Since the launch of Performance Max, many key features have been added to help advertisers optimize their campaigns on Google. Thanks to optimized AI and Performance Max, advertisers can maximize conversions from their ads on the Google Search Network by combining broad query keywords with intelligent bidding strategies.
Performance Max also uses landing page content, assets and product flow to find new conversion queries and generate text ads relevant to the user.
OPTIMIZE YOUR INVENTORY RESULTS ON THE PERFORMANCE MAX SEARCH NETWORK
Keyword exclusion
Advertisers can also add keywords to exclude at account level to improve the relevance of their ads and exclude unwanted traffic.
Attention point: To optimize your coverage and performance, it’s important to carefully monitor the impact of exclusions on your advertising strategy. Be vigilant and don’t miss out on any potential conversion opportunities.
Also note that Google already takes steps to block ads related to sensitive topics, such as vulgar language and violence, so be aware of these restrictions
Page flow
The import of page URL feeds will improve results when using the final URL extension in a few months’ time. This additional feed will inform Google’s AI of the importance of these URLs, with no match limitation. If disabled, page feeds will simplify the addition of specific URLs for better performance in large-scale campaigns.
Note: Organize your URLs using thematic labels for more efficient management within a specific campaign or asset group.
MEASURE THE INCREMENTAL INCREASE IN CONVERSIONS WITH TESTS
Tests
Performance Max also offers tests to measure conversion incrementality by comparing a standard campaign with a Performance Max campaign.
Point of attention:
- Formulate a clear hypothesis.
- Choose one or two metrics to assess test success.
- Use the same campaign parameters, bidding strategies and targets as other similar campaigns.
- Run the test for at least 4 to 6 weeks.
- Evaluate results with statistical relevance, taking into account time to conversion.
- Draw reliable conclusions and decide whether or not to implement the new campaign.
- Remember to consult the best practice guide for using Performance Max tests.
Video assets
Advertisers can also use the video creation tool directly in the “Assets” section of the Performance Max campaign workflow to easily create high-quality video assets.
Please note: For successful videos, be sure to select relevant, high-quality images. We also recommend importing as many relevant elements as possible and creating several videos using different templates. This will provide AI with a variety of videos to match the best option to a particular audience and context. Don’t forget to create videos in different formats for delivery to more relevant locations.
UNDERSTAND YOUR RESULTS WITH NEW INSIGHTS AND REPORTS
Asset Group Report and Budget Control Insights
Soon, new asset group reports and budget regulation insights will be deployed to help advertisers understand their results and optimize their budget and performance.
Point of attention:
Analyze the data to assess the impact of each asset group on your campaign’s performance. To improve results, add assets or asset groups to your Performance Max campaign to provide Google’s AI with more data, maximizing conversions and ROI.
Optimizing your budget for a multi-channel strategy is crucial. To find out more about multi-channel advertising and how Performance Max campaigns can improve your ROI, read the Google white paper on the subject.
By following these tips, advertisers can get the most out of their Google advertising campaigns using Performance Max.
