If you do not know what is a PMax campaign, checkout this guide: Google Campaign types.
Google got lots of different advertising solutions, but pmax is the 1 solution that help you to reach all Google Advertising solutions. It is highly recommended, and it is also AI (Important buzz word) driven.
I heard many clients who did not trust P-Max Campaigns, they find it too much of a black box and mixed reviews about it.
But I also have a handful of clients who really raved about P-Max. In the time of AI and big data, P-Max, in theory, should perform a lot better than what a human can optimize. Clients who set up a perfect conditions for P-Max, usually saw great performance. So how do we build a "Perfect IV" (Reference from Pokemon Games) Performance Max campaigns?
In general, there are 3 parts to a Pmax campaign:
- Campaign Setup
- Creative Assets
- Signals and Targeting
Campaign Setup
- Campaign Goals: Are you looking to increase ROAS or get more users? Have a clear marketing goal and tell the AI to work towards that goal.
- Budget: Allocate a budget that allows for sufficient learning and optimization.
- Conversion Tracking: Setup to optimize to the correct goal from the get-go.
- Time: As an AI Solution, it needs time to test and learn. Let the campaign run for at least 3 months before judging it effectiveness.
- Geo-targeting: Target the right locations to reach your desired audience and avoid irrelevant impressions.
- Campaign Exclusions: Use campaign exclusions to avoid showing your ads for irrelevant search queries or placements.
Assets
- High-Quality Assets: Make sure to provide high resolution and high quality assets. More information as per below. P-Max run the best when all assets are filled up.
- Text Assets: Provide at least:
- 15 Headlines
- 5 Descriptions
- 1 Call to action
- Image Assets: Provide at least:
- Landscape (1.91:1 aspect ratio, recommended size 1200x628 pixels)
- Square (1:1 aspect ratio, recommended size 1200x1200 pixels)
- Portrait (4:5 aspect ratio, recommended size 960x1200 pixels)
- Video Assets: Provide and ensure your video(at least 10 seconds) looks good in all these aspects:
- Square (1x1)
- Vertical (9x16)
- Horizontal (16x9)
- Conversion Goal: Make sure you imported every conversion events that matter. Get your revenue number in as well if ROAS is an important aspect.
Bidding & Targeting
- Bidding Strategy: Choose the appropriate bidding strategy based on your campaign goals. Maximize conversions or target ROAS are commonly used strategies.
- Audience Signals: Leverage audience signals (remarketing lists, custom intent, customer match, etc.) to guide the machine learning and enhance your campaign's performance. Upload your first party list, this is super important from the get-go. Learn more about it here: Audience Signals for pmax .
Now you have a good checklist on what you need before you run your pmax campaign. Run it and let the AI fly your campaigns to the moon!
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