How to Manage and Optimize Your Performance Max Campaigns

A lot has been written and said about?Performance Max, so we have made sure that we don’t make this another blog post about the same pointers.

Then, what is this about? This blog post is about managing and optimizing your Performance Max campaigns using Optmyzr.

If you want to learn how to safeguard your Performance Max campaigns,?read this post.

Let’s start with the most important and talked-about concept in Performance Max: audience signals.

Audience Signals for Performance Max asset groups

What is an audience signal in Performance Max?

An audience signal is how you tell Performance Max who’s most likely to convert. The signal can include your data or custom segments.

Performance Max campaigns can show ads to audiences other than your signals. However, this is still optional, but a useful way to guide machine learning models to optimize your campaign.

There are multiple ways to add audience signals:

1. Custom segments?- people based on their search and website interests or app downloads
2. Your data?- people based on your customer list, who have interacted with your site
3. Interests?- people based on their market interests, life events, or their affinity
4. Demographics?- people belonging to specific age and gender groups

Google says, “To enhance machine learning, use search term-based custom segments”. So, let’s look at that first. As described, custom segments are based on what people search for, and to use this in the audience signal, you can add the search terms that you think your audience will look out for on Google.

Add custom segments to asset groups

• You can get ideas to identify the best-performing search terms and keywords in your account using?Rule Engine?and add them to your asset groups as custom segments.

Try it?now.

• Or you can use a new Express optimization, ‘Asset groups with no Audience Signal’ to find the asset groups without any audience signal and add recommended search terms that your ideal customers are looking for, or add keywords describing your customer’s interests.

Note: This feature is still in the works. You will be notified when we release it.

Another way to manage audience signals is to add your data (previously known as remarketing lists - the list of people who have shown interest in your product earlier).

Add your data to asset groups

You can create Customer list segments using?Import Customer Lists?feature in Optmyzr.

Try it?now.

It lets you create a new customer list and update it regularly based on your spreadsheet data.

You can read about the feature in more detail?here.

You will find these customer lists available in Google Ads to be linked to asset groups. You can link the relevant customer list to each asset group and then updating it with fresh data is something Optmyzr can take care of.

When it comes to managing Performance Max campaigns, audience signals can be one of the most important ways, but they are not the only ones. There are other gears too that can be used to analyze and optimize your campaigns as you’ll find out by reading further.

View, analyze, and report on the performance of Performance Max campaigns

You can view and analyze the performance of your campaigns on the Account Dashboard, in Rule Engine, and in audits.

Classify Performance Max campaign performance by channels

You can use the new widget on the Account Dashboard to classify the performance of all the Performance Max campaigns in the account across 4 different channels: Shopping, Display, Video, and Other (which includes Search, Gmail, Discovery, Maps).

You can also further drill down to see this performance classification for each campaign. It is called the Performance Max Channel Distribution widget.

Audit the structure of Performance Max campaigns

Continue reading about ways to audit Performance Max campaigns.