Are your performance max campaigns falling short? Follow along to learn the best practices you need to succeed.
Insider Tip #1: Maximize Your Use of Search Themes.
Google replaced Custom Intent Audiences in performance campaigns also known as Search Retargeting. This tool used to be the gold standard way to set up your targeting, dating back to 2022. Search Themes are the replacement. With this new tool, you can add up to 25 keywords to each asset group. We recommend using a mix of head terms, competitor terms, things to do, and question-based keywords as well as other terms that users might search when in the process of discovering your brand online.
Insider Tip #2: Seed Your Asset Group Audiences With a Mixture of Owned, Landed, and Engaged Audiences.
These would be things like user email lists, GA, and pixel-based signals. Additionally, you want to add some top and mid funnel segments too like market audiences, detailed demographics, and more.
Insider Tip #3: Exclude Your Brand to Steer Performance Max for Incremental Growth.
When looking under the hood, we’ve seen examples of PMAX campaigns spending 50% or more of their budget on brand search placements. If you want to target brand, do it in a separate campaign where you control the budget and the message.
Insider Tip #4: Maximize Your Creative Inputs and Variety in Terms of Headlines, Descriptions, Images, and Videos.
This means testing both long form and short form, different aspect ratios, compositions, and subject matter of your creative assets.
Plus, you should test out different hooks and offers in your copy with unique selling propositions. The idea is that you might reach broad audiences in Performance Max and you need ways to resonate with each one.
Insider Tip #5: Optimize the Campaign for Hard Conversion Objectives, Like Transactions, and Use ROAS Bidding, Not Micro Conversions.
One of the nightmare scenarios we’ve encountered is when a campaign thinks it’s winning and goes into a tailspin because it’s set up to optimize for landing page views, engagement, or another soft metric.
With these five tips, you should be able to improve your incremental revenue very quickly through Performance, Max.
For more tips, check out all of our Tourism Marketing Quick Tips!