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Performance Max: Integrating, optimising and assessing

PLAYBOOK (2/2)
By Catriona Burnby-Allan, Julie Mc Neill, Eva Stefanik, Account Managers, Google Shopping | Expertise Series [July 2023]

Using Performance Max with other Google Ads campaigns

Performance Max is the new generation of AI-powered campaigns, with additional inventory and formats that help you reach new customers.

Search:

Performance Max complements your existing Search campaigns and respects keyword targeting. If a query is identical to an eligible Search keyword of any match type, this campaign will be prioritised over Performance Max. If the query is not identical, then the campaign with the highest ad rank will show.

Standard Shopping:

Performance Max will take priority over these campaign types.

Display/Video:

Ad rank is crucial for these campaign types.

How campaigns are prioritised

Optimising your Performance Max campaigns

Google Shopping (CSS) tips for refining your campaigns

  • Optimise your feed and provide the most relevant and up-to-date product information. This helps ensure your products are matched to relevant queries.

  • Provide value information not reflected in your account by setting conversion value rules based on audiences, geolocation or device type.

  • Use seasonality adjustments when you expect a 30% or greater increase in conversion rate for seven days or less.

  • Set up negative keywords to avoid your ads displaying alongside content that may not be appropriate for your brand or serve your advertising goals.

Performance max - Optimising

Expanding your customer base with NCA goals

One of the best ways you can find new customers with Performance Max is by setting up a New Customer Acquisition (NCA) goal under ‘Conversions’ in ‘Tools & Settings’. This allows you to bid for new customers differently than existing customers.

Different ways you can identify new customers:

  • Providing your own first-party data through Customer Match lists

  • Setting up conversion tags

  • Using Google’s auto-detection method

NCA comes in two versions:

  • Bid up for new customers -> drive online sales by targeting all users, but optimising for new customers

  • Only bid for new customers

Assessing and evaluating your campaigns

Performance Max campaigns require a learning period of up to two weeks. During this time, Google Ads collects data points and learns the best approach to selling your products.

REMEMBER: Your campaign's algorithmic learnings are tied to your Product IDs, so learnings are saved even if you change products between campaigns.

Make sure you’re evaluating the right metrics for your bid strategy. For example, if you’re using Maximise Conversions bidding, you should review conversions, CPA, and cost. If you’re using Target ROAS, review conversion value, ROAS, and cost.

Reporting

1) Placement reports and exclusions

For a full list of where your ads have appeared and how many impressions they’ve received, go to ‘Predefined Reports’ in Google Ads and select ‘Performance Max Placement Report’. You can choose specific placements to exclude by going to ‘Accounts > Content > Exclusions’.

2) Landing page reporting

To understand where Performance Max is optimising traffic, you can view your landing page report in the ‘Reports’ tab of your Google Ads account. If you have specific URLs that you don’t want to be included in your Performance Max campaign – like non-commercial landing pages – you can exclude them.

REMEMBER: Use the ‘Insights’ tab to easily identify the most important insights driving your campaign performance, like Search Terms, Demand Forecasts, Consumer Interests and Auction Insights.

Go back to part 1: Optimising creative assets