The State of Performance Max: New Insights into the Power and Pitfalls of Google's Black Box

Over the past 18 months, Performance Max has become a dominant topic in Google Ads. This new campaign has been at the center of curiosity, critique, and cautious optimism from tens of thousands of marketers worldwide. Now, drawing on data from nearly 3,000 PMax campaigns, Mike Ryan will bring an unprecedented amount of detail and analysis to drive the conversation forward. This talk looks at the nature of Performance Max, its strengths and weaknesses, and its role in the modern paid search strategy. Mike also offers his experience and opinion on popular tactics and so-called best practices, plus an appraisal of the technology's future as Google moves to aggressively integrate generative AI into its advertising platform.