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Your primary goal with Performance Max is to enable the algorithm to do its job well.
Like most things in life, you get what you give.
The AI can perform better if you provide stronger data inputs (data feed + audience signals + creative assets) and outputs (tracking).
Machine learning can only make smart choices when we teach it what is valuable to us. This is why it’s super important to ensure your campaigns are tracking conversions properly.
PMax requires patience: give it 2-4 weeks to gain momentum while making limited incremental changes.
Depending on your product/goal. We typically recommend starting with Maximize Conversions so the system can gather data.
Once you have solid historical data, you can layer on a target CPA or switch to Maximize Conversion Value with target ROAS.
If you find that you’re not spending your full budget, that means your bid is too aggressive. Try increasing your tCPA or decreasing your tROAS targets.
If you are spending your full budget daily, you can likely decrease bids incrementally or spend more!
If overall performance is poor and you are not seeing many conversions, try tightening your audience signals. Provide strong data so Google knows who your customer is.
Interests are great, but the best data is your actual customer data.
I highly recommend adding these:
Here’s a great thread from @duanebrown on the importance of strong creative in Performance Max. Similar to paid social, PMax is reliant on creative assets to sell your products.
Google recently released some tools to make it easier to create and manage your assets. Ads Creative Studio is an amazing tool to create templates graphics and videos.
Video Builder is located in Google Ads and lets you easily create videos from a template.
Google Ads > Tools & Settings > Shared Library > Asset Library > Create Video
When submitting products to Google Merchant Center, make sure you are submitting as much info as possible. Specific attention should be made to product identifiers.
Google looks at the following three columns to understand what specific product you’re selling:
Additionally, but just as important to have:
Something not working? Exclude it and force the system to focus elsewhere.
If you’re seeing irrelevant traffic from countries/locations you’re not targeting. Make sure to switch the location settings to Presence.
This can be found in the campaign Settings > Locations > Advanced Options
If you find that PMax is cannibalizing search and sending traffic to pages that are not converting well, you can:
Is your campaign performing well? Increase the budget in 10-20% increments on a weekly basis.
Don’t increase too much in one shot, it’ll shock the system and force it to find new traffic sources.
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