On the Paid Media Lab podcast this week, PPC Consultant Selina Patel gave her expertise on the (surprising) announcement from Google that Performance Max (PMax) campaigns are no longer prioritized over Standard Shopping campaigns. Selina is the founder of Exposure Media, a PPC consultancy based in Manchester. Selina has worked for international brands with multi-million dollar budgets, small local businesses just finding their niche, and just about everything in between--giving her a wealth of experience across all aspects of the paid media industry. Selina has a particular interest in Google Shopping and product feed management, making her a highly knowledgeable guest when it comes to PMax vs. Standard Shopping. When Google announced they were deprioritizing PMax, we knew Selina would be the perfect guide for marketers looking to forge a new strategy. Selina’s years of experience means she has a deep understanding of the nuances of each campaign type, and could provide marketers with actionable insights on how to work with both campaign types going forward. Timestamps:

00:00 - Intro

02:34 - What Google's deprioritization of PMax means for marketers

05:19 - Early Data on Standard Shopping performance

06:47 - How PMax feed-only has weakened significantly due to the change

08:15 - Key advice for marketers: How to manage the change in prioritization + feed-only

09:40 - Shopping Spend Alert Script: Custom script to monitor changes in spend

10:27 - The implications of consolidated campaign structures for PMax

12:37 - PMax strengths: When to use PMax over Standard Shopping

14:35 - The drawbacks of PMax (+standard shopping advantages)

16:45 - Case Study: How Standard Shopping can improve product visibility

21:02- Key recommendations: How to approach PMax and standard shopping

23:51 - Final thoughts

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