Performance Max Kampagnen. Immer noch ein Mythos?
Best practice for Performance Max campaigns:
The now established campaign format (Performacne Max campaign) from Google Ads can be foand in almost every Google Ads account that is designed for e-commerce. Nevertheless, we see as Google Ads Agenturthat the full potential of the ads campaign is not being exploited.
The structure of a Performance Max campaign:
Controlling the individual channels (Google Search, Google Shopping, YouTube, Display & Discovery) is one of the biggest hurdles when creating campaigns. Therefore, you should basically work with two types of Performance Max campaigns.
- Variante 1
- This is where you store your shopping feed and do not store any other assets. This way you guarantee that this campaign is aimed purely at the shopping network. The advantage of this model in contrast to a standard shopping campaign is that this variant works similarly to the smart shopping campaigns that Google no longer provides.
- Tip: If you still have a Smart Shopping campaign, convert it into an asset-free Performacne Max campaign. This means you can further increase the performance of the campaign and still only remain in the shopping network.
- Variante 2
- In this campaign you store all assets and do not store the shopping feed.
This way you can separate shopping and the other channels from each other.
Video Assets
You probably know that video assets are not a must, so you can exclude video ads.
Wie kann ich die Display Ads beeinflussen?
In order for creative assets to be delivered, you must follow specific design guidelines. If these are not met, the creative assets will be automatically rejected.
Vorsicht: We do not recommend this tactic. This leads to rejected assets, which in turn affects overall campaign performance, even though ad effectiveness may be "very good".
We have now solved the problem of separating the individual channels from each other.
But how do I get even more performance out of the campaign? The solution is asset and target groups.
Let's start with the asset groups:
Rule number 1. Granular asset groups are always best.
Also. Du hast die Möglichkeit, mehrere Assetgruppen zu erstellen. Nutze sie.
Die Gliederung in einzelnen Assetgruppen ist sehr abhängig von der jeweiligen Marketingstrategie. Ein möglicher Gedanke ist jedoch, die Assets Gruppen nach Categoryn zu unterteilen.
Perhaps the most important asset group you should create is the remarketing asset group. But more about that in the target groups section.
Es gibt 4 wesentliche Gründe, warum du mehrere Assetgruppen in deiner Performance Max Kampagnen (PMAX) nutzen solltest.
Grand 1:
It is impossible to formulate ad copy for your entire product range in one asset group. With multiple asset groups you can address your target group much better.
Grand 2:
Google can anderstand so much better which products belong together and who they might be relevant for. Based on this data, Google can display your ads much more efficiently.
Grand 3:
Target groups. Nesting all audience signals in one asset group is the wrong approach. So that your target group is as fine-grained as possible, you should also give the respective asset groups different target groups.
Grand 4:
You can now analyze asset groups for their performance. This way you can judge where you are profitable and where you are not.
So, we now have the basics. Let's just get to what is probably the most important part: the target groups.
Zielgruppensignale im Überblick
Target group segments are what really make a Performance Max campaign. With target groups you can secure competitive advantages and also target the campaign.
The target group of a Performance Max campaign consists of the following target group signals:
Benutzerdefinierte Segmente
Selbst erhobenen Daten
Interests and detailed demographics
Demografische Merkmale
Benutzerdefinierte Segmente
Custom segments are a huge lever for the success of your Performance Max campaign. Here you can, for example, 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 add keywords that describe certain areas of interest. These keywords are relevant to support interests related to a specific purchase intent or campaign targeting.
The most interesting segment here are your competitors' websites, which you can store. This targets users who have been to your competitor's websites.
Pro tip: Use this segment in conjunction with self-collected data and a specific target group approach in the assets. This will eliminate comparability.
Selbst erhobene Daten:
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.
Interests and detailed demographics:
Handle this carefully. Google also targets the ads to other target groups. The less you enter here, the clearer the instructions are to Google.
Test target groups against each other. Find out which target group works best for you here.
Check the statistics to see which target groups you are actually being served to and adjust your target group.
Demografische Merkmale:
Are you selling a product only to young people? Is your product only interesting for one gender? Do you sell a product for the luxury sector? Here is the place where you can adjust these settings.
Reminder: Use different audiences for different asset groups. If you sell clothes, the keyword “buy a hoodie” is not lost in the target group of the asset group in which you advertise your pants.
Gebotsstrategien:
Even if Performance Max campaigns only work with smart bidding, the hierarchy should be adhered to. Do not start a Performacne 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.
Conversion:
Make sure 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 conversion. Shopping cart, payment process started, etc. are not a conversion and should therefore not be included for conversion tracking. Only focus your campaigns on conversion goals that bring you cash.
Statistiken:
Keep an eye on your stats. Here you can see which keywords convert. You also get an insight into which target groups interact most with your ads.
- Fully automated campaign format for all Google channels and maximum conversions.
- Brand keyword exclusions, asset groups, insights, experiments, landing page URL targeting and video creation.
- More effective performance max campaigns through better control over brand keywords, detailed insights, testing capabilities, targeted targeting and easy video creation.
If you use Google Ads, you've probably heard of Performance Max campaigns. These special campaigns combine all Google Ads campaign types and enable advertising in all Google channels with just a single campaign. Performance Max campaigns are 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 changes with Performance Max campaigns:
Ausschluss von Brand-Keywords
Until now, it was difficult to exclude keywords based on your own brand at the campaign level. But that’s now changing with Performance Max campaigns! You can finally 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.
TIPP
So if you're targeting campaigns based on your company's name, you should create a search campaign and give the keywords a bid of a maximum of €1. This way you can ensure that you buy these keywords cheaply.
Insights bei Asset-Gruppen
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 by asset group and assign conversions to a specific asset group. This will help you better anderstand which asset group is most successful in your Performance Max campaign.
Experimente in Performance-Max-Kampagnen
Previously it was not possible to run experiments in a Performance Max campaign. But that will change in the next few days and weeks. With experiments, you can anderstand how Performance Max applies to your overall mix and test standard shopping against the Performance Max campaign targeting the same products.
Seiten-Feeds
A new feature allows you to specifically direct traffic to specific landing page URLs on websites. Labels allow you to group URLs by a specific topic and target specific campaigns or asset groups to them.
Videoerstellung
The video editing tool, previously only available in the object library, will now 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.
Fazit
Performance Max campaigns offer you many advantages and now even more options for optimization. You now have the ability to exclude keywords based on your brand, get insights into asset groups, run experiments, and drive traffic to specific website landing page URLs. Use these new features to make your Performance Max campaigns even more successful!
As a partner for high visibility on search engines, advertising on Facebook and Instagram, among others. Of course, we also provide individual services separately.
