Performance Max insights

Are You Using The Right Data in Performance Max?

google ads performance max Nov 14, 2022

Are you using the correct data when you review & optimise your Performance Max campaigns? 

Unfortunately many people are not and by not using the correct data they are making incorrect optimisation decisions which is ruining their campaign performance and costing their business or clients of business thousands of dollars everyday. 

In this video I am going to take you through the exact data points that you need to be looking at BEFORE you add in any optimisations to your Performance Max campaigns.

By design from Google Performance Max campaigns don’t give you as much data as other campaigns like Search or shopping is it become very VERY important that you are then correctly using the limited data points that they do give you. 

The big issue that I want to teach on in this video is that Performance Max campaigns have a much longer acquisition window than many other Google Ads campaigns types. 

Which means that when you are optimising your account - especially when you are reviewing Target ROAS or Target CPA goals the data over the past 1-3 weeks is not 100% accurate. 

This is because the vast majority of conversions may not even be completed or fed into your Google Ads dashboard.

Now let’s talk about why this is happening and the reason is that Performance Max campaigns have a built in discovery campaign which is a campaign that is designed to go beyond any selections that you give Google to find new audiences and keyword themes that will convert for your business. 

Unlike Shopping or Search campaigns which are very much focused on people who are looking to buy your product right now where they display your ads to people who have completed a relevant product search.

Performance Max campaigns will show your ads to people who may not even be searching for your products and don’t know that you exist. So by design this means that your acquisition windows will be longer, check out the video teaching below: