{"id":3224,"date":"2022-10-28T10:28:02","date_gmt":"2022-10-28T10:28:02","guid":{"rendered":"https:\/\/afreeurl.com\/how-to-get-the-most-out-of-performance-max-this-holiday-shopping-season\/"},"modified":"2022-10-28T10:28:03","modified_gmt":"2022-10-28T10:28:03","slug":"how-to-get-the-most-out-of-performance-max-this-holiday-shopping-season","status":"publish","type":"post","link":"https:\/\/afreeurl.com\/?p=3224","title":{"rendered":"How to get the most out of Performance Max this holiday shopping season"},"content":{"rendered":"

<\/p>\n

Max performance<\/a> it’s one of the biggest shifts towards automation we’ve seen from Google. How do we make it work this holiday shopping season?<\/p>\n

Ideally, you would have prepared everything in advance.<\/p>\n

Black Friday is approximately 30 days away! If you’re just starting now, you’re already behind. <\/p>\n

Here are some ways to move forward.<\/p>\n

1. Audience signals<\/h2>\n

This is the most underrated part of Performance Max, but probably the most important.<\/p>\n

Google gives you the ability to enter signals about who the system should target. Upload your customer and email lists, compile top keywords, use interests, and more.<\/p>\n

We’ve had success with the following audience signals:<\/p>\n

Customer agreement<\/strong>High Value Customers 2021 Holiday Shoppers Email SubscribersCustom Intent<\/strong>Competing Names and URLs High Intent (Bottom Funnel) Keywords.<\/p>\n

advice<\/strong>: Use Klaviyo and Google Ads integration.<\/p>\n

2. Asset groups<\/h2>\n

With PMax, it is important not to shock the system by making drastic changes. It’s better to make smaller, more incremental changes.<\/p>\n

You can use these approaches:<\/p>\n

Create a new asset group for promotional items. Bundle new promotional creatives and extensions.<\/p>\n

If you’re creating a new asset group, do so within the same campaign so that product-level historical performance is used.<\/p>\n

Be patient and give it some time to collect data and increase. It may take time!<\/p>\n

Keep in mind:<\/strong> Creating top performing campaigns for BFCM is not recommended because the learning period takes too long to ramp up.<\/p>\n

It’s best to add new resource groups to existing top-performing campaigns or layer promotional resources with existing resource groups.<\/p>\n

Get the daily search newsletter marketers trust.<\/p>\n

3. Data feed<\/h2>\n

Data feeding is important all year round, but especially now!<\/p>\n

Google Shopping and Performance Max do not allow you to target based on keywords. <\/p>\n

The system uses your product information to understand which search queries should show your ads.<\/p>\n

4. Ad extensions <\/h2>\n

Ad extensions (assets) are an easy way to launch promotions without making system-breaking changes to your campaigns.<\/p>\n

You can and should add promotional extensions in two places:<\/p>\n

Google Merchant Center for ShoppingGoogle Ads for Search, YouTube, etc.<\/p>\n

In Google Merchant Center (GMC), you’ll want to make sure you have promotions enabled under Growth > Manage Programs.<\/p>\n

Once you have the option to create promotions, go to Marketing > Promotions and click the big blue button to submit your promotion information.<\/p>\n

\"Google<\/p>\n

note<\/strong>: GMC promotions are very demanding and subject to manual approval, so make sure you set this up correctly. It is especially important to select the product correctly. (Step 2 below.)<\/p>\n

Give yourself time and send all promotions in advance, just in case.<\/p>\n

\"\"Step 1: Promotion type<\/p>\n

\"\"Step 2: Setting up the promotion<\/p>\n

In Google Ads, promotion extensions (assets) can be added at the account or campaign level. Just click on the Assets tab and add new ones.<\/p>\n

\"promotion<\/p>\n

5. Offers and budget<\/h2>\n

Give the system room to act But<\/strong> don’t make super drastic changes. <\/p>\n

We recommend increasing budgets and reducing tROAS targets incrementally. Again, do not crash the system<\/a>.<\/p>\n

Every time you increase your budget, you force the system to find new audiences. It may take time for the algorithm to find a new audience that works well.<\/p>\n

Also, keep in mind that as you increase your budget, you’ll likely see your advertising costs increase as well.<\/p>\n

6. Smart shopping style<\/h2>\n

You can run Performance Max without any assets, just using your product data feed. This forces the system to work similar to Smart Shopping with more locations available.<\/p>\n

This is a great way to capture high-intent traffic at scale.<\/p>\n

\"Smart<\/p>\n

7. Social style of payment<\/h2>\n

Additionally, you can run Performance Max without a data feed which will exclude Shopping placements and only serve display ads.<\/p>\n

If you see success with Facebook, Instagram, and TikTok, this can work really well for you.<\/p>\n

\"Social<\/p>\n

And make sure you have the basics of PMax configuration, reporting and optimization covered by reading the following articles:<\/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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