Generate more leads from this AI-Driven Performance Max Campaign
Everything is moving towards A.I nowadays. Machine learning capabilities have risen and Google Ads is moving towards more AI-based campaign optimization to get you results. All you need now is to have good creatives with images, videos, texts, and well-written landing page content. Come up with a good offer and give Google Performance Max a try. You will be pleasantly surprised with how smart AI has gotten. It starts learning and then within 1 week, it will start working.
Performance Max is a type of Goal Driven campaign on Google Ads. It maximizes customer conversions across Google’s platforms like Search, Display, YouTube, Gmail, Discover & Maps. This all-in-one campaign is an upgrade from Dynamic Search Ads, Shopping Ads, and the traditional search & display campaign which are tailored to your specific advertising objectives such as CPA or ROAS targets. It creates a series of ads based on the information provided such as creative assets, audience signals and optional data or product feeds.
Why Pmax is so strong?
- Multiple Google properties. All ads everywhere
- Targeting Capabilities via signals so AI can reach the right people
- Bid Management is meant only to get conversions
- Intent Matching and AI capabilities learn quickly
- New Customer Acquisition & Brand Exclusion
- Dynamic Search, shopping ads, and search ads all in one
Why Performance Max campaign not work for you?
- If you have not set up correct conversion tracking and used it as a goal in your campaign setting.
- Either set conversion tracking or assign conversion value. In both ways, conversion tracking is a MUST
- Some conversion types can be, click to call, submit a lead form, make a purchase, download something, and much more
- Bad quality leads from Google ads performance max may come if you target the wrong conversion tracking metrics. Give value
- AI machines don’t know which conversion is valuable to you.
True Story:
For our recent client, we set up conversion tracking to get them calls, leads, and WhatsApp chats. Do you know what happened? Pmax campaign started giving them conversions and we noticed they were all click to calls. Very few leads and more WhatsApp messages. What we did was mark click-to-call and WhatsApp clicks as secondary conversions and form submission as leads as primary conversions forcing the Google Algorithms to give more leads to the client and it worked.
Let’s Break Down the Benefits of Performance Max Campaigns
- Pmax Targeting Capabilities – like the previous campaigns, Keywords, Audiences & Product Feeds remain the core elements of Pmax Campaigns, but it’s how well they work together. It starts from creating an Audience Signal by telling the system who your ideal audience is and it uses this information as a starting point for its targeting. You can then expand the targeting by adding custom or board queries as custom intent keywords and adding similar website URLs. Finally, for e-commerce, the last layer is adding a well-optimized product feed from your Google Merchant Center for success. Without this, Google won’t know which queries to display your products for. A good product feed allows Pmax to go beyond its already set targeting.
- Pmax Bid Management – As Pmax is a Goal Driven campaign, it ONLY has Smart Bidding as an option for Maximize Conversions with CPA and Maximize Conversion Value with ROAS targeting. Typically for Pmax to work at best, it needs some historical data on Account Level of conversions. If you have a new google ad account, start with Search or Shopping Ads and then pair it off with Pmax campaigns. They work well together.
- Intent Matching – Since Pmax uses Smart Bidding ONLY, it analyzes millions of signals in less than a second. Smart Bidding aims to identify those most likely to convert. With ecommerce it optimizes data feeds with relevant information like keywords in titles and descriptions, enhancing visibility across various search intents.
- New Customer Acquisition & Brand Exclusion – While using existing or past data of conversions, Pmax allows the advertiser to bid higher for New Acquisitions and add Brand Exclusions. You can add custom branded queries to exclude showing ads on those. While these are not as important for smaller advertisers, they provides room for scaling higher and getting the desired results.
- Dynamic Search – Just like the regular DSA campaigns, the Pmax Campaigns work the same, you can exclude or show ads only on specific URLs or allow it to crawl and use the best sections of your website for a mix of ads. The standard DSA may be getting deprecated soon like the shopping ads, so it’s best to upgrade to Pmax and get a head start.
Remember, the Performance Max campaign does all of this with all of Google’s platforms to get you the most conversions or conversion value. This was designed to simplify the campaigns into one campaign and allow the Google AI to get the desired results. To start running a Pmax Campaign, collect your creative assets, map out your ideal audience, have some past conversion data, and then let the system run for at least three to six weeks to optimize for you.
Start your 1st Performance Max campaigns with us. We have some performance max case studies to share which gives you an idea on what results you can expect
Now that you have an understanding of what Performance Max campaigns can do, let’s look at how to maximize them for more conversions through simple and effective measures.
Performance Max Campaign – How to Optimize for More Conversions
Tips and Techniques to Optimize Performance Max Campaigns
Performance Max Campaign are the new poster child of Google Ads Campaigns. It is Google’s answer to use machine learning algorithm and artificial intelligence. All you need to provide is some good ad creatives, target country and your daily budget. Rest leave it on google’s algorithm to optimize your pmax campaigns.
Performance Max campaigns are a new way to optimize ads across YouTube, Display, Search, Discover, Gmail, and Google Maps. This campaign type also helps you drive more conversions. Performance Max campaigns automatically optimize ad placements and bids to maximize performance. Advertisers can also use a combination of different ad formats, including responsive display and dynamic search ads, to reach their target audience.
By executing Performance Max optimization campaigns, marketers are able to scale their campaigns on various platforms and audiences with or without manual intervention, instead leveraging automation and data insights.
Performance Max Bid Strategy
Performance max campaign only has 2 bidding strategies. and both are to maximize conversions, it is recommended to start with the Maximize Conversions bid strategy. If you find that you are not spending your full budget, it may be a sign that your bid is too high. In this case, you can try increasing your TCPA (Target Cost Per Acquisition) or decreasing your TROAS (Target Return on Ad Spend) targets. You can gradually decrease your bids or increase your budget to improve performance further. A well-planned bid strategy can help you achieve your advertising goals while optimizing your budget.
Performance Max Audience Signals
Audience signals play a crucial role in optimizing digital advertising campaigns. In a performance max campaign, advertisers need to constantly monitor audience signals to adjust their bid strategy.
For a performance max campaign, we typically recommend starting with Maximize Conversions as the bid strategy. This allows the system to gather data and learn about your audience and their behavior. Once you have collected enough historical data, you can then layer on a target CPA or switch to Maximize Conversion Value with target ROAS. Regularly monitoring and adjusting your bid strategy, you can ensure that your campaigns are performing at their best.
Performance Max Best Practices
Improve your creative assets and test different audience segments. We recommend adding your own data Customer Match, Custom Intent, and Website Visitors to your advertising strategy.
- Customer Match allows you to import customer lists and track their behaviour on your website. This helps you create personalized marketing campaigns to target customers who have already shown interest in your brand.
- Custom Intent allows you to create audiences with top-performing keywords related to your business. After 1st Party data and Website Tracking definitely go for the custom intent audience based on top performing keywords from ur search campign or custom segment put page link or url.
- Website Visitors – It allows you to target people who have visited your website or a landing page, including page viewers and converters. This feature is very useful for remarketing campaigns, as it enables you to reach customers who have already engaged with your brand.
Performance Max Tip:
Parrallely you can also run your search ads campaign to complment performance max ads. Reach People searching for products or services related to your business. Performance max doesn’t show you which keywords, which websites, which sources and you cant event add negative keywords.
If something is offered period time (few month) or limited time- u should have sep. campaign- Such Campaigns u should start 2 weeks in advance so that u can give it a push. So that u can control the budget and set bid targeting. Age Target in Audience Signal. Not recommended unless you actually can sell to them. Should not restrict the system. Let the data flow, if it doesn’t serve the particular age group. System will automatically stop serving them.
Multiple PMax Campaign
If certain asset group not getting enough traffic.Then u should create different campign and divide budget accordingly.
- If u have different product line
- Different location
- Different Bid Target
Final URL Expansion
This feature allows you to expand the reach of your campaigns and ensures that your ads are being shown to a wider audience. It also helps you to identify any gaps in your current targeting strategy, allowing you to refine and optimize your campaigns for better performance. Final URL Expansion is a valuable tool that is designed to maximize your conversions across all Google networks. For better results for your Performance Max campaign.
Creative assets
Google recently released some tools to make it easier to create and manage your assets. Ads Creative Studio is an amazing tool to create templates graphics and videos.
Key Takeaway:
Being patient while your campaigns are running and optimizing is important for achieving a successful performance max campaign and a great result. Learning periods can be from 7 – 14 days before it ramps up conversions. We have seen tremendous campaign for both lead generation and shopping ads campaign. It is one in all, Search, Display, Youtube and much more. Try it if you haven’t yet and you will be pleasantly surprised.
