Google Performance Max Guide

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Google Performance Max Guide

• lira.agency

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What is a Performance Max Campaign?

• It is a goal-based automated ad campaign in
  Google Ads. It allows advertisers to access all
  their Google Ads networks in a single place. The
  Performance Max campaign is available on YouTube,
  DGN, Search, Google Discover, Gmail, and Maps.

Source blog.google
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How to Launch a Performance Max Campaign?

• Youll need
• A link to your website.
• Content for creating ads.
• The campaign will
• Analyze the pages of your website and determine
  which audience, for which queries, and on what
  sites to run the advertising campaign,
• Create ads from your content for different sites
  and platforms.

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• Structurally, the campaign has Assets inside and
  it is similar to the group structure in other
  types of campaigns. At the Asset level, you can
  separate ads test different ad content, run
  special offers and USPs.

Source Google Ads YouTube
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What Is Important to Pay Attention to When
Setting Up a Performance Max Campaign?

• Select the goals you want your campaign to be
  optimized for correctly.
• If your account does not have target tracking set
  up yet, then its not the right time for you to
  set up your PM campaign yet. You can read our
  article on why its important to track
  conversions.
• If your conversions are tracked correctly,
  measure the number of conversions. The more
  conversions you have accumulated in your account,
  the more chances you have to successfully teach
  your Performance Max campaign.
• If the number of your conversions is not high
  enough, we recommend setting up additional
  micro-conversions and including them in your PM
  campaign optimization. Micro-conversions can
  contain actions on the website that is close to
  the goal conversion. For an online store, adding
  items to the shopping cart, or viewing a certain
  number of products or pages may be considered
  micro-conversions.

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What Is Important to Pay Attention to When
Setting Up a Performance Max Campaign?

• Tick the box if you want to show your ads to the
  new users only.

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What Is Important to Pay Attention to When
Setting Up a Performance Max Campaign?

• Set a budget limit. Otherwise, you risk spending
  a lot in the learning phase of the campaign. But
  at the same time, dont underestimate the budget.
  The ad campaign wont have enough data to learn,
  and you wont get results. If you know the cost
  of conversions, target a budget of at least 5xCPA
  per day.
• Make sure the geotargeting settings have the
  correct country/city, etc. Also, select the ads
  to be shown to people located or regularly
  visiting your target location. Because by
  default, Google uses the presence of interest it
  shows ads not only to those who live in the
  target location but also to people from other
  locations, who are actively interested. If this
  setting does not fit your business dont use
  it.

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What Is Important to Pay Attention to When
Setting Up a Performance Max Campaign?

• We highly recommend that you dont run a PM
  campaign on every page of your website without
  limits. Some pages often do not make sense to use
  in advertising. We recommend enabling the URL in
  the expansion section, and also setting an
  exclusion rule for the pages it doesnt make
  sense to train the campaign on.

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What Is Important to Pay Attention to when
Creating an Asset?

• Audience Signals
• These are additional markers that you use as a
  compass to tell the campaign which audiences you
  think the ads will be relevant for. It is very
  important to use this tool in your Performance
  Max campaigns. You can use your different
  audiences.
• Its also good practice to divide assets by
  audience meaning, for example, one for conversion
  audiences, one for the special custom audiences,
  one for social demographic audiences, etc. This
  will give you an additional opportunity to
  analyze the quality of the campaign and its
  elements.

• Creating Ads
• Heres what you need to create ads
• Headline 35 headlines,
• Long headline 15 long headlines,
• Description 25 descriptions,
• Images at least 1 square and 1 landscape image,
• Logo at least 1 square logo, more are optional,
• YouTube video not required, up to 5 videos of
  min 10 seconds each. If you dont have the
  resources to prepare video content, at least try
  to make it using special services (for example,
  Offeo).
• When preparing your ad campaigns, pay attention
  to the Ad Strength Indicator. It is important to
  create your ads with the value of this indicator
  not less than Average.

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The Pros Cons of the Performance Max Campaign

• Pros
• The campaign is fully automated and will save you
  time as a professional or a business owner.
• The campaign can produce results, provided some
  basic conditions are met.
• A PM campaign will get you access to all of
  Googles sites within a single advertising
  campaign. Running one campaign on all sites at
  once will save you energy and resources.

• Cons
• Evaluating campaign effectiveness is the most
  troublesome area. Its not about evaluating the
  effectiveness of an entire campaign, but about
  understanding which sites, ads, keywords, and
  audience signals bring you a converting audience.
  All the current PM campaign reports are
  summarized at the level of impressions. But
  youll never know which particular ad brought you
  all the conversions.

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This is what the search terms report looks like.
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This is what the audience report looks like.
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You can find the site report in the Reports
section of the Campaigns page.
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Unfortunately, you cant see any stats besides
the number of impressions in the Placement
report.

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• As you can see, the report has a separate summary
  section for the websites owned by Google, and for
  the websites from the Google Display Network. You
  cant get more details.
• With the reporting problems for PM campaigns
  comes another problem lack of control. If you
  want to build your Google campaigns as accurately
  and clearly as possible an PM campaign will
  not allow you to do so. Consider this when you
  decide whether to run an PM campaign or not.

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Resources

• Youll need these three elements to successfully
  train a campaign
• Conversions. Before launching a PM campaign,
  conversion tracking must be set up correctly. The
  number of conversions should be sufficient to
  train the campaign.
• Enough budget. You will need money for the
  launch. It doesnt make sense to run a PM
  campaign with a severely limited budget.
• Time. Campaigns need time to test different
  targeting audiences and find the audience that
  converts. The more data goes through the campaign
  regularly, the faster this will happen. Google
  itself recommends testing a campaign for at least
  6 weeks before deciding on its effectiveness.

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Traffic cannibalization

• Traffic cannibalization is when one campaign
  steals traffic from another.
• Logically we assume that an automated campaign
  would simply deprive of traffic the ordinary
  search and GDN campaigns running on the same
  audience. But as our colleagues at Google assure
  us, this does not happen with PM campaigns. So
  you shouldnt stop your other campaigns when you
  launch a PM campaign. A PM campaign can nicely
  complement your already running campaigns without
  cannibalizing them.

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How Do You Know if the Performance Max Campaign
Is Right for You?

• ECommerce. A PM campaign shows much better
  results when you track conversions across the
  entire sales funnel. The typical funnel for
  eCommerce usually consists of
• Visiting a website,
• Viewing a product card,
• Adding items to the shopping cart,
• Buying a product.
• Often it is logical to set up tracking each of
  these steps as a goal for eCommerce products
  right away.
• Lead generation businesses. Building a tracking
  funnel is effective too. Analyze the mandatory
  steps on the site users should take, and build
  this sequence of interaction with users. Youll
  need to track and set each action in the funnel
  as a conversion and as a goal. Such a funnel will
  allow you to put your PM campaign into an
  auto-strategy mode based on values. If you set a
  value for each goal in the funnel, you will be
  able to choose which conversions you need more
  and which less at the strategy level.
• For lead generation, the value can be calculated
  based on CPA and conversions for eCommerce, it
  is often transferred automatically. You will be
  able to set the campaign objective this or that
  action is the most valuable to me, lets focus on
  it.
• The thing is, for all other auto-strategies, all
  conversions are equal. They dont care which
  conversions lead to purchase (and are the most
  important to you) and which ones are just steps
  on the way to the main goal. When you set the
  value to conversions and switch the campaign to
  an auto-strategy mode by value youre telling
  the campaign which conversions are the most
  important.

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Performance Max Campaign VS Smart Shopping
Campaign

• Smart Shopping, as well as PM campaigns are good
  and effective if you have enough products,
  traffic, and budget. So for those advertisers who
  have already been actively and successfully using
  Smart Shopping Campaigns, expanding to PM will
  not be very difficult. These advertisers will get
  even more reach through additional Discovery
  Maps sites within the PM campaign. Performance
  Max will replace Google Smart Shopping and Local
  campaigns.

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• The PM campaign is the future in terms of
  automation. More and more of the routine work is
  being taken over by Google automation. If you
  have questions about Performance Max or whether
  automation is right for your digital marketing
  efforts, dont hesitate to contact our team.

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