{"id":1265,"date":"2022-08-26T14:30:55","date_gmt":"2022-08-26T14:30:55","guid":{"rendered":"https:\/\/afreeurl.com\/how-to-improve-your-performance\/"},"modified":"2022-08-26T14:30:56","modified_gmt":"2022-08-26T14:30:56","slug":"how-to-improve-your-performance","status":"publish","type":"post","link":"https:\/\/afreeurl.com\/?p=1265","title":{"rendered":"How to improve your performance"},"content":{"rendered":"

<\/p>\n

You’ve set up your top-performing campaigns and maximized data and insights. now what?<\/p>\n

Your main goal with Performance Max is to allow the algorithm to do its job well. <\/p>\n

Like most things in life, you get what you give. <\/p>\n

AI can perform better if you provide more powerful data inputs (data feed + audience signals + creative assets) and outputs (tracking).<\/p>\n

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. <\/p>\n

PMax requires patience – give it 2-4 weeks to gain momentum while making limited incremental changes.<\/p>\n

Offer strategy<\/h2>\n

Depending on the product\/goal. We usually recommend starting with Maximize conversions so the system can gather data. <\/p>\n

Once you have solid historical data, you can apply a Target CPA or switch to Maximize Conversion Value with Target ROAS.<\/p>\n

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. <\/p>\n

If you spend your entire budget daily, chances are you can reduce your bids incrementally or spend more!<\/p>\n

Audience signals<\/h2>\n

If overall performance is poor i<\/strong> don’t see many conversions, try tightening your audience signals. Provide reliable data so Google knows who your customer is. <\/p>\n

The stakes are high, but the best data is real data from your customers.<\/p>\n

I highly recommend adding these: <\/strong><\/p>\n

Segmentation by customers:<\/strong> Import customer lists, email + SMS subscribers Custom Intent:<\/strong> Build audiences with top performing keywords Website Visitors:<\/strong> Page viewers, converters, etc.<\/p>\n

Customer segmentation \ud83d\udce7 <\/p>\n

Start by uploading any lists you have, including email addresses and phone numbers. This could be past habits, email subscribers, etc.<\/p>\n

Custom Intent \ud83d\udd20 <\/p>\n

Create a list of your top performing Search and Standard Shopping keywords<\/p>\n

\u2014 \ud835\udcdc\ud835\udcea\ud835\udcf7\ud835\udcea \u24c2\ufe0f Google Ads \ud83d\udcc8 (@MenachemAni) July 21, 2022<\/a><\/p>\n

Creative assets<\/h2>\n

Here is a great thread from @duanebrown<\/a> on the importance of strong creativity at Performance Max. Similar to paid social media, PMax relies on creative assets to sell your products.<\/p>\n

PMax Creative.<\/p>\n

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:<\/p>\n

1\u20e3Feed
2\u20e3Creative
3\u20e3 Signals<\/p>\n

How do we think about creativity with PMax? \ud83e\uddf5 #ppcchat<\/a><\/p>\n

\u2014 Duane Brown \ud83c\udde8\ud83c\udde6\ud83c\udff3\ufe0f\u200d\ud83c\udf08 3x Vax’ed! (@duanebrown) August 18, 2022<\/a><\/p>\n

Ads Creative Studio<\/h3>\n

Google has recently released some tools to make it easier to create and manage your own assets<\/a>. Ads Creative Studio is an amazing tool for creating graphics and video templates.<\/p>\n

Video maker<\/h3>\n

Video Builder is found in Google Ads and allows you to easily create videos from a template.<\/p>\n

Google Ads > Tools & Settings > Shared Library > Asset Library > Create Video<\/p>\n

Data feed (e-commerce)<\/h2>\n

When submitting products to Google Merchant Center, make sure you submit as much information as possible. Specific attention should be paid to product identifiers.<\/p>\n

Google looks at the following three columns to understand what specific product you’re selling: <\/p>\n

Brand Name Manufacturer Part Number (MPN\/SKU) UPC Code (GTIN)<\/p>\n

In addition, but equally important to have: <\/p>\n

Descriptive titles (include keywords in your title, this is how Google knows which search terms should trigger your ad!) Google taxonomy\/categorization product type<\/p>\n

Exclusions<\/h2>\n

Something not working? Exclude it and force the system to focus elsewhere. <\/p>\n

List Groups:<\/strong> You can exclude by product ID, category, brand, custom tags, etc.Negative keywords:<\/strong> A Google representative can block irrelevant or unprofitable KWs. I don’t love this approach, since the idea of \u200b\u200bPMax is to let the algorithm see the revenue in real time and automatically drop non-converting traffic.Customer Exclusions:<\/strong> Not getting enough new customer leads? Prevent your existing customers from being targeted. url<\/strong>.<\/p>\n

Location<\/h2>\n

If you see irrelevant traffic from countries\/locations you are not targeting. Make sure you change your location setting to Presence. <\/p>\n

This can be found under Campaign Settings > Placements > Advanced Options<\/p>\n

\"\"<\/p>\n

Landing pages<\/h2>\n

If you find that PMax is cannibalizing search and sending traffic to pages that aren’t converting well, you can: <\/p>\n

Exclude Specific URLs Disable URL Expansion Settings > Additional Settings > Final URL Expansion\"\"<\/p>\n

budget<\/h2>\n

Is your campaign performing well? Increase your budget in 10-20% increments weekly. <\/p>\n

Don’t increase too much at once, it will shock the system and force it to find new traffic sources.<\/p>\n

Takeaway food<\/h2>\n

Take the time to set up the appropriate data inputs. Let the algorithm do the work. Be patient.<\/p>\n

The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.<\/p>\n

New in Search Engine Land<\/p>\n

About the author<\/p>\n

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