Fabian Ebbert

𝗔𝗜 𝗠𝗮𝘅 𝘃𝘀. 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗠𝗮𝘅: 𝗗𝗼 𝗜 𝗿𝗲𝗮𝗹𝗹𝘆 𝗻𝗲𝗲𝗱 𝗯𝗼𝘁𝗵? 🤔 This is a question I get asked a lot by advertisers lately. And the short answer is: YES - any brand should use both. ✅ But I have to admit, at first sight there seem to be a lot of similarities. 🚀 𝗟𝗲𝘁 𝗺𝗲 𝘁𝗿𝘆 𝘁𝗼 𝗲𝘅𝗽𝗹𝗮𝗶𝗻 𝘁𝗵𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲𝘀:  ➡️ AI Max is like upgrading existing search campaigns. It brings the power of AI-driven Broad Match, keywordless targeting, and ad customization to text ads on Google Search. It's enhancing what most advertisers are already do well. ✨ ➡️ Performance Max is a stand-alone campaign type. It serves ads across channels, from Search to Shopping, to Display and YouTube, and to Gmail. It's introducing new ad opportunities to meet customers where they are. 🌍 𝗦𝗼 𝘁𝗵𝗲 𝗰𝗼𝗿𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲? PMax serves across all Google channels. AI Max is specifically for the future of search. ✅ 𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗲𝗿𝘀 𝗻𝗼𝘄 𝘂𝘀𝗲?  Trying to maximize reach across touch points? ↳ Use PMax. Trying to reach users when they search? ↳ Use AI Max. Trying to be successful with Google Ads? ↳ Use both. How are you combining PMax and AI Max? Let me know in the comments! 💬 -- 🔔 Follow me for more posts on digital marketing, careers in tech, and life at Google. ♻️ Share this post with your network if you enjoyed it.

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How I structured an account with 25,000 SKUs and different price points: We split our approach based on product price: 1. Low-ticket items: - Great for new customer acquisition - Can't deliver high ROAS immediately 2. High-ticket items: - Different pricing strategy needed - Higher profit potential Our solution: Structure for low-priced products: - Based on forecasted conversion rates - CPC cap with Max Clicks - Focus on cheap traffic Structure for high-value products: - Feed-only PMax campaigns - tROAS bid strategy Current results: - First optimization rounds completed - Some campaigns hit 5+ ROAS instantly - Others showed clear signals about AOV limitations The structure keeps evolving as we learn and adapt. My goal here is to show what structured, hybrid approaches can look like - instead of blindly going “all-in” on one campaign type. Just take a bit more time to think and don’t be afraid to approach the task creatively.

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According to iBusiness, 84% of the top 100 SEO agencies in Germany offer GEO services. For 30% GEO is already a top focus area. For 7% GEO is the number 1 priority!

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"Bestseller" badges backfired and hurt revenue by over 1.5% We thought social proof would boost sales. Wrong. The test: Added "Sehr beliebt" (bestseller) badges to popular products sitewide - homepage, product pages, search results, everywhere. What happened: - Revenue per user dropped 1.53% - Conversion rate down 1.50% Why? The site already had other badges. Adding more just made everything look cluttered and spammy. Turns out some people actively avoid bestsellers. They want unique stuff, not what everyone else is buying. Badge overload makes nothing feel special anymore. Reality check: Social proof can backfire. Making everything look "popular" sometimes makes it look less desirable. Less is often more when it comes to trust signals. Bottom line: Don't assume what works elsewhere will work for your customers. Test everything, even the "obvious" wins. Got more insights like this in my E-com Product Master Base - - covers what actually drives product page conversions. Comment "PRODUCT" if you want it. Follow me (Melina Hess) for more CRO tips and breakdowns!

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Want to show product prices per unit (g, ml, ft, etc.)? This feature is now available to all Shopify stores: You can set up unit pricing for your products. This was initially only possible for stores in Germany and France. Then became available to more European countries. And now it's available to every Shopify store. Important: This doesn't mean you can have calculated prices. You still can't let the customer input any measurement, e.g. between 0 and 2000mm. That would require 2000 variants - not yet available. Instead: Unit pricing is only for display purposes. (In some cases it's a legal requirement.) Prices of products will appear like this: $7 $10.00 / kg They're shown almost everywhere: - Product page - Collection and search - Cart and checkout - Emails How to set it up? On the admin product or variant page, click Unit price. On the "Total amount" field, input how much of what unit the product is. E.g. if you're selling a steak that's 700g, you'll input "700" and "g". On the "Base measure" field, input the right side of the pricing. Typically you'll input "1" and then the unit you want to show, e.g. "kg". You can even use "item" to show something like: $3 / each This is a very useful feature. Because previously, you had to rely on custom code. Which also usually needed a metafield for the unit data. Note: Ensure your theme supports it. If it doesn't, it may not be an official theme - my advice is to only choose official themes, free or paid. #shopify #shopifyplus #ecommerce

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𝐓𝐡𝐞 𝐫𝐨𝐥𝐞 𝐨𝐟 𝐚 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫 𝐢𝐧 𝐀𝐬𝐢𝐚 𝐢𝐬 𝐞𝐯𝐨𝐥𝐯𝐢𝐧𝐠 𝐟𝐚𝐬𝐭𝐞𝐫 𝐭𝐡𝐚𝐧 𝐞𝐯𝐞𝐫. For years, our region has been defined by constraints: 🔹 Smaller budgets 🔹 Leaner teams 🔹 Founders expecting marketers to handle everything Each global marketing wave created new specialists: 🔸 SEO experts during the rise of search 🔸 Community managers with the boom of social 🔸 Growth hackers through the rise of e-commerce and SaaS But AI has shifted the pattern. It isn’t creating more niches—it’s amplifying the impact of 𝘨𝘦𝘯𝘦𝘳𝘢𝘭𝘪𝘴𝘵𝘴. Across Asia, the marketers driving real results today are those who: → Move fluidly across channels → Combine strategy with hands-on execution → Use AI to extend their reach without bloating team size I saw this firsthand early in my career. Working across paid media, content, and email gave me the ability to connect the dots. That foundation shaped how we built 2Stallions Digital Marketing Agency: 🔹 Holistic strategies that tie together every channel 🔹 Specialists with cross-domain knowledge, not siloed experts 🔹 SOPs that encourage collaboration so we can act as a generalist for clients—even while individuals deepen their expertise This approach has become 𝐨𝐮𝐫 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐝𝐯𝐚𝐧𝐭𝐚𝐠𝐞 𝐢𝐧 𝐭𝐡𝐞 𝐀𝐈 𝐞𝐫𝐚. For marketers in Asia, this is the biggest shift since the Internet. Those who adapt will grow stronger. Those who don’t will be automated away. The question is no longer if you should evolve into a generalist. It’s 𝐡𝐨𝐰 𝐪𝐮𝐢𝐜𝐤𝐥𝐲 you can do it before the industry moves ahead without you. 👉 How are you evolving your skills to stay relevant in the AI era? #MarketingStrategy #DigitalMarketing #AIMarketing #FutureOfWork #MarketingGeneralist #AsiaBusiness #Leadership

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