Title: Enhanced Conversions, Performance Max, & Micromanaging – A Deep Dive into The Paid Search Podcast Episode 451

Podcast Information:

• Title: The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing
• Host: Chris Shafer, Certified Google Ads Specialist
• Episode: Enhanced Conversions, Performance Max, & Micromanaging (Episode 451)
• Release Date: February 24, 2025

In Episode 451 of The Paid Search Podcast, Chris Shafer navigates through critical topics affecting Google Ads and online marketing strategies. Joined by his friend Joey Bidner, they address listener questions on enhanced conversions, the interplay between Performance Max campaigns and search strategies, and the challenges of managing micromanaging clients.

1. Exploring Enhanced Conversions

Listener Question: Dan, a new listener, posed a question regarding the activation of enhanced conversions. He was curious whether enabling this feature would merely provide additional data per conversion or if it would fundamentally change how Google manages strategies like maximize conversions.

Chris Shafer’s Response: Chris demystifies enhanced conversions by clarifying that it is not a bidding strategy. Instead, enhanced conversions allow Google to access more precise user data (like email addresses or phone numbers) when users interact with a website. This data enhances conversion tracking by bridging gaps left by previous tracking limitations, potentially attributing conversions more accurately.

Key Insights:

• Privacy and Data Handling: Enhanced conversions represent Google's move towards a post-cookie world, allowing access to user data within a closed-loop system to improve tracking while maintaining privacy.

• Impact on Conversion Data: While enhanced conversions don't directly increase conversions, they can uncover previously untracked conversions by linking user interactions more effectively.

• Benefit to Google: Enhanced conversions bolster Google's data reservoir, aiding their algorithms in better understanding user behavior and refining ad performance.

Notable Quote:

Chris Shafer [03:45]: “Enhanced conversions simply allow Google access to private data through your website... It could provide additional conversion data that would otherwise have been zero... it’s a tracking spike.”

2. Managing Micromanaging Clients

Listener Scenario: Joey Bidner presented a scenario where his client, spending a substantial amount on Google Ads, began micromanaging every aspect of the campaign. This included frequent requests for changes in ad copy, bidding strategies, and landing pages, leading to an exhausting management cycle.

Chris Shafer’s Analysis: Chris identifies three primary reasons behind a client's shift to micromanagement:

1. Volume Concerns: Clients feel they're not receiving enough traffic or conversions.
2. Quality Issues: There's a perceived decline in lead quality or conversion rates.
3. Trust or Value Erosion: A breakdown in trust regarding the agency's efficacy.

Recommendations:

• Root Cause Identification: Determine whether issues stem from volume, quality, or trust to tailor the response appropriately.

• Enhanced Communication: Maintain transparency with clients, regularly updating them on campaign performance and the rationale behind strategic decisions.

• Balanced Cadence of Changes: While adhering to best practices, be responsive to client feedback by implementing changes thoughtfully without overloading the campaign with frequent modifications.

Notable Quote:

Chris Shafer [12:50]: “Forget the algorithm... Focus on the person who has hired you... The algorithm is supposed to assist us, not command us.”

Joey Bidner’s Contribution: Joey elaborated on the complexities of client relationships, emphasizing the importance of maintaining trust and demonstrating ongoing value to mitigate micromanagement tendencies.

3. Navigating Performance Max Campaigns and Spend Reduction

Listener Scenario: Ryan from Scotland shared his experience of managing Google Ads for a B2B company. After pausing Performance Max (PMAX) campaigns in favor of focused search campaigns, he initially saw high-quality leads. However, shortly after disabling PMAX, his campaigns began to underperform, resulting in reduced spend and fewer conversions.

Joey Bidner’s Insights:

• Interplay Between PMAX and Search Campaigns: Running PMAX alongside search campaigns creates a synergistic effect where both campaigns share data and optimize collectively. Disabling PMAX disrupts this harmony, potentially leading to reduced campaign efficiency and spend.

• Conversion Lag Consideration: Chris and Joey highlight the importance of understanding conversion lag—the delay between ad clicks and actual conversions. Reacting too quickly to changes without allowing sufficient time for conversions can mislead performance assessments.

• Strategic Recommendations:

  • Historical Data Analysis: Compare current performance against previous periods to identify trends and anomalies.
  • Monitor Secondary Metrics: Keep an eye on metrics like impression share, click-through rate (CTR), and search terms to preemptively spot issues.
  • Reintroduce Remarketing Strategies: Implement display remarketing to compensate for the nurturing role previously played by PMAX.

Notable Quote:

Joey Bidner [21:30]: “Look at your conversion lag and think outside of that... Performance Max is supposed to assist us, not command us.”

4. Addressing Time Lag in Conversions

Listener Question: Panos from Greece highlighted a challenge where conversions in his account occur 5-6 days post-interaction. This delay complicates week-over-week performance comparisons, making it hard to assess campaign efficacy accurately.

Chris Shafer’s Response: Chris offers several strategies to manage and interpret conversion lags:

• Intermediate Step Tracking: If possible, monitor steps between initial user interaction and final conversion to better attribute performance.

• Leveraging ROAS and Conversion Values: Assign different values to various conversions to prioritize and reflect their timing and importance appropriately.

• Secondary Metrics Vigilance: Track metrics such as impression share and CTR to identify underlying issues before they manifest in delayed conversion data.

• Trend Analysis: Compare performance against historical data (seasonally or year-over-year) to identify broader trends and adjust strategies accordingly.

Key Insights:

• Search Terms Monitoring: Regularly review search terms to ensure alignment with ad copy and campaign objectives, as discrepancies can signal shifts in user intent or ad relevance.

Notable Quote:

Chris Shafer [29:30]: “You need to watch the machine from not 10,000ft up, but more like a thousand feet... look for fluctuations like a bounce in loss due to rank or changes in CTR.”

Conclusion

In this comprehensive episode, Chris Shafer and Joey Bidner dissect intricate aspects of Google Ads management, offering actionable insights for both novice and seasoned marketers. They emphasize the importance of understanding data nuances, maintaining transparent client relationships, and strategically navigating the evolving landscape of online advertising tools like enhanced conversions and Performance Max campaigns.

Final Thoughts from Chris: Chris underscores prioritizing client needs over rigid algorithmic adherence, advocating for a balanced approach that leverages automation without losing sight of human oversight and strategic intuition.

Notable Quote:

Chris Shafer [28:25]: “Forget the algorithm. Focus on the person who has hired you... The algorithm is supposed to assist us, not command us.”

Call to Action: For listeners seeking personalized assistance with Google Ads, Chris invites them to reach out for consulting and coaching services, highlighting the collaborative spirit of the podcast community.

Stay Connected:

• Website: www.paidsearchpodcast.com
• Special Offer: Try Opteo.com PSP with a 28-day free trial using the link provided in the podcast description.

This detailed summary encapsulates the key discussions, insights, and practical advice shared in Episode 451, providing a valuable resource for those looking to optimize their Google Ads strategies and navigate client management challenges effectively.