How to optimise Performance Max Campaigns.
Performance Max campaigns allow advertisers to easily run campaigns which contain all of Google Ads inventory. That’s right - One campaign to put your brand infront of customers across Search, YouTube, Display, Discover, Gmail, and even Google Maps.
Google states they are to be used in addition to keyword-focused Search campaigns, and are ‘goal focused’, meaning they should help your business to generate more sales - but is it really that simple?
Read on for our top tips for optimising your Performanx Max campaigns.
Pmax checklist:
Make sure you’ve got high quality images, videos and logos in the all the different sizes.
Make sure you’re using the correct conversion actions when creating the campaign > use multiple goals if possible.
Apply enhanced conversions to drive high quality leads.
Allocate a daily budget that is at least 3x your CPA goal.
Make sure you only use the urls that you choose rather than let Google choose for you.
Match your bidding strategy to goals > e-commerce retail will want more revenue at a specific ROAS.
Do not optimise for new customers if you are an ecommerce store as people will return if they are happy with your product and that could lead to missed converisons and less data for the campaign.
Split campaigns by product type so you can allocate budgets more easily / based on AOV and ROAS.
Use at least 5 versions of text assets (4 x headlines, 5 x descriptions).
Use at least 5 versions of image assets (including 1200x1200).
Ideally, the descriptions shouldn’t be as long as the 90 character limit - a lot of placements show that the descriptions get cut off > don’t leave your most important message to the end.
Make sure your audience signals are as relevant as possible > you can always branch out later when the campaign is stable.
Include as much customer data as possible.
No negative keywords so be specific on what audiences you choose.
Use ad extensions to increase your on-screen real estate > not pMax specific but useful nonetheless.
Do not use the automated upgrade from your smart shopping campaign as this will mean you lose all your campaign data from the shopping campaign type.
Take your PPC to the next level.
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