Learning 1: Why pMax is Awesome and Trash at the Same Time?
While pMax can perform extremely well when set up correctly, it can also go crazy and spend your budget really fast on low-value placements. The lack of insights is also a problem. To overcome these challenges, you can use a script by Mike Rhodes that shows where you’ve spent your budget (Shopping/Video/Other) or use a click-fraud prevention tool like Lunio to stop wasting spend on low-value placements.
Learning 2: How to Fix a pMax Campaign When Everything Goes to Sh*t
Automation can be tricky, and eventually, something will break. When that happens, it can be hard to identify what to do, especially since pMax only has a few levers to pull. To fix a broken pMax campaign, you need to diagnose the problem.
Check your spend allocation, budgets, tracking, targets, assets, and asset groups to identify the root cause of the problem. Once you have a diagnosis, you can create a plan to fix it. Some common fixes include pausing the asset group with all assets and switching to a feed-only setup or adjusting your targeting.
Learning 3: How to Deal with Cannibalization of Search Campaigns
Performance Max campaigns can and will eventually cannibalize your Search campaigns since they basically target the same inventory. To take back some control, either add more keywords to your Search campaigns or accept the fact that pMax loves to cannibalize. You could also work with extensive negative keywords to minimize the impact of cannibalization.
Learning 4: How to Reduce Low Lead Quality for Lead-Gen
When it comes to lead generation, it’s essential to reduce low lead quality. The first step is to ensure that your targeting is correct. Use the right keywords, demographics, and interests to reach your target audience.
Then, use lead forms to get more information about your leads. This will help you qualify them better and reduce low-quality leads. Finally, ensure that your follow-up process is efficient and effective.
Learning 5: When to Choose Feed-Only vs. All Assets
When setting up a pMax campaign, you can choose to use either feed-only or all assets. Feed-only campaigns are useful when you have a large inventory, while all assets campaigns work better for smaller inventories.
Feed-only campaigns allow you to prioritize your products, while all assets campaigns use all your assets to find the best match.
Learning 6: When (Not) to Run Additional Display/Video Campaigns
When running pMax campaigns, you may wonder whether to run additional Display/Video campaigns. The answer depends on your goals. If you’re looking for brand awareness, Display/Video campaigns can be useful. However, if you’re looking for conversions, pMax campaigns are more effective. Additionally, if your budget is limited, you may want to focus on
Learning 7: How to optimize your assets for conversions
When running a Performance Max campaign, your assets play a crucial role in determining the success of your campaign. To optimize your assets for conversions, here are some tips to keep in mind:
- Use high-quality images and videos: Your visual assets are the first thing that catches the user’s attention, so make sure to use high-quality and relevant images and videos.
- Keep your messaging clear and concise: Your ad copy should be short and sweet, conveying your message clearly and concisely. Use simple language and avoid technical jargon.
- Use CTAs: Use clear and compelling calls to action (CTAs) in your ads to encourage users to take action.
- Test different variations: Don’t be afraid to experiment with different ad variations to see what works best for your audience. Test different headlines, images, videos, and CTAs to find the winning combination.
- Align your ad with your landing page: Make sure that your ad copy and visuals are consistent with the landing page that users will be directed to after clicking on your ad. This will improve the user experience and increase the likelihood of conversions.
- Use dynamic creative optimization (DCO): DCO is a feature in Performance Max that automatically optimizes your ad creative based on user behavior and engagement. By using DCO, you can improve the relevance of your ads and increase conversions.
- Monitor and optimize: Keep an eye on your performance metrics and make adjustments as needed. Test new variations and make changes based on the data to continuously improve your campaign performance.
Performance Max is a powerful tool that can help you reach a wider audience and increase conversions. However, it comes with its own set of challenges and limitations.
By understanding the advanced learnings discussed in this post, you can optimize your Performance Max campaigns for success and overcome any obstacles that may arise.
From understanding the pros and cons of Performance Max to fixing a broken campaign and dealing with cannibalization, there are many factors to consider when running a successful Performance Max campaign.
By implementing the tips and strategies discussed in this post, you can take your Performance Max campaigns to the next level and achieve your advertising goals.