Google's Performance Max is changing advertising as we know it. What is working right now, and how are the experts using it to drive client results? On today's episode, the brains behind Tier 11's Google Advertising Division discuss how to get the most out of Google Performance Max - from the recent updates to everything that's working now and what to expect going forward. Tune in to hear how you can optimize your advertising through Google's channels, find customers where they are, and drive performance based on your specified conversion goals.IN THIS EPISODE, YOU'LL LEARN:00:00 Introduction02:51 The transition from smart shopping to Performance Max04:43 A unified approach to Google and Facebook advertising06:48 How marketers should be approaching creatives for Performance Max09:50 The kind of video ads that work for YouTube11:41 What not to do when using Performance Max15:40 Performance Max for lead generation18:17 Click farms and the optimization cycle of doom21:08 Qualifying phone leads and why it's important 24:17 Does P-Max cannibalize search campaigns?27:40 The benefits of running P-Max and search campaigns simultaneously 29:09 Video marketing: Raw versus polished ads 31:39 The overall strategy for selling a $2500 course34:15 SEO versus Performance Max: Which one is more effective?38:05 Understanding the basics of competitor campaigns41:55 Getting the most out of the Google ecosystem44:22 Why the Tier 11 Team is the best at what they do46:49 Parting thoughtsLINKS AND RESOURCES MENTIONED IN THIS EPISODE:Tiereleven.comGet your queries answered here: hi@tiereleven.com