Performance Max (PMax) campaigns offer a machine-learning-driven approach to maximizing your ad performance across Google’s inventory. However, with its “black box” nature, optimizing PMax can feel like navigating in the dark. While adjusting budgets and bid strategies are standard levers, improving your data inputs and learning from insights are key to unlocking better results. Here’s how you can harness search term data, ad optimization strategies, and shopping feed improvements to make the most of your PMax campaigns.
1. Keep optimizing your search term coverage to reduce wasted spend
Performance Max may not be keyword-based, but search term control is still critical. Identifying and applying negative keywords can help you reduce wasted spend and focus on the most valuable terms.
With Google Data: Google offers limited insights into search terms for PMax campaigns, but it can be a helpful starting point for building your negative keyword list.
With Adthena Data: Adthena helps brands recover some visibility into search terms that aren’t surfaced by Google. Some clients have achieved significant savings by using more comprehensive search term insights.
In previous research we did, we found that 61% of search terms that we’ve seen the analyzed PMax campaign serve ads against were not included in Google’s search term detail report. Having more visibility on terms you’re appearing for will help you expand your negative keyword lists and maximise your optimization efforts, especially if you’re spending a lot on Performance Max.
2. Grow search term coverage for better campaign control
PMax search term data isn’t just for exclusions, it’s also an opportunity to expand your existing search campaigns, or keyword intent audiences.
With Google Data, you can leverage search term insights to:
- Identify terms to add to existing search campaigns for more control and precision.
- Build better audience signals by understanding the language of your market.
- Segment campaigns more effectively based on demand trends.
Above: Adthena’s Search Term Detail showing specific search terms and its competitors in shopping data
With Adthena Data: Adthena’s detailed search term reporting enables you to get even more data to power these optimizations and capture more terms not visible in Google.
For example, a travel company used Adthena insights to prioritize new asset groups for specific terms like “family holidays” and “all-inclusive holidays,” despite having limited creative resources.
3. Boost asset group and ad performance
High-quality ad content remains crucial for driving performance in PMax campaigns. Google’s reports offer insights into asset strength and top combinations, but you can take your ad optimization further.
With Google Data:
- Review top-performing combinations.
- Check individual asset strength.
With Adthena Data:
- View estimated impressions for all your ads as they actually appear on the SERP.
- Compare your copy with thousands of competitor ads to ensure your messaging stands out.
- Set up alerts for new competitor messaging, enabling faster reaction times.
A UK transport company leverages Adthena’s PMax reporting to test new headlines and assess performance-impacting variations.
4. Optimize your shopping feed for maximum impact
Retailers typically allocate a large portion of their PMax budgets to shopping ads, making feed optimization the most powerful lever for improving results.
A global menswear retailer used Adthena’s pricing data to confidently raise prices and increase profit margins. With insights revealing that direct competitors were priced significantly higher on average in Google Shopping, the retailer seized the opportunity to boost profitability without compromising competitiveness.
Don’t forget about your AI-powered data analyst!
With Ask Arlo, Adthena clients can analyze thousands of ads and product titles or integrate this data into custom reports, providing actionable recommendations in seconds. By automating this time-consuming analysis for you, you can make smarter decisions and faster optimizations.
Simply Ask Arlo any question about your market landscape and drive ROI with confidence.
Optimizing Performance Max campaigns is about enhancing your data inputs: refining search term coverage, optimizing ad creatives, and improving your shopping feed. While Google offers useful tools, Adthena delivers deeper insights and automation that save time, enhance precision, and provide competitive advantages.
Don’t let the PMax black box limit your potential. Request a demo today to explore how Adthena’s insights can transform your campaign performance.
