Aaron Young, a Google Ads expert with 15,000 hours of experience, shows how to optimize Performance Max campaigns for e-commerce. Check asset quality scores every 72 hours and edit low-scoring headlines and images. Review your product feed weekly, focusing on conversion value and cost-per-conversion to shift budget toward top performers.
Welcome back to Get Google Ready in 2023. And in this video I'm going to be taking you through the optimization steps that you need to be using to optimize your Performance Max campaign. And we're going to be especially focusing on how you can go through and review and optimize your ad assets and also your product feed, especially if you're using Performance Max for an E Commerce campaign. But before we get into that teaching, just in case we haven't met yet, my my name is Aaron young. I'm from Define Digital Academy and I'm your 15,000 hour Google Ads Master. And the optimization strategies which I'm going to be sharing with you has come from me creating and optimizing Google Ads campaigns since 2010. And to help you with your learning throughout this video, I want to give you access to my Google Ads E Commerce Optimization checklist. And this is a checklist which I've put together which lets you know exactly what you need to be optimizing in your Performance max campaigns every 72 hours, every week, every month and every 90 days. And as you'll see when we get into the screen share, I'll show you how to use this checklist as we go through and optimize your Performance Max campaigns. But with all that said, let's get into today's teaching. So this is the Google Ads E Commerce Optimization checklist that you can use. And what we're going to be going through today is I'm going to be showing you how to go through and review your ad assets. And that's when we go through and review the different headlines, descriptions, long descriptions, images and videos in our asset groups. And then I'm also going to be showing you how to optimize your product feed and that's going to be especially for for Performance Max campaigns that have a shopping feed. So in that ecommerce space, so the first thing you want to do is you want to go into your individual Performance Max campaign and then you want to go into your asset groups. And you'll remember when we went through the campaign set up for your Performance Max campaigns, I made a point that you need to be breaking your asset groups into different collections of products or services. So you can see in this one we've broken it into one bedroom villa and two bedroom villa. And then from there you want to go into the View Details section. And what you're looking at here is that when you're in the View details you want to go performance section. And what you're looking at Here is that Google will give you a score at three levels, either low, good or best. And you want to be going through and removing any of those assets which have a low score. So in here we can see this one, one bedroom villa Seminyak has the low score, whereas the ones that have the best skinny dip in your own pool or guaranteed best price. And then we can also see this low one here. Relax in a one bedroom Villa Seminyak. And you can also do this same process for all of your images and also your videos. And if you ever get a situation where it that just means that there's not enough data yet. So for this asset group at the moment we've got a couple of different headlines and long headlines that we want to be reviewing. That's this one in here and also this Relax in a One Bedroom seminar. So where we want to go is we just go through and click the blue pencil icon. And you may remember that this is one of the headlines that was performing low. And you can either type in your own headline or you can use the recommendation that Google gives you. But let's just go with this one. And we're going to try this new one which is luxury one bedroom villas. And then you may remember that this was the other one which was a low and we would do the same thing again. We've just gone through and I've now added in a new long headline which is enjoy the luxury of a one bedroom villa in Seminyak. And then when we're happy with that, we then go through and click save. And what you will notice when you go back into that View details section is that you can see now that this ad is now under review again. And you can see that new headline that we added is now pending. And what that means is that we need Google to now add in some extra data. But before we can come back and review this again, and that's why I recommend that you go through and complete this review ad asset every month. You could do it every three weeks. But what the process of what we're doing here is we're looking to take out those headlines, descriptions and long descriptions that have a low performance and replace them so that we can split test another set of ad copy or images. Now let's go into how you go through and optimize your product feed. And for this one we're going to go into a different performance max campaign which has a shopping feed active and we want to get into the listing groups and what we're doing in this listing groups is we're going through. And it's a similar process to if you've done this in a shopping campaign before, is that you're going through and making sure that where you're spending the most amount of money is where you're actually getting a good level of results as well. So you can see in this account, they've got a conversion value cost of 5.45, with a cost per conversion of just over $17. So what you want to be looking at is they're the two core metrics you want to be looking at, also taking into account the total conversion value. And then we want to through and filter this by cost and make it.
