{"id":22021,"date":"2025-06-09T12:53:22","date_gmt":"2025-06-09T12:53:22","guid":{"rendered":"https:\/\/www.adenlab.com\/interview-natalya-donnat-director-of-operations-general-manager-adenlab\/"},"modified":"2025-11-06T13:56:52","modified_gmt":"2025-11-06T13:56:52","slug":"interview-natalya-donnat-director-of-operations-general-manager-adenlab","status":"publish","type":"post","link":"https:\/\/www.adenlab.com\/en\/interview-natalya-donnat-director-of-operations-general-manager-adenlab\/","title":{"rendered":"Interview : Natalya Donnat &#8211; Director of Operations &amp; General Manager, Adenlab"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"22021\" class=\"elementor elementor-22021 elementor-17041\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-60d0b45 e-flex e-con-boxed e-con e-parent\" data-id=\"60d0b45\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-700a5f7 elementor-widget elementor-widget-text-editor\" data-id=\"700a5f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p><script src=\"https:\/\/platform.linkedin.com\/in.js\" type=\"text\/javascript\"><\/script> <script type=\"IN\/FollowCompany\" data-id=\"35547327\" data-counter=\"bottom\"><\/script><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-188d658 e-con-full category-data e-flex e-con e-child\" data-id=\"188d658\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d4d2e2c elementor-widget elementor-widget-heading\" data-id=\"d4d2e2c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Following the changes to Google Ads and the Performance Max solution, we interviewed Natalya Donnat, Director of Operations at Adenlab. She answered our questions, giving us a clearer picture of the Performance Max issues. <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd03200 elementor-widget elementor-widget-text-editor\" data-id=\"cd03200\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"kg-card kg-callout-card kg-callout-card-grey\">\n<div class=\"kg-callout-emoji\">\ud83e\udd13<\/div>\n<div class=\"kg-callout-text\">What do you think of Google Ads&#8217; max performance campaigns?<\/div>\n<\/div>\n<blockquote data-wpmeteor-wheel=\"true\"><em>So far, initial tests have been encouraging.<\/em> <em data-wpmeteor-wheel=\"true\">The Performance Max campaign type has been in Beta since May 2021, and following positive results at Google, this Beta has been whitelisted for all accounts.<\/em> <em>Several tests have also been launched at Adenlab on several different business sectors.<\/em> <em>Some business sectors are responding better than others, but the tests are still being finalized.<\/em><\/blockquote>\n<div class=\"kg-card kg-callout-card kg-callout-card-grey\">\n<div class=\"kg-callout-emoji\">\ud83e\udd13<\/div>\n<div class=\"kg-callout-text\">Does automating this format benefit advertisers?<\/div>\n<\/div>\n<blockquote>\n<blockquote><em>For the moment, I can&#8217;t say that automation is beneficial. The Performance Max format gives us very little information to analyze performance by diffusion (search, display or shopping). <\/em>  *It is currently impossible to understand where our ads are broadcast. * <em>During our tests, we remain very vigilant about the distribution of our campaigns.<\/em> <\/blockquote>\n<\/blockquote>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignleft size-full wp-image-17051\" src=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_8.webp\" alt=\"\" width=\"600\" height=\"600\" srcset=\"https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_8.webp 600w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_8-300x300.webp 300w, https:\/\/www.adenlab.com\/wp-content\/uploads\/2025\/06\/1_8-150x150.webp 150w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<div class=\"kg-card kg-callout-card kg-callout-card-grey\">\n<div class=\"kg-callout-emoji\">\ud83e\udd13<\/div>\n<div class=\"kg-callout-text\">Does automating this format benefit advertisers?<\/div>\n<\/div>\n<blockquote><em>We find that the Performance Max format cannibalizes our other Search, Shopping, Video or Display campaigns.<\/em> <em>And therefore take precedence and are prioritized by Google.<\/em> <em data-wpmeteor-wheel=\"true\">That&#8217;s why we&#8217;ve developed Adenlab&#8217;s own methodology for setting up campaigns, reading performance and applying optimizations.<\/em><\/blockquote>\n<div class=\"kg-card kg-callout-card kg-callout-card-grey\">\n<div class=\"kg-callout-emoji\">\ud83e\udd13<\/div>\n<div class=\"kg-callout-text\">What are the advantages\/disadvantages of Google Ads Performance Max campaigns?<\/div>\n<\/div>\n<blockquote><strong>=&gt; The benefits<\/strong> <em>Distribution across the entire Google inventory (YouTube, Display, Search, Discover, Gmail and Maps) from a single campaign Initial results are encouraging Increase in new customers Richer audience information<\/em> <strong>=&gt; Disadvantages<\/strong> <em>No information on the distribution of activated levers within the campaign Few possible optimizations Cannibalization with existing campaigns<\/em><\/blockquote>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8d1f511 e-con-full category-data e-flex e-con e-child\" data-id=\"8d1f511\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8df3426 elementor-widget elementor-widget-heading\" data-id=\"8df3426\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">We would be delighted to discuss the subject with you.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aca1755 elementor-widget elementor-widget-text-editor\" data-id=\"aca1755\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a class=\"kg-header-card-button\" href=\"https:\/\/www.adenlab.com\/contact\/\">Contact us<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Following the changes to Google Ads and the Performance Max solution, we interviewed Natalya Donnat, Director of Operations at Adenlab. [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":17046,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75],"tags":[82],"class_list":["post-22021","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends","tag-shopping-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Natalya Donnat Interview Director of Operations | Adenlab<\/title>\n<meta name=\"description\" content=\"Insights from Natalya Donnat, Adenlab\u2019s Operations Director, on Performance Max campaigns, campaign strategies, and optimizing digital advertising results.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adenlab.com\/en\/interview-natalya-donnat-director-of-operations-general-manager-adenlab\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview : Natalya Donnat - Director of Operations &amp; 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