Performance Max campaigns (Pmax) have very attractive advantages compared to Search and Standard Shopping campaigns. They allow advertising on different channels at the same time. In addition to requiring less maintenance by the account manager; who delegates to the Google algorithm the power of decision.
After analyzing thousands of campaigns we tell you the basics when managing a Performance Max Campaign:
Conversion is the ultimate goal of your campaign and your investment. Be clear about your objectives.
Define well what a conversion is for you and make sure that the code is well implemented on your website. Check that conversions are well configured in Google Ads and GA4. Use events that really represent value for your business.
It is not the same a conversion for an Ecommerce that can sell directly than a training business or a real estate, where normally a conversion would be a call, form or contact.
Create a campaign or group of resources for each of your product types, audiences or market. This will allow you to create tailored resources for each and improve conversions.
Optimize titles, descriptions, images and key attributes such as GTIN, brand, color or size. Include all the information you consider of value to encourage the user to buy. Remember that the product results page prioritizes based on the prices of the different sellers. Your product page is your showcase.
Exclude products out of stock, uninteresting or with low profitability. Focus your Google Ads budget on the products that will bring you the most profit.
I encourage you to review this Pmax strategy for eCommerce recommended by an industry benchmark.
Use good quality images and videos that interest your audience. Make sure to turn off Google's automatic assets creation if they are not getting results.
Optimize your assets according to their performance. Check in your Dolnai report in Resources > Converters which copies give you the best results. Take inspiration from them to improve the ones that don't give you results.
Optimize your target audience. Load your customer lists, create remarketing and custom intent audiences with keywords related to your business. Target segments of the population that are your ideal customers.
Incorporate audience signals strategically. Help Google reach new potential customers. Include your customers' interests.
Adjust geographic locations and exclude areas that have no commercial value to you.
Review the performance of your Ads and check which days and times you get better results.
Top performing campaigns need a few weeks to start showing results. Monitor with Dolnai if there are any problems run reports to optimize results. Improve your assets, prioritize products, exclude unprofitable placements, avoid search terms you are not interested in, check your competitors, etc.
Observe post-click behavior: session duration, bounce rate, key events. Remember that conversion attribution can take a few days in Google Ads.
If you don't have much history, start with “Maximize conversions” and then move to “target ROAS” when you have enough data. Adjust your target ROAS periodically based on results and your objectives.
