Performance Max Audience Signal Best Practices
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- čas přidán 31. 07. 2023
- I help eCom brands improve their ROI on Google ads. Become a Growf client today: www.growfmarketing.com/contact
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This video breaks down exactly how I structure an Audience Signal for a Performance Max campaign to maximise ROAS. Covering the 3 main sections that make up the Audience Signal: Custom Segments, Your Data And Interests & Detailed Demographics.
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Please let me know of any other marketing tutorials, practices or frameworks you would like to see :)
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My name's Josh and I have 4 years of in-house e-com business and marketing agency experience working specifically on Google, Facebook, and Linkedin advertising. I still work for a marketing agency and in my spare time like to break down marketing into its most simple and easy-to-understand form and most importantly provide free frameworks and templates for you to use :)
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good video mate!
Thank you, mate. I'm glad it helped!
awersome!
Thank you !
Hey Josh, very informative detailed content, thank you!
What would you do if your previous purchaser audience does have data, but not 1000 yet?
I would use web visitor-based audiences instead until you are eligible for customer lists or gain 1,000 in the list.
These would be:
- total website visitors
- specific page website visitors
- add to cart
- abandon cart
In short, do the best with what you have.
Hi. Do you think it’s worth separating pmax remarketing into another campaign or is it better to do everything in one?
❤
Hey Josh thanks for the helpful video, when I go to custom segments it doesn't give me the option to to include 'People who searched any of these terms on Google', I only see 'People with any of these interests or purchase intentions'. Any idea of how I can get that option to appear? I'm running a performance max campaign for leads
Thats unusual why that isn't appearing for you. I would potentially clear cache and try again as it may be a bug. Alternatively, it mgiht be an update and not available anymore. If this is the case, populate the option you have as best as possible :)
How’s your MER looking like though month by month?
Hey Josh, I have set an asset group with a custom audience signal to just target relevant keywords; if I want to add another audience signal e.g. targeting competitor names would you create a separate asset group and add this new audience signal within there? My budget is only $50.00 a day
Hey!
I would recommend putting all of them into 1 audience signal if your budget is $50 daily. As you progress the account performance, this will be down to testing. These tests can involve ad copy, listing groups and audiences used.
When it comes to the audience signal testing, this is when segmenting these audiences into their own asset groups would be appropriate. Once you find the "winning audience" this is when you can further expand the audience with variations.
Good video! Can i run DSA (Dynamic Search) campaign, together with Performance Max? Thanks for help!
Indeed you can :)
Hey Josh! Do you think it's a good idea to add all website visitors to an audience signal or should it be more specific to a product for it to work best?
I typically try to put a list of the specific previous purchasers in there as it is most relevant to the target audience. However, sometimes this isn't possible as to create an audience, you will need at least 1,000 previous purchasers in that list.
It is also worth testing some other audiences in a duplicate asset group, then reporting on the results. Try these too: all purchasers, 50% of top purchasers and 25% of top purchasers.
These can be automatically pulled from your email marketing software. Video tutorial on that coming :)
Thank you Josh!@@Joshinstone
Great video josh, thank you. I have 1 question. How long do you think i should wait for a sale on perf. Max.? For example if no sale for 3 weeks l, should i wait 4th week? Thank you again...
Thank you! This would depend on the amount the campaign has spent in comparison to the average CPA you get. How many conversions should you expect for the amount you have spent so far ?
Bearing in mind, pmax take longer to get going compared to shopping or search so not seeing full performance until a month would be normal
@@Joshinstone hello again, i have 3 campaigns that i just started. However, i had so many previous ones. For instance, ine of them, it was online for 3 weeks, i had 7800 clicks 1.200.000 impressions and zero sales (spent around 350 usd) . actually it was my mistake. I didnt put audience signals. Anyways, now everything i do accordingly your videos and other ones. Just curious about how long should i wait for conversion? I mean, if i didnt get any conversions, i need to stop it? Amd secondly, my images are all professional and quite good. Should i use texts on images or just product images are enough? ( i also uploaded professional videos with an ending with my company name and products that we offer) Thank you...
Hey Josh, thanks for the video. I have some questions. I think this strategy is the same winner and loser products strategy right? 1. Is there any overlap or cross over with this strategy since we are testing two pMax campaigns with same products? 2. Can I run two pMax campaigns with same products but one campaign goes after new customers? I'm confused about the overlap and don't know what would happen if I both campaigns have same products. Have you tested? 3. I have three different product categories and currently have three assets that I allocated one asset to each category. The ROAS varies from 3.9 to 5. When I want to make audience do you recommend combining website visitors + website purchase as a once audience and also excluding two other categories pages?
D m Vinethics will help you
ON Instagram
Ive got an issue where my client has 6k people in the customer audience, but i cant select it as an audience signal due to "eligibility" issues. I cannot work out what the issue is though...
I have other clients with smaller audiences that work fine.
It's super hard to find actual eligibility requirements for performance max specifically.
Do yoy have any advice?
Thanksss
Use a strategy of not adding images or titles, just adding an audience signal. Do you recommend going like this, or filling everything out? In the audience indicator, I only use the list of customers and converters on my site. For me it's the best for Google to start and look for new buyers.
I don't personally use that strategy but I have no specific reason why not to. It would be definitely worth adding it in as an asset group and reviewing its performance :)
Strategies without adding images and titles worked before Google's update, but now it seems that adding everything in Performance Max is more improved for campaign quality. I get the impression that Google penalizes your campaign if it doesn't meet the "excellent" quality score. If a competitor is meeting the campaign objectives, I think they have a preference in the auction. I never liked adding images and titles, as the focus has always been to buy here, but that's Google's new rule (it seems).
@@matheussantanamiguez1159 That would make logical sense for sure. Thank you for sharing !
Thanks Josh, perfect. Can you please answeer the following 2 questions
1 - Should i make just one audience signal including all the segments i.e. keywords, competitors sites, my own data, affinity etc. (as shown in your video - all segments are clubbed in one Audience only), or should i use separate audience signal for each of these? If i use separately, can i see reporting of each audience signal separately?
2 - Should i also make separate asset groups based on these signals or just one asset group with all of these signals would be okay? i.e. 1 Asset Group + 4 signals including keywords targeting signal, competitors site targeting signal, your data signal etc or should I duplicate the asset group and use one signal in each asset group i.e. 4 Asset Groups for 4 Audience Signals separately?
Hi!
I would always recommend testing. Test an asset group with all sections filled. Then duplicate this and only add a custom segment, then duplicate another and only use your data, then a third with affinity targeting.
Run all of them for at least 2 weeks and then look at the results per asset groups. This can be seen on the Asset group section when selecting a pmax campaign. I have a video on how to see this.
I hope that helps :)
@@Joshinstone Should i duplicate and test within same campaign for 1 product or to make separate campaigns for each?
I would duplicate and test within the same Pmax campaign. Then you can review the asset group performance after at least 2 weeks@@urg454
@@urg454D m Vinethics will help you
ON Instagram
Hey Josh, do you tend to have overlapping keywords between asset groups? Or do you try to stay away from this?
I would rather only use keywords that are representing the asset group's listing group (products). This means I can also be more specific with my ad copy and therefore, more relevant to the user's search which results in an increase in conversion rate.
However, I would also say it worth having a "catch all" asset group, where you have all, or a decently large pool of your products and have overlapping keywords in the custom segment. Then I would monitor this asset groups performance to see which works better. Sometimes it is the catch all and sometime it is the segmented asset group.
In summary, its worth having both and them testing them against each other.
@@Joshinstonecheers Josh
the best public signal would be the converters? Google goes after audiences that look like you converted, right?
Yes sir! Either a list of previous purchasers or high-quality leads would be best in the "Your Data " section.
@@Joshinstone In my tests, I never had a good experience with keywords and interests. The best audiences here were visitors and buyers.
@@matheussantanamiguez1159 Interesting! So, only filling in previous purchaser data within the audience signal only? What products were you advertising?
what about a new e-commerce without data?
I would recommend using website visitors audiences instead.
Use both website visitors for the whole website and also add in website visitors for the specific product page.
However, as soon as you can add in previous purchaser data, make sure to get it added in!
@@Joshinstone i don't know how add it. Can you make a video for it?