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This week’s chat featured guest co-host Menachem Ani and our topic was “Wrangling Performance Max.”
Questions
Q1: Are you currently running Performance Max campaigns in Google Ads? If so, for how long and for what industry or product?
#Q2: How would you characterize your experience with Performance Max for the accounts you manage thus far?
Q3: Have you tried Performance Max for e-commerce and/or lead generation? Did you find it performed differently between e-comm and lead gen? If so, how?
Q4: What is your biggest challenge when either setting up or managing Performance Max campaigns?
Q5: How long do you wait to judge the performance of your Performance Max campaigns? If they are not performing well, what actions do you take to try to improve performance?
Q6: What questions do you have for @MenachemAni about Performance Max?
Recaps
Read the full chat recap here.
Listen to the podcast recap here.
Audio Chat
This audio chat will recorded and can be found here after the live Space on March 16th @ 12:00 PM EST.
Resources
Read Menachem’s articles about Performance Max on Search Engine Land:
https://searchengineland.com/author/menachem-ani
Kirk Williams’ post about scaling in Peformance Max
https://www.linkedin.com/feed/update/urn:li:activity:7041420619283918848/
Highlighted Tweets
Did you know that bad data is the leading killer of lead-gen Performance Max campaigns worldwide?
Here’s how to set your next campaign up to do well. 👇#GoogleAds #PerformanceMax #PPCChat pic.twitter.com/wwvNaGlAK3
— Menachem Ani (@MenachemAni) February 14, 2023
I wrote this short thread 2 weeks ago. I think answering incrementality question is pretty important, and if it’s not actually driving MORE sales cross-channel than previous it should be reverted due to the data loss in PMax: https://t.co/vmFnYTCPi3 #ppcchat
— Kirk Williams (@PPCKirk) March 14, 2023
A4 I like this list, I’d also add to it:
the inability to match specific assets to specific audiences is a problem with PMax. That’s marketing 101, i.e., segmenting a target audience out and then giving them a unique message. Audience signals fail here. #ppcchat https://t.co/6QW10WHOQI
Here are two threads on how to improve lead quality:
Part 1: https://t.co/Nct4SGOMDH
— Menachem Ani (@MenachemAni) March 14, 2023
— Kirk Williams (@PPCKirk) March 14, 2023
There are more levers available than it seems:
Ad Copy/Creative
Audience Signals
Bid Strategy
Budget
Datafeed (Shopping)
Listing Groups (Shopping)
Offline Conversions (Lead-Gen)
URL Expansion#PPCChat— Menachem Ani (@MenachemAni) March 14, 2023
A5: Performance Max requires the right data signals AND patience. In my experience, it can take 3-6 weeks to hit it’s stride.
When it needs help, we focus on these levers:#PPCChathttps://t.co/Wip87OO5L9
— Menachem Ani (@MenachemAni) March 14, 2023
QUESTIONS FOR MENACHEM DURING THE CHAT
Kirk’s post is great!
PMAX tends to focus on winners. Segmenting non-spending products/categories into new campaigns can force the system to spend.
Also, increasing budgets/bids incrementally allows the system to find new audiences w/o killing performance.#PPCChat
— Menachem Ani (@MenachemAni) March 14, 2023
That’s a tough one! As others have mentioned, I don’t think Performance Max is there yet as it relates to brand safety and legal.
— Menachem Ani (@MenachemAni) March 14, 2023
This can work well if you have:
– Proven Creative from Paid Social
– Strong Audience SignalsUnlike shopping, it does not have search intent for targeting. Audience data is super important here.https://t.co/pYjgStPQCs
— Menachem Ani (@MenachemAni) March 14, 2023
Last week I discussed how bad data causes most lead-gen Performance Max campaigns to fail and five ways to avoid that trap.
Today, I’m answering 5 of the common questions I hear about optimizing these correctly. 👇#PerformanceMax #GoogleAds PPCChat pic.twitter.com/BEZGxmwf9c
— Menachem Ani (@MenachemAni) February 20, 2023