Understand Your Campaign’s Data & Results with Performance Max Insights
In this article, I’ll be walking you through the Performance Max Insights tab and discuss briefly what each of the components mean. Let’s get into it.
To get into the Insights tab, in the left side panel of your Google Ads, just click Insights and then click Insights again, and this will lead you to your Performance Max Campaign’s Insights tab.
Do note that this applies as well to other campaign type such as Display and Search Campaigns.
You can change the time period of the insights you want to see just by changing the duration on the upper right hand of Google Ads. Unfortunately, at the time of writing, you can only choose Last 7 days and Last 28 Days and there is no customizable range. So for this article, I’ll be using the Last 28 days of data.
The image below shows the insights of the performance of my Pmax Campaign. I can see here that my conversions decreased by 72% along with the conversion value, and spending (cost).
In addition, you can see the top insights on the right hand side including Search terms, Audience, and Auction insights.
If you scroll further down the page, you’ll see the search terms insights. What this section tells you is where your ads have appeared in search terms and it categorized it based on the search terms.
If you click on the drop down and View details, it will show you more Search terms that have an impact on your asset groups. Basically, search terms that will match for the product that you are selling on your Pmax Campaign. But overall, it doesn’t really show you in detail how much CTR and even conversions you’re going to get from these search terms.
Additionally, if you don’t have a Google rep, you won’t be able to add negative keywords so it would be best to have one so they can assist you in adding negatives in your Pmax Campaign. Because this section also tells you what search term you need to add as a negative keyword.
As mentioned above, you can also view Audience Insights here. It will tell you about your audiences based on the audience signal you have set in your Pmax campaign. You can see what Audience types, if it is Affinity or In-market and even the Impression share of those audience segments. Though the Impression share is helpful, it’s not still helpful if these audience segments have conversions or not.
And lastly you can view the Auction insights, this is where it tells you how you performed versus other advertisers. You can check on the graph below how much your impression share is versus other advertisers.
And that basically is the Performance Max Insights tab in Google Ads.