You’ve set up your top-performing campaigns and maximized data and insights. now what?
Your main goal with Performance Max is to allow the algorithm to do its job well.
Like most things in life, you get what you give.
AI can perform better if you provide more powerful data inputs (data feed + audience signals + creative assets) and outputs (tracking).
Machine learning can only make intelligent decisions when we teach it what is valuable to us. That’s why it’s so important to make sure your campaigns are tracking conversions correctly.
PMax requires patience – give it 2-4 weeks to gain momentum while making limited incremental changes.
Offer strategy
Depending on the product/goal. We usually recommend starting with Maximize conversions so the system can gather data.
Once you have solid historical data, you can apply a Target CPA or switch to Maximize Conversion Value with Target ROAS.
If you find that you’re not spending your entire budget, it means your bid is too aggressive. Try increasing your tCPA or decreasing your tROAS goals.
If you spend your entire budget daily, chances are you can reduce your bids incrementally or spend more!
Audience signals
If overall performance is poor i don’t see many conversions, try tightening your audience signals. Provide reliable data so Google knows who your customer is.
The stakes are high, but the best data is real data from your customers.
I highly recommend adding these:
Segmentation by customers: Import customer lists, email + SMS subscribers Custom Intent: Build audiences with top performing keywords Website Visitors: Page viewers, converters, etc.
Customer segmentation π§
Start by uploading any lists you have, including email addresses and phone numbers. This could be past habits, email subscribers, etc.
Custom Intent π
Create a list of your top performing Search and Standard Shopping keywords
β ππͺπ·πͺ βοΈ Google Ads π (@MenachemAni) July 21, 2022
Creative assets
Here is a great thread from @duanebrown on the importance of strong creativity at Performance Max. Similar to paid social media, PMax relies on creative assets to sell your products.
PMax Creative.
The leveraged paid search people didn’t know they needed. Sure you can only run feed PMax. We are seeing great results from adding assets. PMax has 3 levers:
1β£Feed
2β£Creative
3β£ Signals
How do we think about creativity with PMax? 𧡠#ppcchat
β Duane Brown π¨π¦π³οΈβπ 3x Vax’ed! (@duanebrown) August 18, 2022
Ads Creative Studio
Google has recently released some tools to make it easier to create and manage your own assets. Ads Creative Studio is an amazing tool for creating graphics and video templates.
Video maker
Video Builder is found in Google Ads and allows you to easily create videos from a template.
Google Ads > Tools & Settings > Shared Library > Asset Library > Create Video
Data feed (e-commerce)
When submitting products to Google Merchant Center, make sure you submit as much information as possible. Specific attention should be paid to product identifiers.
Google looks at the following three columns to understand what specific product you’re selling:
Brand Name Manufacturer Part Number (MPN/SKU) UPC Code (GTIN)
In addition, but equally important to have:
Descriptive titles (include keywords in your title, this is how Google knows which search terms should trigger your ad!) Google taxonomy/categorization product type
Exclusions
Something not working? Exclude it and force the system to focus elsewhere.
List Groups: You can exclude by product ID, category, brand, custom tags, etc.Negative keywords: A Google representative can block irrelevant or unprofitable KWs. I don’t love this approach, since the idea of ββPMax is to let the algorithm see the revenue in real time and automatically drop non-converting traffic.Customer Exclusions: Not getting enough new customer leads? Prevent your existing customers from being targeted. url.
Location
If you see irrelevant traffic from countries/locations you are not targeting. Make sure you change your location setting to Presence.
This can be found under Campaign Settings > Placements > Advanced Options
Landing pages
If you find that PMax is cannibalizing search and sending traffic to pages that aren’t converting well, you can:
Exclude Specific URLs Disable URL Expansion Settings > Additional Settings > Final URL Expansion
budget
Is your campaign performing well? Increase your budget in 10-20% increments weekly.
Don’t increase too much at once, it will shock the system and force it to find new traffic sources.
Takeaway food
Take the time to set up the appropriate data inputs. Let the algorithm do the work. Be patient.
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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About the author
Menachem Ani, founder of JXT Groupis a digital advertising expert with over a decade of success developing high-impact marketing strategies for online retailers and lead generation clients.
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