How to Run Performance Max on Bing Ads (Google Alternative Strategy) with Jon Kagan
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How to Run Performance Max on Bing Ads (Google Alternative Strategy) with Jon Kagan
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How do you optimize Performance Max campaigns beyond Google? In this episode of the Paid Search NYC podcast, we sit down with Jon Kagan, a seasoned search marketing professional and digital marketing speaker with two decades of industry experience.
Together, we explore the evolution of automated bidding strategies and dive deep into running Performance Max campaigns on Microsoft Bing—a platform many advertisers overlook but shouldn't.
From understanding Bing's unique inventory and settings to navigating the newer AI Max features, Jon shares practical insights on budget allocation, campaign setup, and the key differences between Google's and Bing's automated approaches.
Whether you're looking to diversify your PPC strategy or maximize your search presence across multiple platforms, this episode delivers actionable strategies for the next phase of search marketing.
00:20 - Introduction
01:45 - Background
03:38 - Agency Life
04:30 - 20 Years of Search
06:05 - 20 Year Skills
08:45 - PMAX
13:30 - PMAX vs Bing
15:15 - Inventory
17:05 - Settings Unique to Bing
19:55 - AI Max
24:24 - Budget Issues
27:05 - The Next Phase of Search