What to look out for when running Performance Max campaigns
Performance Max campaigns have enormous potential and many advantages, but if they are not used configured and optimized in accordance with business objectives, there is a danger of wasting the invested money without generating optimal results for your business.
Therefore, we advise you that before implementing Performance Max campaigns, you should determine what the main objective of the respective campaign is, aligning it with the business objective.
Implementing a Performance Max campaign does not mean excluding the other types of campaigns from the PPC strategy. You should though be aware of how PMax is interacting with the other campaigns in the account. Some explanations you can find directly on Google Support page here.
Another important aspect to consider is the automatic migration of Shopping Smart campaigns to Performance Max campaigns. This happened for all Google Ads accounts by the end of September 2022.
We advise you to check the migrated Smart Shopping campaigns as soon as possible and make sure you introduce a maximum number of creatives and follow the best practices for the setup.
To properly evaluate Performance Max campaigns and draw conclusions about their performance, you need to give them more time than other campaigns because these campaigns work on the basis of Smart Bidding and Machine Learning, taking time to accumulate enough data. The period after which it is recommended to correctly evaluate the results is approximately 4 weeks.
If your eCommerce Google Ads strategy involves the segmentation of Performance Max campaigns according to the type of products, we recommend that you pay attention to the segmentation of products within the campaigns so that there is no overlap of products. In this case, you will be competing against yourself, and costs will increase unnecessarily.
You can think about segmenting the campaign based on product categories, according to Profit margin (Low Margin, High Margin), Bestsellers or Ghost Products.