A game-changer for marketers?

By Mathew Ratty

Sep 17, 2023 12:05 am

WHEN Google announced Performance Max (PMax), it seemed like the answer to every marketer's dream — drive marketing efficiency, performance and better ROI across all Google's channels, including YouTube, Search, Shopping and Discovery.

At the core of the PMax promise was Google's AI, making decisions on everything from bidding to creative to search query matching and media environments. For many marketers, this even helped open the door to experimenting with innovation in online videos, such as YouTube Shorts.

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