad budget.

This is not a theoretical example. We have seen this play out with varying degrees of severity in every PMax campaign we’ve looked at where brand was combined with nonbrand:

1716402362 272 Running Performance Max Against Brand is a Waste

You need to force PMax to work for its conversions. To do that you need to strip brand out completely.

How to Tell if Brand PMax is Wasting Your Budget

You can take a look at your own PMax campaigns and quickly determine if you’re wasting money on brand. If your PMax is performing at a better rate than other nonbrand volume in your account or your meta prospecting, you’re probably running a lot of brand. Likewise, if your campaign is consistently performing above the target, it is a dead giveaway there’s brand in there. Finally, if CPCs are lower than the rest of the account, brand is a likely culprit. 

You can also do a rough calculation of how much brand is generating witin the campaign. The insights report of PMax provides data on the search categories that are driving conversions. Add up all the conversions that are credited to search categories with brand terms and compare that to the overall campaign conversion volume. This will give you a rough idea of the percentage of conversions in the campaign being driven by brand. 

If it’s more than 30% of the overall conversions, you’re absolutely burning money and you should pull it out of PMax. 

Structuring Brand Outside PMax

Removing brand from PMax is annoying but not overly onerous. The first step is requesting Google adds a negative keyword list to your PMax campaign. Here is the form that includes a template to send in the name of your brand terms or dedicated PMax negative keyword list. This allows you to add negative keywords to your PMax campaign.

Note: The brand exclusions structure doesn’t do as good a job of excluding brand terms as a negative keyword list. 

Next, you need to set up a brand search campaign on either target impression share, or a manual bidding strategy. Smart bidding is a bad fit for brand search for the same reason we exclude it from PMax: it allows Google to waste money.

The goal with your brand search campaign should be to maximize the delta in real dollars between your spend and revenue generated.

If you’re managing an ecommerce brand, there’s one more campaign that needs to be set up (if you don’t already have one): A branded shopping campaign. A standard shopping campaign with a ROAS target that’s double your nonbrand target will ensure you’re capturing branded shopping inventory as well.

Adjust this target as necessary. Almost no nonbrand will make it into this campaign because PMax takes precedence over standard shopping.

With brand out of PMax, you’ll see volume on that campaign decline substantially as well as performance. Your overall account performance should increase substantially as well.

A Final Note on Google

The advertiser relationship with Google is currently broken. The Google antitrust trial has exposed what many of us in the PPC community have known for years: Google is squeezing advertisers to juice their own profits.

Whenever Google makes changes or encourages advertisers to do things, remember the relationship and ask yourself: “How would this benefit Google?”



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