Your Google Ads Performance Max campaigns are now set up for success.
You now need to gain insight into performance, keyword themes, and where your dollars are going.
It can be difficult to get data and insights from Performance Max.
These are some of the tips and tricks that we have discovered so far.
Insights on performance trends
Although you may not need more detailed data, the Insights tab is a great option.
Some useful information is available on general trends.
You can view data week-overweek or month-overmonth.
Insights: Keyword themes
You can also see basic performance data and keyword themes, but you cannot see search terms.
Display vs. listing groups: Where are your dollars going?
Compare total campaign spend in Campaigns tab to overall spend of all Listing groups
This will allow you to understand the split between Video/Display ad units and those created using the datafeed.
You can disable URL expansion in campaign settings if you notice that your video/display traffic is not converting as well.
You might also consider running a Smart Shopping style Performance Max Campaign.
Segment: Your data
You can filter the campaigns tab by campaign or segment.
Landing pages: Which pages are getting traffic/conversions the most?
Note: This report cannot be accessed within a Performance Max campaign. You’ll need access it from the All Campaigns tab, filtering your PMax campaigns only.
All Campaigns > Websites > Filter by Campaign
Locations: From where is the traffic and sales?
You can drill down on performance using the Locations tab
- ZIP/Postal Code
Reports: Create custom reports to organize your data
Go to the reports tab, and create a custom table that showcases performance by:
- Placements (Display/Video/Datafeed)
- Brand (Datafeed).
- Category/Collection (Datafeed)
- Datafeed Custom Labels
Notice: Placements cannot be excluded at the account level
Search Engine Land’s first article, How to Maximize Performance Max’s Insights appeared first on Search Engine Land.