1 – When a Search campaign wins the search ad slot instead of PMAX, it has a higher conversion rate about 84% of the time (using his Adalysis dataset)
2 – Exact match is still critical, especially if you’re running PMAX in the same account. It acts as a guardrail for your best queries.
3 – Regularly adding negative keywords is still non-negotiable. You can’t just let the system match to everything and hope for the best.
4 – Bid strategy matters more than match type. Pick the right bidding approach first, then build your match type strategy around that.
5 – A fully built-out RSA can generate 47,000+ ad combinations. Pinning key headlines/descriptions reduces the combinations and helps the system learn faster in lower-volume ad groups.
6 – Ad Strength is not Quality Score and it’s not part of the auction. Lower Ad Strength (especially when you pin) can still deliver stronger CTR and CVR.
7 – If an asset isn’t pinned, it can also be used as a sitelink – which can be great or terrible depending on what that line says, so plan for it.
8 – There’s value in using LLMs for ideas, grouping, and first drafts, but handing over full account management to them isn’t there yet.
9 – Task lists and SOPs still matter. Clear processes are what keep automation from driving the account into a ditch.
10 – If you find yourself doing the same task over and over, automate it and put that time back into strategy and creative testing.
11 – When you review search term reports and see a query performing well, promote it to exact match, especially if you’re running PMAX alongside Search.
12 – On Google’s AAR (auto-apply recommendations), the Repairs section is genuinely helpful. The rest of the recommendations need human judgment before you let them touch anything.
Full webinar here:
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