SEM Management
Performance Max Campaigns (Pmax) offer advantages over other types of Google Ads campaigns such as Search or Standard Shopping.
PMax stands out for advertising on the different Google channels from a single campaign, which saves time and makes it easier to manage and spend less time optimizing in Google Ads.
Pmax campaigns are fully automated. With its powerful algorithm Google decides before each search which content and in which channel is better to be shown in order to achieve a conversion. Optimizing in real time the bidding, without the need for the account manager to continuously enter to make changes.
Performance Max campaigns access new audiences. Expanding the network of potential customers by appearing before users with behaviors that indicate that they could buy from you. Even if they don't know you or even know that your product or service exists. This allows you to capture profiles that could not be reached with another campaign.
Once all these advantages have been presented, it is important to evaluate their pros and cons compared to other campaigns offered by Google. Now it's your turn to evaluate if it's convenient for you to bid on Maximum Performance campaigns.
Depending on the your account and objectives, some channels will suit you better than others. If you do not sell products, you will not use the shopping network. If you only sell products, perhaps the search network does not interest you, and you only want to gain notoriety with the Display and video network.
If you decide to keep the display and video network make sure that most of the budget goes to the search or shopping network (if you sell products). The Display and Video network act as a complement to capture new audiences. Especially if you don't have a search or standard shopping campaign running in parallel.
To exclude the video, display or search network do not add videos, images or text as resources and disable the option that Google can automatically add resources to you in these networks.
Take a lot of care with your search topics and target audiences to get better results
To know in which channel you are interested in having presence I recommend you to analyze your performance in Pmax. Create a PMax report in Dolnai and check what is your cost distribution, CPC and ROAS per channel.
Display, Search and Video should remain as residual channels to reach new audiences. You can also have an active search campaign to help you gain visibility.
Decide which products to advertise in each type of campaign. You can leave in PMax the most profitable products and in Standard Shopping the ones with lower ROAS or vice versa.
You can use Performance Max as if it were a Standard Shopping campaign using only this channel. To do so, do not include any resources other than products. Benefit from the automation that Google offers with Performance Max to reach new profiles and spend less time managing your account.
Many specialists recommend including only the products with the highest average ticket or ROAS to maximize profits.
If you want to have a presence in other channels make sure that the resources have a high quality.
You can combine performance max campaigns with a search campaign to capture new audiences or have only one top performing campaign that captures all traffic.
If you make use of search campaigns exclude your brand in Performance Max.
Continuous resource optimization is the key to achieving better results in Performance Max campaigns. As well as excluding locations where you don't want to appear and terms you are not interested in paying for. With Dolnai you can ensure the quality of all these variables to multiply the profitability of your investment.
