Data: PMax performance stable, but Search CPCs increasing – Search Engine Land
The latest performance data for Google Ads campaigns running Performance Max (PMax) in Q3 2023 vs. Q3 2024 paints a mixed picture, according to an Optmyzr study. While advertisers saw modest year-over-year gains in return on ad spend (ROAS) and conversion rates, rising costs cut into those improvements.
The key metrics.
- ROAS: Up 1% YoY, from 609.77% in Q3 2023 to 616.36% in Q3 2024
- CPA: Up 8% YoY, from $13.92 in Q3 2023 to $15.15 in Q3 2024
- CPC: Up 6% YoY, from $0.50 in Q3 2023 to $0.53 in Q3 2024
- Conversion Rate: Down 3% YoY, from 3.56% in Q3 2023 to 3.47% in Q3 2024
The data suggests PMax is delivering modest ROAS improvements, but rising CPAs and CPCs are eating into those gains. Conversion rates also slipped year-over-year.
When breaking down the data by campaign type, a more nuanced picture emerges.
Search campaigns:
- ROAS up 2% YoY
- CPA down 3% YoY
- CPC up 22% YoY
- Conversion rate up 21% YoY
Shopping campaigns with PMax:
- ROAS up 4% YoY
- CPA down 15% YoY
- CPC down 10% YoY
- …
The post Data: PMax performance stable, but Search CPCs increasing – Search Engine Land first appeared on One SEO Company News.
source: https://news.oneseocompany.com/2024/11/11/data-pmax-performance-stable-but-search-cpcs-increasing-search-engine-land_2024111158991.html
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