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Will Meta Advantage+ Fail Like Google Ads Performance Max?
8th February 2024 • The Google Ads Podcast • Solutions 8
00:00:00 00:06:04

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Google Ads Performance Max has hit a brick wall when it comes to getting results. Is Meta Advantage+ following in its footsteps or are they different enough that you’ll get better success?

Listen to this episode as Kasim, Ralph Burns, and Tom Meredith of Tier 11 compare Meta Advantage+ to Google Ads Performance Max and predict its future.

Our experts discuss ways to make the most out of your budget when using Meta Advantage+ along with some best practices. They also discuss managing shifting traffic quality and availability so you can be sure that your ads get seen by the right people in the right places with personalized targeting options.


Listen to this insightful episode now and gain valuable information on making smart advertising decisions with Meta Advantage+.

This clip is from The Perpetual Traffic Podcast, watch the entire episode here:

5 Takeaways from the Meta Agency Performance Summit | Perpetual Traffic EP 530:   

 • 5 Takeaways from the Meta Agency Perf...  


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Transcripts

Kasim:

One, get in now, get in early while the getting's good.

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And two, don't be overly reliant on it.

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we've said a couple of times, Facebook

ripped off Google wholesale with

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advantage plus, and if that's true,

then it stands to reason that they're

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going to experience the same and flaws.

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What do you think?

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I think that's the case with

everything pays to be in early.

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the more competition there is, for

inventory, whether, no matter what kind

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of campaign it is, the inventory is still

the same across meta suite of products.

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And if you're not early, then

you're going to pay the price later.

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things never get cheaper, or first

within trying one of these new

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things, you probably could benefit

from, some initial cost savings,

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but over time you have to expect

that the cost is going to go up and.

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Same thing with other talk about

reels is fairly new on Instagram,

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and it's only going to continue to

grow, but there's not a whole lot

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of people taking advantage of it.

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Could the argument be made on the

Google side with Performance Max is that

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correct me if I'm wrong here, Carson,

the vast majority of the inventory that.

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Google was trying to sell and

monetize because it was basically

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just junk with the exception of

retargeting is the display network,

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which the argument could be made.

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That's not quite as high quality

of traffic as there might be in the

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Facebook news feed, on Instagram

reels, at some point in time,

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they're going to monetize WhatsApp.

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So the runway for.

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Not only adoption, but effectiveness

and performance max was limited

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just due to the limitations

of where the inventory lies.

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If you're following my line of

rationale here, basically traffic

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on display was always crap.

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And then they put,

performance max in it's Whoa.

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Now it's great.

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And maybe all the good inventory and

performance max or good inventory on

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display network had a finite lifespan.

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So that's why it's starting

to burn out for you.

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Could that argument be made?

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It could.

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The problem is Google doesn't

give us a lot of data on placement

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gives us some, and there's a lot of

ways you can reverse engineer it,

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but it's difficult to see where.

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Your ads are being shown.

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So it's a really good guess.

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it's actually brilliant.

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It's trust me.

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I put it out there.

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Someone saw it.

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Won't tell you when, where, how in what

context or in what way, but it happened.

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I got you, man.

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taking care of you.

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And on a long enough timeline, I

actually think Google is going to

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end up being right in what has to be

their assumption, which is they're

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going to find a way to algorithmically

monetize display based inventory.

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What they couldn't do is they couldn't

give us the interest based segmentation

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Facebook did because that results in

privacy concerns and antitrust suits.

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But that would have been the way to

improve their display, by the way,

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because display traffic is Facebook's

newsfeed is more or less display based

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traffic, but Facebook lets you segment.

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So Google's display network could be

more valuable, but they held back and

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they held back strategically, I think.

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And now what they're trying to do

is figure out how to get the AI.

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To figure out how to get

people to buy via display.

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And I do think they'll crack that

code on a long enough timeline.

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But in the meantime, we're

all the Guinea pigs and we're

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paying for Google's R and D.

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So they're high end traffic

channels, search, shopping,

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discover certain contexts, YouTube

specific campaigns, Google's not

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withholding, but using sparingly.

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And with P max, you can force people

into the higher end traffic channels.

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This is really interesting.

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Actually, if you don't know this, if

you're running performance max right now,

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and you're like, I'm not showing up in.

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Search or standard shopping

the way that I want to.

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Go run a search or standard

shopping campaign next to

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your performance max campaign.

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Here's what's crazy.

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Those campaigns will experience little

or limited visibility, but your Pmax will

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start to push into search and shopping.

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So you can force Pmax where you

want it to go by telling Google,

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if you don't do it, I will.

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And then Google all of a sudden

pushes Pmax into the higher value.

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Networks, which again

it's just frustrating.

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And I think given that meta is

rolling this out, I have a suspicion

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they're building it in the same

way and they're going to come up

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with encounter the same issues.

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And I don't think Google realized they

would encounter the dramatic swings.

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It's like inflation in that, the more

people that rushed into performance

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max, the more inflationary the

environment came, maybe not as to the

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cost of the traffic, but to value of

the traffic or the availability and

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accessibility of the higher value traffic.

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And I would anticipate the same thing

happening with Meta, and maybe a little

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faster because Meta has a fraction

of the traffic that Google has.

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Meta doesn't have this massive

display network to push all

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their crap traffic into.

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that was my Point.

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But anyway, go ahead.

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as I heard Tom talking about this

and I hope this doesn't come across

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the wrong way, but I was like,

man, I've heard all this before.

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I got sold this bill of goodbye

by Google and I bought it.

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not only did I bought it, I resold it.

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I bought wholesale and then I

started selling to everybody else.

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And for two years, we were

the performance max agency.

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And now I'm sitting here eating

great big bowls of crow every day.

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it's just interesting to

see how the pendulum swings.

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