Author: steve

  • Cloudflare to Allow AI Bot Blocking

    Cloudflare to Allow AI Bot Blocking

    Cloudflare added a new feature in their dashboard; subscribers can now block AI bots.

    According to Cloudflare, the motivation behind this is to allow sites to eventually charge a “toll” for certain bots, AI in particular, to crawl the data. The initial functionality is simply to block the AI bots. 

    Eventually, Cloudflare envisions an ecosystem in which AI requests access to a site, the gatekeeper processes the request, charges the AI source, and allows access. Cloudflare sees itself as the gatekeeper ( as the CDN for about 20% of websites), splitting the fee with the site owner. 

    Why this is a bad idea for most sites

    There may be a few sites on the web with content of such value, and size of such scale, that this model may provide a notable revenue stream. But, overwhelmingly, sites would find it a detriment to implement.

    If a person asks their AI assistant for a local restaurant, where to get a car repaired, or any transaction request, blocking AI effectively precludes a business from being considered part of the response. 

    Even for informational purposes, being part of the AI ecosystem allows businesses to enter the shopping funnel. While not all AI responses provide the source of the information immediately, the source is available upon request. Blocking the AI removes a business’s ability to inform and even influence a person during the purchase process.

    Rather than block AI bots, focus resources on making your information valuable and digestible for AI so they can use it to inform responses to users’ requests. Be part of the conversation.

  • PPC Audit: A Complete Overview

    PPC Audit: A Complete Overview

    Pay-per-click (PPC) advertising allows businesses to display ads on search engines and other platforms, paying only when someone clicks on their ad. Like any marketing investment, PPC campaigns need regular evaluation to ensure they’re delivering the best possible results for your budget.

    A PPC audit is a comprehensive review of your paid advertising campaigns designed to identify opportunities for improvement and ensure your ad spend is working as efficiently as possible. Think of it as a health check for your digital advertising efforts.

    Why Your Business Needs a PPC Audit

    There are several situations when conducting a PPC audit becomes essential for maintaining effective advertising performance:

    Taking Over Existing Campaigns

    When inheriting PPC campaigns from a previous manager or agency, an audit ensures you understand what you’ve inherited and aren’t wasting budget on poorly performing elements. This prevents you from continuing ineffective strategies simply because “that’s how it’s always been done.”

    Significant Competitive Changes

    When competitors shift their advertising strategies, launch new campaigns, or enter your market space, an audit helps prevent your ads from becoming irrelevant or overpriced. The digital advertising landscape changes quickly, and what worked six months ago may no longer be effective.

    Substantial Performance Changes

    When you notice declining click-through rates, increasing costs per conversion, or other performance issues, an audit helps identify root causes before small problems become expensive ones. Early intervention can save significant advertising budget.

    Regular Maintenance Schedule

    Proactive businesses conduct audits every 6-12 months to ensure continued alignment with business goals and take advantage of new advertising features and tools. Regular audits prevent performance drift and identify optimization opportunities.

    What’s Involved in a PPC Audit

    Campaign managers with experience may have different approaches to conducting a PPC audit, but effective audits follow a systematic process that can be documented and replicated. Here’s what typically happens during a comprehensive audit:

    Goal Alignment Assessment

    The audit begins by confirming that your PPC campaigns still support your current business objectives. Marketing goals evolve, and campaigns that were perfectly aligned six months ago may no longer serve your needs. This step ensures all subsequent optimization efforts work toward the right outcomes.

    Campaign Health Review

    Next, the auditor examines how well your campaigns follow current best practices. This includes reviewing:

    • Account organization: Are campaigns and ad groups logically structured?
    • Creative alignment: Do your ad copy, images, and videos match what people are searching for?
    • Active management: Is someone regularly optimizing performance and making necessary adjustments?
    • Tracking setup: Are you measuring the actions that matter most to your business?

    This step reveals the current state of your advertising efforts and identifies immediate improvement opportunities.

    Change Recommendations

    Based on the findings, the auditor determines what modifications are needed. These can range from minor tweaks to complete account restructuring, depending on what the review uncovers.

    If your PPC goals are significantly misaligned with your business objectives, you may need to restart the planning process entirely. This involves researching relevant search terms, analyzing competition, and creating new campaigns with updated optimization targets.

    More commonly, audits result in tactical improvements like updating ad copy, refreshing images, adjusting targeting parameters, or modifying conversion tracking. When PPC programs receive regular attention, realigning them typically involves refinements rather than overhauls.

    Common Issues Discovered in PPC Audits

    While some advertising accounts require complete rebuilding, most audits uncover these typical problems:

    Outdated Creative Content

    • Ad copy that no longer reflects your brand voice or current messaging
    • Images that look dated or don’t showcase your latest products/services
    • Landing pages that don’t match ad promises

    Stale Targeting Lists

    • Lists of irrelevant search terms haven’t been updated to block unwanted traffic
    • Audience targeting hasn’t evolved with your customer base
    • Geographic targeting doesn’t reflect current service areas

    Missed Feature Opportunities

    • Not utilizing the latest advertising tools and features effectively
    • Missing out on new ad formats that could improve performance
    • Failing to take advantage of automated bidding improvements

    The rapid pace of change in digital advertising platforms means this last category often has the biggest impact on performance. Unlike obvious problems that show up in declining metrics, missed opportunities for improvement aren’t always visible until someone specifically looks for them.

    Expected Outcomes and Timeline

    Audit Duration

    A thorough PPC audit typically takes 2-3 weeks to complete, depending on account complexity and the number of campaigns being reviewed.

    Implementation Timeline

    Implementing audit recommendations usually occurs in phases over 4-6 weeks, allowing time to monitor results and make adjustments.

    What to Look for in a PPC Audit Provider

    When selecting someone to conduct your PPC audit, consider these qualifications:

    • Documented process: They should follow a systematic approach and provide clear documentation of findings
    • Platform expertise: Experience with the specific advertising platforms you use (Google Ads, Microsoft Ads, Facebook, etc.)
    • Industry knowledge: Understanding of your business type and typical customer journey
    • Actionable recommendations: Ability to provide specific, prioritized suggestions rather than just identifying problems
    • Performance tracking: Methods for measuring improvement after implementing changes

    A quality PPC audit serves as both a diagnostic tool and a roadmap for improving your advertising performance. By understanding what’s involved and what outcomes to expect, you can make informed decisions about optimizing your paid advertising investments.

  • Google Ads Tracking Offline Conversions

    Google Ads Tracking Offline Conversions

    Google Ads provides various tracking methods, from online e-commerce to offline, with CRMs or Google’s API. Setting up API integrations can be challenging for small to midsize businesses. The next best option is to use a CRM that integrates with Google Ads…Google recently announced the expansion of CRM partners to include ZOHO. 

    Beyond automated tracking methods, Google Ads allows users to upload conversion data manually, which is more time-consuming. Using the manual process, either the Google Click ID, or gclid, is used, or enabling Enhanced Conversion tracking can be implemented.

    Setting up an offline conversion for Google Ads

    Google has several different types of Goals, one of which is “Converted Lead.” This type of goal allows advertisers to upload data and assign the data source to the Goal. 

    Perhaps the easiest way to do this is to set up a Google Spreadsheet linked to the account in the Ads data sources under “Data manager.” Once set up, it is just a matter of adding records to the sheet. Google Ad will import the data at regular intervals.

    The offline data can be set up for gclid or Enhanced Conversions. 

    Tracking With GCLID

    When “Auto Tagging” is enabled at the account level, the gclid is a unique parameter/value appended to the query string for every click on Google Ads. When a form is submitted, the gclid must be passed along with the user information (name, email, phone, etc.). Typically, this is done through a hidden form field and a bit of JavaScript to capture the value and add it to the form field.

    As the lead progresses through the sales process, the gclid stays with the record. When the lead reaches a critical point, perhaps a Marketing Qualified Lead or a Sales Qualified Lead, the gclid, along with the conversion date and value (if applicable), is added to the Google Spreadsheet. 

    Depending on the process, you can also add the sale information. However, for many B2B and high-value B2C companies, the actual sale may take months to close. To provide Google with timely data, it may be advantageous to upload MQLs or SQLs. The sales and marketing teams need to make this decision.

    Tracking with Enhanced Conversion With First-Party Data

    Google Ad provides an option to enable “Enhanced Conversions.” When Enhanced Conversions is set up, Google tracks not only when a form is submitted but also reads the user inputs from the field and stores hashed data versions. This allows Google to better understand the users who submit forms. 

    When an offline conversion occurs, the first-party data (email, date, value – if applicable) is uploaded to Google just as the gclid data would be. Google then matches this to the Enhanced Conversion data to connect the value to the users. The uploaded data has to be encrypted using SHA-256 to hash it before uploading.

    Google has a couple of options for setting up Enhanced Conversions. Sometimes, Google can auto-detect the appropriate fields, which is pretty straightforward. Alternatively, you may need to “tell” Google which form field matches up to email, name, zip code, etc. The latter requires a bit of site work or the use of Google Tag Manager.

    Optimizing Google Ads with Offline Conversions

    Google Ad has two levels of Goals: “Primary” and “Secondary.” 

    The primary goals are used to optimize campaigns. They are the default conversions for optimizing, but can be opted out at the campaign level. 

    Secondary Goals are more observational. Google Ads does not use them to optimize the programs, but campaign managers can use them to run reports and see how changes to the campaign impact other important events.

    When setting up offline conversions, managers must decide if the form submission should be a primary or secondary conversion point. For the most part, the initial form fill should be secondary, and the offline should be primary. If there is a high form-fill-to-sale conversion rate, leaving the form submit as a primary conversion may be acceptable. This is another decision for campaign managers.

    With the offline conversion add to Google Ads, you can begin to manage your campaigns based on optimization targets. Setting the targets allows Google Ads’ AI to get the most value for you.

    Cost Per Acquisition (CPA)

    The CPA is set based on the target value of the lead at the particular stage of the sales process. If you set your MQL as the offline conversion, you can estimate the lead value based on the likelihood that the MQL will become a sale. 

    For example, if an average sale is worth $1,000 and your MQLs convert to a sale at 75%, the math is simply: $1,000 * 0.75 = $750 target CPA.

    Of course, you must also incorporate your actual margin per sale, lifetime value, etc. So, your actual target CPA is usually a bit more complicated than the sale value times the close rate. 

    Return On Ad Spend (ROAS)

    The target ROAS is the best option. It requires that Google Ads receive the actual sale value of each conversion. This allows you to set the amount of sales you want vs the ad spend. 

    If the goal is to generate $4 in sales for every $1 ad spend, the target ROAS is 4. 

    Rather than basing targets on averages and conversion rate assumptions, the ROAS method uses the actual sales and advertising dollars to optimize the campaigns.

    For a more in-depth discussion on Ad Optimization, we have this article.

    Reporting Conversions In Google Ads

    Google Ads provides many different metrics related to Conversion Value and Costs. From All conversions to “just” conversions, you can see the value of the results, the ROAS, or the cost per conversion. 

    While there are many ways to slice and dice conversions, selecting a method you will use consistently is key. Changing how you assess conversions makes it challenging to assess improvements over time. So, pick a method and stick with it unless it proves problematic.

    The best way to improve Google Ads performance is to dial in the conversion metrics as close to the sale as possible, using the actual sale and sale value as the best metrics. 

  • Search Engine Marketing for Small Businesses in Chicago: A Local Agency’s Guide

    Search Engine Marketing for Small Businesses in Chicago: A Local Agency’s Guide

    The Chicago area is a powerhouse of small business innovation. From manufacturing plants in the suburbs to tech startups in River North, from trade contractors in Naperville to service companies in Evanston, entrepreneurship thrives throughout Chicagoland. We should know—we’re Fanatically Digital, a family-owned digital marketing agency right here in the market, and we work alongside some incredible local entrepreneurs every day.

    Whether you’re launching a new venture or scaling an existing business in the Chicago market, you have countless marketing options at your disposal. While offline and online marketing each have their merits, we’ve seen firsthand how digital channels can level the playing field for small businesses competing in this competitive market.

    Search engine marketing stands out as one of the most effective channels for Chicago small businesses. With multiple components working together, virtually every company can benefit from at least one aspect of search marketing—and most benefit from several.

    What Is Search Engine Marketing for Small Businesses?

    Search Engine Marketing (SEM) encompasses all the ways your business can appear when potential customers search online. For Chicago small businesses, this is particularly powerful because people actively search for local services, products, and solutions every day.

    The beauty of SEM is its flexibility. Depending on your business model, target market, and budget, different components will make sense for your growth strategy. Here are the essential elements every Chicago small business should understand.

    Google Business Profile: Your Digital Storefront

    When someone in Chicago searches for your business name or the services you provide, your Google Business Profile (GBP) often appears first. This free tool is crucial for local visibility, yet many businesses struggle to set it up correctly.

    Google’s verification process can be frustrating—they require multiple steps to combat fraud—but the investment in time pays dividends. Your GBP controls how you appear in local search results and Google Maps, making it essential for attracting nearby customers.

    Key benefits for Chicago businesses:

    • Appears in “near me” searches
    • Shows your business hours, location, and contact info
    • Displays customer reviews and photos
    • Connects directly to Google Maps directions

    The verification process takes patience, but it’s non-negotiable for local businesses. We’ve helped dozens of Chicago companies navigate this setup, and the local visibility boost is always worth the effort.

    For detailed guidance, check out our Google Business Profile startup guide. If you’re struggling with verification, our post on why GBP verification is challenging explains the common hurdles. And for tips on ranking better in local map results, read our guide on improving your Google Maps ranking.

    Search Engine Optimization: Building Long-Term Visibility

    SEO involves numerous moving parts, which explains why many business owners find it overwhelming. It’s understandable—running a business requires focus on core operations, not search algorithms. However, some fundamental SEO practices can significantly improve your visibility when Chicago customers search for your services.

    The key is ensuring search engines can properly crawl and index your website. When potential customers search for services like yours, you want to appear in those results.

    For Chicago service businesses with local customer bases, local SEO is particularly important. Our beginner’s guide to local SEO covers the essentials specific to location-based businesses.

    For businesses serving broader markets or selling online, traditional SEO principles apply, focusing on content quality, technical site health, and building authority in your industry.

    Paid Search Advertising: Immediate Results

    Search advertising puts your business in front of customers actively looking for your services. Google’s advertising platform offers extensive options, though the sheer number of choices can overwhelm newcomers to paid search.

    Google Local Service Ads for Trade Businesses

    If you’re a Chicago-area contractor—electrician, HVAC technician, plumber, or similar trade professional—Google Local Service Ads (GLSA) offer a streamlined entry point into paid advertising.

    GLSA works differently than traditional ads. You provide Google with your service details, service area, and contact information. Google handles the advertising and sends qualified leads directly to you. You pay only for legitimate leads, not clicks or impressions.

    While you sacrifice control over ad creative and targeting, GLSA’s simplicity makes it ideal for trades businesses focused on their craft rather than marketing complexity.

    Google Shopping Ads for Product Sales

    For Chicago retailers and e-commerce businesses, Google Shopping Ads display your products directly in search results with images, prices, and store information. This visual format significantly outperforms text ads for product searches.

    Setting up Shopping Ads requires a product feed (which can start as a simple spreadsheet) and a Google Merchant Center account. The initial setup demands attention to detail, but the visual prominence in search results typically delivers strong returns for product-based businesses.

    Google Search Ads for Service Businesses

    Traditional search ads work for virtually any business model, from local Chicago services to national companies. You control geographic targeting, ad messaging, keywords, and budgets.

    Search campaigns require substantial upfront planning and ongoing optimization. However, the ability to appear immediately when customers search for your services makes this channel valuable for businesses ready to invest in proper management.

    Optimizing Landing Pages for Different Traffic Sources

    One crucial consideration often overlooked by small businesses is that visitors from different sources have different mindsets and needs.

    Someone finding your website through organic search results is often in research mode, comparing options and gathering information. In contrast, someone clicking your paid ad has typically made a decision to explore your services more seriously.

    These different visitor intentions require different landing page approaches. Our guide on optimizing landing pages for SEO vs PPC explains how to tailor your pages for each traffic source.

    Making Search Marketing Work for Your Chicago Business

    The internet has certainly changed the competitive landscape for small businesses, though it hasn’t eliminated all the advantages larger companies hold. What digital marketing does provide is access to sophisticated tools and targeting that were previously available only to companies with massive marketing budgets.

    For Chicago small businesses willing to invest time in understanding which digital channels align with their customer behavior, search engine marketing can drive meaningful growth. The key is starting with the components that best match your business model and customer needs, then expanding as you gain experience and see results.

    Whether you’re competing with established players in the Loop or trying to build awareness in the suburbs, search marketing gives you tools to reach customers actively looking for your solutions. Take time to understand these channels, or partner with experts who can help you navigate them effectively.

  • PPC Articles: Costs Increasing, AI Growing,  More Signals Needed

    PPC Articles: Costs Increasing, AI Growing,  More Signals Needed

    A lot happens during a month in PPC advertising. I’ve put together some articles from various sources and hope the are interesting to you.

    A few things stuck out this month:

    1. Costs are increasing YoY  for clicks and total spend. Several articles look at this from different angles.
    2. AI continues to flex. From longer-term with Google openly telling us to get ready for a post-keyword search landscape, to tactical things like customer matchlist requirements dropping to 100 records vs 1000, and AI generated creative playing a bigger role.
    3. Increasing need to refine conversion points and provide unique signals back to Google (extension of more AI influence.)

    May PPC Articles

    Google Ads Costs Rise Again, But Conversions Improve: Report Google Ads costs surged across 87% of industries in 2025, with average cost-per-click rising 13% to $5.26. However, 65% of industries are seeing better conversion rates, with improved ad relevance and targeting offsetting the higher costs. 

    Search Engine Land Read more

    Google Lowered Customer Match List Minimum from 1,000 to 100 Users Google reduced the Customer Match audience requirement for Search campaigns from 1,000 to 100 active users, aligning with Demand Gen campaigns. This change opens powerful audience targeting to smaller advertisers who can now leverage CRM data more effectively. 

    Search Engine Land Read more

    CPC Inflation: How Fast Are Google Ads Costs Rising? Analysis of multiple data sources reveals CPC increases vary significantly by industry, with some seeing 4-6% annual growth while others experience much higher inflation. The research examines three reliable data sources to understand the true cost of rising Google Ads expenses. 

    Search Engine Land Read more

    Google Ad Spend Continues to Outpace Traffic Volume: Report Google search ad spending grew 9% year-over-year in Q1 2025, driven primarily by increasing costs rather than click volume growth. Microsoft Ads showed stronger 17% growth while Performance Max campaigns demonstrated deteriorating performance according to Tinuiti’s latest report. 

    Search Engine Land Read more

    Google Ads Optimization: What to Stop, Start, and Continue in 2025 Expert recommendations for optimizing Google Ads campaigns include shifting from keyword-heavy strategies to audience-first approaches. The guide covers Performance Max optimization, streamlined keyword lists, and embracing AI-driven bidding strategies for better results. 

    Search Engine Land Read more

    Ultimate PPC Campaign Optimization: 6 New Ways To Run Dozens Of Campaigns Discover six automation-friendly methods for scaling PPC campaigns across multiple sectors using AI tools and client-specific strategies. The guide covers smarter targeting, geo-clustering for lower CPCs, and voice-of-customer insights for stronger ad performance. 

    Search Engine Journal Read more

    Google’s VP of Ads and Commerce Outlines 2025 Priorities Google is doubling down on AI-powered ad personalization, shopping experiences, and automated creative optimization in 2025. The company is prioritizing visual and immersive ad formats while shifting focus from traditional keyword-based targeting to intent-driven placements. 

    Search Engine Journal Read more

    Google Updates Unfair Advantage Policy, Advertisers React Google’s updated Unfair Advantage Policy clarifies ad slot dominance rules, allowing multiple ads from the same business in different locations on search results pages. The PPC community is discussing potential impacts on smaller advertisers and Auction Insights reporting. 

    Search Engine Journal Read more

    The State Of Performance Max: How To Optimize Google Ads In 2025 Performance Max campaigns continue to evolve with new features addressing advertiser feedback, including account-level negative keywords and detailed reporting. The article explores optimization strategies and addresses common complaints about limited keyword visibility. 

    Search Engine Journal Read more

    Breaking Into New Markets With PPC: Key Considerations PPC can drive quick traffic in new markets, but success requires understanding local purchasing behavior and market-specific strategies. The guide emphasizes that PPC should complement broader go-to-market strategies rather than serve as a standalone market entry approach. 

    Search Engine Journal Read more

    These articles cover the latest trends in PPC advertising including rising costs, AI integration, policy changes, and optimization strategies. 

    Need help navigating the ever-changing PPC landscape, we’re here to help.

  • Google Ads – Build Your Funnel as Goals

    Google Ads – Build Your Funnel as Goals

    Improve your Google Ads Conversion by more than 50%

    Google Ads keeps getting better at optimizing programs toward your Goals. The trouble is, too many companies use the wrong goal to optimize their campaigns and get leads that don’t convert to sales. Building the right goals within Google Ads will make all the difference in your performance.

    This is straightforward for e-commerce sites. Most of the widely used e-commerce platforms connect directly to your Google Ads account, sharing conversion and sales data. But if, for some reason, your e-commerce site is not directly connected to Google Ads, rectify that as soon as possible.

    Lead Form as A Conversion

    Things get tricky when there are multiple steps in the conversion process following the initial lead form submission or call. Most advertisers count the first form fill as the conversion and calculate the target Cost-Per-Acquisition (CPA) based on assumptions about how many form fills make it from the submission to become an actual customer (close rate) and the average customer value.

    The problem with this approach is that Google assumes every initial lead has the same close rate and therefore the same value. We tell it so when we set the target CPA. But that is not the case. The close rate can differ based on many factors, such as time of day, device being used, geography, partner site, search term (different than keyword), etc. 

    Google distributes ads across different websites. These are Google Ad Partners.  The calculation table below shows how Google Ad Partners generating the exact front-end conversion CPA can create leads with significantly different values. For Sales Qualify CPAs, the difference is 2-3x, and the ROAS can also be very different.

    • From Google’s perspective, leads from all partners will be given equal weight when optimized to Step 1. 
    • However, if you can move the optimization conversion point to Step 2, Google will recognize the significant difference in leads that get to Step 2 from Step 1,  and maximize Partners A and C over the rest. 
    • Better yet, feed sales data back and optimize to ROAS rather than CPA, and Google will know to maximize Partner C above all others.
    Google CPA SubmitMake it toMake it to
    Campaign Chanel PartnerSpendLeads- Step 1CPAStep 2 – Sales QualifiedStep 2 CPAStep 3 – SaleCost Per SaleRevenueAvg Order ValueROAS
    Partner A$3,37545$7535$9620$169$9,100$4552.70
    Partner B$5,62575$7531$18115$375$6,345$4231.13
    Partner C$1,72523$7521$8218$96$8,406$4674.87
    Partner E$4,87565$7532$15228$174$9,940$3552.04
    Partner F$6,67589$7531$21522$303$9,504$4321.42
    Google Campaign$22,275297$75150$149103$216$43,295$4201.94

    Pushing the optimization conversion point (Goal) in Google Ads allows Google to weed out more of the waste between the steps.  This will improve the Return On Ad Spend.

    Creating the Funnel In Google Ads

    Since you can add multiple conversions as Primary to your Google Ads account, you can set different points in the conversion funnel as Goals. 

    While you will set the Campaign optimization as the furthest in the funnel, all Primary Goals can be viewed in the report Results column. Though unnecessary, it helps us data geeks keep an eye on performance. 

    It also allows us to see if we are driving a lot of non-viable leads. This indicates that we have a messaging or a UX issue. Because of the time it takes to move through the funnel, only long-term views will yield relevant results. 

    In this example of one campaign, the “Converted leads” are the actual sales from the website leads. This can take place days or weeks after the initial lead, which is “Submit lead forms.”

     This current week, one-week view has all the Submit lead forms count for the week, but so far, only a small number of the “Sign-ups” as they won’t happen for a few more days or weeks after this time period.

    As time stretches, or we look back further in time, the Sales grow closer to the Submit lead forms.

    For this client, we also added a Sales Qualified Lead goal called “Sign-ups”. This step is between the Submit Lead and the Sale.  This allows us to keep track of the lead flow and see where we might have an opportunity to improve messaging and UX.

    How We Create Offline Conversion Goals In Google Ads

    Setting up online conversions for Google Ads is pretty straightforward. Google makes it easy. 

    But, offline conversions are more challenging, especially for small businesses that don’t have developer resources to create and manage the tools. But there are other ways to achieve this without automation.

    Core to achieving this is the Google Click ID (gclid) that Google Ads passes to the website when a user clicks on the ad. This will happen automatically when the Google Ads Account settings have “Auto Tagging”  enabled. 

    When the lead is submitted, we capture the gclid and pass it along with the user information and store it in the CRM. 

    We have Google Sheets connected to Google Ads goals and set to refresh each evening. This provides a regular flow of updated lead information.

    In the sheet, we have the unique transaction ID, the gclid, the sale timestamp, and the sale amount. When all is properly formatted, Google pulls it in and attributes the sales based on the gclid and value. The client adds to the sales records in the spreadsheet periodically.

    This just covers the surface of better Google Ads optimization. Advertising programs can see tremendous results when we combine our knowledge with Google’s AI. 

    Is your Google Ads account optimized for actual sales or just initial leads? We can audit your current setup and show you exactly where you’re losing money in your funnel. Contact us for a free 15-minute conversion tracking assessment.

  • Why Don’t I See My Remarketing Ads

    Why Don’t I See My Remarketing Ads

    “Why don’t I see my remarketing ads?” is a question we get asked. Or, some variation like, “Our CEO isn’t seeing our remarketing ads, how come?”, “Employees are always on our site but don’t see remarketing ads. What’s wrong?”

    Often, the correct but unsatisfactory answer is “because they shouldn’t.”

    The Purpose of Remarketing Ads

    Before we get into why you may not see your remarketing ads, we should talk about why we are running them in the first place. The short answer is to drive more business. But, we need to understand the role the website has in driving that business.

    For most remarketing, we are trying to encourage a specific action—E-commerce sales, lead form submission, app download, newsletter sign-up, etc. Remarketing ads are intended to nurture the prospect to take action. When the action is taken, we consider the campaign a success.

    Who Are We Targeting with Remarketing Ads

    Our target is people likely to convert and take the desired action. 

    While many people may visit the website, only a subset of visitors are good prospects and should see our remarketing ads. An efficient and effective remarketing program targets the best prospect, not everyone who visits the website.

    Past Methods to Hone in on the Remarketing Targets

    To eliminate wasted impressions, we were limited to a few tactics to narrow down the people who saw our ads. These were ‘best guesses’ weeding out those less likely to convert.

    Time-based Audience Filter

    One approach is to look at the time lag from the first visit (or most recent visit) to the conversion and use that (or something close) as the window during which a visitor would remain in the remarketing audience. The idea is that the time to decide was relatively the same regardless of who the person bought from (or contacted, downloaded, etc.) Once outside the time window, they’d be removed from the remarketing list.

    Frequency-base Audience Filter

    How often does someone have to see your message before deciding to buy? Frequency can be a number of times per day, week, month, or max exposure. At some point, we have to know that they don’t want our product or service, and we need to remove them from the remarketing audience. That frequency will vary by industry, product, or even company. It’s not the same for all campaigns, so advertisers have to make the assessment for themselves.

    Counter Action Audience Filter

    This is challenging, but identifying actions that indicate a user is not really interested (or serious) can filter them out of a remarketing audience or switch them to a different one. 

    Car dealerships selling sports cars and minivans may have two different lists, one for sports cars and another for minivans.

    A visitor may spend a few minutes on the sports car page and be tagged for the sports car remarketing campaign. 

    But, then, they spend much more time on the minivan pages, diving deep into options and the configurator. The minivan remarketing list is the better match based on their actions. 

    The user should be dropped from the sports car remarketing list and added to the minivan list.

    AI and Managing Remarketing

    While we can still place our filters on remarketing, AI has rendered our input redundant, if not counter-productive. With access to information we can’t imagine and could never process, AI is far better at remarketing (and other campaign types). 

    While our past efforts have been to weed out as much waste as possible (and likely do it poorly), AI goes at it from the other side. AI is finding the best prospects and actively nurturing them to a conversion. 

    AI uses on-site and off-site behavior, matches profiles to past converters, and dynamically delivers messaging in a way humans cannot. 

    How does AI Managed Remarketing work

    With an AI-managed remarketing campaign, we set objectives, and the AI strives to achieve them.

    Common AI Managed Campaign objectives are based on the following:

    • Target Cost Per Acquisition
    • Target Return on Ad Spend
    • Maximize Conversions
    • Maximize Value

    The AI will manage the campaigns to hit the targets within the budget. 

    Why You Won’t See Your Remarketing Ads

    In the past, our best efforts would still result in every visitor seeing remarketing ads. It was just a matter of how long/how often.  

    But, with AI, the delivery is more selective. Ask yourself: 

    “If I had limited funds, would I spend them delivering ads to myself or someone else who visited my site?”

    With an AI-driven remarketing campaign, you very likely won’t see your ads. You simply do not match with the most likely-to-convert profile (or even remotely-likely-to-conver profile.) 

    How Do I Show Remarketing Ads to Everyone Anyway

    Don’t trust the AI and want everyone on your site to see your ads? You can do that.

    Use impression-based bidding, set high viewable CPMs, and ensure your budget is big enough to cover the size of your remarketing audience. Since your goal is to be seen, you want to be sure you are not capping your frequency too low. Multiply your audience by the desired frequency, and you have your target impressions level for which you should budget. The budget depends on the CPM estimate from the channel you are advertising.

    Manage your Remarketing to Achieve Your Goal

    Not being able to see our ads can be unnerving at times. We have to trust the results. In a world where seeing is believing, not seeing the ads leaves a gap hard to reconcile. “If I don’t see it, how do I know someone else did?” With AI, that is the world we live in now. We provide the inputs and have to wait for the results. What comes in between is often unseen.

    Trying to keep up with SEM? A good PPC info source is https://searchengineland.com/.

  • Auto Repair Shop Digital Marketing: Getting Started

    Auto Repair Shop Digital Marketing: Getting Started

    As a digital marketing agency, we work very closely with local businesses, including auto repair shops. Our experience in helping our clients increase their local business gives us insight into some of the most critical aspects of digital marketing for auto repair services.

    But before we touch on digital marketing, let’s be honest about what matters: quality people, service, and repairs. 

    Local businesses thrive on repeat customers and word-of-mouth referrals. No matter how many new customers a digital marketing strategy attracts, if the front-of-shop staff is unfriendly, the mechanics are unreliable, or the repairs don’t work, the business won’t last.

    All digital marketing advice and other marketing input depend on customers getting:

    • Good service
    • Reliable repairs
    • Fair price

    What are the key components of Auto Repair Digital Marketing?

    There are many things you can do to market your shop online. But, there are several key aspects of digital marketing that you must do. Here is a list of digital marketing requirements.

    There is a lot you can do, but at the very least, here are the key elements:

    • Online presence: website and social media profiles
    • Search engine optimization: getting your site content right
    • Social media activity: it’s all local
    • Online advertising: Search and Social
    • Tracking, Analytics & Reporting

    Online presence: Website and social profiles

    The first step in a digital marketing program is making it easy for prospective repair customers to learn about your service and contact you. The two main areas are a website and your business on social media.

    Website

    You need a website, obviously. It must have explicit content and ways for customers to schedule a repair service or talk to a mechanic. It must also be set up so search engines understand your services (we’ll touch on SEO later).

    Social Media Profiles

    Social profiles have become as important as websites. Facebook and Google Business Profiles are key online sources for prospective customers. You must keep these up-to-date and active. A well-set-up social media profile includes location information, a phone number, photos, explanations of service, and regular updates/postings. 

    Search Engine Optimization (SEO) for Auto Repair

    While word-of-mouth is the number one driver of new customers, auto repair shops are also found by people using Google Search or Bing. Search engines must know your services and your business’s location so prospective customers can see it in the search results.

    One challenge is that your competitors want to appear high in the search results or the maps just as much as you do. While SEO has many facets, here are some things you can do to increase your search engine results.

    Clear content on the homepage

    Use your homepage to identify your core services. Use clear titles with short paragraphs for each service and link to inner pages that provide a deeper explanation. Simply listing your services on your homepage is not enough; you must link to more content.

    Name, Address, Phone Number (NAP)

    This information is critical for people to contact you and for search engines to know when to show your services to people searching in your area. NAP information should be in the site’s footer, appear on every page, and be on a location/contact us page.

    Structure the NAP

    Search engines are good at recognizing NAP information. You can add NAP information to the site with markup or other code to make it easier. Schema.org is the ‘keeper’ of the structure formatting and a great resource.

    Structure your Content

    Content structure is key to helping search engines understand what you do. And your understanding of your customers and how they ask about your services is a great way to think about it.

    Consider tires. What are the different services related to tires? 

    Tire repair, tire replacement, tire rotation, tire balancing, and others are ways a potential customer may think about your tire service and how they may search for it. Articulating this on your tire services page is important. 

    But it can go deeper than that.  

    Some people who need new tires may search for “new tires” or “tire replacement.” They may search for “Goodyear tires” or “Toyo tires.” The inference is that they are looking for new tires but a particular tire brand. So, you should create a page for Goodyear tires and link to it from your “Tire Services” page under the “Tire replacement” section.  

    Being specific lets Google and prospective customers know you sell and install Goodyear tires.

    SEO can encompass a lot more. But this is about broader Auto Shop marketing.

    Check out Justin’s post for a deeper dive into Auto Shop SEO.

    Google Business Profile

    On this note, ensure your Google Business Profile (GBP) is current. Many people searching for a local business will just get to the GBP and call from there. 

    You can claim your business and manage it here. Have photos of the repair shop, interior and exterior. New customers will be more comfortable if they know what to expect.

    Locally Social

    An auto repair shop is local by nature. The customers come from the surrounding area. Online (and offline) local involvement and interest are critical to a small business. So, while having an updated local business social profile is required, a local shop should do much more.

    A stagnant profile may give the impression that the business is not in operation or engaged with the community.

    Facebook is, for now, the primary social platform. But certainly not the only one. Nextdoor and others are potential channels as well. But, go deeper rather than spread out too thin. 

    Posting on Social Media

    Posts should go beyond auto repair topics. Identify local community organizations, such as park districts, chambers of commerce, schools, VFWs, etc., and keep up with their local activities. Mention them and link to them in your posts. Share their posts.

    Attend and share photos and comments on local events. On your posts, shout out to other local businesses. Engage, in person and online, with the community on which the shop depends. 

    Online Advertising

    PPC Advertising for Auto Repair

    Pay-per-click advertising is still a major driver for the repair shop business. There are many options for PPC advertising, with Google being the primary and, for most shops, likely the only search engine. Tutorials are available to get started in Google PPC, but Google also has a simplified Local Services Ads (LSA) program.

    One point of caution: LSA is pretty opaque. You do not have much control over the ads; you set a budget and a target area, give Google some information about your services/search terms, and Google does the rest. The LSA is a good place to start if you don’t have the time or resources to manage a search program. 

    Facebook/Instagram Ads

    Facebook and Instagram are great ways to promote your business to the local community. You can be creative in advertising, run seasonal promotions, and keep your name present among potential customers.  

    Tracking and Analytics

    It wouldn’t be digital marketing without mentioning tracking and analytics. Setting up a Google GA4 account and adding it to your website is essential for measuring your digital marketing activity. 

    Properly configured, GA4 will show you :

    • where your visitors are coming from 
    • which channels drive leads and calls
    • give you a sense of what content is important

    While we can write pages about analytics and reporting and how to use it, the important part for now is just setting it up.


    You can do so many things online to promote an auto repair business. But, the above covers the more critical aspects of digital marketing. If you need assistance with your online advertising, reach out to us. We’d love to help.

  • Unlocking Success: How a Chicago SocialMedia Marketing Agency Can Transform YourBrand

    In today’s fast-paced digital landscape, standing out is more crucial than ever. Brands are not just competing for attention; they’re vying for meaningful connections with their audience. This is where a Chicago social media marketing agency shines, offering innovative strategies tailored to your unique brand voice. Imagine transforming your online presence into a vibrant community of engaged followers, all eager to share your message. With the right expertise, your brand can unlock pathways to unprecedented growth, leveraging platforms like Instagram, Facebook, and Twitter not just for visibility but for genuine interaction. The dynamic and diverse Chicago market serves as a perfect backdrop for creative social campaigns that resonate. It’s time to stop blending in and start making waves. Discover how partnering with a skilled agency can elevate your brand from the shadows to the spotlight, turning social media platforms into powerful tools for brand transformation and success. Let’s delve into the strategies that can redefine your brand narrative and captivate your audience.

    The Role of a Social Media Marketing Agency

    In an era where digital presence is synonymous with brand identity, social media marketing agencies have emerged as pivotal players in the business ecosystem. These agencies specialize in crafting tailored strategies that not only boost visibility but also foster meaningful engagement with target audiences. At their core, social media marketing agencies are dedicated to understanding the nuances of various platforms and leveraging them to amplify a brand’s message. They bring a wealth of expertise in content creation, audience analysis, and trend forecasting, ensuring that brands remain relevant in an ever-evolving digital landscape.

    Moreover, a social media marketing agency serves as a bridge between a brand and its audience, transforming passive followers into active brand advocates. They employ data-driven strategies to identify what resonates with the audience and optimize campaigns accordingly. This involves a meticulous process of monitoring social media metrics, analyzing user behavior, and adjusting content strategies to maximize engagement. By doing so, agencies not only enhance a brand’s online presence but also drive tangible business outcomes such as increased website traffic, higher conversion rates, and improved customer loyalty.

    In addition to strategy and execution, social media marketing agencies provide invaluable insights and analytics that empower brands to make informed decisions. They utilize advanced tools and technologies to track campaign performance, measure ROI, and identify areas for improvement. This analytical approach ensures that marketing efforts are efficient and effective, ultimately leading to sustained growth and success. By partnering with a social media marketing agency, brands can navigate the complexities of the digital world with confidence and precision, unlocking new opportunities for engagement and expansion.

    Why Choose a Chicago-Based Agency?

    Chicago, known for its rich cultural diversity and vibrant business environment, offers a unique advantage for brands seeking to elevate their social media presence. Choosing a Chicago-based social media marketing agency means gaining access to a creative hub that thrives on innovation and collaboration. The city’s dynamic market provides a fertile ground for imaginative campaigns that resonate with a diverse audience, making it an ideal location for brands aiming to make a significant impact.

    One of the key benefits of working with a Chicago-based agency is their deep understanding of the local market. These agencies possess an intimate knowledge of the city’s demographic landscape, cultural trends, and consumer behavior. This localized expertise enables them to craft highly targeted campaigns that speak directly to the heart of the Chicago audience. Whether it’s tapping into the city’s sports fervor, culinary scene, or artistic community, a Chicago-based agency can infuse your brand’s message with local flavor, making it more relatable and engaging.

    Furthermore, Chicago’s social media marketing agencies are known for their collaborative approach and strong industry connections. The city is home to a thriving network of creative professionals, from graphic designers and content creators to influencers and videographers. By partnering with a Chicago-based agency, brands can leverage this extensive network to produce high-quality, multifaceted campaigns. This collaborative spirit, combined with the city’s innovative mindset, ensures that your brand’s social media strategy is not only effective but also cutting-edge and memorable.

    Key Services Offered by Chicago Social Media Marketing Agencies

    Chicago social media marketing agencies offer a comprehensive suite of services designed to elevate your brand’s digital presence. One of the cornerstone services provided is content creation and curation. These agencies have teams of skilled writers, designers, and videographers who specialize in producing engaging and visually appealing content tailored to your brand’s voice and audience. From captivating blog posts and eye-catching graphics to compelling videos and interactive stories, they ensure that your content stands out in the crowded social media landscape.

    Another critical service is social media management. This involves the day-to-day handling of your social media accounts, including posting updates, responding to comments, and engaging with followers. Chicago agencies employ sophisticated scheduling tools and strategies to maintain a consistent and active online presence. They also monitor social media trends and conversations, enabling them to capitalize on timely opportunities and keep your brand relevant. By managing your social media accounts efficiently, these agencies help build a loyal and engaged community around your brand.

    In addition to content creation and management, Chicago social media marketing agencies offer robust analytics and reporting services. They utilize advanced analytics tools to track the performance of your social media campaigns, providing detailed insights into metrics such as engagement rates, click-through rates, and audience demographics. These insights allow them to refine and optimize your strategies for better results. Furthermore, they present these findings in comprehensive reports, making it easy for you to understand the impact of your social media efforts and make informed decisions for future campaigns.

    Case Studies: Success Stories from Chicago Brands

    Several Chicago-based brands have experienced remarkable transformations through strategic partnerships with social media marketing agencies. One notable example is a local boutique that leveraged Instagram to boost its sales and brand awareness. By collaborating with a Chicago agency, the boutique implemented a visually cohesive Instagram feed, featuring high-quality images and engaging captions. The agency also orchestrated influencer collaborations and social media contests, significantly increasing the boutique’s follower count and driving foot traffic to the store. This comprehensive strategy resulted in a substantial increase in both online and offline sales.

    Another success story involves a Chicago-based restaurant chain that revitalized its brand through innovative social media campaigns. The agency they partnered with focused on creating mouth-watering content that highlighted the restaurant’s unique dishes and culinary experiences. Utilizing platforms like Facebook and Instagram, the agency ran targeted ads, promoted special offers, and engaged with customers through interactive posts. The result was a surge in online reservations, increased customer loyalty, and widespread recognition within the local dining scene. This case underscores the impact of a well-executed social media strategy on brand growth and customer engagement.

    A tech startup in Chicago also witnessed tremendous growth by harnessing the power of social media marketing. The agency they worked with developed a comprehensive LinkedIn strategy to position the startup as an industry thought leader. Through a series of informative articles, engaging posts, and virtual events, the agency helped the startup build a strong professional network and attract potential investors. This strategic approach not only enhanced the startup’s brand credibility but also facilitated valuable business connections and opportunities for expansion. These success stories highlight the transformative potential of social media marketing for brands across various industries.

    The Importance of Local Targeting in Social Media

    Local targeting is a crucial aspect of social media marketing, especially for brands operating in specific geographic regions like Chicago. By focusing on local audiences, brands can create more relevant and personalized content that resonates with the community. This localized approach enhances engagement and fosters a stronger connection with the audience. For instance, a Chicago-based brand can leverage local events, cultural references, and community interests to craft messages that are more relatable and impactful.

    Chicago social media marketing agencies excel in local targeting by utilizing advanced geo-targeting tools and strategies. These tools allow them to segment audiences based on location, ensuring that your content reaches the right people at the right time. For example, a local coffee shop can target ads to users within a specific radius, promoting special offers or events to nearby customers. This precise targeting not only increases the likelihood of engagement but also drives foot traffic and sales. By understanding the local landscape, agencies can tailor campaigns that effectively address the unique needs and preferences of the community.

    Moreover, local targeting enables brands to build a loyal customer base and foster a sense of community. Social media platforms provide an opportunity for brands to interact with customers on a personal level, addressing their concerns, responding to feedback, and acknowledging their support. This two-way communication helps build trust and credibility, making customers feel valued and appreciated. By prioritizing local targeting, brands can create a strong and loyal following that advocates for them within the community, amplifying their reach and influence.

    How to Evaluate a Social Media Marketing Agency

    Choosing the right social media marketing agency is a critical decision that can significantly impact your brand’s success. To evaluate a potential agency, start by examining their portfolio and case studies. A reputable agency will have a proven track record of successful campaigns across various industries. Look for examples that align with your brand’s goals and objectives, and assess the creativity, quality, and results of their work. This will give you a clear understanding of the agency’s capabilities and expertise.

    Next, consider the agency’s approach to strategy and collaboration. A good social media marketing agency should take the time to understand your brand, audience, and business objectives. They should be able to articulate a clear and customized strategy that aligns with your goals. Additionally, evaluate their communication and collaboration style. Effective communication is key to a successful partnership, so ensure that the agency is responsive, transparent, and willing to work closely with your team. A collaborative approach ensures that your brand’s vision and voice are accurately represented in the campaigns.

    Lastly, assess the agency’s analytical and reporting capabilities. A data-driven approach is essential for optimizing social media efforts and achieving desired outcomes. Inquire about the tools and methodologies the agency uses to track and measure campaign performance. They should provide comprehensive reports that offer insights into key metrics and actionable recommendations for improvement. By evaluating these aspects, you can make an informed decision and choose a social media marketing agency that will effectively elevate your brand.

    Tips for Collaborating with Your Marketing Agency

    Effective collaboration with your social media marketing agency is essential for achieving your brand’s goals. Start by establishing clear communication channels and expectations. Regular meetings, progress updates, and open lines of communication ensure that both parties are aligned and working towards the same objectives. It’s important to provide your agency with comprehensive information about your brand, including your target audience, brand voice, and key messages. This enables the agency to create content and strategies that accurately reflect your brand’s identity.

    Another crucial aspect of collaboration is trust. Trust your agency’s expertise and give them the creative freedom to develop innovative campaigns. While it’s important to provide guidance and feedback, micromanaging can stifle creativity and hinder the effectiveness of the campaigns. Instead, focus on providing constructive feedback that helps refine and improve the strategies. A collaborative and trusting relationship fosters a positive working environment and encourages the agency to deliver their best work.

    Lastly, be open to experimentation and adaptation. The digital landscape is constantly evolving, and what works today may not work tomorrow. Encourage your agency to test new ideas and approaches, and be willing to adapt based on the results. By embracing a flexible and iterative approach, you can continuously refine your strategies and stay ahead of the competition. Effective collaboration with your social media marketing agency can unlock new opportunities for growth and success, ensuring that your brand remains relevant and engaging in the ever-changing digital world.

    The Future of Your Brand with Social Media Marketing

    The future of your brand is intrinsically linked to your ability to navigate and leverage the dynamic world of social media marketing. Partnering with a Chicago social media marketing agency offers unparalleled advantages, from localized expertise and innovative strategies to comprehensive analytics and robust content creation. By harnessing the power of social media, your brand can transcend traditional marketing boundaries, forging authentic connections with your audience and driving meaningful engagement.

    As we look ahead to 2023 and beyond, staying attuned to emerging trends and adapting to the evolving digital landscape will be crucial. Embracing short-form video content, augmented reality, and social commerce can position your brand at the forefront of social media innovation. Moreover, effective collaboration with your marketing agency, built on trust and open communication, will ensure that your strategies are not only creative but also aligned with your brand’s vision and goals.

    Ultimately, the success of your brand in the digital age hinges on your ability to create and nurture a vibrant online community. By partnering with a skilled Chicago social media marketing agency, you can transform your brand’s social media presence, turning platforms like Instagram, Facebook, and Twitter into powerful tools for growth and success. The journey to unlocking your brand’s full potential begins with a strategic and collaborative approach to social media marketing. Embrace the opportunities, stay ahead of the trends, and watch your brand thrive in the ever-expanding digital landscape.

  • Amazon Prime Days and Google PMAX Shopping

    Amazon Prime Days and Google PMAX Shopping

    October Amazon Prime Days ran 10/8-10/9, and they were promoted for weeks prior. Since August, Oct Prime Days have been carried in the press and supported with mailers, emails, and ads.  Whether real or perceived, price reductions have a significant impact on shopping behavior.

    How Are PMax Shopping Ads Affected by Amazon Prime Days?

    We have clients running PMax Shopping campaigns, and they all changed significantly during the week of Prime Day and the days around it. Usually, suffering lower ROAS or higher CPAs.

    Why does PMax performance change during Prime Days

    PMax are AI campaigns, and they respond to data. With enough data, they learn to optimize campaigns to maximize ROAS, minimize CPA, or hit specific targets. Over time, they are very effective at optimizing programs. 

    What PMax is not good at is quickly adapting to changes in the stream of data. With big enough changes, the campaigns may enter a learning phase. Sometimes, they simply don’t perform well. Prime Days introduced a short-term shift in shopping behavior. 

    In some cases, the lower prices in Amazon for a category moved purchases away from the site and onto Amazon. So, clicks that usually converted did not. The people expected lower prices and went to Amazon. 

    Delayed purchases in the days leading up to Prime Days may also create changes in the data. Like Black Friday/Cyber Monday, people hold off until they purchase on the sale day. Unlike BF/CM, Amazon is the only place for the Prime Days sale and was heavily promoted.

    Normally,  competitor sales may have some impact on each other. However, when it’s Amazon, the scale of the sale, the expectations set by Amazon promotions, and the resources Amazon puts behind them have a significant impact on other sales outlets.

    PMax Options During Prime Days

    There are a few approaches to handling the impact of Prime Days on your Google PMax Shopping campaigns. From trying to compete head-on to shutting down for the time being and some steps in between, advertisers can take steps to leverage or mitigate Prime Days.

    Make no Changes to PMax

    Letting the PMax campaign run as usual is an option. You can accept the lower performance over the week or so during Prime Days and allow PMax to adjust when things return to normal. 

    Compete With (leverage) Prime Days

    If you sell on Amazon, you don’t want to, and you are likely not allowed to promote lower prices on your site. But if you don’t sell on Amazon, can you compete? 

    Amazon Prime Days spurs more shopping. But people are looking for deals. Can you compete on price? Does obtaining a new customer create a lifetime value that warrants low or no margin on a sale driven by the Prime Days frenzy? If so, it may be worth lowering prices to entice purchasers. This is a business decision many struggle to work out.

    Shut Down PMax

    Alternatively, you can pause the PMax campaign. This will prevent spending, obviously. The hope is that when you restart, it will not take as long to hit its stride. But keep in mind that shutting it down and unpausing it can launch a learning phase.

    Unlike the holiday season, when almost all channels and categories carry sales/promotions, Prime Days is a one-sided event. It speaks volumes that one channel carries so much influence that it has a material impact across categories in other channels. You can’t escape it, so choose the path and plan accordingly.

    PMax: Why AI & Data-driven Optimization Can Be Fragile

    Over the long run, AI optimization will generally outperform manual optimization. There are exceptions, and I suspect those exceptions will become fewer as AI improves. For all the long-term benefits, advertisers must accept some short-term heartburn.

     Among other things is the AI’s sensitivity to changes in data inputs. Prime Days is an example of an indirect event having a direct effect.

    PMax campaigns optimize based on all the traditional inputs (though it controls them), like budget allocation, bidding, and targeting. These used to be (and, to some degree, still can be) controlled by the campaign manager. But for PMax they are controlled by the AI.

    This works well because the data inputs also include buyer behavior throughout, and even tangential to, the purchase process. The AI sees patterns that let it know when to bid on what inventory (Search, GDN, YouTube, Gmail, etc), how much to bid, and what the user might do next. The AI can nurture a person through the buying process. 

    The very thing that makes AI so good at optimization also makes it fragile to changes in data input. If buyer behavior suddenly changes, AI bidding based on past behavior does not drive the same anticipated action. 

    AI has to see the new behavior repetitively to adjust. If the change is short-term (like Prime Days), it applies old information to the new behavior. Then, as the behavior changes back to normal, the AI is trying to adapt to the recent behavior of Prime Days. It can take a couple of weeks to re-learn based on the data changes. 

    Plan and Manage the PMax Strategy

    PMax is about strategy, which is a long-term view. Fluctuations in the PMax performance are normal and managers should not attempt to make changes based on short-term changes. While a given week or two may be up or down, it is the long-run optimization that makes PMax powerful.