a working theory on performance max
10 things to think about
/a google ads thread/
10 things to think about
/a google ads thread/
Overall I'm pretty excited about this "new" campaign type
since last fall's beta release, it's gotten considerably better MoM
generally
there are some best practices to follow, and some common pitfalls to avoid
(just my observations, I'd love to hear yours)
since last fall's beta release, it's gotten considerably better MoM
generally
there are some best practices to follow, and some common pitfalls to avoid
(just my observations, I'd love to hear yours)
1. It's Still In Beta
with Google saying 50-100+ more features are coming throughout the year...
it's not a finished product
and we all can see that honestly
take this into consideration when judging performance overall
with Google saying 50-100+ more features are coming throughout the year...
it's not a finished product
and we all can see that honestly
take this into consideration when judging performance overall
2. More Is Better
I think most people are approaching this campaign type as a "1 size fits all" marketing strategy
it's not
you have all 7 channels of Google being tested across every audience & user that Google thinks could be relevant
(CONT)
I think most people are approaching this campaign type as a "1 size fits all" marketing strategy
it's not
you have all 7 channels of Google being tested across every audience & user that Google thinks could be relevant
(CONT)
and you think creating 1 Asset Group w/ 0 or 1 Audience Signals is enough to tailor the learning curve?
get out of town
add more asset groups
add more copy angles
add more creatives
give the machine more to use
it's a lot of work
but it pays off
get out of town
add more asset groups
add more copy angles
add more creatives
give the machine more to use
it's a lot of work
but it pays off
3. NOT A Simple Campaign
kinda piggybacking off point #2 --> it's not a set it and forget campaign
(cough cough Smart Shopping)
yes you need to give the algorithm time to test
but --> you can still optimize with the feedback you're getting
(huge bonus from smart shopping)
kinda piggybacking off point #2 --> it's not a set it and forget campaign
(cough cough Smart Shopping)
yes you need to give the algorithm time to test
but --> you can still optimize with the feedback you're getting
(huge bonus from smart shopping)
4. Enough Budget Is Required
what is "enough"?
my general rule is at least $100/day to spend
but it varies from brand to brand and account strategy to account strategy
a general rule of 👍?
match your smart shopping daily spend when you create a new PMAX or upgrade
what is "enough"?
my general rule is at least $100/day to spend
but it varies from brand to brand and account strategy to account strategy
a general rule of 👍?
match your smart shopping daily spend when you create a new PMAX or upgrade
5. Final URL Expansion Is Necessary
every campaign is a test, so give Google the room to work w/ different pages on your site that can convert
make sure you exclude the non-commercial pages
(ex: policy pages)
a good test to run --> blog content IF you have good CTAs
every campaign is a test, so give Google the room to work w/ different pages on your site that can convert
make sure you exclude the non-commercial pages
(ex: policy pages)
a good test to run --> blog content IF you have good CTAs
6. Asset Creativity Is Needed
general brand creatives do perform well, but with Asset Group segmentation...
you have so much potential to become very granular w/ ad copy and creatives targeting different products & audiences
as always --> test
general brand creatives do perform well, but with Asset Group segmentation...
you have so much potential to become very granular w/ ad copy and creatives targeting different products & audiences
as always --> test
7. Supplementary Campaigns Are Needed
even Google recommends creating other Display / Discovery / YouTube campaigns to aid your account performance
make sure you have more than just PMAX inside your account
even Google recommends creating other Display / Discovery / YouTube campaigns to aid your account performance
make sure you have more than just PMAX inside your account
8. Use Dynamic Search Ads To Test PMAX Search
if you're not sure PMAX is right for you
create a DSA-only campaign and look at your performance
if searches are very relevant and conversions are coming through
PMAX should be a good scaling transition
if you're not sure PMAX is right for you
create a DSA-only campaign and look at your performance
if searches are very relevant and conversions are coming through
PMAX should be a good scaling transition
9. New Customer Acquisition Strategy
this has so much potential it's crazy
but very early to rely on this
if you want to try the "New Customer Bidding ONLY"
(not the value-based strategy)
make sure you duplicate that same PMAX campaign
1 w/ New Customer only + 1 w/ both
this has so much potential it's crazy
but very early to rely on this
if you want to try the "New Customer Bidding ONLY"
(not the value-based strategy)
make sure you duplicate that same PMAX campaign
1 w/ New Customer only + 1 w/ both
10. Audience Signals Are SIGNALS
you're not solely targeting said audience
you're just giving Google an idea of who you'll think will convert the best
I recommend these audience signals ⬇️
you're not solely targeting said audience
you're just giving Google an idea of who you'll think will convert the best
I recommend these audience signals ⬇️
my AS recommendations are
> Custom Segments (Competitors)
> Custom Segments (Winning Search Terms)
> 1st Party Data
> Pre-Defined In-Market Audiences
> Custom Segments (Competitors)
> Custom Segments (Winning Search Terms)
> 1st Party Data
> Pre-Defined In-Market Audiences
a theory of Performance Max campaigns
recapped
1. Still in Beta
2. More is Better
3. NOT Simple
4. Budget Requirements
5. URL Expansion is Needed
6. Creativity of Assets
7. Need Supps
8. Not Sure? Test DSA
9. NCA Strategy
10. Audience Signals = Suggestions
recapped
1. Still in Beta
2. More is Better
3. NOT Simple
4. Budget Requirements
5. URL Expansion is Needed
6. Creativity of Assets
7. Need Supps
8. Not Sure? Test DSA
9. NCA Strategy
10. Audience Signals = Suggestions
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