How to Optimize a Google Ad Pmax Campaign to Improve Performance
So, you’ve got your PMax campaign up and running, generating conversions, and everything seems to be going well. But how do you take it to the next level? Should you rely entirely on automated smart bidding, or is there something more you can do to improve performance?
While Google’s automated smart bidding does a lot of the heavy lifting to maximize ROAS or conversion volume, there are several steps you can take to optimize your PMax campaign even further.
Make sure your bid strategy is set to drive the KPI you care most about. Do you care most about ROAS or max conversion value? You can’t optimize for both so make sure you pick one and then use the bid strategy that aligns with your goals; Target ROAS or Max Conv. Value Bid Strategies.
Sign up for free access to this post
Free members get access to complete blog posts like this one, plus exclusive Google Ads strategies and case studies.
So, you’ve got your PMax campaign up and running, generating conversions, and everything seems to be going well. But how do you take it to the next level? Should you rely entirely on automated smart bidding, or is there something more you can do to improve performance?
While Google’s automated smart bidding does a lot of the heavy lifting to maximize ROAS or conversion volume, there are several steps you can take to optimize your PMax campaign even further.
Make sure your bid strategy is set to drive the KPI you care most about. Do you care most about ROAS or max conversion value? You can’t optimize for both so make sure you pick one and then use the bid strategy that aligns with your goals; Target ROAS or Max Conv. Value Bid Strategies.
Drill down into your location targeting to identify zip codes, counties, cities or states that are just driving up cost with little to no conversions and exclude them.
Drill down into ad schedule to identify days of the week or times of the day that are just driving up cost with little to no conversions and exclude them.
Make sure your have maxed out the # of assets you can put in the asset group. More the merrier.
Optimize your asset group signals; search themes & your own data like past purchasers and sales conversions.
Run a Pmax Google Ad Experiment and test different combinations of assets to see what performs best. Try varying creatives, headlines, and descriptions to identify winning combinations.
Test different Google Merchant Center product titles, images and optimize your product feed. You may want to just hire the pros for this if you have a lot of products. Services like DataFeedWatch and Feedonomics are worth checking out.
PMax campaigns are powerful, but they aren’t entirely “set it and forget it.” By proactively optimizing your bid strategy, audience signals, scheduling, and product feed, you can significantly improve performance over time.Want expert-level optimization? Consider bringing in professionals to fine-tune your feed and campaign strategy. A little extra effort can go a long way in maximizing your results.