Tips to Optimize Your Performance Max Campaigns
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In this article we will be covering the tips to optimize your Performance Max Campaigns.
We will be using one of our client as an example on how we can optimize your Performance Max Campaigns.
So let’s get into it.
Optimization Tip #1: Structuring Your Campaign The Right Way
Within your performance max campaigns, you have your asset groups and tied to these asset groups are the products that you are selling.
In this example, the performance max campaign only have asset group that contains more than 1 audience signal. With this set up, we won’t be able to tell which Audience Signal is driving the performance for this asset group.
So the suggestion here would be to structure the asset groups on a theme by a certain audience or by products.
As you can see below they grouped different audiences together. They mixed in their website traffic data with their in-market audiences.
Separating these two in asset groups will make you compare which of the both will have good sales or not.
Optimization Tip #2: Test Custom Segments
This is one of my favorite audiences to test and you can create a new one in every asset group. And again, you need a dedicated asset group for this so it won’t mix with other audiences.
Additionally, by selecting the second option, you’re telling Google that you wanted to target your best performing keywords for your campaign. And you type it on the intent-based queries.
You can also add this option: People who browse types of websites. This option will allow you to add your own website and even your competitor’s website.
Optimization Tip #3: Write Good Ads & Leverage The Most Amount of Real Estate
So if you go to your asset groups and edit it, you will be then able to see your ad copies, videos, and images to use in your asset groups.
YouTube is one of the components of a Performance Max Campaigns but in this example, they didn’t include any videos that can be used for your YouTube ads.
Unfortunately, you can’t opt out of YouTube. If you don’t provide any video, Google Ads will automatically generate a video on your behalf using your images and texts. And personally, these automatically generated videos are not good so keep that in mind as well.
They didn’t include any more headlines that can be used for their Search Ads. We should at least add 3-4 more headlines and long headlines.
As for the descriptions, you can see that they have gone over the 60 character limit which means Google Ads will only show the ad copies until the 60 character limit.
This has been probably cut off and it will look awful since the copy won’t make sense if people read them. So be mindful of writing good descriptions whilst staying on the character limit.
Optimization Tip #4: Incorporate Ad Extensions
This client didn’t include any ad extensions which means their ad is looking pretty bare. You may want to leverage as much real estate in your Performance Max ads.
Adding ad extensions won’t cost you anything so don’t worry about it. It will be beneficial for your ads.
Optimization Tip #5: Location Targeting
In your location targeting settings, go to Targeted Locations then choose matched locations.
As you can see here, their location targeting looks like they are targeting all countries, even though Australia took the lion’s share of the performance.
If you aim to target more than one country that is relevant to your business, I would highly recommend to a country based Performance Max campaign. Since by doing this, you will be able to optimize per country in terms of the ad copies, images and even bidding.
Additionally, targeting other countries that are not relevant to your business is just a wasted ad spend.
Bonus Tip: Optimize Your Campaigns for Acquiring New Customers
For most people this is what you want to do. You don’t want to bid the same for your existing customers and for new customers.
Your existing customers probably have bought before and established a brand loyalty and doesn’t make sense to pay top dollar for their acquisition.