Set up your performance max campaign even if you’re not a Google Ads expert. Here’s an informative guide to help you along the way. Follow the tutorial with the YouTube video of Ted explaining the process in the most straightforward ways!
This is a tutorial for you if:
In this tutorial, Ted talks about the following:
Note: Profit margin is the measure of your business’s profitability.
This method is excellent for campaigns with specific product categories.
The best strategy among the three is where you have your performance max campaign based on your consumer margins.
→ An asset group is a collection of creatives centred on a theme or related to a target audience.
→ The creatives of your asset group are used to assemble all of your ads and build inventory for all applicable ad formats for your advertising objectives.
The asset group structure depends on the campaign and your strategy. Make sure that you have core asset groups.
Things to consider:
There are three types of asset groups:
An audience signal is how you tell Performance Max who's most likely to convert. A signal can include your data (formerly remarketing and Customer Match list) or customer segments (formerly customer audiences). Performance Max uses your signal to look for new people with a similar or stronger intent to fins conversions across Search, Displate, Videos, and more.
2. Custom Segment
These are signals that you’re giving Google based on the searches you’ve done in the past or sites you’ve visited. You can check the following here:
3. Interests & Detailed Demographics
It’s the broadest data.
It holds your product and product groups. There are a few ways to segment your products.
Note that there are different listing groups, which should be created with different messaging and creatives.
When creating an asset group, always think of the angle you want. This marketing angle is a method of conveying information about your offer to potential customers. Your assets must have images, videos, and headlines.
It’s essential to ensure that your assets hit different angles specific to the audience signal. For example, if it’s remarketing, talk about your discount or why they should buy now. Another tip is to test send traffic to the final URL or URL expansion to see how it works.
When you want to optimize and scale, it’s best to test various images.
Google recommends that you have different styles for your performance max campaigns. It’s critical to have a variety of headlines. Consider the following:
Make sure your videos match your audience signals and products. It’s best to test voice-over videos as they’re cheaper to make. Video attribution isn’t great on Performance max because it’s a click network. The attribution lets you choose how much to create each ad interaction for your conversions.
Videos should be longer than ten seconds for all Performance Max Campaigns. However, if you don't upload one, Google may generate a video for you from other creatives. But the generated videos aren’t that good, so it’s still way better to do your videos.
It’s a critical step in your Performance Max Campaign. Even if you’ve set up everything but the settings are off, it will kill the campaigns outright. Here are some tips for remarkable settings.
You can bid for new customer acquisitions. The key is to bid for new customers than for existing customers via the New Customer Value Mode. Only bid for new customers. It’s difficult for Google to know who the new customers are vs the returning customers due to data privacy laws.
This isn’t the best option unless you already have a bunch of data. It’s better to use audience exclusions to let you focus your audience targeting and ensure that you don’t waste ad revenue on users who do not need to see particular ads.
This option allows you to set conditions, such as audience or location. Furthermore, it lets you adjust conversion values based on your customers’ attributes and their relative value to your business. Only one rule can execute for each conversion event.
It’s best to set a budget benchmark. It depends on the industry, products, and strategy you use. Typically, start with a $100/day budget. As for bidding, it’s recommended to begin with maximize conversion rule and don’t set a target until week-6 after running the campaign.
Use the language of the target country that you have.
Here are things that you can do:
Shorten your learning curve, make the most of your resources, an maximize your impact both online and off.
Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.