{"id":1326,"date":"2025-05-07T23:07:00","date_gmt":"2025-05-07T21:07:00","guid":{"rendered":"https:\/\/nilsrooijmans.com\/daily\/?p=1326"},"modified":"2025-06-09T10:58:35","modified_gmt":"2025-06-09T08:58:35","slug":"client-question-my-answer-might-surprise-you","status":"publish","type":"post","link":"https:\/\/nilsrooijmans.com\/daily\/client-question-my-answer-might-surprise-you","title":{"rendered":"client question – my answer might surprise you"},"content":{"rendered":"\n

A client asked this question today:<\/p>\n\n\n\n

\n

“Hey Nils, you’ve always been very critical of Performance Max campaigns, and now you’re suggesting we add PMax campaigns to our existing strategy?”<\/em><\/p>\n<\/blockquote>\n\n\n\n

Yes. <\/p>\n\n\n\n

Two reasons:<\/p>\n\n\n\n

1) Performance Max campaigns are<\/em> part of my current go-to strategy for scaling e-commerce accounts.

2) ABT<\/p>\n\n\n\n

Let me explain:<\/p>\n\n\n\n

1. Here’s my current campaign setup for predictably scaling profits in e-commerce accounts:<\/p>\n\n\n\n

      Phase 1: Standard Shopping + DSA campaigns
      Phase 2: Standard Text Ads
      Phase 3: Dynamic Remarketing via Display
      Phase 4: YouTube \/ Demand Gen (remarketing + prospecting)
      Phase 5: Performance Max (for “Hero”  products)<\/p>\n\n\n\n

I start with “standard” campaign types because they allow me to control spend and scale the account in a predictable manner that allows for reliable and steady profit growth. Something my clients (and I) value greatly. \u00a0<\/p>\n\n\n\n

I add PMax in the last phase because, when all else has matured and growth has plateaued, PMax can<\/em> find new pockets of growth by targeting inventory that was not available before. Think Discovery, Gmail, Maps, and more inventory from the other channels that weren’t targeted by the standard campaigns.<\/p>\n\n\n\n

2. Always Be Testing (ABT)<\/p>\n\n\n\n

Every day in PPC is different, and Google Ads (especially PMax) is always changing.\u00a0For this reason, I recommend to always be testing<\/em> existing features, new features, new ideas, and yes, even completely new setups.<\/p>\n\n\n\n

How I test PMax is the topic for tomorrow’s newsletter.<\/p>\n\n\n\n

– Nils<\/p>\n","protected":false},"excerpt":{"rendered":"

A client asked this question today: “Hey Nils, you’ve always been very critical of Performance Max campaigns, and now you’re suggesting we add PMax campaigns to our existing strategy?” Yes.  Two reasons: 1) Performance Max campaigns are part of my current go-to strategy for scaling e-commerce accounts. 2) ABT Let me explain: 1. Here’s my … Continue reading “client question – my answer might surprise you”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1326","post","type-post","status-publish","format-standard","hentry","category-google-ads"],"yoast_head":"\nclient question - my answer might surprise you - Nils Rooijmans<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nilsrooijmans.com\/daily\/client-question-my-answer-might-surprise-you\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"client question - my answer might surprise you - Nils Rooijmans\" \/>\n<meta property=\"og:description\" content=\"A client asked this question today: “Hey Nils, you’ve always been very critical of Performance Max campaigns, and now you’re suggesting we add PMax campaigns to our existing strategy?” Yes.  Two reasons: 1) Performance Max campaigns are part of my current go-to strategy for scaling e-commerce accounts. 2) ABT Let me explain: 1. 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