The secret to Google Performance Max Campaigns

Best practices

In this Blog Article I would like to give you a few best practices for Performance Max Campaigns

• Campaign structure: The setup of a Performance Max Campaign differs depending on the campaign goal, assets and target groups. In general, it is recommended to use different campaigns for different goals (e.g. ROAS goal). The exact division of the individual asset groups depends on your product groups and the different target groups you want to address.

Caution: When creating your Performance Max campaigns, you should keep in mind that these campaigns are intended to complement search campaigns and not replace them.

• Bidding and Budgets: To start, you should try to collect as much data as possible and choose the bidding strategy accordingly. It's important as well to give Google's automation time and to not make budget and bid changes too frequently.

• Target groups: When it comes to target groups, you should keep in mind that there is no alignment similar to Display. Google only uses the audience segments provided as targeting signals. It is advisable to provide Google with as much information as possible. Custom segments and audiences from self-collected data should be specified alongside other audiences as a best practice.

Apart from this, there are a few best practices regarding the assets that you can store in your asset groups. You can find the most important tips below:

• Assets: It is recommended to provide Google with as many images, texts and videos as possible. This allows Google's automation to test numerous combinations and create optimal performing ads from the specified assets.

• Images: Similar best practices apply to image creatives as to other campaign types. Here it is advisable to use simple designs and focus on meaningful text. The images should be as relevant as possible to the users and attract attention; Product images or “action shots”, for example, are ideal here. You should keep in mind that the images should look great in large and smaller scale, as their size can vary depending on where they are shown.

• Videos: If you don't have your own videos available, Google will automatically create videos from the other assets you specified in your asset groups. It sounds very practical at first, but you should approach it with caution. Since the videos are not always ideally composed, it is advisable to create videos yourself. This doesn't mean that you have to record a high-quality video, because even with Google tools you can create a video from your own assets with just a few clicks.

Conclusion

In general, within the last month innovations and better options have been added. This increased the performance significantly compared to the beginning of Performance Max Campaigns. Nevertheless, I expect continues changes as Google's AI advances quickly.