Google is bidding on the WRONG products: The ‘Clicked vs. Bought’ dilemma explained скачать в хорошем качестве

Google is bidding on the WRONG products: The ‘Clicked vs. Bought’ dilemma explained

In this episode, Mike Ryan and Christian Scharmueller dismantle a massive technical flaw in Performance Max: the "Clicked vs. Bought" discrepancy. In a keywordless world, product targeting is your main lever. But Mike reveals that Google places its bids based on the product a user clicks, while being completely blind to the product they actually buy. This means Google is often bidding on the wrong item, unaware that your user cross-shopped into a lower-margin alternative or a different brand entirely. The result? You might be hitting your ROAS targets on paper, but your actual profit is bleeding out. The duo reveals the only technical fix for this—Conversions with Cart Data—and debates the ultimate trust exercise: is it finally time to share your Cost of Goods Sold (CoGS) with Google to bid on true profit? 0:00 - Intro: 1,500 kilos of concrete vs. PMax complexity 1:48 - The obsession with "New Customer Share" in PMax 3:44 - Why PMax is the wrong tool for customer acquisition 7:13 - The "Existing Customer Fallacy": Why you don't own your customers 13:27 - Thesis: PMax is an Order Acquisition Channel, not a Customer Acquisition Channel 16:47 - The Main Problem: Google bids on "Clicked" vs. "Bought" products 20:26 - Why Google doesn't care about your basket composition 23:45 - The Technical Fix: Conversions with Cart Data 24:54 - Debate: Should you share highly sensitive CoGS data with Google? 28:23 - Why the opportunity to bid on profit outweighs the risk ---