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How to Optimise Performance Max Campaigns — Transcript

by Aaron Young | Google Ads | Define Digital Academy · 5,844 words · 815 segments · language en · Watch on YouTube

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0:00is your performance max campaign about
0:02as reliable as a politician's
0:04pre-election promises in that it
0:06promises you one thing but then it
0:08completely delivers the absolute
0:10opposite while still trying to tell you
0:12that it is doing the best thing for you
0:14and your business. Now, if that's you, I
0:17don't want you to worry because in this
0:18video I'm going to be taking you through
0:20the four core optimization steps that
0:23you can take to improve the performance
0:25of your performance max campaigns.
0:27Because ultimately when it comes to
0:29spending money inside of Google Ads, the
0:31only reason that you are spending that
0:33money is because you want to see more
0:34real customers and real sales come into
0:37your business. Now, just in case we
0:39haven't met yet, my name is Aaron Young
0:40from Define Digital Academy. And I
0:42started Define Digital Academy for one
0:44purpose and one purpose only, and that
0:47is to help you business and brand owners
0:49to be able to generate more sales and
0:52leads for your businesses. And if you
0:54are getting stuck with Google Ads and
0:56you do feel like you need an extra hand,
0:58if you go and check out the description
1:00in this video below, you can not only
1:02fill out a how can we help you form,
1:04which allows us to really know how we
1:05can best serve you and your business to
1:07help you get better results. And plus,
1:09there's a whole heap of other free
1:11resources, including my Google Ads
1:13optimization checklist, which takes you
1:15through all the different optimization
1:17actions that you can complete in your
1:18Google Ads campaigns. And you can also
1:21see a free Google Ads claw tool that we
1:23use inside of Define Digital Academy to
1:26really help us supercharge our data
1:28analysis so we can get better results
1:30for our Google Ads campaigns. And you
1:32can get all of that. Just follow that
1:33link in the description below. But right
1:35now, let's get back into the core
1:38optimization actions that you can
1:39complete for your performance max
1:41campaigns.
1:43Now, as I take you through these four
1:45core optimization actions, you first
1:47need to understand what I call the
1:49performance max optimization hierarchy.
1:52And what I do will need you to
1:53understand is the performance max is
1:55very different to any other Google ads
1:57campaign that you're going to be dealing
1:58with for your business. And the reason
2:00for that is that by default, performance
2:03max is set to either maximize
2:05conversions or maximize conversion
2:07value. It's because it's unique that you
2:09can't use maximize clicks or max CPC or
2:12target impression shares. It is purely
2:14built to generate more conversions. Now,
2:17that is a very good thing. But there is
2:20also some dangers and some pitfalls if
2:22you don't understand this because within
2:25performance max is that yes, it is built
2:27to generate more conversions, but as a
2:30payoff, you do have less controls that
2:32you can do to increase that performance.
2:34So, it's really really important you do
2:36understand this. And what I want to take
2:38you through now is this performance max
2:40optimization hierarchy. And what I
2:42really really want to stress and make
2:44you understand with performance max that
2:46the most critical or the most crucial
2:48part that you can do to improve the
2:50performance of your performance max
2:51campaigns is to really make sure that
2:54you have the correct conversion data
2:57going into your performance max
2:58campaign. And this is what we say that
3:00you need to define what a successful
3:02outcome looks like for your business.
3:05And this is where a lot of businesses
3:07can get caught up because if you don't
3:09have the right settings inside of your
3:11performance max campaigns and you're
3:12saying, say for example, you want an ad
3:15to cart to be counted as conversion
3:16action, you're telling performance max
3:18is that that's what you want. So you
3:20need to be really really careful whether
3:22you're in lead genen or whether in your
3:24in e-commerce that you are setting the
3:27conversion actions that you want Google
3:29to find more of. They need to be an
3:31action which is something that is really
3:33valuable to your business. For
3:35e-commerce brands, this is obviously
3:36transactions and sales. But for lead
3:39generation, you do need to be really
3:40really careful because you need to make
3:42sure that it's not just form fills or if
3:44the form that you are setting it does
3:46like say for example, it's a multi-step
3:48form. Now, I don't want to get too
3:49sidetracked on this because at the end
3:50of this video, I will share some extra
3:53teaching where you can learn more about
3:54that. But I do really really want to
3:56highlight you need to make sure you've
3:58got the right conversion data feeding
4:00into your Google Ads account because
4:02what you're going to see as we talk
4:03through this video is that yes, you can
4:05go do do things like update your
4:07creative assets, update your ad copy.
4:10You can put in some different things
4:12around audiences and search and around
4:14keywords. But with Performance Max, it's
4:16really really important to note that
4:18Google makes this very very clear that
4:19they are very much suggestions.
4:22They are not card guidelines. And that's
4:25why your conversion data becomes the
4:27most important thing because remembering
4:29when you start with performance max
4:30you're locked into maximize conversions
4:32or you're locked into maximize
4:33conversion value and then you can also
4:35add in things like target CPA or target
4:37rows further down the track. And that's
4:39why for me we start performance max as
4:41what we call a secondary campaign. So we
4:44would generally not introduce
4:45performance max until we are seeing at
4:47least the 30 conversions over a 30-day
4:50period. And then what you need to do
4:52from there is that when you start with a
4:54performance max campaign because a lot
4:55of businesses do ask what should your
4:57starting budget be is it needs to be a
4:59generate at least one conversion a day.
5:01So when you're looking at targeting
5:03performance max is that you want to find
5:05out what that cost per conversion is.
5:07And so let's just say your cost per
5:09conversion is $10, you need to then have
5:12a starting budget of $10 a day. If your
5:13cost per conversion is $50, you need to
5:15have a starting budget of $50 a day. If
5:17it's $100, that needs to be $100 a day.
5:20So that's why we would generally look to
5:22start with searcher shopping and then
5:24introduce performance max.
5:26All right, so with all that established,
5:28let's now jump into a screen share
5:30because I really want to walk you
5:31through the important settings and
5:33optimizations that you need for success
5:34with your performance max campaigns.
5:36Let's go.
5:38All right. So, when it comes to
5:40optimizing your Performance Max
5:41campaigns, the first thing you do need
5:43to get right is actually the campaign
5:46settings inside of your Performance Max
5:48campaign. So, what I'm going to take you
5:49through is some important settings that
5:51you need to make sure that you've got
5:52right. And these are your brand
5:54exclusions, your page feeds if you want
5:56to use them, your demographic
5:58exclusions, and then finally your data
6:01exclusions. So, let me now jump in and
6:03show you where you can check these and
6:04how to go through and make sure they're
6:05set correctly. So, we've got a
6:07performance max campaign here, and I'm
6:09just going to take you through to the
6:10settings. If you didn't see how I did
6:12that, if you go to your if you go to
6:14your performance max uh campaign in
6:16here, you'll see a little gear icon over
6:18to the right, and just go through and
6:19click on that. There are other ways, but
6:21I find that's the easiest way to get
6:22there. And the first thing you want to
6:24go through and check is you want to talk
6:25check about your brand exclusions. Now,
6:27let me explain why you should be setting
6:30brand exclusions. Now remember what I
6:31said before with performance max, it's
6:33very much built around generating more
6:35conversions. The easiest or the cheapest
6:37traffic which is going to convert is
6:39your branded traffic. Now as a general
6:41rule, we like to exclude branded traffic
6:43from any campaign. And if we've got
6:46branded campaigns, we like to have them
6:47in a separate search campaign. And the
6:49reason for that is so that we can target
6:51specific branded search terms which
6:53which then allows us to, you know, use
6:56different budget controls and also use
6:58different target bidding controls if we
7:00need to. So the way that we do this
7:01inside of your performance max campaign,
7:03if you go down to brand exclusions, you
7:05can see we've got a brand exclusion
7:06added in there. If you haven't done this
7:08yet, you just need to go and add a new
7:10brand list, write the list name, and
7:12then from there, you can go through and
7:14add some URLs to add as a brand list or
7:17a brand exclusion. Now, it's important
7:19to note that sometimes that does take a
7:21couple of days to fully set up. If you
7:23wanted to stop your performance max
7:25campaigns um spending on competitor
7:27campaigns or competitive uh brand names,
7:30what you could also do is add a brand.
7:32You could add two brand lists. So, one
7:34could be your own brand and second could
7:36be your competitor brand. So, that's the
7:38brand exclusions that you need to add.
7:40Secondly, when it comes to page feeds,
7:42now this is a newer option which you do
7:44have. And what this does do is it allows
7:47you to limit what Google is going to use
7:50for its targeting. And this becomes
7:52really really important if you run
7:53multiple product categories or multiple
7:55services. So let's just say for example
7:57in e-commerce brand, you may only want
7:59to be targeting your summer outfits or
8:01your your summer wear. You don't want to
8:03target winter uh clothing inside of
8:05Performance Max. You could then add a
8:07page feed. And the way that you go
8:09through and do this is that when you're
8:11in page fees, you do need to set these
8:13up first. You can just click through
8:14here and it is going to show you how to
8:16go through and do this. The easiest way
8:18I go I find to do this if you just use
8:20this search function and if you go into
8:23here. All right. So, when it comes to
8:24page feeds, what you do need to do is if
8:26you do want to add these, you need to
8:28get it out of settings. Uh the easiest
8:30way I find to go through and do this is
8:31if you just go into here, uh the search
8:34feature at the front and just type in
8:36page feeds. You can get this in through
8:39uh going to tools or data feeds. I just
8:42find using the search uh function really
8:45really easy. But if you did want to see
8:46where to do that, you go to tools uh go
8:48to business data and then that's going
8:50to bring you into this data feeds
8:52section. You then go through and click
8:54on this plus and add in a page feed. And
8:56what you can do from there is that you
8:59can go through um and you need to add in
9:02your website and that'll start building
9:03out that page feed for you. Now what you
9:06want to be doing in through here is you
9:07just want to be selecting the products
9:09or services that you want performance
9:11max to target. So say for example before
9:14in this way you would select all of your
9:15summer summer clothing if you only
9:17wanted to go down summer clothing or if
9:19you were a service-based business and
9:21you only wanted to focus on one or two
9:22services you would choose those services
9:25and then what that will allow you to do
9:26from here is that they will then show up
9:29in this page feed section and then you
9:31can go through and add them in through
9:33there. All right, the next part you need
9:35to go through is to your demographic
9:37exclusions. Now, in this campaign, we
9:40haven't added it because it hasn't been
9:41a problem for us yet. Let's just say,
9:44for example, you knew that in your your
9:45business, you had a lot of search
9:47traffic for, say, for example, 18 to 25
9:50age bracket, but you know, they just
9:51didn't convert. What you could do is you
9:53could turn on age exclusions, and then
9:55what you could do from here is you need
9:58to select the ranges that you want to
9:59exclude and you could add them in there.
10:02Now, you may not want to do this at the
10:05start, but I would unless you do have a
10:08lot of clear data inside of your
10:09business where you know these are the
10:10only demographics or age brackets that
10:12that convert for your business. Then we
10:14go into our locations. Now, one thing
10:16you do need to check with your location
10:18setting is that when you go into your
10:20location options, you do just want to
10:21make sure that's set to presence, uh,
10:23not presence or interest only. Uh, and
10:26the reason for that is because you just
10:27want to be targeting people that are
10:29actually in or regular in the the the
10:31locations that you're targeting. And
10:33then finally, if you did want to, what
10:35you could also do is your data
10:38exclusions. Now, the reason why I like
10:40using these data exclusions is what we
10:42can do is that we can go through and
10:45actually exclude people who have
10:48converted before. Now, the reason why I
10:51like this is because with Performance
10:53Max, we like to use it for new
10:56customers. So, what you're doing by here
10:58is it going in and adding in purchases.
11:01We're saying to performance max, these
11:03people have already converted. Please
11:05don't target them anymore. So, in terms
11:06of optimizing your performance max
11:08campaign, that's some things you can do
11:09from a settings or a campaign settings
11:11point of view in order to get right and
11:13see better results for you and your
11:15business. All right, but before we move
11:16to the next step, the one thing that I
11:18do just want to mention as well, if your
11:19performance max campaign is already
11:21targeting a lot of branded traffic and
11:23you've got target CPA or goal set there
11:26that if you do add in that brand
11:27exclusion, you may need to also remove
11:29that target CPO target row to let the
11:31campaign reset to the new rule that
11:33you're giving it, especially if your
11:35performance max campaign is already
11:37converting a lot of branded traffic.
11:41Let's now move on to the second big
11:43optimization action that you can make
11:46inside of your performance max campaign.
11:48And this has got to do with your smart
11:50bidding strategy. Now remember what I
11:52said at the start that when it comes to
11:54performance max, you're locked in to
11:55maximize conversions or maximize
11:57conversion value. And then what you can
11:59do from there is you can add in a target
12:01CPA or a target row. Now, it's important
12:03to note that this acts as an important
12:05guard rail where you're essentially
12:07saying to Google, if say for example,
12:09you add in a target CPA of $50. You're
12:12saying you can spend my daily budget as
12:14long as you're getting me conversions at
12:16$50 per conversion or if you got a
12:18target row of 500%. You're saying to
12:20Google, you can spend my budget as much
12:22as you like, but I need to get a 500%
12:26return on my spend. Now, don't take that
12:29as an easy win and go, "Oh, great. I
12:31just need to set that and then Google
12:33just goes and does the work for me.
12:34Because what can happen if you set that
12:36target CPA to low. So let's just say for
12:40example you're setting it at $20 and
12:42your account is currently getting a cost
12:44per conversion of $50 or $60. What's
12:46going to happen is that you there's just
12:48not enough traffic. You don't have
12:49enough data there for Google to be able
12:51to find those conversions at that rate.
12:53Or on the on the opposite end of
12:56spectrum if you're using target row if
12:58you set your target too high. case.
12:59Let's just say you set a target row at
13:01600 and you you're only getting an
13:03account history of a target row at 250
13:05or 300. Google is not going be to be
13:08able to find enough traffic at that
13:10level in order to give you the results.
13:12Yes, you will get some conversions, but
13:13it's quite often that you just won't get
13:15enough data. And remember what I said at
13:17the start that once you start hitting
13:19below that 30 conversions per month
13:21threshold, you generally find that you
13:23see diminishing returns with performance
13:25max because there's just not enough data
13:27for it to be able to find what it needs
13:28to find and then you just get put on the
13:30back burner and Google kind of forgets
13:31about you. So while it's good news, you
13:33do need to set it correctly and you do
13:35need to set it properly. So let's jump
13:36in and let me give you some examples
13:38here. The first thing I want to show you
13:39is that we're looking at a longerterm
13:41example. So this is from July through to
13:43May this year. This is for an e-commerce
13:46brand. They always need to be having a
13:48target row of above 400, which we're
13:50fighting to get back above again. Now
13:52it's in the their lower season. They uh
13:54like a lot of e-commerce brands, they
13:56have a big peak in the back end of the
13:58year and then it does start to slow down
14:00that um earlier part of the year. I do
14:02need to stress as well, this is only one
14:04of their performance max campaigns.
14:05They've got about another three or four
14:07campaigns running. So, you do need to
14:09think about that as we get more advanced
14:10into how these campaigns relating to
14:12each other. You might some businesses
14:14have some strategies where they
14:15purposely run different campaigns at
14:17different bidding strategies. But for
14:19the purpose of this video, I just want
14:21to show you how your target row and I'll
14:24also show you how your target CPA
14:26interacts with the other metrics inside
14:28of your Google ads campaign. So with
14:31performance max, the good thing I do
14:32like is Google's got this feature which
14:34is called your average target row or if
14:36you're using um target CPA, your average
14:39target CPA. And what you can do then is
14:41you can actually see the different
14:43results inside of your campaign. And
14:45what I want you to show in through here
14:48is the effect of our target rows and the
14:52traffic coming into the campaign. So you
14:53can see from here when this business
14:56first started uh coming in. You can see
14:58what they were having an issue where
15:00they just weren't generating enough
15:02traffic. So what we did is we worked
15:04with them to lower their target
15:06rorowass. And as you can see from here
15:08as we actually lowered their target rows
15:11they actually saw an increase in their
15:14conversion value. Now for many
15:16businesses that works counterculturally
15:18like you know how does that happen and
15:20it purely comes down to the amount of
15:21data that was coming in. They just
15:22weren't getting enough clicks and they
15:24weren't getting enough conversions in
15:26there. So what we were able to do is by
15:28lowering that target CPA goal. It
15:31actually allowed more spend into the
15:33account which increased the conversions
15:35and then it also upped that target ROS.
15:38Now what has happened as we have started
15:41to move further and further along. Uh we
15:43have removed that target ROS because
15:45we're kind of doing a reset in that
15:47account as we build up to their next
15:48peak season which is coming in post uh
15:51September this year. is that what we
15:54have done here again we've removed the
15:55target row so just gone back to maximize
15:57conversion value and I want you to see
15:59what's happened from here is that this
16:02conversion value has started to go up
16:04again and let me just uh pull in the
16:06click data is that as the clicks have
16:08gone up the conversion value has gone up
16:10as well. So there are a lot of different
16:12metrics there you need to be looking at
16:14your conversion rates and all of those
16:15things and there are obviously other
16:18optimization actions that you can
16:20complete but it is important to note
16:22that I just want you to see that
16:23correlation and that relationship. If
16:25your target rorowass is too high you're
16:28going to see uh less data coming into
16:31your campaign. But the main thing that I
16:32wanted you to see there is just that
16:34correlation that if your target rorowass
16:36goal is too high, what you can do, you
16:38can what I call stifle or strangle the
16:40account where there's just not enough
16:42conversions, not enough clicks coming to
16:44the account. So it is important to make
16:45sure you get that balance right now.
16:47What we're looking at here is we're
16:49looking at a um lead generation business
16:52and they're using maximize conversions.
16:55Now with this one, we haven't yet added
16:57in a target CPA. So the other thing I do
16:59want to stress is that don't feel like
17:01you've got to add in a target CPA. Now
17:04the reason we haven't done that yet is
17:05because they're there with this business
17:07and this is why one thing I would say
17:09when you are optimizing Google ads
17:11campaigns doesn't matter what type of
17:12campaign it is the what's happening
17:14outside of Google ads. So in the real
17:16business is something that's really
17:17important. They've had some other
17:19factors they're going through staff
17:20turnovers and so they've had to pull
17:22back and increase the budgets. That's
17:23why uh for a little bit we haven't gone
17:25and locked in a target CPA. But the
17:28other reason is is because there's still
17:30a little bit of what I call volatility
17:31in their results. So we had a good
17:33period here where we were looking at
17:35adding in a target CPA, but then you can
17:37see from here just it shot back up and
17:39now it's gone back down. They actually
17:41had some conversion uh data tracking
17:43issues which we were able to get on top
17:44of and fix really quickly. But you can
17:46see post there as well. It's just sort
17:48of jumping around a little bit. But
17:50generally that's what you want to be
17:51seeing a good 3 to four weeks of adding
17:53in a target CPA where we see that that
17:56cost cost per conversion variance not
17:59increase any more than 20%. What I mean
18:01by that is that you know you can see
18:03from here we had 170 140 166 135 195 it
18:08was all between you know it was all
18:10pretty close together. So what we could
18:12do is add in a target CPA probably of
18:14around about 200 uh for this business
18:16and that where it would have been where
18:18it sat. we're coming back and fixing
18:20with them and working in some different
18:21things with them. So, we'll come back
18:22and circle back to that again. But what
18:24I did want to just stress with this
18:26screen is don't feel like you have to
18:28add in a target CPA really really early.
18:31We generally want to see a good four to
18:33six weeks of stability in our cost per
18:36conversions before we introduce that
18:37target CPA or that target row. All
18:39right, now let's go into the third thing
18:42that you can do for optimizing your
18:44Google Ads campaigns, especially your
18:46performance max campaigns. And this is
18:48about reviewing your channel performance
18:50and your search terms. So, we've spoken
18:52about the important campaign settings
18:54you need. We spoke spoke about um your
18:56your bidding strategies. Now, let's talk
18:59about your search terms and where your
19:03campaign is actually spending the money.
19:04All right. To do this, you're going to
19:05be going into your insights and reports.
19:08And in insights and reports, just make
19:10sure you're only looking at your
19:11performance max campaign only.
19:13Otherwise, you won't see this channel
19:15performance option. Now what the channel
19:17performance option does is that this
19:18gives us a report of where Google is
19:20spending its money. As you may know with
19:22the performance max campaign is that
19:24what it does is it takes your budget and
19:26it spends it across all the different
19:28networks. So not only search and
19:29shopping also goes into YouTube display
19:31and it also goes into your discovery and
19:33Gmail and also local maps if you've got
19:35your business profile connected. What we
19:38have seen running performance max month
19:41after month, year after year, is that
19:43our best performing performance max
19:45campaigns always have the vast majority
19:47of the budget. Think 95% of that budget
19:49spent across the search and the shopping
19:51networks. If we ever see a performance
19:53max campaign which is spending more than
19:555% across display, discovery, YouTube,
19:58all of those things, we generally go
20:00that's a poor performing um performance
20:02max campaign. And the reason for that is
20:04because there's other levers that you've
20:06got in order to market on those
20:08channels, demand gen, uh, YouTube
20:10campaigns where you've got better
20:11controls and you can do your creative
20:13testing because you can't really do that
20:14inside of a performance max campaign.
20:17So, where we do is we go into our
20:18channel, we go into, as I said, insights
20:20and reports and into channel
20:21performance. The other reason for why as
20:24well is because remembering performance
20:26max is very much what we want to see as
20:28a conversion, a conversion driving
20:30engine. We don't want it to have a super
20:32super long acquisition window. We're
20:33wanting it to target people who are
20:35already and ready to convert. And you
20:37can see from here I some people like
20:40this one. I just scroll down to the
20:41bottom uh to the channel distribution.
20:43You can see from here that we have of a
20:462,988.
20:48Let's call it three uh let's call it um
20:503,000. You know, 2,914 is spent being
20:54spent on um search. So there is a little
20:57bit of YouTube in there. We don't mind
20:58YouTube. a little bit of that being
21:00spent because as you can see the vast
21:02majority well over 95% is being spent on
21:04search. So that's the first thing we
21:06wanted to look at. If you're running an
21:08e-commerce store, you do see that it's
21:10not picking up with your search and your
21:12shopping. What that does generally does
21:15lead to is you you don't have enough
21:16data in your product titles and your
21:18attributes. So you really do need to go
21:20back and do optimizations there. But
21:23let's stick within the Google ads
21:24dashboard right now because the next
21:26thing you want to be looking at is your
21:28search terms. Now this is a newer option
21:30that Google has given for performance
21:32max campaigns. Uh and what you can do
21:34here is you can actually go through and
21:36add in so you could select some
21:38different keywords and you can add them
21:39as a negative keyword. Let me make a big
21:42warning here. I've got a saying when it
21:44comes to performance max and the new
21:45optimizations that Google offered. Just
21:48because you can do something doesn't
21:50mean you should. And what I mean by that
21:52is that some people were really, really
21:53excited when it came to adding in
21:55negative keywords and they just went
21:56crazy with all the negative keywords
21:58that you added inside of Performance
21:59Max. Remember what I said at the start,
22:01Performance Max is driven off
22:03conversion. So if you are finding a lot
22:05of irrelevant traffic in there, it means
22:07that you don't have enough conversion
22:08data to to put it bluntly. What we use
22:11negative keywords in for performance max
22:14is if Google is starting to go through
22:17and target some some competitors. So, we
22:20add them as negative keywords or
22:22products or services that we definitely
22:24do not offer. Let me give you an
22:26example. If you're an e-commerce brand
22:28and you are selling clothes, but you
22:30don't have any kids clothing options. If
22:33you start seeing searches around kids,
22:35you add kids clothing or those variants
22:38as an exclusion. If you're a lead
22:40generation business and let's just say
22:41for example, you only do maintenance and
22:43you don't do installations and you start
22:45seeing a whole bit of keywords or search
22:46terms about installations, you would add
22:48that theme as a negative keyword. So,
22:50it's more about blocking out themes as
22:53opposed to going through and blocking
22:54out individual keywords. So, yes, it is
22:56an important thing that you can do
22:57inside a performance max campaign, but
23:00don't overuse it. Remembering that your
23:01conversion data is still the best way to
23:04make sure that you're getting best
23:05better options with your Performance Max
23:08campaigns. All right. And then let's go
23:10to the fourth core thing that you can
23:11do, which is reviewing your ad copy and
23:14your landing pages. The way that you go
23:16through and do this is that you want to
23:19go through into your asset groups. So
23:22let's firstly work through your ad copy.
23:25Now once again, this is an important
23:27step, but just remembering it's still
23:30your conversion actions and your
23:31conversion data which is getting
23:32through. But but let me let you know
23:33where you can go through and have a look
23:35at this is that when you are in your
23:37asset groups. So now the way that you
23:39can go through and um see the
23:41performance of your ad copy headlines
23:43and assets inside of performance max is
23:45that where you need to go into is that
23:47if you when you're selected on your
23:49performance max campaign go into assets
23:52and then click on assets and then you
23:54can see performance uh this tab across
23:57here. Now what I generally like to do is
23:59I like to um add this filter in here
24:02which is um asset type and then you can
24:05just go through and have a look at it uh
24:06one by one and it just lets you know
24:08that we're I've just selected headlines.
24:10So we're only looking at headlines in
24:11through here. So what we generally look
24:13at from here is that you want to just go
24:16through and you want to see which
24:18headlines are performing the best and
24:20which ones are not. And what you can do
24:22from there is I generally like to follow
24:24the money. What you generally find with
24:26performance max is you can see as we're
24:28going down, you get a whole heap of
24:29headlines which Google is just not
24:32spending on. And they're the ones that
24:33I'll go through and change them. I will
24:36at this end of the video give you some
24:37extra teaching on how you can improve
24:39your headlines because we have a a
24:41really big framework around that. In
24:43this video, I just wanted to let you
24:44know where you can find that data. So
24:47what you then from there is you go
24:48through find out the the headlines which
24:50are underperforming or the descriptions
24:51that are underperforming. So what you
24:53want to do is you want to take a note of
24:54the different headlines that you want to
24:56go through and change. And where you
24:58need to go from there is that you then
25:00then need to go back into your asset
25:02groups and then you can go through and
25:04edit and add those new asset headlines
25:07or descriptions that you want to get. So
25:08you firstly find out which are the ones
25:10which are giving you the worst
25:12performance in terms of click-through
25:13ratio and conversion metrics and then go
25:15through and update those headlines or
25:17descriptions. Now, the other thing that
25:19you do want to do is remembering that
25:20with performance max is that it's or any
25:24Google Ads campaign, it's not only about
25:26your headlines and your ad copy and
25:29what's happening inside of your Google
25:30Ads campaign, you always need to make
25:32sure that the landing page you're
25:33sending them to is converting. So, the
25:36way that you can go through and check
25:37that is that if you go into your into
25:40your insights and reports, go into your
25:42report editor, and you'll see a report
25:44which is called the landing page report.
25:46If you haven't used it before, if you go
25:48into your ads and assets, you'll see
25:51landing pages in through here. And then
25:53what this is doing is that this has
25:56we've only got our we've only got our
25:58performance max campaign in here. And
26:00then what you can do from there is once
26:01again, you're just looking at your
26:02click-through ratio, looking at your
26:04conversion metrics. And if you are not
26:07seeing good conversion metrics inside of
26:09these different landing pages, you know
26:11that you need to then go and do some
26:13optimizations on those landing pages to
26:15get better results for your Performance
26:16Max campaigns. All right, thank you so
26:19much for joining me. It's been an
26:20absolute pleasure having you here and
26:22remember as at the core of success with
26:25Performance Max, you need to make sure
26:26you've got enough data as a start before
26:29you introduce Performance Max. And if
26:31you want to watch a video on the exact
26:33scenarios where we use Performance Max,
26:35I want you to go through and watch this
26:36video right here. And if you wanted to
26:38see that video about bidding strategies
26:40and how to get those right for your
26:42Performance Max campaigns or for any
26:43campaigns, go through and watch this
26:45video right here. Hey, absolute pleasure
26:47having you here. Remember, if you do
26:48need more help with your Google Ads
26:50campaigns, at Defin Digital Academy, we
26:52have lots of different options for
26:54business owners and brand owners like
26:56you where we can help you in your
26:58current stage of growth. So, right from
27:00starting day one all the way up to
27:01businesses spending more than $100,000 a
27:03month in Google Ads, we've got options
27:05that can help you. So, why don't you
27:07follow that link in the description
27:09below, fill out that form or get those
27:11free assets or free Google Ads toolkits
27:13that we provide as part of the learning
27:15with define digital academy. Thank you
27:17for joining me. See you next time.

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