What do PMax, Advantage+ and an 8-year-old in an arcade have in common?They'll spend as much as they can, if you let them!In this episode, join Jim and Simon as they dive deep into the world of PPC with Navah Hopkins, a seasoned expert with over 16 years in the marketing industry. Navah shares her insights on Google’s Performance Max (PMax) campaigns, discussing the intricacies of managing them, excluding branded searches, and overcoming broader measurement challenges.Links from the show:Navah on LinkedInOptmyzr00:00 Vacation Plans and PPC Jokes01:25 Introducing Today's Guest: Navah Hopkins03:21 Diving into Performance Max Campaigns06:23 Challenges and Strategies in PPC10:42 Understanding Performance Max and Asset Management16:54 The Role of Ad Strength and Measurement in PPC24:16 Incrementality Testing Challenges24:35 Meta's Advantage Plus and A/B Testing25:06 Google's Approach to Testing and Privacy25:57 Geo-Based Holdout Testing26:24 PMax Campaigns and Branded Search27:46 Testing Strategies and Market Considerations28:29 Google's Targeting Limitations28:55 Branded Search in PMax33:05 Data Teams and PPC Collaboration38:16 Onboarding and Training for Measurement Practitioners47:45 Creative and Data-Driven Marketing49:47 Productivity Tips and Metal Music

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