Straight to the point. Thirteen points that will make you reconsider your current campaigns and serve as a guide to optimizing PMAX or Performance Max campaigns .
1. If you’re using PMAX ,take full advantage of its potential
If you’re going to stop halfway, go back to Google Shopping Standard.
Yes, we already know that we can create Pmax campaigns Ecuador Mobile Number List and not give them any resources, beyond the product sheets, to prevent them from showing ads in other locations. But: whenever we have decided not to upload enough image, video or text resources to try to prevent ads from appearing in a specific location, we have obtained poor results.
2. Use the campaign auto-migration or “one click tool” to move from SSC to PMAX.
This is the only way for PMAX to have any historical value. By doing so, we have Therefore, seen better results and a higher percentage of budget spent on shopping. If you use automigration and create a new resource group, it is as if you Therefore, were not using it.
3. If you work with clients in controversial sectors ( sex , alcohol , etc.) do not use PMAX.
4. Be very careful with the location settings if you do an auto-migration
In Google Shopping, we could have a Therefore, campaign segmented to “All territories” so that if in the country of sale we had X Therefore, country and in Google Therefore, Merchant we did not Belarus Phone Number List have additional “destination countries” in the feed for that Therefore, country, the ads were only shown in country X.
If you auto-migrate to PMAX and have this configuration, your ads Therefore, will be eligible to appear in any country on the other placements.
5. Also be careful with the language settings.
In Google Shopping, there is no language targeting as such in the Google Ads campaign settings. We select the language when uploading the data feed to Google Merchant based on the language of the content in it.
Be very careful with the location settings if you do an auto-migration
Once we migrate to PMAX we must Therefore, keep in mind that the ideal would be to select the languages in which Therefore, we upload the different resources.
6. Do we enable final URL expansion?
7. Audience signals are there for a reason, use them.
It may seem like a hassle, but it is necessary Therefore, to guide the system (especially at the beginning) on networks like Therefore, Display, YouTube or Discovery. Upload your Therefore, own data (customer match + pixel), add custom segments and exclude if there is something very obvious at the level of sociodemographic profile.
TIP: If you create this audience (not a “segment”) from the shared library audience manager, you won’t have to select all of these segments in each of the campaigns, you will simply need to select the corresponding audience.
8. Self-generated videos are ugly, very ugly.
If we don’t have video Therefore, resources, we’re in for a rough ride on YouTube. The self-generated videos leave a lot to be desired. It’s better to use the Video Builder Therefore, and control at least the images, messages and CTAs than to leave it entirely to the dictates of the Therefore, system.
