Mike Ryan from Smarter Ecommerce (smec) just released the PMax Brand Traffic Analyzer script.
This script addresses the challenge of tracking brand search traffic within Performance Max (PMax) campaigns.
Brand search traffic is valuable as it typically leads to higher conversion rates and return on ad spend (ROAS).
However, PMax mixes brand and non-brand traffic by default, making it difficult to analyze the performance of branded campaigns separately.
This script allows advertisers to select brand terms and generates charts in Google Sheets to visualize brand and non-brand volumes over time.
This enables advertisers to understand the impact of budget changes, asset additions or removals, and brand exclusion strategies on their PMax campaigns.
An example provided illustrates how brand traffic fluctuated based on asset management within PMax.
Overall, the PMax Brand Traffic Analyzer provides advertisers with greater visibility and control over their branded campaigns within PMax, helping them optimize performance and react quickly to changes.
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