9 Ways to Optimize a Performance Max Campaign to Get Better Results
As with any Google release, marketers streamed to implement performance max campaigns but as many may have soon realized, it can be difficult to get going if you don’t know your way around Pmax campaigns. However, your troubles end now. Our digital marketing company would like to hook you up with these 9 awesome tips to get the ball rolling. Try these out.
Keep your eye on the money
If you’re not paying close attention to your pMax budget, it’s time to start reading in-between the lines. Ask yourself these questions in particular:
- How much does your performance max campaign set you back?
- Are you hitting the entirety of your day’s budget?
- What is your level of return?
If your budget is spent by the day’s end, consider cracking open the wallet to see if these can bump up results. Once you do this, be sure to monitor the Conv. Value/Cost column to determine the impact so you know if you need to take a step back.
Get a little outside help
We’re talking about extensions. Be sure to note though that the search engine giant’s intelligent algorithm will mix and match extensions according to suitably so be picky with your extensions.
Our digital marketing agency advises you to find inspiration by taking a look at some of the top asset combinations, which you’ll find on the menu for “Asset Groups.” Whatever you go with, be certain they are relevant to all assets.
Be ready to go with products
Smart shopping campaigns are on their death beds. In its stead, will be CSS feeds or Google Merchant Center, a brand new capability that works much the same way as its predecessor.
That said, you’ll need to determine if your products are ready to serve so you’re certain they’ll be featured in the ads. Here’s how to do this:
- Hit the “Products” menu tab
- Head over to the column “Product Status”
- Hover over the above option and it’ll tell you what you need to know
Watch out for Final URL expansion
By default, your Pmax campaign automatically has this option turned on for you. What this essentially means is that Google decides your website’s most relevant URLs and then handpicks these to place on the ads.
This may sound like a great thing at first thought. However, the problem is that irrelevant URLs on your site might receive attention such as your Terms & Conditions. Therefore, you want to exempt such URLs before pushing out your campaign.
Fill your assets group to the brim
If your assets groups are not full, Google will do the honors for you and that could hurt your ad. For example, if your ad lacks a video, our digital marketing service has noticed that the search engine will create a video asset for you. This may be off tone and off-brand and thus hold back your ad rather than help it.
So ensure you leave nothing up to chance, and instead fill your group of assets with:
It goes without saying that the assets need to be relevant to each other.
Review your best performances
Pmax campaigns will rank your assets and give ratings based on competing factors with the asset group. Scores range as follows:
- Best, etc
If it’s yet to be reviewed due to insufficient data probably, assets will be classified as “Pending.” You can view performance in the “Asset Groups Menu” by clicking “View details.” For your non-performing assets, you want to get these out of circulation and try to emulate those doing well.
Plan your calendar better
A key part of successful ads, be they performance max campaigns or otherwise, is getting your timings right. You can find this out by zooming in on a single day in your calendar view. Check patterns across several days, and tweak to adjust so you’re reaching your market during the highest points of engagement.
More specifically, you want to pay close attention to your ROAS or return on ad spend, more so if you’re on a constrained budget. If you pick out a pattern of low ROAS during certain times of day, then you may be better or rescheduling for more promising periods.
Be patient – wait at least six weeks
You’ve set up your performance max campaign but you’re not getting results. Before you frantically start looking up digital marketing trends for Pmax, we recommend you give it time. Pmax campaigns don’t get you results overnight. In fact, Google itself says it could be up to 6 weeks before you notice results.
That’s because Google takes this much time to better learn your data, and finetune your ads to sharpen reach and effectiveness. But as you wait around, be sure to experiment with these tips we’ve discussed so far.
Refine your bidding approach
So what are your goals for the campaign? Ensure it’s not just about the quantity of conversions but the quality of it too. You have the ability to set your objectives as follows per your Pmax campaigns:
- Maximize conversion value
- Maximize conversions
Both are great but what you set will depend on your goal. If you choose to maximize conversion value, the search engine will try to assess the value of leads to your business per ROAS, and then it will pick and send valuable customers your way. You may not get as many conversions compared with the “Maximize conversions” option, which is more or less just about sending any lead to your business.
Let Genexod help!
These sure-fire tips are bound to start getting your Pmax revving with life. But other considerations could be getting in your way depending on how you’ve set up. Some of those include campaign settings, conversion tracking, targeting, and much more. Trust the best digital marketing service to dig up and eliminate specific ad problems that are pulling down your Pmax campaign. Set up a call now so we can take a look under the hood.