|
Summary This article examines how to use multichannel advertising campaigns for SMEs, with a focus on Performance Max, tracking, and channel reporting to optimize ads on Google and other platforms. It includes practical solutions to increase conversion volume, improve targeting and creative assets, and understand platform limitations. Key takeaways
|
At this point, PMax placement controls are available only at the account level. The PMax placement settings are available only at the account level. If you have placements you don’t want on PMax but want to show them in other campaigns, you’ll probably need to skip this step, as it would exclude a placement from all campaigns in the account.
But if you want to be absent from a placement entirely, this solution will remove it from PMax but will also exclude it from all other campaigns. If you want to be absent from a placement entirely, this solution will remove it from PMax and exclude it from all other campaigns.
Once you’ve created your list of URLs to avoid, go to the Content section and navigate to Exclusions. In the top-right corner, click Edit exclusions.
From there, if you’ve filtered the view to Performance Max campaigns, you’ll only have the option to add exclusions at the account level; Campaign and Ad Group will be greyed out.
Once you’ve selected Account, you can browse an exclusions list or click Enter and paste the URLs you want to avoid.
Visually verify the exclusions applied to the campaigns.
3. Channel Performance Insights
The Channel Performance Report shows on which platforms your ads are shown and how this affects overall performance.
Most PMax campaigns can appear on Google properties, but not all campaigns perform the same on those platforms; some channels can be avoided based on performance.
With the Channel Performance Report (currently in beta, but rolling out globally), you can now see which platforms your ads appear on and understand how they influence overall performance.
There is currently no way to directly influence the performance of a specific platform, and platform opt-outs in PMax are not possible as in Demand Gen.
This is useful for understanding which platform performs best and, if needed, adjusting your assets to focus on that platform without compromising overall performance.
PMax Performance Problems and Solutions
Typically, there are three main reasons why Performance Max campaigns may underperform: insufficient conversion volume, weak targeting, and ineffective creative assets.
Problem #1: Insufficient Conversion Volume
Insufficient conversion volume is often tied to a weak conversion base. PMax campaigns use either Maximize Conversions or Maximize Conversion Value (and the subtypes TCPA and TROAS); having a solid conversion base is essential.
If you aren’t seeing many conversions and PMax is struggling, you could balance your PMax strategy with other campaign types to increase conversion volume or test a different call to action that could convert at higher rates.
Problem #2: Targeting
It may seem difficult to control a PMax campaign because it is highly automated; however, don’t overlook the targeting controls you can manage to make a difference. Targeting insights are found in the search terms and placement reports discussed earlier. If you’re leveraging strong targets and regularly adding exclusions for low-quality placements, you should be in a good position.
Problem #3: Ineffective Creative Assets
Poor-quality creative assets can be one of the reasons for underwhelming performance. Many of these placements rely heavily on visual elements.
Using the Channel Performance Report, you may deduce that strong performance in Search combined with weak performance on YouTube could indicate your video assets aren’t engaging. However, it’s not an exact science: you can glean what works and adapt your creatives accordingly.
Performance Max campaigns will always have blind spots, but they now offer reports and controls to steer them toward the right customers and ignore others.
Use these reports and controls to understand whether your PMax campaigns are performing and what you can do to make them even more efficient. For more ways to improve your Google Ads Performance Max strategy, check out our solutions.
Are You Wasting Money on Google Ads?
Find out (and fix it!) with the Free Google Ads Grader.
Michelle Morgan
Michelle is the Co-Founder of Paid Media Pros. She has twelve years of experience across all phases of PPC and contributes to the development and execution of search, social, and display campaigns both in agencies and in-house. Her experience gives her a broad, holistic view of paid search, which she regularly shares as an influencer, author, and speaker at events such as SMX, HeroConf and Pubcon, as well as on the Paid Media Pros YouTube channel.
