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Better rankings & more sales through perfect content for your target group
The now established Google Ads campaign format (Performacne Max campaign) can be found in almost every Google Ads account that is designed for e-commerce. Nevertheless, as a Google Ads agency, we see that the full potential of the Ads campaign is not being exploited.
Controlling the individual channels (Google Search, Google Shopping, YouTube, Display & Discovery) is one of the biggest hurdles when creating campaigns. You should therefore work with two types of Performance Max campaigns.
This separates shopping from the other channels.
You probably know that video assets are not a must, so you can already rule out video ads.
In order for creative assets to be delivered, you must comply with special design guidelines. If these are not adhered to, the creative assets are automatically rejected.
Caution: We do not recommend this tactic. This leads to rejected assets, which in turn affects the overall campaign performance, even though the ad effectiveness may be "very good".
We have now solved the problem of separating the individual channels.
But how do I get even more performance out of the campaign? The solution is asset and target groups.
Rule number 1: Granular asset groups are always best.
You have the option of creating several asset groups. Use them.
The division into individual asset groups is very dependent on the respective marketing strategy. However, one possible idea is to divide the asset groups into categories.
Probably the most important asset group you should create is the remarketing asset group. But more on this in the Target groups section.
There are 4 key reasons why you should use multiple asset groups in your Performance Max campaigns (PMAX).
Formulating ad texts for your entire product range in one asset group is impossible. You can address your target group much better with several asset groups.
Google can understand much better which products belong together and for whom they could be relevant. Google can therefore use this database to display your ads much more efficiently.
Target groups. Nesting all target group signals in one asset group is the wrong approach. To make your target group as fine as possible, you should also give the respective asset groups different target groups.
You can now analyze asset groups for their performance. This allows you to assess where you are profitable and where you are not.
So, we have the basics now. Let's move on to what is probably the most important part. The target groups.
Target group segments are what really make a Performance Max campaign. With target groups, you can secure competitive advantages and also target the campaign specifically.
The target group of a Performance Max campaign consists of the following target group signals:
User-defined segments
Self-collected data
Interests and detailed demographic characteristics
Demographic characteristics
Custom segments are a huge lever for the success of your Performance Max campaign. Here, for example, you can store keywords that users have searched for in the past. Keywords that are similar to the stored keywords are also taken into account here.
Tip: Since keywords that are similar to the keyword are also stored, it is best to use a generic approach here.
You can also store keywords that describe certain areas of interest. These keywords are relevant to support interests in connection with a specific purchase intention or campaign targeting.
The most interesting segment here are your competitors' websites, which you can store. This addresses users who have visited your competitors' websites.
Pro tip: Use this segment in conjunction with self-collected data and a specific target group approach in the assets. This will help you to avoid comparability.
We know and love this segment. Our well-known target group lists from Google Ads and Google Analytics.
Reminder: used the self-collected data in a separate asset group.
Handle this carefully. Google also directs the ads to other target groups. The less you enter here, the clearer the instructions to Google.
Test target groups against each other. See which target group works best for you here.
Check the statistics to see which target groups you are actually being played out to and adjust your target group accordingly.
Do you only sell a product to young people? Your product is only interesting for one gender? Are you selling a product for the luxury sector? Here is the place where you can make these settings.
Reminder: Use different target groups for different asset groups. If you sell clothes, the keyword "buy hoody" has no place in the target group of the asset group in which you advertise your pants.
Even if Performance Max campaigns only work with smart bidding, the hierarchy should be adhered to. Do not start a Performance Max campaign directly with conversion value maximization or even ROAS. Let the campaign collect conversions first before you switch to target CPA or conversion value.
Make sure that you have set up conversion tracking correctly. Ideally, you have also included extended conversions, as this provides a better data basis for the campaigns.
Tip: Distinguish between primary and secondary conversions. Shopping carts, payment processes, etc. are not conversions and should therefore not be included in conversion tracking. Only focus your campaigns on conversion goals that bring you cash.
Keep an eye on your statistics. Here you can see which keywords are converting. You also get an insight into which target groups interact most with your ads.
If you use Google Ads, you've probably heard of Performance Max campaigns. These special campaigns combine all Google Ads campaign types and allow you to advertise in all Google channels with just one single campaign. Performance Max campaigns are therefore a fully automated Google Ads campaign format that not only makes your work easier, but also offers you the maximum number of conversions for your business goal.
But until a few days ago, Google withheld important information that will soon be made available in Google Ads accounts. We'll show you what's changing for Performance Max campaigns:
Until now, it was difficult to exclude keywords after your own brand at campaign level. But this is now changing with Performance Max campaigns! Finally, you can exclude brand keywords without having to rely on the help of Google Ads contacts.
This feature allows you to separate conversions resulting from a Performance Max campaign from brand and non-brand keywords.
So if you are targeting campaigns on your company's name, you should create a search campaign and give the keywords a maximum bid of €1. This way you can ensure that you buy these keywords at a good price.
Another innovation concerns the evaluation of asset groups within a Performance Max campaign. Although the data could be evaluated using specially created Google Ads scripts, the data had previously remained hidden in the Google Ads account.
Now you can analyze spend on asset groups and assign conversions to a specific asset group. This allows you to better understand which asset group is most successful in your Performance Max campaign.
Until now, it has not been possible to carry out experiments in a Performance Max campaign. But this will change in the coming days and weeks. With experiments, you can understand how Performance Max affects your overall mix and test standard shopping against the Performance Max campaign targeting the same products.
A new function allows you to direct traffic to specific website landing page URLs. Labels allow you to group URLs according to a specific topic and target certain campaigns or asset groups to them.
The tool for editing videos, which was previously only available in the object library, is now to be integrated into the setup and editing flow of Performance Max campaigns.
This change simplifies the creation of video content, saving advertisers time and resources.
Performance Max campaigns offer you many advantages and now even more options for optimization. You now have the option to exclude keywords by brand, get insights on asset groups, run experiments and direct traffic to specific website landing page URLs. Use these new functions to make your Performance Max campaigns even more successful!
As a partner for high visibility in search engines, advertising on Facebook and Instagram, among others. Of course, we also implement the individual services separately.
The now established Google Ads campaign format (Performacne Max campaign) can be found in almost every Google Ads account that is designed for e-commerce. Nevertheless, as a Google Ads agency, we see that the full potential of the Ads campaign is not being exploited.
Controlling the individual channels (Google Search, Google Shopping, YouTube, Display & Discovery) is one of the biggest hurdles when creating campaigns. You should therefore work with two types of Performance Max campaigns.
This separates shopping from the other channels.
You probably know that video assets are not a must, so you can already rule out video ads.
In order for creative assets to be delivered, you must comply with special design guidelines. If these are not adhered to, the creative assets are automatically rejected.
Caution: We do not recommend this tactic. This leads to rejected assets, which in turn affects the overall campaign performance, even though the ad effectiveness may be "very good".
We have now solved the problem of separating the individual channels.
But how do I get even more performance out of the campaign? The solution is asset and target groups.
Rule number 1: Granular asset groups are always best.
You have the option of creating several asset groups. Use them.
The division into individual asset groups is very dependent on the respective marketing strategy. However, one possible idea is to divide the asset groups into categories.
Probably the most important asset group you should create is the remarketing asset group. But more on this in the Target groups section.
There are 4 key reasons why you should use multiple asset groups in your Performance Max campaigns (PMAX).
Formulating ad texts for your entire product range in one asset group is impossible. You can address your target group much better with several asset groups.
Google can understand much better which products belong together and for whom they could be relevant. Google can therefore use this database to display your ads much more efficiently.
Target groups. Nesting all target group signals in one asset group is the wrong approach. To make your target group as fine as possible, you should also give the respective asset groups different target groups.
You can now analyze asset groups for their performance. This allows you to assess where you are profitable and where you are not.
So, we have the basics now. Let's move on to what is probably the most important part. The target groups.
Target group segments are what really make a Performance Max campaign. With target groups, you can secure competitive advantages and also target the campaign specifically.
The target group of a Performance Max campaign consists of the following target group signals:
User-defined segments
Self-collected data
Interests and detailed demographic characteristics
Demographic characteristics
Custom segments are a huge lever for the success of your Performance Max campaign. Here, for example, you can store keywords that users have searched for in the past. Keywords that are similar to the stored keywords are also taken into account here.
Tip: Since keywords that are similar to the keyword are also stored, it is best to use a generic approach here.
You can also store keywords that describe certain areas of interest. These keywords are relevant to support interests in connection with a specific purchase intention or campaign targeting.
The most interesting segment here are your competitors' websites, which you can store. This addresses users who have visited your competitors' websites.
Pro tip: Use this segment in conjunction with self-collected data and a specific target group approach in the assets. This will help you to avoid comparability.
We know and love this segment. Our well-known target group lists from Google Ads and Google Analytics.
Reminder: used the self-collected data in a separate asset group.
Handle this carefully. Google also directs the ads to other target groups. The less you enter here, the clearer the instructions to Google.
Test target groups against each other. See which target group works best for you here.
Check the statistics to see which target groups you are actually being played out to and adjust your target group accordingly.
Do you only sell a product to young people? Your product is only interesting for one gender? Are you selling a product for the luxury sector? Here is the place where you can make these settings.
Reminder: Use different target groups for different asset groups. If you sell clothes, the keyword "buy hoody" has no place in the target group of the asset group in which you advertise your pants.
Even if Performance Max campaigns only work with smart bidding, the hierarchy should be adhered to. Do not start a Performance Max campaign directly with conversion value maximization or even ROAS. Let the campaign collect conversions first before you switch to target CPA or conversion value.
Make sure that you have set up conversion tracking correctly. Ideally, you have also included extended conversions, as this provides a better data basis for the campaigns.
Tip: Distinguish between primary and secondary conversions. Shopping carts, payment processes, etc. are not conversions and should therefore not be included in conversion tracking. Only focus your campaigns on conversion goals that bring you cash.
Keep an eye on your statistics. Here you can see which keywords are converting. You also get an insight into which target groups interact most with your ads.
If you use Google Ads, you've probably heard of Performance Max campaigns. These special campaigns combine all Google Ads campaign types and allow you to advertise in all Google channels with just one single campaign. Performance Max campaigns are therefore a fully automated Google Ads campaign format that not only makes your work easier, but also offers you the maximum number of conversions for your business goal.
But until a few days ago, Google withheld important information that will soon be made available in Google Ads accounts. We'll show you what's changing for Performance Max campaigns:
Until now, it was difficult to exclude keywords after your own brand at campaign level. But this is now changing with Performance Max campaigns! Finally, you can exclude brand keywords without having to rely on the help of Google Ads contacts.
This feature allows you to separate conversions resulting from a Performance Max campaign from brand and non-brand keywords.
So if you are targeting campaigns on your company's name, you should create a search campaign and give the keywords a maximum bid of €1. This way you can ensure that you buy these keywords at a good price.
Another innovation concerns the evaluation of asset groups within a Performance Max campaign. Although the data could be evaluated using specially created Google Ads scripts, the data had previously remained hidden in the Google Ads account.
Now you can analyze spend on asset groups and assign conversions to a specific asset group. This allows you to better understand which asset group is most successful in your Performance Max campaign.
Until now, it has not been possible to carry out experiments in a Performance Max campaign. But this will change in the coming days and weeks. With experiments, you can understand how Performance Max affects your overall mix and test standard shopping against the Performance Max campaign targeting the same products.
A new function allows you to direct traffic to specific website landing page URLs. Labels allow you to group URLs according to a specific topic and target certain campaigns or asset groups to them.
The tool for editing videos, which was previously only available in the object library, is now to be integrated into the setup and editing flow of Performance Max campaigns.
This change simplifies the creation of video content, saving advertisers time and resources.
Performance Max campaigns offer you many advantages and now even more options for optimization. You now have the option to exclude keywords by brand, get insights on asset groups, run experiments and direct traffic to specific website landing page URLs. Use these new functions to make your Performance Max campaigns even more successful!
As a partner for high visibility in search engines, advertising on Facebook and Instagram, among others. Of course, we also implement the individual services separately.
As a partner for high visibility in search engines, advertising on Facebook and Instagram, among others. Of course, we also implement the individual services separately.
Better rankings & more sales through perfect content for your target group
As a partner for high visibility in search engines, advertising on Facebook and Instagram, among others. Of course, we also implement the individual services separately.
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