Today, digital marketing is all about maximizing reach and meeting more customers. Performance max allows advisers to maximize brand reach through campaigns. So, to continue expanding it, they should focus on the right ways to optimize the campaigns.
Are companies and their marketing teams looking to increase investment and drive more sales with Google Ads campaigns?
If so, using performance max campaigns can bring more opportunities to scale campaigns and reach desired audiences faster.
With Performance Max, marketers and advertisers can use Google’s machine learning (AI) to help campaigns reach faster, making them unique and achieving better ad results.
Optimizing Performance Max Campaigns
What to Do:
1. Implement accurate funnel conversion tracking
Performance Max depends on targeting automation. However, conversion tracking is an important step in performance max, resulting from the quality lead generation process.
For this, marketers and advertisers should implement online and offline conversion tracking and CRM integration. This will help to track conversions during the lead generation process. Using these tools, marketers can view targeted customer’s data and optimize campaigns accordingly.
2. Create a Performance Max Segment in Google Analytics for Reporting
Marketers should use Google Analytics for better reporting of performance max. They can use reporting features like landing page reports, geographic reports, performance reports, and more.
Marketers can easily create a segment of customers/users using these reports to target campaigns. Marketers can get deeper insights into how these users interact with campaigns.
3. Add Creative assets
One of the trickiest parts of optimizing the Performance Max campaign is to provide creative assets to enhance campaigns.
Since such campaign production covers different types of inventory, marketers should feed it with creative texts, images, and video assets.
Using Google’s AI, marketers can use auto-generated video assets and add more creativity to videos and other campaign assets.
4. Use Performance Max for conversion objectives
Performance max campaigns will value for conversion objectives. It is when marketers want to optimize campaigns for conversions.
Marketers using Performance Max for a mid or upper-marketing funnel objective can set conversion actions for designing campaigns. Such campaigns will be used only to create awareness of the brand’s products and services among targeted customers and visitors.
So, this is how it goes!
5. Create a proper audience signal
The best thing about Performance Max is Google Ads has allowed marketers to create audience signals. The concept emphasizes adding audiences to campaigns. Marketers can decide to which users they’d like to show ads. That’s where audience targeting is under the control of marketers.
Performance max, thus, only uses those audience segments as a starting point to engage with ad campaigns. This further helps to gather relevant data and optimize campaigns according to the audience’s interest and engaging patterns.
Marketers can use this strategy for rebranding purposes.
The Don’ts
1. Do not use Performance max with unclear goals
If marketers and brands are unclear about their conversion goals at some point, they should not use Performance Max to create or optimize campaigns. This can lead campaigns to underperform, and Google would not be able to deliver the results that brands may be looking for.
2. Do not rely too much on automation
Marketers should not rely much on automation. Using Google’s AI if there is a shortfall in resources to set up and optimize performance max campaigns. This may lead to wasting the company’s budget and crafting poor campaigns.
3. Do not exceed budget aligned for optimizing campaigns
As the entire process is automated, it is important for brands not to go beyond a set budget for the same.
It means that marketers should not rely only on automation. Instead, they should invest more to get more resources to work on these campaigns. They can also consider manual optimization or set a maximum cost-per-click limit.
This will help to ensure brands do not exceed the budget with an automated optimization strategy.
Performance Max campaigns are an exciting way to optimize campaigns for brands looking for a quick and easy way to set up their campaigns.
After the awareness, marketers can set up campaigns at scale.
So, let’s understand how they can do it.
How do you set up a Performance Max campaign?
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Prepare a Google Merchant feed center
Marketers must add product or service feeds to the Google Merchant Center and link to the Performance Max campaign. The system will use all the products and services data in the feed to create Performance Max ads, simultaneously optimizing campaigns.
Adding the right feed can have a massive impact on the performance of campaigns. So, optimizing them is crucial.
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Set a campaign objective
It is necessary to set a campaign objective to optimize performance max campaigns. Marketers can add a single goal or multiple goals for their campaigns.
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Set conversion goals
Conversion goals will help to boost campaigns at scale. This will require marketers to select a campaign type. Then Google can help optimize it according to customer data.
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Set a budget and bidding strategy
Brands should have a set budget to use performance max campaigns and to optimize them. They must mention the campaign’s budget and set strategies to maximize conversions or increase conversion value.
- Other options to consider while setting up campaigns are allowing URL expansion, time duration for campaigns to function, choosing assets, and reviewing campaigns.
Also Read: A Marketers’ Guide to Performance Max Campaigns
Areas to Optimize for Performance Max Campaigns
To get the most out of the campaigns, marketers should also focus on key areas to optimize them. They are:
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Feed optimization
Marketers should be careful about what feeds they put into setting campaigns. Optimizing the correct product and service feed will help Google analyze and give results accordingly.
It includes correct data, proper A/B testing, product lists, platforms, etc.
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Structure of key customer accounts
Having proper customer accounts for setting campaigns is an important step here. That also means specific campaigns for specific products or product categories give more control over specific customer account details. It allows brands to allocate proper budgets and targets for specific product segments.
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Structure of campaigns
Creating a well-defined performance max structure is also important to optimize campaigns well.
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Include proper assets
Assets like text, images, content, videos, and more should be reviewed well before adding them to campaigns.
Conclusion
Performance Max campaigns will likely be good exercise campaigns for brands with the proper resources, knowledge, and desire to manage them.
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