What to know how to get the most out of Performance Max? Here's some news for you: how Performance Max is supposed to work is completely different from how it actually works. Even with Google's Performance Max set to celebrate its first anniversary, many marketers still don't know how to get the most out of it. You see, Performance Max is not a magic bullet that you deploy and all your problems disappear. It's amazingly powerful, but it was designed to complement keyword-based search campaigns across all of Google's advertising channels. In today's episode, Tom Meridith sits down with members of Tier 11's Google Advertising Division to answer some of the more pressing questions about Performance Max, how it compares to other campaigns, and how to use it to unlock new audiences and drive results.IN THIS EPISODE, YOU'LL LEARN:00:00 Introduction00:56 Biggest takeaways from P-Max since its launch04:17 Understanding what not to do with P-Max06:02 Why you should never follow Google recommendations on how to run ads07:50 How Google ads are supposed to work versus how they actually work10:26 P-Max's inability to target specific locations11:55 Flawed assumptions about P-Max campaigns 14:25 Focusing on the right metrics for Google ads17:45 How to settle on the right conversion events for Google Ads20:20 Can you use P-Max to increase a customer's lifetime value?23:54 How to run P-Max and Google search ads simultaneously26:45 Reasons why you need to optimize your site  28:22 Use SEO and P-Max together to become unstoppable30:46 The death of video display keyword targeting34:14 How to split your budget for P-Max and search campaigns35:00 Assets and Creatives For Black Friday, Cyber Monday42:07 Never change things that are already working 43:30 Parting thoughts LINKS AND RESOURCES MENTIONED IN THIS EPISODE:Tiereleven.comMaria's LinkedInGet your queries answered here: hi@tiereleven.com