Now that we’ve all been using Performance Max lead generation for a while and started testing the system, we’re learning the intricacies and nuances of Google’s newest advertising model.
Some features of Performance Max have new features, such as auto-generated video assets and URL extensions. Others are sensitive enough, such as responsive ads and only conversions.
After going through several accounts with the Performance Max campaign over the past six months, here are my top 10 do’s and don’ts, do’s and don’ts, and recovery for my success with PMax.
Who Should Use Google Ads Performance?
Opinions vary on the performance of Google Ads Max, but all in all, I recommend that eCommerce businesses must try Performance Max lead generation now. I don’t recommend experimenting with expectations unless you have a sophisticated editing setup (see the first “do” below).
Regardless of business goals, do not consider trying Performance Max unless you are willing to spend at least $50-100 per day for at least one month; without it, you are unlikely to generate enough data and learn to make the system work.
Top Tips For Maximum Google Ads Success And Performance
Here are my top dos and don’ts.
1. Implement The Right Omnichannel Conversion
Performance Max lead generation relies heavily on automatic placement and protection, like its predecessors such as app campaigns, Smart Display, and community campaigns. Conversions are always important in Google Ads accounts, but even more so in Performance Max. While this is easy in e-commerce, I see many peer businesses struggling with lead quality.
In my opinion, this is not a failure of the system, but a clear reminder of the importance of tools such as improved conversion, offline conversion, CRM integration, etc.
2. Workaround: Create a PMax field in Google Analytics For Better Reporting
There are various Google Ads reporting features (not yet?) in Performance Max, such as face-to-face reporting or accurate regional reporting, but I found Google Analytics to be a useful tool.
Create a user base, get a program that includes Performance Max (or whatever name contract you’re using), and then you’ll get a deeper understanding of how those users interact with your business. For example, you can use the Google Analytics section of your crash report to see where campaigns are sending them and whether you need to add an exclusion URL or disable URL expansion (see the next section).
3. Be Careful About URL Extensions
We know that the Performance Max campaign is a combination of several types of Google advertising: Search, Display, Discovery, Video, Shopping, and Local – pretty much except for apps (for now…). So it’s fitting that there is some Performance Max features that “borrow” from other advertising myths.
One of the easiest features to miss is URL expansion, the PMax version of Dynamic Search Ads. Most active ads have URL expansion by default. This means that unless you disable it, the campaign has the ability to send users to a landing page other than your final URL, such as a strong ad group.
4. Don’t Forget To Add At Least 1 Video Resource
The trickiest part of setting up Max Performance advertising isn’t the investment strategy or audience targeting, it’s getting the right assets for this creative passion process. Because this campaign covers so many different types of merchandise, you’ll want to provide it with plenty of text, image, and video resources.
If you’ve ever started a display campaign, you know that adding video assets is optional. With PMax, it’s not an option. Or rather, if you don’t provide any video assets, Google Ads will create them for you. While I’m sure the templates will improve over time, for now… well, the self-generated video assets leave something to be desired.
Advertisers who don’t have any video assets but want to use Performance Max can use free tools like Canva to shorten their image assets.
5. Watch Out For Tricky Status Settings
When it comes to recommending places, you can choose whether you want to recommend based on “presence or interest” (people who are there or interested) or just “presence”. I recommend staying only because otherwise, people may be shown outside of the place you booked.
But Google falls for the first time. So make sure you change it.
If you are using Presence or the wrong interest to run your campaign, the Google Analytics section I mentioned earlier will be useful as it will tell you where the drivers are.
