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Performance Maximised! – All Things PPC Podcast Ep5

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Performance Maximised! – All Things PPC Podcast Ep5

This week, Chris, co-founder of PPC Geeks, and Max, one of our Senior Account Managers, talk about Performance Max and how to get the best out of this paid platform.

Press play on the video below to start listening!

Performance Max Demystified: Friend or Foe? (All Things PPC – Episode 5)

Feeling overwhelmed by Performance Max campaigns? PPC veterans Chris Stott and Max Jones of PPC Geeks are here to break it down for you.

In this episode, they’ll:

Bust common myths about the ever-evolving PMax.
Unpack what PMax is (and what it’s not) and show you how to use it effectively.
Share real-world experience and success stories (and failures!)

Whether you’re a PPC pro or just starting out, this episode will equip you with actionable insights to maximize your campaigns. Don’t miss out on this conversation with industry experts!

Stay Connected! Subscribe to our YouTube channel and hit the notification bell to keep up with all our latest episodes.

Tune in now and join the conversation!

#PPCGeeks #AllThingsPPCPodcast #PerformanceMax #DigitalMarketing #PPC #MarketingInsights #PodcastEpisode

Understanding Performance Max: The Future of Google Ads

In the ever-evolving landscape of digital marketing, staying ahead of the curve is essential for success. One of the latest innovations from Google Ads is Performance Max, a campaign type designed to streamline advertising efforts across various channels. In this blog post, we’ll explore the significance of Performance Max, its features, and what it means for advertisers.

What is Performance Max?

Performance Max is a new campaign type introduced by Google Ads that aims to replace traditional shopping campaigns. It allows advertisers to reach their target audience across all Google inventory, including YouTube, Display, Search, and Gmail, all from a single campaign. This holistic approach enables businesses to maximize their reach and optimize their ad performance more effectively.

The Importance of Performance Max

As digital advertising becomes increasingly competitive, leveraging advanced tools like Performance Max is crucial. This campaign type is designed to drive long-term growth by utilizing machine learning to optimize ad placements and bidding strategies. By analyzing user behavior and engagement, Performance Max can deliver ads to the right audience at the right time, enhancing conversion rates and overall campaign performance.

Transparency Concerns

Despite its advantages, there are concerns regarding the transparency of Performance Max campaigns. Advertisers have expressed the need for more detailed performance metrics to understand how their ads are performing across different channels. This lack of visibility can make it challenging for marketers to assess the effectiveness of their campaigns and make informed decisions.

Conclusion

Performance Max represents a significant shift in how advertisers can approach their campaigns on Google Ads. By embracing this new technology, businesses can streamline their advertising efforts and potentially achieve better results. However, it’s essential to remain vigilant about transparency and ensure that performance metrics are accessible for effective campaign management.

As the digital marketing landscape continues to evolve, staying informed about tools like Performance Max will be key to maintaining a competitive edge.

Timestamps
00:00 – 00:02 Introduction to Performance Max
00:02 – 00:14 Importance of data in campaigns
00:14 – 00:50 Overview of Performance Max features
00:50 – 01:22 E-commerce vs. lead gen accounts
01:22 – 02:12 Common misconceptions about Performance Max
02:12 – 03:00 Best practices for Performance Max
03:00 – 03:40 Importance of asset quality
03:40 – 04:30 Managing campaigns effectively
04:30 – 05:20 Addressing transparency concerns
05:20 – 06:10 Audience signals and exclusions
06:10 – 07:00 Refreshing assets regularly
07:00 – 08:00 Conversion tracking essentials
08:00 – 09:00 Strategies for long-term growth
09:00 – 10:00 Pruning low-performing products
10:00 – 11:00 Brand awareness with Performance Max
11:00 – 12:00 Final thoughts on campaign management

Notable Quotes

On the Overview of Performance Max: “Performance Max… is basically a conglomeration of different sorts of campaigns. It’s covering different channels… trying to hit customers on all stages of their purchase journey.”.
On the Evolution of Performance Max: “When it first came out it was just on shopping… but it’s slowly branched out into these other channels as well.”.
On the Learning Curve of Performance Max: “We’ve found that very often Performance Max… could be two, three, four months into a Performance Max campaign running until we start seeing it turn profitable.”.
On Transparency Issues: “One of the main things is complete lack of transparency. Performance is notoriously way more opaque than the previous shopping campaigns.”.
On the Importance of Adaptation: “If you’re not keeping up with these trends, you’re not going to be able to take advantage of them for the business.”.

Read the full transcript of the show

You really do need those first few months of just spending and allowing data to grow. And if you can’t maintain that, then it’s never going to work.

Chris 00:00:14 – 00:00:23

Hello, I am here with Max, who’s one of our senior account managers and key experts in our company on Performance Max. How you doing today, Max?

Max 00:00:23 – 00:00:25

Yeah, doing well, thank you. How are you doing, Chris?

Chris 00:00:25 – 00:01:02

I’m good, thank you. So today I wanted to invite Max on because I really wanted to hone in on Performance Max as a campaign type itself and also that I feel like there’s some misconceptions around it. It’s evolved a lot over the last few years. So really we just want to get into the weeds a bit on what it is, what it’s useful for, some of our experience of using it and some other scenarios. So to kick us off, can you just give us a high level overview of what Performance Max is and why it’s important in the modern management of a Google Ads account?

Max 00:01:02 – 00:01:47

Yeah. So Performance Max, it came in about a year, year and a half, two years ago, replacing what was shopping. It’s basically a conglomeration of different sorts of campaigns. It’s covering different channels. We’ve got display, we’ve got video, we’ve got search, we’ve got shopping all within this one campaign. And it’s basically covering that new base and trying to hit customers on all stages of their purchase journey. So whether they’re just being introduced to the brand via display or video ads, or they’re actually searching for it and finding shopping or search ads for that particular product, it’s basically finding them where they are and showing them the ads when it’s going to be most impactful. And that’s really what it is at the top level.

Chris 00:01:48 – 00:01:54

So I think there’s, when I think, correct me if I’m wrong, but when it first came out it was just on shopping, wasn’t it really?

Max 00:01:54 – 00:02:07

It was kind of, yeah, that was the main focus. Google was really pushing for a new way more automated version of their shopping campaigns, but it’s slowly branched out into these other channels as well.

Chris 00:02:07 – 00:02:12

So it’s not just for shopping anymore. We can use it kind of for search and discovery and things.

Max 00:02:12 – 00:02:13

Yes, yeah, exactly.

Chris 00:02:13 – 00:02:47

But the thing is with Google is when we’ve got these tools that they give us that cover so many bases and inherently have a lot of automation in, we are always kind of skeptical, aren’t we? Because the more we give over to their automations, we have seen incidents over the decades of doing this that things don’t always perform as Google thinks. So it’s one thing having a tool, but it’s another thing how do you use it? So in your opinion, what is Performance Max best used for and how’s that evolving?

Max 00:02:47 – 00:03:55

Well, at this point there’s sort of two scenarios we’ve got. On one side we’ve got the E commerce stores that are basically forced into using it all intensive purposes. They need to use it because they need to show on the shopping feeds, they need to show in those results. On the other side of things we’ve got Legion accounts that are not reliant on these shopping feeds. And when Formats Max comes in for them is really a growth opportunity more than anything. We’ve found that very often Performance Max, while it can take a long time to sort of get its learnings on the way and the algorithms get all lined up, it could be two, three, four months into a Performance Max campaign running until we start seeing it turn profitable. And it is really a long term growth option that we’d look for if a client was really looking for ways to expand. If they’re capping out budgets on search and where else can they go? Performance Max is a good option in terms of testing the waters and see what can work.

Chris 00:03:56 – 00:04:19

So we always try to maximize out the kind of foundational in a lead generation campaign, the foundational search campaigns, don’t we? And then this is the expansion side of things. So when we talk to people about Performance Max, what do you see are the biggest concerns or what do you, what do you usually hear? And I’ll give some anecdotes as well from what I hear from people.

Max 00:04:20 – 00:04:52

Yeah, I mean one of the main things is complete lack of transparency. PodMax is notoriously way more opaque than the previous shopping campaigns. You can’t see proper search term reports, you can’t see which channels are doing so and so well without external scripts made by the community. It’s really just a lot of I don’t know where my money’s going, I don’t know what I’m spending on and I don’t know, I don’t know if I’m essentially wasting my money or it’s going to turn into something positive. I imagine you see sort of the same thing on sales calls.

Chris 00:04:52 – 00:06:01

Yeah. So when we speak to potential, you know, we did over 300 audits last year and one of the common things in the E Commerce side of things was, well, there was a few common things. One is, oh, it’s all automated so we just leave it. Others are people just don’t very suspicious as they are of for example using Broad Match now versus a few years ago. But the reality is thing things evolve and if you’re not keeping up with these trends you’re not going to be able to take advantage of them for the business. But it is that is that lack of control. I think a lot of digital marketing managers, especially if they have ever run a Google Ads account, they like being able to dive down and look at individual elements whether that’s, that’s right across the whole list things another thing but that, that’s what isn’t there. However, since it launched nearly a couple of years ago now, we have got back some extra controls in performance max, haven’t we? I mean there’s been various audience and brand changes even in the last few months. What kind of can you. Putting you on the spot. But what kind of things are you able to do performance max now that you might not have been able to do a year ago? Is there anything you’re using on a, a regular basis?

Max 00:06:02 – 00:07:00

There’s a few different things. We’ve got audience signals that we can provide for. To actually start with those that’s instead of being a normal audience targeting where you say I want to target a specific audience and only them, it is a case of providing Google with a selection of audiences that we think are going to work best for these sets of products or whatever we’re trying to sell. And so we’re pointing Google in the direction of where they should aim that essentially that’s one element. We’ve also, they’ve also introduced a brand exclusion option. So if you are finding that maybe competitor brands you don’t be appearing on those terms because they’re not, they don’t convert as well or maybe your own brand and you don’t want to show up on your own brand, they have finally provided a way to actually exclude that at campaign level. We still don’t have access to any keywords but it’s like you know, one step along from that and that’s obviously been really useful. Yeah, yeah.

Chris 00:07:00 – 00:07:10

I mean they’re giving us a little bit of control back, haven’t they? It does feel like they are listening to the community. But Google only essentially does stuff if it’s self serving for them. Yeah, ultimately.

Max 00:07:11 – 00:07:11

Okay.

Chris 00:07:11 – 00:07:37

So if, if we, if we’re considering, you know, if you’re, if you’re running some campaigns we see a lot of audits. I’ve seen one today that isn’t running performance max. If you decide or you’re persuaded that you know, you’ve reached a level where you need to be using Performance Max, whether for shopping or search or lead general or E commerce. What things do you need to consider before even clicking those buttons in the account to get set?

Max 00:07:37 – 00:08:47

Yeah, Performance Max is hugely reliant on the assets you can provide it. And there’s a variety of different things you’re needing to provide for all these channels. So for search, obviously you’re needing to provide all the headlines and descriptions. Ideally, the more the better. So it can trial and test and split test between all the different variants it’s got. You want a good set of quality images that are, you know, it, it highlights your brand, highlights what you’re offering and they need to be really good quality because they’re showing across all the different channels for Google Discovery, display and all their search partners. And then finally, and video, video has become way more important because now if you don’t provide your own video, Google will automatically generate a video apps out of your other assets and this is never very good quality at all. So it’s really important before you sort of look to, okay, I want to expand, let’s try to push growth, okay, get your assets in line before you do that. Otherwise you’re in for a sort of uphill, uphill journey and it’s, yeah, you’re setting yourself up for failure really, if you don’t get ahead of that.

Chris 00:08:48 – 00:08:50

How often do you need to refresh the assets?

Max 00:08:51 – 00:09:42

Honestly, it really does depend on the client. As I’ve mentioned, there’s an external tool that we can kind of gauge how much traffic is going through which channels and how well they’re doing. Some clients you’ll find there’s almost no real traffic coming through display and video, in which case you’re not going to, you’re not spending your time efficiently if you’re swapping out the images, however often that’s basically okay, the client wants to refresh, we might change up the images there. But if we’ve got accounts where display is a significant part of that spend or a significant part of the conversions, then yeah, chopping and changing images might be a really good thing to do just to see is it going to give you enough uplift, do you see different assets performing better or worse? So yeah, it’s going to be client dependent, but yeah, the more visual the client is, the more likely it’s going to be beneficial.

Chris 00:09:42 – 00:09:49

Yeah, because I know it’s a bigger problem on Meta, for example, but then you’re burning through audiences more than keyword search and Things like that.

Max 00:09:49 – 00:09:50

Yeah, exactly.

Chris 00:09:51 – 00:11:39

So some other things to consider before setting up a performance mapped campaign from my point of view is because it is totally data dependent, the driver of Performance Max. Then if your conversion tracking is inaccurate, incomplete or not appropriate for your goals, then it’s bad data in, bad data out, isn’t it? And I’ve seen time and time again where people feel the performance max isn’t working and it’s like, yeah, but your conversion tracking isn’t working. So that is definitely a thing. So before I’d encourage anyone, before they do everything, anything, make sure they have all the tracking in place because that will feed the bidding algorithms, that will feed Google’s soul of what they want to give you in terms of conversions and stuff. And then once you know that you can track everything, you need to make sure you know what the goals are for the campaign so, or for your business in general. So understanding for E commerce, what margins you need, roas you need to deliver things like that or cost per lead on those. And then from that you also need the overall strategy of which performance max is one of the things. So coming on to strategy then can we, can we dive a bit more into. You alluded to it before, but performance max is a growth tool. So what options are there there too? If you’ve got a client, the best clients I think are the ones who want to grow and have say a 10, 20% budget for testing. And not all testing will work, but having that budget allows you to try things and grow. If you’ve got that scenario, you’ve got a reasonable budget for testing, what kind of extra things can you do on Performance max? Or is that more going into the discovery side of things when you have.

Max 00:11:39 – 00:13:18

That situation where you have a client with this extra amount of budget that they’re happy to experiment with, often that previously we might be like, okay, we’ll put some money towards display or video or discovery individually. Now a lot of clients in my experience tend to see that they don’t really see any return on investment for those, for those channels on their own. You’ll run them for months and see it’s just spending. You’re obviously getting impressions and brand awareness, but you can never tie that back to okay, it’s resulted in this amount of increasing conversions. With Performance Max, it’s doing all that and more is hitting all those channels at the same time, but it’s using the data from all those channels and essentially channeling into creating a funnel for those customers. And we’ve found that even though There’s a, there’s a ramp up time for, for these campaigns. It could, like I said, it could take three, four, five months. You start seeing results. But once it starts seeing results, it tends to stay that way because they’re so data oriented. Even with a standard shopping performance max campaign, we’re giving them at least 30, 30 plus days to actually, you know, set expectations with the clients. Don’t expect them to immediately be profitable. They are massively data driven and they need, they need data before they can actually, you know, turn profit more often than not. Yeah. So in that case, it’s going to be set up 20, 20% budget aside. Fine. But you’ve got to be okay with, you know, the long game, waiting, waiting, allowing that data to build up and then seeing it flourish, you know.

Chris 00:13:18 – 00:14:44

Yeah. So I mean we’ve got countless examples of that, which is why we always say I’m having it, that you have to, you have to go through that pain period of not, not it’s not working, but it’s not yielding you the results that you require. Yeah. And, and I mean that, that is the thing that I always remind people. Ultimately this is paid per click. You have to pay for every click. And it takes time to pay for enough clicks to gather a data set that becomes statistically significant. And that’s in the same way that how the algorithms work. You know, they need enough throughput and they have access to way more, as we said, they have access to way more data than us. So not just about the browsing habits of the people who are looking, but what they originally searched for that we don’t always see to previous conversions, who they are demographically, all that kind of stuff they’re onto. Which is why it’s so important to not just do the basics when it comes to a campaign. So have all those assets in place, set the topics and exclusions and audiences and things. And a common issue I’ve seen, which I’d like your take on when we doing the audits is there’s plenty of performance maths campaigns that are just set and forget. As in they just attach the feed to a campaign and leave it and don’t do anything else. Can, can you give me an eye? How does that happen?

Max 00:14:44 – 00:15:55

I mean, it’s really easy to do. So when you set up a campaign, it usually asks you do you want to attach a feed? And you just select yes and then you left. Then you leave it to run. That is never ideal. Often people think that with fonts Max, there’s not really a lot to manage. You’re just letting it run and hoping it works. If you’ve got a shopping fee that actually that could not be further from the truth. It is still a shopping campaign. You still have all of your products to look at, analyze and see how they’re doing. Perhaps exclude ones that are continuously spending and not seeing profit. Perhaps relegate them to a lower spending performance campaign just so they don’t impact that bottom line. You do want everything showing. We’ll often find that when we, when we audit these accounts they are just left to run. And when we go into look, we’ll find products that have spent hundreds and hundreds of pounds and never seen a conversion. And those are the sort of nitty gritty actions that you need to be looking at and taking and analyzing and finding way or losing money to reverse that and allow the products that can actually convert profitably to have that money available to them instead of these poor performing products. That is a lot of the work and form of works.

Chris 00:15:55 – 00:16:24

And yeah, so that’s, that’s kind of the beauty that Google sells is oh, you just attach your feed which goes through Google Merchant center and then bang, you’ve got ads live. Which is true to an extent, isn’t it? But so how would you rectify that? It’s about not just, I mean you have, I mean it’s a useful tool, don’t get me wrong, types of people, what are the things people are missing? Is it down to as simple as the assets and audiences and placements or.

Max 00:16:24 – 00:18:41

Yeah, I mean as soon as you attach a feed, the, the shopping products are running but those need actively managing. It’s kind of a separate thing to the images because if the shopping products are showing from the feed, the images aren’t showing because the placement is going to be for shopping or for images or whatever. They’re kind of completely separate parts of managing it. With regards to actually managing the assets and images and the ad text, the Google will let you know, okay, these are poor performing. It doesn’t give you any numbers. It doesn’t tell you this is spent this much and converted. Never. You don’t get any more, any, any of that sort of detail. So honestly the vast majority of work for performance max is, is the shopping feed. If you’re not managing the shopping feed, there’s not a lot else to do that is data driven. You don’t, you don’t have the information to make other actions to say okay, getting rid of this image is going to result in an uplift because you’ve no idea if that image has or hasn’t result conversions. They do not provide you that data. So just attaching that feed, I mean if you’re lucky it might work. It might start picking up conversions on the low hanging fruit of your products and then rock it off from there. But if it doesn’t and it’s just spending, the way to rectify that is to look at the products it’s showing and cut out the, you know, the lowest common denominator of okay, these are spending lots of money and doing nothing. Stop them showing and allow your other products to show. There’s another potential thing here. When you, when you attach a feed you have maybe hundreds, maybe thousands of products. Portsmax doesn’t, is not very good at optimizing for the low volume products at the bottom of the feed. So it’ll find all these products that immediately start working and it’ll keep showing those products and you only have a set budget so it’s pouring all that budget into top products and then there’ll be a pile of products at the bottom that never see the light of day. Often you can find splitting off into a separate performance campaign just for these, these, these products that are never seeing any sort of volume can be a good way to even further increase your growth and see if you’ve got other products that have potential that aren’t being given the opportunity.

Chris 00:18:41 – 00:19:22

Yeah, that’s a, that’s a really good point. That was something I wanted to ask you about actually was we’re seeing increasingly actually when, when reviewing accounts duplicate products across campaigns. Is that a risk that if you have still got some legacy shopping campaigns or you’re running an all one feed campaign that you, you’re going to have duplicate products? Which sounds a bit counterintuitive. It’s like how can I have duplicate products in the same account? But they can start to compete with each other and ultimately Google likes to win so they’re going to take the, the one that gets them the most money. How does the duplicate problem happen and what do we do to counteract that?

Max 00:19:22 – 00:20:59

Yeah, so it might, it could be for any sort of reason. Most recently I’ve seen an account splitting up campaigns based on wanting to set different ROAS targets but then not selecting different sets of products. They’ve got everything showing in one and everything showing in the other and they just have different targets for whatever reason. The main issue here is that these campaigns do not share data between each other. So all the performance for a product in one campaign is completely irrelevant to another. Campaign, it doesn’t have access to any of that data and it cannot use any of the learnings from one campaign to the other. So you’re essentially siloing this data for one product in two different spaces. Whereas if they were just in one campaign, they’d be able to use all of that data if they have the budget to do so, to basically, you know, fuel the algorithms and allow them to perform much, much better. So cutting back on duplicate products is a really good way of allowing singular products in lots and lots of individual situations to perform better overall over a long period of time. Just because they’re essentially losing data and all of that data is split up into segments and it’s just, it’s going to waste essentially. You’ll also find similar happen if locations blew up. It just happens when a client will set up a brand new campaign because they want to try some new images, for example, and they’ve set up a new campaign to try pile of new creatives. That’s not really the answer. The answer would be to create a new asset group to try the new images. Yeah, it’s just all sorts of situations like that where there is usually a better option than what’s chosen.

Chris 00:20:59 – 00:21:25

Yeah, yeah. So it does need more logic and strategy behind it. So one of the other issues we’ve seen is when campaigns aren’t spending their budget. So what kind of things do you need to do to improve performance? If the budget isn’t even being spent, people will say, look, I’ve got budget, I want to spend it, but my ads aren’t being shown. What are the kind of reasons behind that?

Max 00:21:26 – 00:22:33

More often than not, it’s usually your targets are far too ambitious or strict. So if you’re aiming for a 400% ROAS, but the campaign is only so far achieved at 200% but you’ve set it to hit 400%. Well, the campaign knows it’s never going to achieve that and it’s going to really restrict how much it’s willing to spend on these clicks because it knows if it’s going to spend more on these clicks, it’s only going to hit 200. It’s never going to hit what, what you’re aiming for. So you need to, you need to essentially work with the bidding strategies and the performance you’re getting. So if you are getting that 200%, okay, set, set your targets, maybe 210, 20, 30% just above where you’re hitting and aim for, for incremental growth towards a target that you’re eventually going to get to rather than setting this, your ideal target that you’re not anywhere near hitting at the moment, that is just throttling your volume. And that’s basically the answer you can, you can either set a lower target or maybe even swap back to maximize conversion value instead of setting a target. Roas those are both good options.

Chris 00:22:34 – 00:23:02

Yeah. Because it is frustrating when you’re trying to get your show in and budget showing. It’s just not okay. So what else is performance max good for? That is it? We talked a bit about it before, but is performance max good as a brand awareness tool? Because we have plenty of clients who still need and want and have goals around brand awareness. How does it feature in that, especially with the changes to controls or is it not the best tool for use for that? Or is it a mix?

Max 00:23:02 – 00:24:25

It is definitely a mix because first and foremost when you are setting, when you’re setting up a performance match campaign, your bidding strategy is can only be oriented around conversions or conversion value. You cannot tell it to I want just brand awareness or I just want clicks to my site. So in eventuality it’s going to be aiming for conversions but it is hitting these brand awareness channels like display, like video, like demand gen with your images and your videos and, and you, you essentially will see that brand awareness from the get go. If you are only wanting brand awareness for whatever reason and you’re not bothered about return, then perhaps display or demand gen or video campaigns would be a better option for you. It’s just if you do have a long term goal of okay, I want brand awareness but I do want that brand awareness to eventually turn into purchases or leads or whatever Performance max is going to be absolutely going to be the best bet because it’s hitting all points on that funnel, including the top end of the funnel which is the brand awareness all the way along through the consideration and then eventually the, you know, that last click of purchase. And so yeah, it really just depends on what you want. But yeah, if you’re, if you’re aiming for purchases at the end of the line, then form is probably still a good choice even for brand awareness.

Chris 00:24:26 – 00:25:11

Cool. So I mean a lot of the things we talked about, maybe more on the setup side of a campaign and the general data management, one of the things we hear is about, you know, if you have an illusion that performance max is a set and forget thing, what would you be doing? We talked about that. But when it comes to the mature campaigns we’ve got, you know, we’ve been operating them on performance Max. For a long time. What are we looking for? Is it typical incremental growth in performance or is it just constant pruning or is it branching out or is it going to other tools outside of performance Max. But you know, when we’ve got an account that’s been through that learning period, it started to be bedded in. Clients happy with results. What are we doing to maintain that and expand out?

Max 00:25:12 – 00:27:15

Yeah, all of those things more. So again, it’s like the pruning of, you know, analyzing the actual individual products or product types and seeing what is and isn’t working. Okay, can we cut any of these products or again, relegate them to spend less? That’s one side of it. And that will massively improve ROAS numbers or CPL numbers on the other side of it. We can actively be looking and seeing which audiences are performing and then adding them to audience signals within thoughts Max. That’s always a good option. Again, that’s splitting out of those low volume products that are never seeing the light of day and allowing them to be shown to see if they can work to see if they can grow is really often a good option. Especially with accounts that have thousands and thousands of products. There will always be a number of products at the bottom of their list that are just never being shown. And it is just a really good idea to make sure they are at least given a chance to pause them later if they don’t work. But at least try and continually look for those sets. Another option, we often have clients that do have strict profit margins but different across all their products. So some, some products might be high, profit margins might be low. You could split your, split up your Performance Max campaign into these profit margin groups and then obviously you’ve got high profit margin products. You’re more happy to spend more on them because if just one sale goes off, you’re going to make a pile of revenue back on that immediately. Whereas these low ones you might want to spend less on. You can also adjust your targets based on. Yeah. Which way that is. Yeah, there’s all sorts of options. And then alongside that you’ve still got all your creatives that you could be updating or videos or anything the client can provide in terms of new offers or sales or anything like that. You can add new asset groups to set those up. Yeah, there’s a bunch of stuff you can be doing with Performance Max.

Chris 00:27:15 – 00:27:42

It’s a myth, isn’t it, that performance Max is automated. There’s always stuff we can be doing. There’s always plenty of things to be looking at. I think we’ve done a great overview of Performance Max and quite a lot of detail on the ins and outs. Is there anything else worth covering that might typically missed or a good hacked to overcome problems or anything you feel you want to close? Any closing thoughts about Performance Max you want to impart with the audience?

Max 00:27:42 – 00:28:48

I think that if clients are potentially. If people are potentially thinking about using Performance Mac but they’re worried it’s not going to work, or they’re worried that they actually can’t sustain those first three months of still not making money, it could be the case that performance actually isn’t for you. You really do need those first few months of just spending, allowing data to grow and if you can’t maintain that, then it’s never going to work. If you keep pausing it because you’re not seeing the results and then you turn it on again, again, that’s going to be affecting the algorithms. You absolutely just have to weather that learning period and allow it to run again. I’d say like three months ideally. If that doesn’t sound feasible for you, then maybe pull up Max isn’t the option for you. You can actually still run shopping only campaigns. It’s not really advertise too much by Google, but that’s always an option if Performance Max seems a bit out of reach. Yeah. Other than that, I think we’ve covered most betas. Really.

Chris 00:28:48 – 00:28:56

Yeah. Well, thank you very much for your time, Max. That was really informative. And we’ll see you on another episode of the PPC Geeks podcast soon.

Max 00:28:57 – 00:28:57

0:00 – 28:58

Yeah, cheers, Chris.

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