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10 sätt att optimera dina prestanda Max-kampanjer för riktiga resultat



10 sätt att optimera dina prestanda Max-kampanjer för riktiga resultat

Google Ads’ Performance Max campaigns have generated a fair bit of noise among advertisers since their inception in 2021—from full enthusiasm to staunch opposition and everything in between.

The reality is, if Performance Max is right for your business, it can be a super effective campaign type if you know how to fully leverage it.


Which is what we’re going to cover in this post. Continue reading to find out:

  • What they are and how they work
  • The pros and cons of Performance Max
  • 10 ways to optimize them to get the highest returns.

What are Performance Max campaigns?

Google’s Performance Max campaigns, also known as PMax, were rolled out in all Google Ads accounts in 2021, making them a fairly new addition. This cross-channel, fully automated Google Ads campaign type allows you to show ads across all of Google’s ad networks in a single campaign, including Search, Display, YouTube, Discover, Maps, and Gmail.

1674503976 943 10 Ways to Optimize Your Performance Max Campaigns for Real

The way these campaigns work is, you first specify your goal. Then, similar to building out a responsive display ad, you provide your assets like images, videos, logos, headlines, descriptions, and more. You can review ad previews to get an idea of how your ads will look. Once you set the campaign live, Google will generate ads across the applicable channels whenever eligible, using machine learning to serve the right ad at the right time with the right bid, to optimize for your goal.

Pros & cons of Performance Max campaigns

Like any campaign type, Performance Max comes with its pros and cons.

PMax pros

  • Full automation means Google does the work for you, but you’re able to steer that automation and performance with the assets and Audience Signals you provide.
  • You can reach new audiences across all of Google’s channels.
  • As goal-based campaigns, they are ideal for ecommerce and lead generation businesses.

PMax cons

  • You need to have full-funnel conversion tracking set up—both because it’s a requirement based on the way the campaign type works, and also in order to assess and optimize your performance.
  • While it can take work off your plate, automation comes with its own pros and cons. You will lack control over many campaign elements that you are normally able to carefully manage with standard Google Ads campaigns, including where ads are shown, creative combinations, keywords, and search queries.
  • PMax campaigns don’t provide insights into remarketed versus new customers or brand versus non-brand, within a campaign.
  • Performance Max campaigns require a wealth of creatives and assets to perform strongly, so you will need plenty to upload in order to get the most out of this campaign type.

1674503976 285 10 Ways to Optimize Your Performance Max Campaigns for Real

10 ways to optimize your Performance Max campaigns

Although automated, there are still a number of ways to optimize your Performance Max campaigns for maximum success. Let’s take a look.

1. Commit to your campaigns

Being fully automated, PMax campaigns require sufficient amounts of data and machine learning to be effective. Be prepared to budget at least $50-100 per day for at least a month. In fact, Google recommends at least 6 weeks to allow the machine learning algorithm to ramp up and have sufficient data to compare performance.

2. Add as many assets as you can

The more assets you add, the better, because it will increase the chances of an ad being eligible to serve across all types of inventory. Note that if you’re using a Merchant Center feed, you don’t need to upload any product images. Instead, go with lifestyle or brand creatives that will complement product feed images.

If you only want to run Google Shopping campaigns, don’t add any assets at all and simply use your feed. This way, your campaign will deliver Shopping ads along with Display and YouTube ads but the latter will both be in Shopping format.

how to optimize performance max campaigns - shopping ads on youtube

3. Know the watchouts & workarounds

We’ve shared a full post on Performance Max dos, don’ts, watchouts, and workarounds, but some of them are worth repeating:

  • Bidding: For bidding strategy, you are limited to either Maximize conversions or Maximize conversion value, which makes sense given Performance Max campaigns are conversion focused.
  • Location settings: Like any other campaign, PMax location settings default to “Presence or interest.” If you only want to reach people in that location, switch to presence only.
  • Audience signals: With PMax campaigns, you don’t choose an exact audience to target. Rather, you provide “Audience Signals” which Google uses as a starting point. It’s similar to optimized targeting.
  • URL expansion: PMax also turns URL expansion on by default. Similar to Dynamic Ads, this feature allows Google Ads to send users to landing pages other than your final URL. If this goes against what you want to achieve, turn this feature off. Or, leave it on but use URL exclusions.

how to optimize performance max campaigns - final url expansion

4. Use the customer acquisition feature

Unique to Performance Max campaigns, this feature allows you to choose whether you want to serve the campaign to new and existing customers, or just new users.

1674503976 523 10 Ways to Optimize Your Performance Max Campaigns for Real

5. Optimize your asset groups

When building a Performance Max campaign, you’ll add all of your assets into an asset group. An asset group is a set of creatives that will be used to create an ad depending on the channel it’s being served on. It’s best practice to organise asset groups by a common theme similar to how you organise your ad groups.

Once the campaign has been built, you can go back and add additional asset groups. Structure them in a way that makes sense for your business, which could mean separating them by products or services that you offer.

how to optimize performance max campaigns - asset groups


6. Use campaign exclusions

The next PMax optimization strategy is to use campaign exclusions to prevent wasted budget and improve the efficiency of your campaign. This includes:

  • Product exclusions. On average, 17% of products in advertising catalogs are not available for purchase, according to DataFeedWatch’s 2022 Feed Marketing Report. So these items should be the starting point for catalog exclusions.

how to optimize performance max campaigns - datafeedwatch report

It also makes sense to exclude product variations that are relevant for the same search query, products that are not profitable or low margin, and products with a low conversion rate. To achieve this, you can use Listing Groups and exclude these products by Brand, Product ID, Category, Custom Labels, and more.

In addition to improving the efficiency of your campaign, these campaign exclusions will also minimize the number of products that Google will need to put through the learning phase, essentially speeding it up.

  • Keyword exclusions. Use negative keywords to prevent wasted budget on irrelevant queries.
  • Existing customers. As mentioned earlier in this article, you can exclude existing customers so that your Performance Max campaign focuses solely on new customer acquisition. When setting up the campaign, check the box ‘Only bid for new customers.’

7. Choose the right bidding strategy

When launching a new Performance Max campaign, you have two options for bidding:

  • Maximize Conversions to get the highest number of conversions for your budget.
  • Maximize Conversion Value to get the highest value conversions. You may get fewer conversions with this bid strategy, but the idea is they are worth more.

Once your campaign has a sufficient amount of conversion data, you can experiment with either Maximize Conversions with Target CPA or Maximize Conversion Value with Target ROAS bid strategies in order to take your campaign to the next level.

target roas option in the max conversion value bidding strategy in google ads

You do have the option to use Target CPA or Target ROAS from the get-go but it is a best practice to first gather all important conversion data when launching a new campaign.

8. Use ad extensions

Google Ads extensions (now called assets) allow you to increase your ad real estate and increase its relevance and attractiveness with additional information.

There are 14 ad extensions in total—reviews, locations, call, pricing, promotion, and more—but you should always consider using the following:

  • Sitelinks: These highlight and direct users to other relevant pages. For example, you could use an about us page, highlight relevant product categories, a pricing page, and more. There are plenty of options and they have a large visual impact on your ad. According to Google, by using the recommended minimum of four site links alone, advertisers can see a 20% increase in click-through rate on average by using this one form of ad extension.
  • Callouts: Small snippets of information, each 25 characters in length, which can highlight selling features or key USPs. Try to include a minimum of 8 callouts
  • Structured snippets: These are used to highlight specific products, services or features in a listicle format. For example, a bag retailer may include a Product Structured Snippet to highlight clutch bags, handbags, tote bags, backpacks, messenger bags, and card wallets

To illustrate how powerful ad extensions can be, here is an example of a Search ad without any ad extensions running alongside it:

how to optimize performance max campaigns - ad without extensions

As a comparison, here are two other Search ads that have served in the same auction showing numerous ad extensions. The Wolf and Badger ad features sitelinks, a promotion extension, and a location extension, while the Cambridge Satchel ad features sitelinks, a location extension, a review extension, and a price extension.

how to optimize performance max campaigns - ad with extensions

9. Ensure your data feed is up to scratch

This is relevant for advertisers submitting products via a data feed, using the Merchant Centre. Ensure you include as much information as possible in your feed and that it is up to date and relevant.

Important product identifiers that need your attention are listed below. The first three help Google to understand what you are selling and the last three are equally as important from an optimization perspective:

  • Brand name
  • Manufacturer part number (MPN or SKU)
  • UPC code (aka GTIN)
  • Descriptive titles
  • Google taxonomy/categorization
  • Product type

Your data feed will be the foundation of your PMax campaign and will have the biggest impact on results over anything else.

how to optimize performance max campaigns - optimized product feed

More tips on optimizing your product feed here.

Consider using a data feed management solution to get the most out of ecommerce advertising and for Performance Max campaigns. Feed management tools simplify and automate the nitty gritty feed work, which can ultimately boost online visibility and increase conversion rate and ROAS.

According to the aforementioned Feed Marketing Report, these tools are even more beneficial for certain ecommerce sectors, like automotive, fashion, and home & garden, that deal with a higher complexity of data feed management, due to the high amount of products and variations.

10. Optimize your audience signals

If you are not seeing the desired results after running Performance Max campaigns for a sufficient amount of time, one area to review is Audience Signals.

Tighten up Audience Signals by using your actual business data and prioritize this over using Google’s interests, which include the in-market and affinity audiences.

  • Customer lists should be your number one choice, providing you have enough customer data and the permission to use data for advertising purposes. Customer lists are powerful because they use your real-life customer data to help find new customers
  • Customer intent audiences take Google’s interests to the next level using relevant keywords
  • Website visitor audiences are also a good option, particularly if you are unable to use customer lists. Consider creating an audience signal based on website visitors, or website converters

Google’s interest-based audiences are still a great option but you should try out the above if you want to elevate your Audience Signals.

prestanda max publik signal inställning

Start optimizing your Performance Max campaigns now

Performance Max campaigns unlock new opportunities for advertisers and businesses that have perhaps previously been missed, from cross-channel promotion and getting your ads onto new channels, to finding new customers and benefitting from Google’s automation and machine learning technology.

If you are an ecommerce and lead gen business, I would highly recommend experimenting with Performance Max campaigns and using the optimizations in this post! To recap, here’s how to optimize your Performance Max campaigns in Google Ads:

  1. Commit to your campaigns
  2. Add as many assets as you can
  3. Know the watchouts & workarounds
  4. Use the customer acquisition feature
  5. Optimize your asset groups
  6. Use campaign exclusions
  7. Choose the right bidding strategy
  8. Use ad extensions
  9. Ensure your data feed is up to scratch
  10. Optimize your audience signals

Om författaren

Jacques van der Wilt is a leader in the feed marketing industry and an entrepreneur. He founded DataFeedWatch (acquired by, one of the largest feed management companies in the world, which helps online merchants optimize their product listings on more than 2,000 shopping channels in over 60 countries.

Prior to that, Jacques has held leadership positions in both the U.S. and Europe. He is also a seasoned guest speaker at industry events and a mentor at Startup Bootcamp.


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De 7 bästa marknadsföringskanalerna för e-handel för nya butiksägare



De 7 bästa marknadsföringskanalerna för e-handel för nya butiksägare

Here’s the thing about digital marketing channels: there’s no shortage of them out there, but as a new store owner, you cannot afford to be on every one. Nor do you have the time to figure out which ones are best for you.

Detta troubling image concepts what it feels like to be a new ecommerce store owner.

So, we’re going to save you hours by sharing the top seven ecommerce marketing channels for new businesses—including the pros, cons, and tips for getting the most out of each one!

The top 7 marketing channels for ecommerce stores

Below are the top ecommerce marketing channels we recommend for new store owners to drive sales and maximize profit.

1. Influencer marketing

As a new store owner, influencer marketing is one of the guaranteed ways to fast-track your journey to market. There are micro-influencers in every industry, and consumers respect and follow the recommendations and words of authority figures they know.

how to increase instagram engagement - influencer post


  • Builds trust.
  • Easiest way to spread word of mouth.
  • Cheaper than mainstream media.
  • Very effective if executed properly.


  • Difficult to predict ROI.
  • A change in the influencer’s reputation could impact your brand.
  • Can be hard to identify and get responses from influencers.


Gretta Van Riel, a multiple 7-figure ecommerce store owner, uses influencer marketing as her primary marketing channel. Here are some tips from her on how to get the best out of influencer marketing:

  • Give your influencers creative freedom. They know their audience better.
  • Do not overwhelm influencers in your initial outreach message.
  • Be clear with deliverables. Quantify where possible. For example, they will write one round-up blog post mentioning your product and three social media mentions (Facebook, Instagram, and TikTok). And what are you giving them in exchange? A free trial, unlimited or early access, or a discount?
  • Stay small. Micro-influencers oftentimes have better engagement than macro-influencers.

2. Social media marketing

Organic marknadsföring i sociala medier refers to using the free posting and online store options available on major social media platforms like Facebook, Instagram, Pinterest, TikTok, and more.

Many consumers use social media to learn about brands and ecommerce stores and will look to see how other customers engage with your brand before they buy from you.

best ecommerce marketing strategies- poppin candy's tiktok account

Poppin Candy uses marknadsföring i sociala medier to sell ecommerce products with catchy videos about its candies.



  • Takes time to build a presence and stay active.
  • You do not have complete control over the content you create, since people can comment, share, and generate their own content.
  • You need to have the time to engage back with your audience.

social signals and google ranking factor - engaging back with comments

Be sure to engage back with your followers!


For more help with social media marketing, check out our resources:

3. SMS marketing

SMS marketing remains one of the OG means of telecommunication, and people trust marketing content delivered via emails and SMS more than generic online content or ads.

Enligt SMS Comparison, it has an open rate of 98%.

sms marketing - sms vs email open rates



  • Easy to set up and deploy.
  • High delivery, open, response, and conversion rate.
  • Easy to integrate into a sales funnel.
  • Great follow-up channel to engage prospects on your list.


  • Can be costly.
  • Becomes intrusive if not done properly.
  • There are regulations against it in some countries.
  • Can be subject to spam filters.
  • Difficult to measure and track.


For tips on getting started with SMS, head to our guide to SMS marketing.

4. Email marketing

Email is one of the most effective marketing strategies available today and a great way to communicate with potential, current, dormant, and even churned customers.

email marketing statistics - email marketing roi stat

Below are a few steps you can take right now to start getting results.

  • Define your target market.
  • Collect emails to build a list.
  • Nurture the contact.
  • Use a clear call to action.


  • High response and conversion rate.
  • Easy to track and tweak.
  • Great for nurturing prospects through any stage of your funnel.
  • Easy to personalize.


  • Requires list maintenance and efforts to stay out of spam filters.
  • Like SMS, requires list building and maintenance.
  • Need good copywriting skills.


For tips on email marketing, we’ve got plenty of resources:

5. Search engine optimization (SEO)

SEO is the science of optimizing a website so that it ranks high in search engine results for terms relevant to your business and services. The more relevant traffic you get, the more you can convert that traffic into leads and sales.

The key to the blog is to write articles that target informational intent keywords. For example, Quip is an ecommerce site for oral care, and it’s got a blog on topics like how to use an electric toothbrush, how to clean an electric toothbrush, and more.

best ecommerce marketing strategies - quip's blog




  • Long-term strategy. It takes time to see results.
  • The SERP for evergreen topics is more competitive than the local SERP, so it can be difficult for new stores to gain visibility.
  • SEO may be free, but it does require time to write articles, do keyword research, and maintain pages.


To get going on your SEO strategy, here are some helpful posts:

6. Pay per click advertising

Pay-per-click advertising (PPC) is a great choice for new ecommerce store owners with some marketing budget. It simply means paying ad networks to show your marketing messages or banners across search engines or other online media.

ppc ad examples for search, shopping, display, social


  • While SEO takes time to gain traction, PPC yields immediate results.
  • Because you can target highly specific audiences with PPC, and because you’re only paying when someone clicks on your ad, this method is cost-effective.
  • Data! With clear visibility into which campaigns are working and which ones aren’t, you can make data-driven decisions to optimize your campaigns and maximize your ROI.


  • Running effective Google Ads and other PPC campaigns requires regular maintenance, audits, and reporting.
  • You need to pay to play. If you underfund your campaigns, they won’t generate enough volume and data needed for machine learning to take place and optimize your campaigns for profitability.
  • The online advertising landscape is always changing, so it’s important to stay on top of platform updates.


Here are our best resources for PPC:

7. Video marketing

It’s impossible to overlook the power of video marketing. Most social media platforms now favor video content over any other form of content. You can use video to create educational tutorials, ads, educational ads, product demonstrations, explainer videos, and more.

video ad tools - ripl


  • Video gives you a competitive edge because it allows you to not only tell but show your value and demonstrate how your product provides benefits.
  • While it can be hard to take creative freedom with SEO and PPC content, video affords plenty of room for ideas and creativity to help you distinguish your brand.
  • Live shopping streams are becoming more popular and accessible.


  • Video marketing can be resource heavy—it takes time to edit, and you need to have the right equipment so that you’re working with quality footage from the start.
  • Requires consistency. To gain traction with your YouTube Channel, you need to be consistently posting content and monitoring your YouTube analytics.
  • Lots of influencers use video, so your business can be up against some heavy competition with large audiences.


Here are our best tips and resources for a successful video marketing strategy:

Final tips for choosing the best ecommerce marketing channels

Not sure which marketing channel to start with for your new ecommerce store, or which one will be best for you? Here are some final tips:

  • A multi-channel strategy is the way to go. Each channel has its strengths and weaknesses, but employing multiple channels in concert with one another will bring you the best results.
  • Research your target audience. Find out the platforms your target audience uses most. For example, Tik Tok works more with Gen Z than the baby boomer generation. And emails work better with the baby boomer generation than with Gen Z.
  • You’ll only know how each channel works with your niche if you pay attention to your metrics. Use tools like Google Analytics, Data (Looker) Studio, a CRM, and the native analytics tools within each channel to monitor and measure your results. This will allow you to see which channels bring in the highest ROI as well as to A/B test different approaches within each channel.

The best ecommerce marketing strategies (recap)

Using these ecommerce marketing strategies can help your new store flourish and get customers.

  1. Influencer marketing
  2. Marknadsföring i sociala medier
  3. SMS marketing
  4. E-post marknadsföring
  5. SEO
  6. PPC
  7. Video marketing

Om författaren

Bhujal Patel is a marketer and SEO, passionate about helping businesses get more revenue and profit through customized strategies. He lives in Toronto and writes about business ideas and scaling organic growth at Connect with him on LinkedIn.


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PPC Campaign Testing: Dos & Don'ts för att förvandla risker till belöningar



PPC Campaign Testing: Dos & Don'ts för att förvandla risker till belöningar

There are certain facets of marketing that have always seemed to capture more attention than others in regards to growing your business online. One of these is testing.

This adherence (and some might conclude, obsession) with data is not confined solely to the marketing world, as it seems most aspects of society have transformed into “data-driven” models.

Data-driven decision-making in marketing is incredibly valuable, but there is a time and place for everything, and marketing itself is a lot more than just numbers.


The data that drives successful marketing campaigns can’t materialize prior to creating said campaigns. The chicken that lays the egg that makes testing possible is the creativity that drives results fuels the data that informs decisions.

In this post I’ll walk you through what A/B testing is from a paid media perspective, when it’s necessary, and when human abilities like creativity, intuition, and common sense lay the groundwork.

What exactly do we mean by “testing”?

There are many forms of testing within marketing including multivariate testing, usability testing, and content testing, but for the sake of simplicity within paid advertising we will mostly be referring to A/B testing.

With an A/B test, you create two variants of an ad or landing page, and everything is identical except for one element so you can see which variation leads to more conversions. You can test ad copy, button colors, creative elements, the length of the landing page, and more.

example of a google ads a/b test

The variant that performs better needs to reach statistical significance, which Investopedia defines as “the claim that a result from data generated by testing or experimentation is likely to be attributable to a specific cause. A high degree of statistical significance indicates that an observed relationship is unlikely to be due to chance.”

You generally want a confidence of 95% to consider that a change or variant is statistically significant.

statistical significance definition


When is it appropriate to begin testing?

Many folks take an extremely “scientific” approach right out of the gate, analyzing every impression and click with a magnifying glass and conducting micro experiment upon micro experiment with slight alterations in ad copy and creative.

The problem with this is that they are limiting themselves by hyper-focusing on small details too early on. Successful paid media is not always an immediate victory in regards to the quality of feedback or results that you may experience when you get started.

With a channel like Google Ads, for example, patience and observation is key to learning which levers to pull and where to make strategic adjustments. You may create an ad or make and adjustment and wait a week or two to observe the impact. Plus, there’s the algorithmic learning period to consider.

Why Arent My Google Ads Converting 10 Reasons Solutions

So the question is, when should you begin testing?

Every business is different—their stage of growth, the number of creative resources available, and the industry they are competing in. When it comes to paid media channels, everyone starts with a blank slate at some point. The promotions and strategy that you choose from the start often influence the evolution of your paid advertising accounts for better or worse.

From my experience, testing should begin after you start to get some traction with the results you are looking for. So for example, if you are looking to generate conversions from a lead form submit, then you should begin testing after you begin to see some results. So you might now be thinking, “What if I’m not driving any results and therefore need to test in order to do so?” My answer to that question is to separate testing from experimenterande.

Testing vs experimentation

From a paid marketing perspective, testing is comparing a control to an alteration. You are “testing” a new variant against a pre-existing one to see if the changes you have made are statistically significant or not.

Experimentation, on the other hand, is pushing your creative juices to produce a variety of different ads or promotions against your target audience to see what appears to gain the most traction.

google ads experiments

Experimentation is not to be confused with Google Ads experiments, a feature within the platform.

Some may call this testing but in my opinion, it is less scientific and restrictive. Once you begin to accumulate meaningful data and feedback you can then identify and zero in on what works and test within that framework.

How to do experimentation the right way

When you are in the experimentation and exploration phase, there is a strategy to apply as well. On paid social networks, I like to create the target persona as best as I can manually, then create 3-4 ads targeting that persona.

Given the objective of the client, these ads will be in alignment from a conversion or web traffic perspective. I will also typically create a retargeting audience to test against visitors who are already familiar with the brand. From there, we may incorporate more variations of ads, play around with copy or creative, and allow the campaign to run and collect data.

examples of ad variants

This stage allows us to gauge the audience’s receptiveness to different messages and ultimately the data will inform us on a direction to explore further. For one client of mine, we were able to increase lead-to-sales opportunity ratios by over 15% by simply identifying that certain language and creative elements resonated much better with our audiences than others. We arrived at that conclusion, however by not being too stringent on testing early on, rather, letting the ads play out then assessing the findings.

Bottom line? The purpose of the experimentation or exploration phase is to create baselines—which allow you to set expectations as well as goals for improvement. This will move you beyond the experimental phase into the testing phase. From there on you can create a model for testing that allows marginal improvements to performance without all the risk of trying an entirely new promotional set.

How (and when) to move from experimentation to testing

To simplify my process for experimentation and testing I will outline from my experience, the stages of growth within a paid advertising account and what you should be doing:

Early stage: Experimentation only

If you’re starting your Google Ads campaign or account from scratch, you should be focused primarily on setting up proper tracking, pixel implementation, etc. first. The most important part of this early phase is that you know your general goal for advertising and ensuring your website and CRM are tracking these results properly, whether they are website visits or conversions.

google ads enhanced conversions setup - google ads conversion tracking tag

From there you should take that overall goal and begin to construct campaigns in which to enter the experimentation phase.

If it is paid search, create campaigns for your branded search terms and through sökordsforskning, some of your most relevant terms. Try to start with something that has the highest probability of producing the result that you want, then expand from there once baselines are established. You can learn how to set up conversion tracking in Google Ads here.

In paid social, you should do the same but with website remarketing and a carefully constructed target persona. In paid social you should establish the goal you are looking for and try numerous promotions that align with that goal.

You can learn how to set up your Facebook Pixel here.

facebook pixel setup - meta pixel only option

You may also want to set up the Facebook Conversions API for the most complete tracking.

Middle stage: Start testing

What I refer to as the middle stage is where you have experimented with different offers and have figured out what appears to work. You have baseline costs for these promotions and are ready to start testing variations of this offer in a more scientific way. This is where you can begin to A/B test.

facebook ab testing toggled on

Growth stage: Refine your testing

This is where you are certain of what drives business within the account. When an account is in this stage you want to find ways to grow but do so within the framework that has proven to be successful. At this stage in the game, you want to test very stringently with fairly smaller changes to variations to mitigate risk of decreasing performance. Larger riskier experiments should be isolated to their own testing campaigns, separate from the ones that are currently driving business for you.

Patience is key with campaign testing

The main takeaways you should have from this advice is to treat new and early paid advertising much looser than what some others might tell you. Although everyone wants to score a touchdown right out of the gate, it is much more beneficial to your paid accounts and development as a marketer to be patient.

Not relying too heavily on data to make decisions early on allows you to be more creative and push the envelope with your marketing abilities. If you are more open to new ideas early on, it will inevitably reduce the amount of time you otherwise would have been testing micro changes to one idea. For long-term success in advertising, you need to take some risks to set a better baseline for the future.


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Hur du hittar online: Våra 9 bästa tips för lokala serviceföretag



Hur du hittar online: Våra 9 bästa tips för lokala serviceföretag

In today’s digital landscape, having a robust online presence is essential for businesses of all sizes, but especially those in the local service industry. With more people relying on search engines to find what they are looking for, businesses that are easily found online and have a solid online reputation will have a major advantage over their competitors.

So in this post, I’m going to show you how you can improve the local online presence of your service-based business using two fundamental marketing strategies: SEO and PPC

9 best ways for local service businesses to get found online

As a digital marketing instructor and consultatnt, I have had the privilege of not only teaching my students about the importance of combining search engine optimization (SEO) and pay-per-click (PPC) advertising for businesses, but also experiencing the positive impact of this combination firsthand. Here’s how to leverage these two strategies to drive traffic, generate leads, and maximize a limited budget.

1. Pick the right company and domain name

Naming your business should be a thoughtful process. You want something that reflects your brand personality and is not easily copyable.

As a local business, it can be extra helpful to pick something that aligns with your target audience’s search intent, but don’t force it. I once came across a dentist that named itself “Dentist Near Me” and secured the domain Taking this approach to an extreme certainly has its SEO benefits but it may not always be the best idea as others may follow suit and adopt similar names, potentially rendering the strategy ineffective.


A helpful tactic is to include your city, town, or service area name in your business name but it isn’t essential.

2. Get your listings in order

Having an up-to-date Google Business Profile is also a great way to improve your local business’s online presence. Regularly update your business information, add photos, and create posts with deals and helpful articles to build trust and credibility with potential customers. You should follow suit for the rest of your online listings as well to increase your chances of ranking in local searches.


This will make it easy for them to find and connect with you.

3. Target keywords with blog posts

Publish keyword-rich blog posts that answer common questions from potential customers—not just about your business specifically but about things related to the products and services you provide.

This will not only improve your website’s search engine ranking, but it will also build trust and credibility with potential customers.

seo trender 2023 - på sidan seo checklista

You can use our SEO-optimized blog post templates to get started!

4. Put your highest value CTA at the top right of your homepage

Make sure your website is user-friendly and provides a great user experience. We have plenty of website examples you can browse through here. Implement prominent call-to-action buttons, such as a clickable a phone number in the top right-hand corner and footer, and a large contact form in the footer. These buttons are easily accessible, intuitive, and make it simple for customers to get in touch with you, book a lesson, start a free trial, etc.

Your highest value CTA should go in that right-hand section.

sjukvårdswebbplatsdesign exempel - synergi privat praktik

5. Track your SEO performance

In addition to reporting on your PPC performance, you should also keep track of your organic/SEO performance. Use Google Tag Manager and GA4 to analyze SEO metrics and customer behavior against your goals, as well as Google Search Console. You can also use Google Looker Studio (formerly Google Data Studio) to monitor organic performance.

google data/looker studio - trafikkälla rapport

6. Reduce your PPC spend with location targeting

This is a key home service business marketing tip. One challenge many small businesses face with advertising is a limited budget. One client I worked with had only $10 a day to spend. To overcome this challenge, I used location targeting to reach a 5km radius around the business’s location. This approach helped them save their advertising budget while also reaching the right audience.

hur man sparar pengar i Google-annonser - alternativ för platsinriktning

7. Bid on commercial intent keywords

When running Google Ads, you have to tell Google which keyword(s) you’re bidding on. While there are tons of keywords relevant to your business, the ones to bid on with your PPC campaigns should have high commercial intent.

Do extensive keyword research to identify the keywords that potential customers would be searching for when looking for what you have to offer. Informational intent keywords should be used for SEO. For PPC, use commercial or transactional intent so that your ads won’t just appear for those searches, but so that they’ll get clicked on by people, and those most likely to convert.

de fyra typerna av sökordsavsikt

8. Maintain a negative keyword list

In addition to targeting high commercial intent keywords, be sure to use negative keywords—which are keywords that you do not want your ad to appear for. This will prevent your ads from showing up for and getting clicked on by people for whom your product or service is not a good fit.

In my view, even with broad match, this is especially important when your daily budget is low.

google annonser – lägg till som negativt sökord

9. Set up conversion tracking

Another important aspect of running a Google Ads campaign is measuring your success with conversion tracking. With this visibility, you can harness the campaigns, offers, settings, and strategies that are working and eliminate what’s not and improve your ROAS (Return On Ad Spend).

google ads konverteringsspårning – konverteringsvärde

Check out our list of conversion tracking mistakes to make sure you’re getting the most accurate data possible.

Improve your local businesses’s online presence with SEO & PPC

The best way to improve your online presence for your local service-based business is to use SEO and PPC together. Both will help to improve your presence on the SERP for a wide range of keywords, and with the tips I provide, you’ll be able to reach your target audience and build trust and credibility with potential customers.

Here are the tips I mentioned in this post:

  1. Pick the right company and domain name
  2. Get your listings in order
  3. Target keywords with blog posts
  4. Put your highest value CTA at the top right of your homepage
  5. Track your SEO performance
  6. Reduce your PPC spend with location targeting
  7. Bid on commercial intent keywords
  8. Maintain a negative keyword list
  9. Set up conversion tracking


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