Scaling Strategies for Google Performance Max
When planning a Performance Max campaign on Google, it is essential to consider different scaling strategies to maximize the effectiveness of your ads.
First, it is important to define the configuration to adopt for the campaigns and a strategy to adopt and test.
A functional approach could be the following:
Initially, keep all old campaigns active, both smart and standard.
Add the Performance Max campaign with a limited budget , which represents about 25-50% of the average daily advertising spend (consider that Google consultants say that you need netherlands whatsapp shopping data at least €25 per day for a PMax; in reality we have made them work very well even with lower budgets).
When starting PMax, use the “ maximize conversions ” bidding strategy, without a specific ROAS. (We assume that there must be a functioning conversion tracking).
Once you have achieved a significant number of conversions (30/50 or more, if we had to say a number), switch to a target ROAS strategy and increase the Max Performance budget, scaling it down little by little over time.
At this point, pause the old campaigns with the worst values, to focus on the Max Performance campaign.
Dynamic retargeting in Pmax
Another important feature of Performance Max campaigns is the automatic retargeting setup . This mode applies not only in the online sales sector via e-commerce, but also in lead generation campaigns.
Retargeting lets you show responsive ads with relevant information to people who have previously interacted with you.
For this reason, a P.Max campaign works well if it has a lot of data behind it that can be exploited (i.e. visits to targets from other sources).
For those who deal professionally with online advertising campaigns, this advice is certainly banal, but it is usually neglected by the client (and is also the main reason why some clumsy home-made advertising attempts fail).
Dynamic Retargeting is an essential feature when using a product feed, proving particularly effective for users during the online purchasing journey.
Script: Max Performance Channels and Budget Allocation
Google Performance Max campaigns are known for being “secret,” if not ironclad, but thanks to a script created by Mike Rhodes and Tobias Hink (which you can find here ), it is now possible to get more information about your campaign data and results.
This script is effective if we talk about campaigns with product feeds.
If you prefer the explanation of this script in Italian, look hereThis snippet generates a Google Sheet with additional details, including the budget breakdown across different ad networks.
