Review Your Performance Max Campaigns

One of the biggest criticisms of performance max campaigns is that while they are great, that you just don't see the same level of data of what you would see in more traditional Google Ads campaigns like your search and your shopping campaigns. Now, while this is still the case, the good news is, is that Google has been releasing more and more data that you can see to review and analyze your performance max campaigns. So in this video, I want to take you through the exact process that I use to review my performance max campaigns so that I can then go about adding in the optimizations. And just in case we haven't met yet, my name is Aaron young, I'm from Define Digital Academy and I'm your 15,000 hour Google Ads master. And to help you further, I want to give you free access to my Google Ads E Commerce optimization checklist. And this is a checklist which I created and I still use today, which not only lists all of the individual optimization tasks that you need to be completing for your performance max campaigns, but it also lets you know how often you need to complete those tasks. Because the reality is, is that some optimization tasks need to be completed every 72 hours, others need to be completed weekly, and others only need to be completed monthly or every 90 days. So if you want to get free access from a Google Ads ecommerce optimization tool, all you need to do is to follow that link in the description below. But right now, let's go into an extended screen share so I can show you the process of how I review my performance max campaigns, especially with the new data that Google Ads has been making available for us. Let's go. Okay, so where I've got you in here is that we are in a performance max campaign. And this is a newer campaign that we started about six weeks ago. And as you can see from here, we've been seeing a steady increase in not only our conversion value, but also in our Roasware. We've actually been able to get that above six. So it's been up, you know, let's just say 620 just underneath that 555. And then it's also been raised. So now consistently it's been ranging from around about that 550 up to those low sixes. What I want to show you is the data which I reviewed that has allowed me to make the best optimization decisions so that we can see these increasing results which we want to see in any of our performance max campaigns. So the first place that I go to is when you go into your campaign campaigns and then we're in our Performance Max campaign. I want you to go into your asset groups. Now the one thing that I do want to list here and make it really, really clear that this next section which I'm about to show you only really works if you've used the correct structure which I recommend. And that I'm seeing is producing the best results in that you have multiple asset groups that are based around product categories. So you don't want to base these asset groups around different audiences, you want to have them based around different product categories. And let me show you what you want to be doing in here. And if you go over to this table icon up here, so you see at the top here, when you're in asset groups, you can see summary. We want to go over to table and what this does is as you can see through here, we've got our different asset groups. So we've got a T shirts one, a jumpers one, addresses one. We do have a bit of an all one. And what we're doing here is that this is all about other products. And when we go into, when we go into that asset group, I'll just show you in here now we can go into the listing groups. And what I've done is I've broken these listing groups out by some other different products. So what we're doing here is we're just wanting to see which one of these different product categories are performing well because we will then put them into their own asset groups. But what I first wanted to show you here is the benefit of doing it like this is that when you're in this table section, so not the summary in the table section, you can go into columns, modify columns, and you can add in all of the extra data that you want to be adding in. So I'm also going to add in this conversion value cost, which is our ROAS score if you want to as well, you can see your click through ratio, your average CPC and then we just go through and click Apply. Now one thing I do want to mention in here is that there are still some Performance Max campaigns where you won't see all of this data. And that's just because as part of this rollout they're rolling it out by different groups of accounts. So if you don't see all this data in here yet, never fear because it will be coming through to your account fairly soon. And I'm noticing about one or two of my campaigns coming online every couple of weeks. So right now I've got about, I think it's Only about sort of 20% of my performance max campaigns that don't have this data. So once again, don't be alarmed if you don't see this data. But when you do get it, what this allows you to do is it allows you to make some really strategic decisions. So what we can do in through here is when we've added in our conversion value costs, we can start to go through and have a look at what are some potential product categories that we could break out into their own performance max campaigns. And let me just go into the last 14 days and the reason for why I would potentially want to do this is because we can see through from here. When we're we look at something like this one in here, we can see that it's got a high conversion rate and it's got a really high conversion value cost. But what the problem is is that it's getting the least amount of impressions. So what we could do here is we could break this out into its own performance max campaign. The benefit of that is that we can then better control this budget because remembering your budgets are controlled at a campaign level, so we don't have any power over deciding which of these asset groups are going to get more impressions or more spend. So by breaking this out into its own performance max campaign, we can then tailor the budget. And then what it also does allow is it allows more spending on these other products and campaigns. So that's the first thing that I go through and review is that we go into the asset group section and then go over to this table section, add in the extra columns so then we can see this data. Now this is a great level of data that wasn't previously available with performance max. And as you can see, this is more of a historical type of data analysis that you would do with your search campaigns or your shopping campaigns where you would review it by ad groups. So I have to say that I'm really, really happy with this level of data that Google is now giving us access to. The other place that we want to be going over to is we want to be going over into the insights and reports and you want to be going into insights and in this section, what you want to be doing in through here. Now I do want to just note that this generally straightaway go to the last seven days. What you can do is if you wanted to, you can also change it to the last 28 days. And what you can do through here is that you want to be looking at two core things. You want to be looking at Your search terms. So what you want to be looking at through here is filter this by conversion value or if you're not running E commerce you could just filter it by conversions. And what you want to be looking at through here is any of these search categories which you may not have added into your audience signal. And what we can see through here is that this one has a lot of data around about breastfeeding friendly. So what I do is I then go through, copy these keywords and then go back into my asset groups in here and then say for example with the tees, and then I would go into my audience signal and add it in through there because he saw things about breastfeeding T shirts that were performing really well. So once again you click edit here, then you have to go into here and click edit again and then you can go through and add in those search terms. Now the other thing that you want to be going through is that when you're in your insights and reports, you want to go down into your audiences insights. And what you're looking at in here is you're going to be seeing, I'll just break this out to 10 rows. You're going to be seeing two different tags. You're going to be seeing these blue tags and these green tags. Now what the difference is is that these blue tags are audience signals that you have already provided to Google. So they're already added into your audience signal. What these green ones are, these are ones that you haven't added. But Google is prioritizing these audiences because they are performing well for your campaign. And this takes us back to remember, you may know this when you go into your audience sign click edit here. You see this little warning in here where it says your audience signal has been added. Performance max will go beyond your selections to find new conversions on your goals. And what's happening here is that these ones in here, these green ones is Google giving you that data. So what I would do from there is that I then copy that audience. We'd go back into our asset groups, go into your audience signal and then what I do from there is I go through and I add this in as a new audience. Now quickly want to explain the benefit on that last step that I showed you where you go through and add in those extra audience signals, where you add in those extra audiences that Google is optimizing your campaign for when you add them into your audience signal. The benefit of that is this, is that we do know with tools like Chat GTP and Google's Bard, we know that the more information that we give those AI tools, the faster and better results that it will give you. So what we're doing here is that when you see those keywords and you see those audiences in your Insights tab, if you see that they're getting great conversion data for the, for the keywords, or if you're seeing that Google is starting to optimize for those audiences and you know that that audience is a great match for your service or your product, by adding those into your audience signals, you're giving Google that extra confirmation that, yes, keep optimizing and keep targeting my campaign for those search terms and those audiences. So that's how you can go through and use these new data insights which Google is giving you so that you can improve the performance of your campaign. Now, one thing that I do want to stress that for this to work, you need to be using the correct structure for your performance max campaigns. And to help you with that, I want you to go through and watch this video right here so you can see the step by step process on how to correctly set up your performance max campaigns. Thank you again for joining me. See you soon.