Performance Max Session From PubCon Vegas 2024

© 2024 Optmyzr Inc. All rights reserved.
@navahf
About Me
● 15 years in digital marketing
with experience in SAAS, in-
house, and agency.
● Board member of PSA,
Foxwell Founders, judge for
digital marketing awards, and
regular contributor to SEL,
SEJ and others.
● Pet mom, gamer girl, and
metal fan

@navahf
Performance
Max Is An Often
Misunderstood
Campaign Type

@navahf
At Its Heart, PMax Is Designed For Mid to Lower
Funnel

@navahf
Many Confuse Visual Content With Top Of Funnel

@navahf
PMax Will Work As Well As The Work You Put In

@navahf
What Does Putting In The Work Mean

@navahf
Task One: Splitting Asset Groups By
Service/Product/Persona

@navahf
We Know To Make Ad Groups For Different
Products/Services…
Why Not Asset Groups?

@navahf
Performance Max Is Not An “Easy” Campaign
Type
If You Put In Average Effort, You’ll Get
Average Results
3.20%
Campaigns didn’t
break even

@navahf
Data Shows
Splitting Up
Asset
Groups
Improves
Performanc
e

@navahf
Let’s Address Feeds First…Mixed Success
Have merchant feed?
COUNTUNI
QUE of
Campaign Id
MEDIAN
of CPC
MEDIAN
of CPA
MEDIAN
of CTR
MEDIAN of
Conv Rate
MEDIAN
of ROAS
No 5122 0.70 16.35 2.98% 4.72% 101.71%
Yes 13513 0.48 21.58 1.13% 2.32% 502.21%
7100 ad accounts

@navahf
57.72%
Accounts With One
PMax Campaign
42.28%
Accounts With Multiple
PMax Campaigns
Multiple Campaigns or One PMax
Campaign?
7100 ad accounts

@navahf
38
Asset Groups In Single
PMax Campaign
Accounts
28
Asset Groups In
Multiple PMax
Campaign Accounts
31
Asset Groups Across
All Accounts With
PMax
Medians Of Asset Groups Per PMax
Campaign
7100 ad accounts

@navahf
Majority Of Advertisers Run One Campaign,
One Asset Group
27.54%
Run multiple PMax
campaigns with one asset
group
41.35%
Use one asset group
with one campaign
15.73%
Use one asset group
with multiple
campaigns
16.85%
Run multiple PMax
campaigns
With multiple asset groups
7100 ad accounts

@navahf
Is It Better To Run
Many Campaigns With One Asset Group
Or
Campaigns With Multiple Asset Groups?

@navahf
Median ROAS Across 18,542 Campaigns
426.66
%
All Campaigns
424.57%
One Asset Group
461.64%
Multiple Asset
Groups
7100 ad accounts

@navahf
There Is No “Right” Answer
Just The Best One For You!

@navahf
Task Two: Building Out Creative

@navahf
There Are Two Schools Of Thought
Add Everything Add Desired
Channels

@navahf
Own The Power Of Visual Assets

@navahf
16
Text Assets
13
Image Assets
4
Video Assets
Median Assets By Type
7100 ad accounts

@navahf
AI can Help But It’s Not Perfect

@navahf
Canva is part of PMax!

@navahf
Don’t Feel Trapped By Auto-Generated Content:
You Can Opt Out!

@navahf
URL Expansion (DSA) Needs To Be A Conscious
Choice

@navahf
Task Three: Build Out Audience Signals

@navahf
Audience Signals Are Not The Same As
Remarketing Lists

@navahf
Both First Party Data and Native Audience Signals
Are Important

@navahf
Don’t Be Afraid To Use Websites As a Signal

@navahf
Location Options Are Available In PMax!

@navahf
Do Audience Signal Work?
Using audience
signals?
COUNTUNI
QUE of
cmp_id
MEDIAN
of CPC
MEDIAN
of CPA
MEDIAN
of CTR
MEDIAN of
Conv Rate
MEDIAN
of ROAS
No 121 0.72 34.21 1.20% 2.46% 227.72%
Yes 14387 0.53 20.75 1.27% 2.65% 429.28%
7100 ad accounts

@navahf
Task Four: Build Out Exclusions

@navahf
Exclusions Are Just As Important As Targets

@navahf
Negative Keywords Can Be Done Through The
Form
https://support.google.
com/google-
ads/contact/pmax_imp
lementation#

@navahf
Conversion Data Exclusions Might Be Needed!

@navahf
Account Level Lists Mean Other Campaigns Can
Influence Your Success!

@navahf
Task Five: Partnering Search Themes
With Traditional Search

@navahf
Search Themes Are A Powerful Way To Prove
Which Keywords Should Go Into General Search
Campaigns

@navahf
What Does Early Performance Say About Search
Themes
Using search
theme?
COUNTUNI
QUE of
campaign
MEDIAN
of CPC
MEDIAN
of CPA
MEDIAN
of CTR
MEDIAN of
Conv Rate
MEDIAN
of ROAS
No 9673 0.51 20.30 1.26% 2.64% 453.95%
Yes 4830 0.57 22.46 1.28% 2.66% 377.33%
7100 ad accounts

@navahf
Why Should We Use If Performance Is Mediocre?

@navahf
Exact Keyword Will Always Win Over Search
Themes

@navahf
Phrase and Broad With Exact Syntax Will Win
Search Themes Will Win Otherwise

@navahf
Turn Proven Search Themes Into Exact
Keywords
&
Test New Ideas As Search Themes

@navahf
Top 5 Things To Do
★ Identify distinct personas/profit centers and build for
them.
★ Partner with but don’t fully delegate to AI.
★ Please use Audience Signals.
★ Be proactive about traffic you don’t want - harness all the
exclusions!
★ Search Themes will be as useful as you make them -
partner with your search campaigns.

SUBSCRIBE WEBSITE SUPPORT PODCAST FOLLOW
Thanks! Questions?
Navah Hopkins
navah@optmyzr.com
@navahf

Performance Max Session From PubCon Vegas 2024

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