Google’s latest automated advertising type: Performance Max campaigns are not very familiar to many sellers. Although it is an automated advertising, how to judge its performance after it is launched?
First, before comparison, we need to pause the original smart shopping ads corresponding to the performance maximization ads, and then wait for a learning period of 1-2 weeks (excluding comparison). Then compare the following indicators and consider the conversion delay 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.
Account performance is divided into two basic situations:
The first: The situation with ideal performance:
Sub-case 1: The campaign starts within 3~1 weeks and reaches a relatively stable effect within 10~15 days.
Sub-case 2: The actual ROI of the PMax series is better than SSC/TROAS.
In both cases, it is recommended to launch more product categories and countries/regions through PMax testing, and gradually transfer the budget from SSC to PMax (reduce the SSC budget).
Subcase 3: The effect is good, but more dimensions need to be analyzed and proved at the data analysis and reporting level.
Second: There is still room for optimization:
Subcase 1: PMax ROI is lower than SSC.
Please check carefully whether you are following best practices. You can also choose another category of products/geographic locations to test for 3~6 weeks.
Subcase 2: Overlap with SSC.
First, check whether you are following best practices (budget/bid). Second, reduce the conflict between PMax and SSC, such as trying to launch zombie offers or seasonal promotions with PMax; try to use SSC, which is different from PMax, and try PMax in new countries and regions.
Subcase 3: Cannot expand and budget cannot be spent.
Check whether it is a known problem.
Subcase 4: Unstable performance.
Avoid changing settings frequently and contact your account manager for further resolution.
The above is the editor’s method for judging the performance of PMax, I hope it will be helpful to you.