Why Your Performance Max Campaign Isn't Performing: Troubleshooting Tips
Feb 01, 2024If your Performance Max campaign is not delivering the sales and conversions you were hoping to get, keep reading. In this blog post, we'll explore the most common reasons why your campaign might be falling short of expectations and discuss strategies to turn things around.
Laying a Solid Foundation Before Launch
Before you launch a Performance Max campaign, you need to set up a strong foundation. Start by gathering enough conversion data from your current campaigns—aim for at least 30 conversions per month. This data helps Google’s automation learn which audiences are most likely to convert.
Performance Max constructs a client persona based on the data from current conversions in your account, analyzing audiences, search terms, and online habits. Without a robust dataset, Google struggles to identify the best-performing user search terms and user profiles, leading to inefficient testing and prolonged optimization periods.
Also, set a realistic budget that allows you to collect meaningful data without overspending. For example, rather than spending your entire budget right away, begin with a moderate amount. This gradual approach lets the system learn and optimize your ads effectively, so you can achieve better results faster.
Optimizing Bidding Strategies Beyond Defaults
Google Ads provides default bidding recommendations for target CPA or target ROAS, but these may not work best for every business. Instead of relying on these defaults, take control by adjusting your bidding strategy to match your goals. Here are a few steps:
- Review Historical Data: Look at your past campaigns to see what CPA or ROAS you’ve consistently achieved. Use this as a benchmark.
- Set Custom Targets: Adjust your target CPA or ROAS to levels that reflect your business needs. For instance, if your historical average CPA is higher than the default, increase your target CPA to allow for more competitive bidding.
- Monitor and Adjust Regularly: Keep an eye on your campaign’s performance. If you notice that your ads are not winning enough auctions or conversions are too low, tweak your bid targets accordingly.
- Consider Seasonality: Adjust your bids during different seasons or promotional periods to capture increased demand or to manage lower performance periods.
👉 Mastering Performance Max Campaigns: Step-by-Step Optimisation for Better Results
Structuring Asset Groups for Maximum Relevance
The way you organize your asset groups can significantly affect your campaign’s performance. Instead of grouping assets based solely on broad audience segments, align them with product or keyword themes. This approach helps Google’s automation mix and match your best-performing creatives more effectively. Consider these tips:
Group by Product or Service: Organize asset groups based on similar products or services. For example, if you sell clothing, you might have separate groups for "Men's Shirts" and "Women's Dresses."
Align with Website Structure: Use your website’s categories or sections as a guide. This keeps your ads focused and relevant to what customers are searching for.
Use Clear and Consistent Creative Assets: In each asset group, include:
- Multiple headlines that highlight key benefits
- Several images or videos that represent the product
- Descriptions that clearly explain the product features
Test Different Combinations: Create a few asset groups with slight variations. For example, one group may focus on price benefits while another emphasizes quality. Then compare their performance over time.
Leveraging Data and Continuous Optimization
Successful campaigns don’t run on autopilot forever. Even with automation, you need to use data to keep your campaigns on track and improve them over time. Follow these guidelines:
- Regularly Review Reports: Check key metrics like impressions, clicks, conversions, and CPA. Look for trends and identify which asset groups or bid strategies are performing best.
- Conduct A/B Testing: Test different headlines, images, or bid adjustments. Use a small portion of your budget to experiment, then scale up what works.
- Make Data-Driven Adjustments: Use insights from your reports to refine targeting. For instance, if a specific geographic area shows a high cost per conversion, consider lowering your bids or excluding that area.