Publications & Events

More than four years have passed since the introduction of Google’s Performance Max campaigns, yet many accounts still aren’t set up optimally. Performance Max relies heavily on automation and artificial intelligence to optimize ads across all Google channels, without requiring detailed manual control. While this automation offers significant potential, mistakes can easily occur during setup. In her talk, Lara Marie addresses common pitfalls, such as optimizing for unqualified leads in the B2B sector or products not receiving impressions in e-commerce. She highlights the key traps to avoid and explains how to properly set up, manage, and analyze Performance Max campaigns to fully leverage the potential of automation and AI, driving sustainable success.

The data and reports in GA4 provide us with valuable insights for evaluating and optimizing our marketing activities. In my session, I’ll show you which reports and metrics in GA4 are particularly relevant for SEA and performance marketing—and where common misunderstandings often arise. Together, we’ll take a critical look at frequent analysis mistakes, clarify what certain data actually means, and explore how you can effectively use it to evaluate and optimize your campaigns.

How has the Google Ads world evolved from manual campaigns with keywords and text ads to highly automated formats like Performance Max and Demand Gen? Why are creative assets—images, videos, and text—the key to success in modern campaigns? We’ll also cover how to create engaging visuals and compelling ad copy that work seamlessly with Google’s AI algorithms. Lara will share best practices for using Performance Max and Demand Gen, and how to strategically leverage metrics and optimization tools. Which creative elements work best, and how can images and videos be improved to make your campaigns even more successful?

Zimply Natural (zimplynatural.com) is the first configurator for personalized medicine—offering custom naturopathic blends made from over 100 medicinal plants, available to order from partner pharmacies. In this session, you’ll learn how PMax helped drive international scaling and how a mid-six-figure annual budget is now being invested.

In November, Google Ads’ Performance Max campaigns will turn four years old—yet there are still many accounts where these campaigns are not set up optimally.

Are there still opportunities to reduce click costs, and is it true that using multiple CSS providers can improve ad delivery? In this Barcamp session, we’ll provide an overview, showcase example setups from our clients, and explore together when it makes sense to switch to a CSS partner.

Many online marketing managers already use Google Analytics or other analytics tools. However, interpreting the data correctly and identifying the reports relevant to their specific channels is often not straightforward. Which reports and dashboards support budget decisions, why do data differ between Google Analytics and Google or Meta Ads, and how can dashboards and custom reports help optimize online marketing activities?

With the increasing automation of Google Ads campaigns and the rise of black box formats like Performance Max, important control options are being lost. Using practical examples, we’ll discuss various approaches and analyze their advantages and disadvantages—helping you find the right structure for any shop.

In most of our e-commerce accounts, DSAs are the top-performing campaign type after Shopping and PMax. How are campaigns set up based on a feed or product URLs, and how can reports and pivot tables be used to identify the right campaign structure based on past performance?

Whether startup or corporate, B2B or B2C, lead generation or e-commerce—for the past 20 years, we’ve successfully run Google Ads for every business model. We’ll cover shopping feed optimization, B2B lead funnel design, Performance Max campaigns, Google Ads settings and tracking, hidden reports, practical scripts, how to use AI efficiently for your campaigns, and much more. We’ll share our best tips and tricks so you, too, can sustainably boost the performance of your Google Ads account.

This tour covers the essentials of Search Engine Advertising (SEA)—from the first steps to leveraging advanced campaigns like Google Shopping and Performance Max. You’ll gain insights into keyword selection, product feed setup, and effective budgeting to build a solid foundation for successful online advertising.

Excel Templates and a Google Ads Script for Optimizing Shopping, Ad Testing, and Cost Structures.

Do we really still need Standard Shopping campaigns in the era of Performance Max? And what can be done beyond bidding and campaign types to boost performance in Google Shopping? This session answers these and other questions, presenting strategies for both campaign types and offering practical tips for optimizing your shopping feed and campaign structure.

Panel Discussion at the 16th BVDVA Congress 2023 with Marco Leithner (Prosoom), Kim Sina Lander (Smile BI), Christoph Wenk-Fischer (bevh), and Lara Marie Massmann (AdStrive)

How can you create transparency around SEA activities in a corporation operating in over 220 countries and territories and organized into five divisions? These and other questions will be answered in our presentation.

Due to the current economic situation, many companies are forced to save money and cut performance marketing budgets. In my session, I’ll show you how to identify cost drivers in Google Ads or Meta Ads in five simple steps. The goal: maintaining strong performance despite a smaller budget. We’ll discuss cost structure analysis, landing pages, and potential compensation through organic traffic.

With the extensive automation of Google Ads campaigns and the expansion of black box formats like Performance Max, important control options are disappearing. As a result, carefully planned campaign structures are becoming increasingly important for boosting campaign efficiency.

Google Ads can do more than just search and shopping ads! In display and video advertising, Google now offers a wide range of options. We provide an overview of the most relevant formats, successful strategies, and best practices in display advertising. How should creatives be designed, and what should be considered in targeting and campaign setup?

Fewer conversions, longer decision cycles, and a greater need for consultation—the B2B world differs significantly from traditional online business sectors like e-commerce. That’s why the planning and evaluation of PPC campaigns should be tailored to the specific conditions of this industry.

Your Google Ads campaigns for the German market are running smoothly, but now you want to expand to additional countries? Which campaign types are best for getting started? What requirements should your shop or website meet? In this session, we’ll first outline the key strategic prerequisites for international success in SEA—from payment methods to addressing your target audience. We’ll then move on to practical tips for optimizing and expanding international campaigns. Because by the time you reach your third country, the question will inevitably arise: What can I automate and translate directly, and where do I need to address the country-specific needs of my target audience?