HOW TO: Maximize Performance with Performance Max! π
We've been testing Google Ads Performance Max campaigns since it was released in beta.
We've learned a lot since then. Sharing it all here now!
#PPCChat #PerformanceMax
Time for a thread! 𧡠π
We've been testing Google Ads Performance Max campaigns since it was released in beta.
We've learned a lot since then. Sharing it all here now!
#PPCChat #PerformanceMax
Time for a thread! 𧡠π
This is part one of a 3-part series on Performance Max in which we'll cover:
1οΈβ£ Setup
2οΈβ£ Reporting
3οΈβ£ Optimization
Signup to be notified here when the next threads drop:
π jxtgroup.com/performance-maβ¦
1οΈβ£ Setup
2οΈβ£ Reporting
3οΈβ£ Optimization
Signup to be notified here when the next threads drop:
π jxtgroup.com/performance-maβ¦
β WHAT IS: Performance Max? β
pMax is an all-in-one campaign type that displays ads across all of Google's channels β YouTube, Display, Search, Shopping, Discover feed, Gmail, and Maps.
Note: Smart Shopping and Local campaigns will be depreciated and rolled into pMax shortly.
pMax is an all-in-one campaign type that displays ads across all of Google's channels β YouTube, Display, Search, Shopping, Discover feed, Gmail, and Maps.
Note: Smart Shopping and Local campaigns will be depreciated and rolled into pMax shortly.
β WHAT IS: Different About pMax? β
There are differences in campaign structure. Most notably in terms of Structure:
β£ Ad Groups β Asset Groups
β£ Product Groups β Listing Groups
Note: Unlike Smart Shopping, Performance Max can be used for eCommerce and Lead-Gen.
There are differences in campaign structure. Most notably in terms of Structure:
β£ Ad Groups β Asset Groups
β£ Product Groups β Listing Groups
Note: Unlike Smart Shopping, Performance Max can be used for eCommerce and Lead-Gen.
β WHY: Performance Max? β
For eCommerce retailers who've seen success with Smart Shopping, pMax takes it to the next level by adding additional placements and reach β acting as a Smart Shopping campaign with retargeting and prospecting display ads layered on top of it. π
For eCommerce retailers who've seen success with Smart Shopping, pMax takes it to the next level by adding additional placements and reach β acting as a Smart Shopping campaign with retargeting and prospecting display ads layered on top of it. π
For Lead-Gen, Performance Max can deliver scale and efficiency that may be hard to achieve through Search and Display alone.
At the same time, it'll be really important to feed the system the correct signals so you don't end up with poor-quality leads. π
At the same time, it'll be really important to feed the system the correct signals so you don't end up with poor-quality leads. π
Now that we've established the WHAT and WHY.
Let's get into the HOW β‘οΈ
Let's get into the HOW β‘οΈ
βοΈ SETUP: Upgrading from Smart Shopping Campaigns
If you've been using SSC, it's recommended to use the 1-click upgrade tool in the Recommendations tab. Using this tool will sync the campaign's historical performance in the back-end which enables pMax to hit the ground running.
If you've been using SSC, it's recommended to use the 1-click upgrade tool in the Recommendations tab. Using this tool will sync the campaign's historical performance in the back-end which enables pMax to hit the ground running.
https://twitter.com/PPCKirk/status/1545588369068941312
SETUP: Upgrading from SSC (part 2)
You'll want to check all settings: Locations, Asset Groups, Listing Groups.
Since SSC is much more limited in terms of display ads, you'll want to add additional creative/copy to the Asset Groups. It's a good idea to add Audience Signals too.
You'll want to check all settings: Locations, Asset Groups, Listing Groups.
Since SSC is much more limited in terms of display ads, you'll want to add additional creative/copy to the Asset Groups. It's a good idea to add Audience Signals too.
βοΈ SETUP: Campaign Structure π
What's the best way to structure pMax? Unless you need to split into multiple campaigns for location targeting or budget allocation, it's best to condense as much as possible.
This allows the system more data signals to reach optimal performance.
What's the best way to structure pMax? Unless you need to split into multiple campaigns for location targeting or budget allocation, it's best to condense as much as possible.
This allows the system more data signals to reach optimal performance.
Since there is no reporting on the Asset Group level, you might want to break out different products/services into separate campaigns for reporting purposes. π
For stores with few products, we try to condense as much as possible. Simplicity over complexity, always. βοΈ
For stores with few products, we try to condense as much as possible. Simplicity over complexity, always. βοΈ
We typically segment into themes of product/service so the creative and copy will match the underlying products or services.
Here's a great chart from @mikeryanretail illustrating campaign structure ideas:
More: smarter-ecommerce.com/blog/en/googleβ¦
Here's a great chart from @mikeryanretail illustrating campaign structure ideas:
More: smarter-ecommerce.com/blog/en/googleβ¦
@mikeryanretail βοΈ SETUP: Conversion Goals π―
Choose the conversion actions that make send for your business.
β£ eCommerce/Shopping: Choose "Purchases" π
β£ Lead-Gen/Services: Choose calls, forms, and chats etc π²
Hot tip: To improve lead quality, focus on calls over forms/chats.
Choose the conversion actions that make send for your business.
β£ eCommerce/Shopping: Choose "Purchases" π
β£ Lead-Gen/Services: Choose calls, forms, and chats etc π²
Hot tip: To improve lead quality, focus on calls over forms/chats.
@mikeryanretail βοΈ SETUP: Location Targeting πΊ
When setting up your campaign, after choosing your targeted locations, make sure to select "Presence: People in or regularly in your targeted locations"
When setting up your campaign, after choosing your targeted locations, make sure to select "Presence: People in or regularly in your targeted locations"
https://twitter.com/kasimaslam/status/1544788738080854017
@mikeryanretail βοΈ SETUP: Asset Groups πΎ
Your messaging and creative assets should be tightly themed to the product or service within the group.
If you don't provide a video, Google will make a horrible one for you. Highly recommend creating something basic using @canva or a similar tool.
Your messaging and creative assets should be tightly themed to the product or service within the group.
If you don't provide a video, Google will make a horrible one for you. Highly recommend creating something basic using @canva or a similar tool.
@mikeryanretail @canva For eCommerce: Something worth testing for Google Shopping, especially if you've seen success with Smart Shopping historically: Launch a pMax campaign with no assets aside from the datafeed.
Note: You'll likely need to create a new Asset Group.
Note: You'll likely need to create a new Asset Group.
https://twitter.com/Optmyzr/status/1518608424128643073
@mikeryanretail @canva βοΈ SETUP: Exclusions π
Customer Exclusions: Upload your customer list and have the system exclude them from all targeting. This is useful if you want to focus on new customer acquisition.
Keywords: If you have a Google rep, they can block branded search terms from pMax for you
Customer Exclusions: Upload your customer list and have the system exclude them from all targeting. This is useful if you want to focus on new customer acquisition.
Keywords: If you have a Google rep, they can block branded search terms from pMax for you
@mikeryanretail @canva βοΈ SETUP: Audience Signals π₯
Audience signals are different from Audience targeting. The system uses this as a signal to find your ideal prospective customer.
We've seen success with the following:
β£ Customer Match
β£ Custom Intent
β£ Interests
β£ Website Visitors
Audience signals are different from Audience targeting. The system uses this as a signal to find your ideal prospective customer.
We've seen success with the following:
β£ Customer Match
β£ Custom Intent
β£ Interests
β£ Website Visitors
@mikeryanretail @canva Customer Match π§
Start by uploading any lists you have including email addresses and phone numbers. This could be previous customs, email subscribers, etc.
Custom Intent π
Build a list of your top performing keywords from Search and Standard Shopping
Start by uploading any lists you have including email addresses and phone numbers. This could be previous customs, email subscribers, etc.
Custom Intent π
Build a list of your top performing keywords from Search and Standard Shopping
@mikeryanretail @canva Interests π
Target people based on pre-determined interests in Google Ads.
Website Visitors π―
Target users based on your account's pixel data. Google will use your data of website visitors, leads, and purchases to target new customers.
Target people based on pre-determined interests in Google Ads.
Website Visitors π―
Target users based on your account's pixel data. Google will use your data of website visitors, leads, and purchases to target new customers.
@mikeryanretail @canva βοΈ SETUP: Datafeed π
For eCommerce, the most important piece of the puzzle is the product information. While everything else helps, the datafeed submitted to Google Merchant Center can have the largest impact on your Performance Max campaign performance
For eCommerce, the most important piece of the puzzle is the product information. While everything else helps, the datafeed submitted to Google Merchant Center can have the largest impact on your Performance Max campaign performance
https://twitter.com/tonychoPPC/status/1491849078002503688
@mikeryanretail @canva Make sure you're submitting as much info as possible:
β’ Brand
β’ MPN/SKU
β’ UPC Code
β’ Descriptive Titles (include keywords!)
β’ Google Taxonomy/Categorization
β’ Product Type
β’ Multiple Images
β’ Custom Labels etc
β’ Brand
β’ MPN/SKU
β’ UPC Code
β’ Descriptive Titles (include keywords!)
β’ Google Taxonomy/Categorization
β’ Product Type
β’ Multiple Images
β’ Custom Labels etc
@mikeryanretail @canva βοΈ SETUP: Bid Strategies π°
Performance Max has the following two options available:
β’ Maximize Conversions (with optional target CPA)
β’ Maximize Conversion Value (with optional target ROAS)
Performance Max has the following two options available:
β’ Maximize Conversions (with optional target CPA)
β’ Maximize Conversion Value (with optional target ROAS)
@mikeryanretail @canva If your account already has lots of historical data, you can jump right into target CPA/ROAS.
With a new account, start with Maximize Conversions so the system can gather data. Later on, once you're seeing steady conversions, switch to tCPA or tROAS to hit your goals.
With a new account, start with Maximize Conversions so the system can gather data. Later on, once you're seeing steady conversions, switch to tCPA or tROAS to hit your goals.
@mikeryanretail @canva At the end of the day, technology is always moving forward, if you don't move with it, you'll get left behind.
β Menachem Ani βοΈ
β Menachem Ani βοΈ
@mikeryanretail @canva I'll be dropping the next threads in this Performance Max series shortly:
2οΈβ£ Reporting
3οΈβ£ Optimization
Signup to be notified here:
π jxtgroup.com/performance-maβ¦
2οΈβ£ Reporting
3οΈβ£ Optimization
Signup to be notified here:
π jxtgroup.com/performance-maβ¦
@mikeryanretail @canva That's a wrap!
If you enjoyed this thread:
1. Follow me @MenachemAni for more of these
2. RT the tweet below to share this thread with your audience
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1. Follow me @MenachemAni for more of these
2. RT the tweet below to share this thread with your audience
https://twitter.com/MenachemAni/status/1550157191155531778
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