Best Way To Optimise Performance Max Campaigns Right Now
Aug 31, 2022The best thing about Performance Max campaigns is that you can use one campaign to show your ads across all of Google’s channels including: Search, Shopping, Display, Gmail & Youtube
However the worst thing about Performance Max campaigns is the limited amount of data and optimisations that you can make to these campaigns.
So if you are currently facing the issue of increasing costs with your Performance Max campaigns WITH no sales or conversions the good news is that there is a simple optimisation process you can follow to increase your conversion rates & ROAS from your campaigns.
This is the process that I used on a campaign where over a 4 week period we saw there:
- Cost/Conv: improve from $24.46 to $12.72
- ROAS increase from 4.59 to 9.69
The optimisation process that I am about to share with you for your Performance Max campaigns works for campaigns that are focussing on eCommerce campaigns that have a large product feed of 50 or more products.
Because a common issue with Performance Max campaigns is that Google will continue to focus budget and spending on the most popular products in terms of the number of searches.
In shopping campaigns you can limit this issue by setting products into different ad groups or campaigns BUT due to Performance Max campaigns being a SMART campaign you are not able use this same strategy because even if you set these products into different ad groups or campaigns they will still be shown by Google.
So we need to take this a step further and exclude the product from the product feed in Google Ads.
Now I know that this is a drastic action and before you say why don’t you just add negative keywords through your Google Rep - we have to take this action because unfortunately for Performance Max campaigns even if you add some negative keywords with the help of a Google Rep.
Under performing products will still be show as the campaign will target the products by URLs.
In this video I take you through the exact optimisation process I use for Performance Max campaigns.
