A study of 500+ accounts shows that Performance Max often serves ads for exact-match search terms, even when Search campaigns contain those keywords.
This overlap happened in 91.5% of accounts, raising concerns about Search campaign cannibalization.
In most cases, Search outperforms PMax on CTR and conversion rate when both serve the same query.
Cannibalization usually occurs due to eligibility issues (like budget limits or ad schedule mismatches) or missing keywords.
Key recommendations:
– Monitor PMax-triggered search terms closely.
– Add overlapping queries to Search as exact-match keywords.
– Ensure Search campaigns stay eligible to serve.
– Avoid auto-applying “remove redundant keyword” suggestions.
Bottom line: PMax doesn’t always respect Search keyword priority manual oversight is essential!
For more information read: https://lnkd.in/e4ufzyNR
