Digital channel transparency was again brought up as a key concern during our latest Digital Performance planning sessions and more specifically a concern about an increase in the use of 'black box' tools.
For example, Google PerformanceMax (PMax) campaigns offer an easy and automated route to optimise towards conversions across Google inventory, however this automation creates challenges for brands.
To help dive deeper into this area, our specialist Search partner GOA gathered questions from our Digital Performance group surrounding key issues they are being faced with when considering using PMax campaigns.
The below 'Strategy Guide' summarises the answers that were given to those questions and is a great starting point for any members thinking about how to leverage PMax's benefits while preserving your brands unique identity and commercial objectives.