Google’s PMax campaign is a new type of goal-oriented campaign. With this campaign, sellers can access all Google Ads advertising resources (such as YouTube, Google Display Network, Google Search, Google Discover, Google and Google Maps) through a single campaign to find more buyers who will convert.
This form of advertising can help sellers improve performance based on specific conversion goals, while optimizing advertising performance in real time to increase conversions and conversion value.
Let’s take a look at the best practice recommendations for evaluating PMax performance.
First, before comparing, you need to pause the original smart shopping ads corresponding to the maximized ads, and then wait for a 1-2 week learning period (excluding comparison). Then compare the following indicators over the next month or more, and consider conversion delays in the analysis.
Reference data indicators:
Target return on advertising expenditure ROAS (average ROAS can be listed as a reference actual target)
Conversion value
Budget utilization.
The following summarizes some account performance and corresponding practical optimization tips, which are divided into two situations:
The first situation is ideal:
1. The campaign is launched within 3 days to 1 week, and a relatively stable effect is achieved within 10 to 15 days.
2. The actual ROI of the PMax series is better than SSC/TROAS.
In the above two situations, it is recommended to launch more product categories and countries/regions through PMax testing, and gradually transfer the budget from SSC to PMax (reduce SSC budget).
3. The effect is good, but more dimensions are needed to analyze and prove it at the data analysis and reporting level.
The second situation where there is room for optimization:
1. PMax ROI is lower than SSC.
Please carefully check whether you are following best practices, or choose another category of products/geographic locations to test for 3 to 6 weeks.
2. Cannibalization with SSC
First, check whether the seller is following best practices (budget/bid). Secondly, reduce the conflict between PMax and SSC, such as trying to use PMax to launch zombie offers or seasonal promotions; try to use SSC to innovate only, which is different from PMax. Try PMax in new countries and regions.
3. Unable to expand and budget cannot be exhausted
Check if it is a known problem.
4. Unstable performance
Avoid frequent setting changes and contact the seller’s account manager for further investigation.
The above is the editor’s summary of how to evaluate the performance of Google PMax ads, I hope it will be helpful to you.