Google Performance Max campaigns solve this problem by allowing you to create thousands of targeted and customized ads all at once. As we enter 2022, it’s clear that Google is going to be focused on paid search (and other areas) as the primary channel for advertisers. As a result, advertisers need to make sure they’re taking advantage of all the new features and tools available to them.
Here are the ten ways you can boost your Pay Per Click Google Performance Max campaigns:
1. Improve Quality Score
Google Performance Max campaigns are directly linked to AdWords, so your Quality Score will increase when you have a higher CTR on your ads. This means you’ll get a lower CPC and better ad rank for your keywords, which means more impressions at a lower cost per click (CPC). It also means that you’ll need less money to reach the same number of clicks as before, which means higher ROI for each dollar spent on Pay Per Click.
2. Improve Conversion Rate
When you have better Quality Scores, it’s easier to get more clicks and make more money from those clicks because they’re more likely to convert into sales or leads than clicks from other sources such as organic search results or social media ads.
Your conversion rate is the percentage of people who see your ad and then click it, but it also includes people who complete actions like filling out forms or viewing content (depending on what action you’re tracking). If your conversion rate increases due to better Quality Score, then it makes sense that your overall return on ad spend (ROAS) would increase the conversion rate.
3. Use Google Analytics goals and ecommerce tracking codes for conversions
You can use this information in your reports to see what types of ads are most effective at driving conversions on your website and which ones aren’t performing as well. This will help you make better decisions about what kind of content you’re creating and where you should be including it in your campaigns moving forward.
4. Use dynamic keyword insertion
Use dynamic keyword insertion (DKI) to add contextually relevant text into your ads so that they’re more likely to convert on mobile devices. DKI allows you to tailor your ads based on what someone searched for or clicked on previously, which helps ensure that each person gets an ad that speaks directly to their interests — even if they haven’t interacted with an ad yet!
5. Create separate ad groups for each keyword phrase
When you create separate ad groups for each keyword phrase, you can ensure that your ad copy is always relevant to the keyword a person searched and the landing page your ad sends them to. This is important because if you don’t keep your keywords and ads relevant, people will be less likely to click on your ad when they find it in a search. A good rule of thumb is to keep your ad group’s keywords under 15 words each, but no more than 40 keywords per ad group.
When creating ad groups and campaigns, use specific keyword groups. The more specific the phrase, the more likely it is that someone searching for that phrase will click on your ad and be directed to your website. This also allows you to include a variety of key phrases that are associated with your product or service.
For example, if you want to advertise a product called “Super Widgets”, you can create an ad group for each of these phrases:
– Super Widgets
– Super Durable Widgets
– Super Red Widgets
– Super Widget Accessories
– Widgets for Sale
– Where to Find Super Widgets
6. Turn off enhanced CPC bidding
Enhanced CPC bidding uses machine learning and other artificial intelligence techniques to optimize your bids for maximum ROI. This feature is available only in the Google Ads experience.
However, there are cases where you might want to turn off enhanced CPC bidding. For example, if you’re testing a new ad or campaign that’s not currently optimized for revenue, then it makes sense to use manual CPC bidding instead of enhanced CPC bidding. You can also turn off enhanced CPC bidding when you first start an ad group or campaign so that you can see how much you’d spend with manual CPC bidding before making any changes.
Steps to turn off enhanced CPC bidding:
In the Google Ads UI, click Settings > Campaign settings > Ad schedules and budgets. Click Edit next to each affected campaign or ad group.
Under “Budget settings,” uncheck Enable Enhanced CPC Bidding
Include Negative Keywords in Your Campaign.
Negative keywords allow you to exclude specific terms from your campaigns. For example, if you’re running an ad campaign for men’s neckties, you don’t want your ads showing up on searches for women’s neckties or any other unrelated products. By adding negative keywords, you can prevent those kinds of unwanted ads from appearing.
7. Use All Ad Groups in Your Account as Negative Keyword Lists
Instead of creating a separate list of negative keywords for each ad group in your account, use all ad groups as negative keyword lists. This will ensure that your ads don’t run against irrelevant searches across the entire account — so instead of having to create a separate list of negative keywords for each group, just add them to all groups at once!
8. Multiply attributes
Google Performance Max campaigns use multiple signals to power their models, including historical data from your account. This means they can improve performance even with limited conversion history. They also consider a wide range of auction time signals, such as device, location, time of day, language, browser and operating system.
9. Artificial intelligence
Performance Max uses sophisticated machine learning models to help you win more auctions and drive more conversions at or below your target cost per acquisition (CPA). Once you’ve set up a strategy, you’ll be able to see its predicted impact before it goes live. You can then easily pause or make changes if needed.
10. Find more customers at the right time
Performance Max helps you find your most valuable customers when they search online by automatically optimizing your Search and Display ads to show up at the right time in their purchase journey. By having a better understanding of how much value each individual customer brings your business, Performance Max helps you get the most out of your budget by spending where it matters most—on people who are most likely to convert into customers.
Google Performance Max campaigns are Google’s new automated bidding solution for advertisers looking to maximize conversions. The new solution uses machine learning to optimize ad delivery in real-time and it builds on the existing strengths of Google Smart Bidding.
Performance Max campaigns use a variety of data sources to build models that predict conversion probability. This information is then used to determine an optimal bid for each auction and helps you get the most out of your budget.