Hazel Owens explaining some of the ways to optimise Google’s Performance Max campaign type.
Transcript
5 ways to optimize your Performance Max campaigns
Start with the right bidding strategy
With Performance Max campaigns, you have two obvious options for bidding:
Maximize Conversions to get the highest number of conversions for your budget
Maximize Conversion Value to get the highest value conversions. This might get you fewer conversions but they should be worth more.
You do have the option to use Target CPA or Target ROAS from the start of a new campaign but it is a best practice to gather as much conversion data as possible when launching a new campaign.
When you do have sufficient conversion data, you can experiment with either Maximize Conversions with Target CPA or Maximize Conversion Value with Target ROAS bid strategies in order to take your campaign to the next level.
Assets, assets, assets
You want to increase the chances of an ad being eligible to serve across all types of inventory – so add as many assets as possible.
*Note that if you’re using a Merchant Centre feed, you don’t need to upload any product images. You can instead use lifestyle or brand creatives that will complement product feed images.
If you only want to run Google Shopping campaigns, don’t add any assets at all and the campaign will just use your feed meaning your campaign will deliver Shopping ads along with shopping format ads across Display and YouTube.
Optimise your audience signals
Feed the campaign Audience Signals by using your actual business data and / or Google’s in-market and affinity audiences.
Customer lists should be your number one choice, providing you have enough customer data and the permission to use data for advertising purposes. Customer lists are powerful because they use your real-life customer data to help find new customers
Website visitor audiences are also a good option, especially if you don’t have customer lists. Consider creating an audience signal based on website visitors, or website converters
Use the customer acquisition feature
This is unique to Performance Max campaigns, and allows you to choose whether you want to serve the campaign to new and existing customers, or just new users.
Finally, you have to commit to PMax campaigns
PMax campaigns require sufficient amounts of data and machine learning to be effective. Be prepared to budget in line with Google’s recommendation of at least 6 weeks to allow the campaign to have the best chance of success
To learn more about Performance Max campaigns or get advice on setup contact Freelance To Success