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Your Guide to Winning with Performance Max Campaigns

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Your Guide to Winning with Performance Max Campaigns


The first mention of Performance Max dates back to 2020, but it is still considered the new kid on the block for businesses and marketers alike. 

For many business owners, and especially eCommerce store owners, there has always been that search for the Holy Grail to simplify online advertising. With many options available, it was difficult for many to choose where to start. For those unfamiliar with the Google Ads ecosystem, it became a very expensive lesson, with many chalking it up as an expensive lesson in futility.

Then came a shift in the landscape, with the release of their automated behemoth, Smart Shopping. This new campaign option offered the likes of many amateur shop owners a simplistic way to take their first steps into the online advertising universe. This made for a simplified process for users to easily showcase all their products, putting most of the decision-making in the hands of Google

Whilst this provided some relief for many, there were still boundaries. For one, the ability to extract pertinent data to review and assess was one of them, as was providing the opportunity to the inexperienced to expand into the other Google advertising ecosystem (YouTube, Display, etc.) where their products may flourish. This provided a void for advertisers to expand their reach and required something to fill the gap.

That was until now!

With the announcement that Google is sunsetting the Smart Shopping campaign, the talk moved quickly to how this will be handled. There was the mention of a “one-click” solution to transition across to this new kid on the block, which was music to the ears of those still not familiar with the Google advertising network. Whilst this may sound like the perfect solution for most, not having that understanding of what you’re working with, could be the difference between the success and failure of your efforts.

This is why I want to equip you with a full understanding of what Performance Max is, and how you can go about implementing the moving parts to set it up for success.

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Introducing Performance Max

Performance Max is the latest installment from Google’s war chest of advertising tools. Unlike other automated options of its predecessors, Performance Max harnesses the power of its advertising ecosystem and enables advertisers to serve their ads across YouTube, Gmail, Discover, Search, Shopping & Display networks from a single campaign.

In their own marketing efforts, Google has made it sound simple to get these new campaign types in place, and in some ways, they have. Simply provide your ad copy, upload inspirational product images, add links from your YouTube account, and connect to your Google Merchant Center and you’re only a button click away from unleashing its power. From there, Google’s all-powerful machine learning systems will seek out and find the perfect customer and serve your ads to whichever platform they may be using at the time.

So now, instead of having to create multiple ads and assets for specific channels, you get to “throw it all together” and let Google work its magic, managing its potential to full effect across their advertising landscape.

Performance Max campaigns leverage their automated bidding and targeting technology, creating tailored ads and putting them in front of customers, no matter where they are on the Google Ads network. From the average person, this sounds too good to be true, especially those that are happy to let Google have complete control over their funds.

To help you get the most out of Performance Max, let’s break it down into the many parts that go into making it work.

Anatomy of a Performance Max campaign

Unlike other previous campaign types, such as Search which focus on text-based queries, from this single campaign, you can now show ads to other platforms that include Shopping, Search, YouTube, Display, Local, Gmail and Discovery.

As an automated campaign type, all you need to do is add your assets, select your goal and let Google proceed to do the job by showing your ad to the right person, on the right network, to give you the best possible chance of success. It sounds like the holy grail of advertising and whilst you will see results, having a better understanding of how to put it all together will go a long way to its success.

So where to begin.?

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Whilst you’ve read this far, let’s presume that you have a good understanding of the basic campaign settings for creating a Google Ads campaign, including your budget, location, language, etc. As these are generally pre-determined when you plan your campaign and the goals you want to achieve, there are some areas to take into consideration when doing so.

With Performance Max campaigns, you have 2 options with the bidding strategy. Maximize Conversion or Maximize Conversion Value. While there are only these options to choose from, your success is based on choosing the right one. Whichever goal aligns with the outcome you are wanting to achieve, we suggest not putting in any limitations such as a target ROAS or CPA when starting out, and allowing Google to “spread its wings” to jump-start the campaign.

There is one caveat within the settings and that is the Final URL Expansion section. If there is a page on your site that Google believes is more relevant than the landing page you want to direct them to, it will send them there. This does take some control out of your hands, but it is based on your historical conversion data combined with the characteristic profile data it has on users. If there are pages that you specifically do not want to be included, you have that option through the Add the URLs you want to exclude option.

Asset Groups

Asset groups can be similarly described as the “new ad groups” of these Google Ad campaigns. Within these asset groups, you have the infrastructure to create themed assets, including imagery, video, shopping products, and text ad copy, that will provide an inventory for Google to showcase across its advertising platform. Keep in mind that if you are not utilizing your own video or YouTube channel, Google will create one as part of the asset group. If this is not an option, you can contact your Google rep to remove the Performance Max campaign from the video network.

Listing Groups

Within each asset group, you can manually select which products you want to be served up across the Google Shopping network. These listing groups can be segmented by Category, Brand, Item ID, Condition, Product Type, Channel, and Custom Labels. While there is no right or wrong way to set these up, I suggest breaking them down so they align with your themed Asset Group. For example, you may have an Asset Group for Nike and it would make the most logical sense to only include the range of Nike products, especially if you’re using keywords as an audience signal to find your customers.

For those a little more advanced, you can take advantage of using custom labels to get granular with the products that you want to include, such as top sellers, on-sale items or even by a price point. Aligning your products is a key element here, so ensure you spend time looking at how you want to segment these out in comparison to the audience that you will be targeting.

Audience Signals

Creating these signals will guide Google’s machine learning models on the way to better optimize your campaign. One caveat with this is that these campaigns may show ads to audiences outside of these signals if Google’s machine learning indicates that there is a likelihood of attaining a conversion that falls within your goals.

When starting out, it’s always good to have a solid foundation of audience signals in place to get things going. This initial information is going to help your campaign ramp up and optimize performance faster. Whilst having all your products and signals in one group is the simplest way to start, ideally, every audience should get its own asset group and intended audience. These audiences should include:

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  1. All website visitors
  2. Competitor terms and website
  3. In-Market with a combination of relevant and “outside-the-box”
  4. Affinity
  5. Customer match list or All converters
  6. Converting keywords
  7. Brand

These are not the specific audiences that you’ll be targeting but the characteristics of those audiences Google will use to find the right customer.

*Top tip – If you’re looking to create a large number of asset groups by combining categories and audience signals, Google Ads Editor is going to be your best friend. Whenever you duplicate an asset group from within the Google interface, the Listing Group defaults back to all products and you’ll need to segment it each time. If it is duplicated in the Google Ads editor, it will retain the original segmentation of the products.

All Done, What’s Next?

Absolutely nothing!

Not quite but you do need to understand that these new campaigns take time to work through the learning process, gathering all the data from your assets and signals, to achieve the goals you have in place. While this doesn’t mean you won’t see some early wins, and you should, it just means you’ll have to be a little more patient. Generally speaking, this can take up to 5-6 weeks from the time you hit the GO button for new campaigns, which for some can be a nervous period. 

Now, this doesn’t necessarily mean you can walk away and let it do “its thing” for the next few weeks. As they say, a champion team will always beat a team of champions, and this is no different when talking about your Google Ads account. Relying on a single campaign, as many did with Smart Shopping, can be fraught with danger. Whilst Performance Max campaigns utilize all of the advertising networks that Google has to offer, you want to ensure that you’re not missing any opportunities. 

For starters, a Brand campaign.

I suggest running a branded search campaign alongside to ensure that Performance Max is not taking all the glory in sales and converting the low-hanging fruit of those people looking for your business. Although there is hope that it will eventually become available, you’ll still need to speak to your Google rep about adding your brand name, and its derivations, as negative search terms to Performance Max.

Running a standard shopping campaign can also be beneficial, especially if you have core products that need to be front and center with your audience. There is a lot more control, and data to analyze, which can help with improving the overall account, too. The Performance Max campaign will help with “filling in the gaps”, especially with the additional channels it has to market to.

You should also look to run a Dynamic Remarketing campaign. Unlike the previous Smart Shopping that so many were used to running, the remarketing component was far superior, and a dedicated remarketing campaign will give you far more information to review and make decisions.

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We live in a media-rich world, where platforms such as Instagram and TikTok rule. The reason they are the kings, or queens, of the social media world is the use of visual creatives. This is no different when it comes to Performance Max campaigns. Make sure you keep a stock of fresh visual images and videos and implement them into newly created themed asset groups for further testing.

But won’t this reset the learning cycle?

Thankfully, it won’t reset the learning phase for the entire campaign, just the newly created asset group. 

Will Performance Max campaigns take traffic/sales from my other campaigns?

The short: it depends. Whilst they are known to “steal” impressions and clicks from other campaigns, there are reasons why. Part of the reason comes down to your ad ranking across all your campaigns. For Search based campaigns, if there is no exact match term in other Search campaigns, then it will be based on the highest ad ranking in your account. When it comes to competing against other YouTube and Discovery campaigns, it’s different again.

To clear up the confusion, here’s a table to give you an idea of which campaign will show:

Campaign #1 Campaign #2 Campaign entered in the auction
Search campaign that matches user query exactly Performance Max Search Campaign
Search campaign that does not match user query exactly Performance Max Campaign w/ higher ad rank
Standard Shopping campaigns Performance Max Shopping Ads on Search/Shopping: Performance MaxShopping Ads on search partners: Performance MaxShopping Ads on Gmail & YouTube: Campaign with higher ad rank
Display campaigns (with no feed) Performance Max Campaign w/ higher ad rank
Display campaigns (with feed) Performance Max Dynamic remarketing: Performance MaxAll other display ads: Campaign w/ higher ad rank
Video campaigns Performance Max Campaign w/ higher ad rank
Discovery campaigns Performance Max Campaign w/ higher ad rank
Local campaigns Performance Max Campaign w/ higher ad rank
ACE campaigns Performance Max Campaign w/ higher ad rank

Conclusion

As you can see, getting started with a Performance Max campaign isn’t as difficult as it may seem, and for those that are either new to Google Ads or crossing over from Smart Shopping, that journey has been made simpler. 

Whilst the above will get you up and running, there is still much that can be done through review and testing, as well as working on accompanying campaigns to complement the performance of your account.

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If you’d like to find out how to get the most out of Google Ads for E-commerce, you can contact me at Digital Darts.





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5 Tips for Small Business Owners in 2022

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5 Tips for Small Business Owners in 2022


Not all small businesses or bloggers have the capital to run massive paid marketing campaigns.  47% of small business owners handle marketing efforts on their own.

Many are on a tight budget and don’t know where to start. Once you have a website, its value primarily relies upon how well you can engage consumers.

Engaging initially through one channel creates an impression, leading to conversion opportunities and improved traffic of qualified visitors to the page. Visibility is critical when 70-80% of people research a small business before visiting or making a purchase from them.

There are many ways to boost your online presence between paid and organic channels. 

So, are you looking for some new ways to market your product or service?  We’ve got five proven methods that will help get the word out.

1) Optimize for Organic Search (aka SEO)

Organic SEO is (and should be) the foundation of your website traffic. 

Did you know that 68% of all trackable website traffic is sourced from organic traffic and Paid Search, vastly exceeding all other channels, including Display and Social Media?

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When you know what your website users want, you can use that information in your paid and organic campaigns, your website, social media platforms, and any other channels.

So, how do you optimize your website’s SEO for organic search? 

Here’s how you can start:

Find the Right Keywords 

Keyword selection is vital to be successful with organic search. Using keyword research, you can identify queries searched by your potential customers, including products or services your business offers.

Create Quality Content 

Once you’ve decided on your keywords, you must create content supporting customer intent. 

You can create blog posts, product descriptions, and other content that resonates with potential customers.

If you don’t know what to write or aren’t exceptionally skilled at writing, there are several AI writing tools you can use to write for you.

Build Backlinks 

You need to build backlinks to improve organic traffic to your website.

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Backlinks are links from other websites to your website. They’re essential because they help improve your site’s visibility and authority in search engines.

But how do you build backlinks? Get your site sourced by high authority and relevant websites. 

There is plenty of SEO software for small businesses that can help. 

2) Use Content Marketing to Your Advantage 

Some small business owners think content marketing is unnecessary for their business. 

After all, why invest time and money to create content when you’re running a small business? 

Why create content when you can focus on sales or leads?

Content marketing is about creating quality content to attract potential customers to your website. 

Content can come in different forms, but some of the most commonly used are blog posts (i.e., listicles, how-to articles), podcasts, and videos. 

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Notably, 86% of marketers use blog post publishing as part of their content strategy. That is to say, it’s the most popular content format among marketers.

On the other hand, 94% of marketers agree that videos have helped increase user understanding of their product or service.

Either way, the critical element of content marketing is value.  What value does your content offer? 

Start With Value

If you’re unsure where to start, remember that when writing a blog post, recording a podcast, or shooting a video, your goal should be to provide value for your audience. 

Think about what you can offer and how it can stand out from competitors in the SERP (search engine results page). 

Stick to a Schedule

Anyone who has tried to improve their ranking on Google knows it is no easy task. 

Algorithm updates can make it feel like you are constantly playing catch-up, and it can be tough to know which strategies are effective and which are a waste of time. 

However, there is one thing that is universally accepted as a foundational element of online visibility: content. 

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A website with high-quality, well-written content will always fare better in the search algorithms than a website with thin or duplicate content. This is where blog posting comes in. 

By regularly publishing new articles on your website, you are giving the search engines new material to index and helping to ensure that your website remains relevant. 

Of course, quality is more important than quantity, but even a short blog post can be beneficial. 

The next time you wonder how to improve your Google ranking, remember that content is still king.

SEO Opportunities

Another benefit of content marketing is that it opens up plenty of SEO opportunities. 

When you run a blog on your website, you can use it as an opportunity to improve SEO.

You have limitless opportunities to optimize and improve your website’s SEO by writing and publishing blog posts alone.

Every article you publish is an opportunity to engage with new potential customers and improve your website’s SEO. 

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It is your chance not only to engage with potential customers but to build trust and authority in your niche.

3) Grow Your Social Reach

Suppose you’re not already utilizing social media platforms like Twitter, Facebook, TikTok, and LinkedIn to market your product or service. 

These digital marketing channels allow you to publish content for free and advertise your products and services cost-effectively. In that case, you’re missing out on a valuable opportunity to reach a wider audience. 

Creating and maintaining an online presence via social media is an excellent tool for boosting visibility and generating interest in what you have to offer.

There are many ways you can use social media to generate traffic and increase visibility for your website, but here are some of the most effective.

Share Your Blog Content 

One of the simplest and most effective ways to generate traffic from social media is to share your website’s content on social media platforms. 

This is especially effective if you have engaging and valuable content that is likely to be shared by other users.

Boost Posts

Organic social media reach is limited to the number of people who follow your company page. You can boost your posts if you want to reach a larger audience.

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Boosting is a paid feature that allows you to promote your posts to people outside your follower base.

You can target specific demographics, interests, and even locations.

Boosted posts are a great way to generate more leads and sales from social media.

4) Get Those PPC Ads Up and Running

Paid advertising is not just a way to get your message out there but rather an investment many small businesses need to grow.

Curious about how you can generate more leads? 

Initially, it makes sense to focus on channels you can get started with little to no investment, including organic SEO and content marketing (which can be free). 

But eventually, even these cannot sustain growth without some paid campaigns too!

For immediate traffic and results, you can run pay-per-click advertising.

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Paid ads allow you to target a specific audience and get your content in front of them immediately.

PPC is a great way to generate leads and sales quickly.  However, with quick results, the trade-off will be an investment.

PPC ads can be expensive, but if results are what you’re looking for, they’re worth it.

Facebook Ads

Despite the rise of other social media platforms, Facebook is still the largest, with 2.7 billion active monthly users compared to TikTok’s 1 billion active users. 

(Although, don’t underestimate the growth trajectory of TikTok.)

facebook budget stats
source: databox.com

Facebook Ads is one of the most popular channels for PPC advertising.

Within the platform, marketers, agencies, and SMBs reported that ads were the most effective way to reach their goals– above organic and boosted posts.

With Facebook Ads, you can target specific demographics, interests, and even locations.

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Facebook Ads make it easy to reach your target audience and get your content in front of them.

However, it is important to note that Facebook ads have become less effective since the Cambridge Analytica scandal and the impacts of targeting and iOS updates.

Due to privacy concerns, many users have become weary of giving away their personal information.

As a result, Facebook ads may not be as effective as they once were. 

However, it is still a top PPC platform for agencies, marketers, and small businesses, with more than 60% of companies that increased their Facebook ad budgets in 2021 and then increased again in 2022.

Google Ads

Google Ads and Facebook Ads are PPC (pay-per-click) advertising. They both involve paying to have your content appear in front of a specific audience.

However, there are some critical differences between the two:

Google Ads is search marketing, while Facebook Ads is interruption marketing.

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Search marketing is when you target people who are already interested in what you have to offer. 

They are actively searching for information about a specific topic, and with Google Ads, you show up as a result of their search.

Interruption marketing is when you target people who are not necessarily interested in what you have to offer. 

You interrupt them with your content, whether they like it or not.

Due to its nature, interruption marketing can be less effective than search marketing. People tend to ignore or block ads they don’t want to see.

However, interruption marketing can still be very successful if done correctly. It just requires more effort on the part of the advertiser.

Google gives you three ways to get your ad in front of users and potential customers: 

  • Google search (and optional partner networks)
  • Google Display Network (ad banners on websites)
  • YouTube

Google Ads is an excellent option for businesses that want to generate leads and sales quickly. It is highly effective and can be very successful if done correctly.

Google has even reported a “conservative” estimate in 2022 that for every $1 a business spends on Google Ads, it received $8 in profit- an average of 800% ROI.

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5) Analyze and Test 

It may seem like there are unlimited ways to get your message out, but the truth is that not every strategy will work for you. 

It can be challenging to analyze and test all the different marketing and advertising strategies. 

However, by doing so, you will be able to find the ones that work best for your business. 

Remember to Start Small

When starting in marketing and advertising, it’s important to start small. Trying to do too much at once can be overwhelming and ineffective.

Instead, focus on one channel and master it. Once you’ve got that down, move on to the next channel.

This way, you’ll be able to learn what works and what doesn’t and make the necessary changes to improve your results.

Conclusion 

Small businesses have many options for promotion and increasing online visibility.

These options include search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, and social media marketing.

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Each of these strategies has advantages and disadvantages, so choosing the ones that will work best for your business is important.

SEO is a long-term strategy that can take a while to see results. However, if done correctly, it can effectively improve your website’s rank in search engine results pages (SERPs).

PPC advertising is a great way to quickly get your content in front of a specific audience. However, it can be expensive and can quickly eat into your marketing budget.

Make sure you choose the marketing and advertising strategies that will work best for your business. 

Success in marketing and advertising requires a combination of the right strategies, effort, and dedication. 

However, by choosing the right strategies and analyzing and testing them regularly, you’ll be able to see success in no time.





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