You have now set up your Performance Max campaigns. What now?

Performance Max’s primary goal is to allow the algorithm to do its job efficiently.

As with most things in life you get what you give.

You can make the AI perform better by providing stronger data inputs (datafeed + audience signals + creative assets + data feed) and outputs.

Machine learning is only able to make intelligent decisions when it is taught what is valuable to it. It is therefore crucial to track conversions correctly in your campaigns.

PMax is patient: It takes 2-4 weeks for momentum to build, and only incremental changes are made.

Bid strategy

It all depends on your product/goal. Maximize Conversions is the best option to get data.

Once you have historical data, you can add a target CPA or switch on Maximize Conversion Value (target ROAS) once you have solid data.

If you don’t spend your entire budget, it could be a sign that your bid is too aggressive. Increase your tCPA, or decrease your tROAS targets.

Spending your entire budget daily can help you reduce bids or even increase your spending!

Audience signals

If your overall performance is poor or you are not seeing many conversions, tighten your audience signals. Google can identify your customer if you provide strong data.

While interest is great, the best data is your actual customer information.


I recommend adding these:

  • Customer Match: Import customer lists, email + SMS subscribers
  • Custom Intent Create audiences using top-performing keywords
  • Website Visitors: Page Viewers, Converters, etc.

Creative assets

@duanebrown has a great thread about the importance of strong creativity in Performance Max. Similar to paid social, PMax relies on creative assets to help you sell your products.

Ads Creative Studio

Google recently released tools that make it easier to manage and create assets. Ads Creative Studio is a powerful tool for creating templates, graphics, and videos.

Video Builder

Video Builder is available in Google Ads. It allows you to create videos easily from a template.


Google Ads > Settings > Tools & Options > Shared Library> Asset Library > Create Video

Data feed (ecommerce).

Make sure you submit as much information as possible when submitting products to Google Merchant Center. Particular attention should be paid to product identifiers.

Google examines the following columns to determine what product you are selling:

  • Brand Name
  • Manufacturer Part Number (MPN/SKU)
  • UPC Code (GTIN).

It is also important, but not as important, to:

  • Descriptive titles (include keywords in the title, this is how Google determines which search terms should trigger your ads!)
  • Google Taxonomy/Categorization
  • Type of product

Exclusions

Is there something not working? It is not working?

  • Listing Groups You can exclude products by category, brand, custom labels, etc.
  • Negative keywords: A Google representative can block non-performing or irrelevant KWs. This approach is not my favorite, as PMax’s whole purpose is to allow the algorithm real-time revenue and stop traffic that isn’t converting automatically.
  • Customer Exclusions Not getting enough customer acquisition? Your existing customers are not being targeted.
  • URLs.

Localization

If you are seeing traffic from locations or countries that aren’t relevant to your site, you should change the location settings. Switch the location settings to Presence.

This information can be found in the campaign Setting > Locations > Advanced Options

Landing pages

You can take PMax down if you feel that it is cannibalizing your search and sending traffic to pages not converting well.

  • Exclude specific URLs
  • Turn off URL Expansion Settings > Other Settings > Final URL Extension

Budget

Is your campaign performing well? On a weekly basis, increase the budget by 10-20%.

Do not increase too quickly, it will shock the system and force it into new traffic sources.

Takeaways

  • Make sure you take the time to set up the correct data inputs.
  • Let the algorithm do all the work.
  • Be patient.

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