Stop guessing, start optimizing: Data-driven strategies for Performance Max success

Performance Max promises streamlined campaign management across Google’s vast network. One data feed, one set of assets, and AI-powered optimization – it sounds ideal. But the reality is often different. The very automation that’s supposed to simplify things can create a “black box” effect, leaving marketers with:

• Limited search term visibility: Performance Max provides insights into only a fraction of the search terms triggering your ads, leaving a significant portion of your campaign performance in the dark. How can you optimize if you don’t know what’s working?
• Limited control over budget allocation: Where is your budget actually going? Which channels are performing best? Performance Max offers limited transparency, making it difficult to optimize spend and maximize ROI.
• Attribution challenges: Understanding the true impact of your Performance Max campaigns can be a nightmare. Attributing conversions across multiple touchpoints becomes incredibly complex, hindering your ability to make data-driven decisions.
• Lack of granular control: You can’t directly select search terms, control bidding strategies, or fine-tune targeting in the same way as with traditional campaigns. This lack of control can be frustrating for experienced marketers.

Adthena empowers you to break free from the limitations of Performance Max and take control of your campaigns. Our search intelligence platform provides the deep, granular insights you need to understand performance, optimize for conversions, and maximize your ROI.

1. Reduce wasted spend: Negative keyword management

• The Problem: Irrelevant clicks drain your budget and dilute your campaign performance. Without clear visibility into search terms, you’re essentially flying blind.
• The Adthena Solution: Adthena’s Search Term Reports reveal the exact search queries triggering your ads, empowering you to identify and eliminate wasteful spending.
  

How to do it:

1. 1. Access Adthena’s Search Term Report for your Performance Max campaign.
   2. Identify irrelevant keywords, branded terms cannibalizing other campaigns, and low-performing phrases.
   3. Add these terms to your negative keyword list in Performance Max.
      

The Impact: Reduce wasted ad spend, improve click-through rates, and boost your overall ROI.

2. Optimize for conversions: Enhance your Ad Copy

• The Problem: Performance Max offers limited insights into ad copy performance. How do you know which messaging resonates best with your audience? 
• The Adthena Solution: Adthena’s Top Ads report reveals high-performing ad copy in your industry, giving you inspiration and data-driven insights to optimize your own messaging.

How to do it:

1. 1. Analyze competitor ad copy using Adthena’s Top Ads report.
   2. Identify winning phrases, compelling offers, and effective calls to action.
   3. Test these variations in your Performance Max campaigns.

The Impact: Improve click-through rates, increase conversion rates, and drive more qualified leads.

3. Close the gaps: Expand your reach and coverage

• The Problem: Are you missing out on valuable search terms or channel opportunities? Performance Max doesn’t always provide a complete picture.

• The Adthena Solution: Adthena Search Term Opportunities and Head-to-Head comparison tools reveal gaps in your coverage, allowing you to expand your reach and capture more potential customers.
  

How to do it:

1. 1. Use Adthena’s Search Term Opportunities to identify missed keywords.
   2. Compare your campaigns to competitors using Adthena’s Head-to-Head feature.
   3. Add these keywords to your non-Performance Max campaigns for comprehensive coverage.
   4. Use Adthena’s Shopping insights to uncover key data points on pricing, impressions, and ad listings, ensuring maximum visibility and conversions.
      

The Impact: Increase your visibility, reach a wider audience, and drive more traffic to your website.

4. Target with precision: Refine your audience signals

• The Problem: Reaching the right audience is crucial. Performance Max’s broad targeting can sometimes miss the mark. 
• The Adthena Solution: Adthena’s search term and competitor insights allow you to refine your audience signals in Performance Max, ensuring your ads are seen by the most qualified prospects.
  

How to do it:

1. 1. Use Adthena to identify high-intent search terms and your top competitors.
   2. Leverage these insights to refine audience signals within your Performance Max campaigns.
      

The Impact: Improve targeting accuracy, increase conversion rates, and maximize your ROI.

While other tools offer surface-level data, Adthena provides the deep, granular insights you need to truly master Performance Max. Here’s how we’re different:

• Unmatched Search Term visibility: Our proprietary technology captures a more comprehensive view of search term data than any other platform, giving you a complete understanding of what’s driving your ads.
• Actionable search intelligence: Go beyond basic competitor analysis. Adthena reveals their exact ad copy, bidding strategies, and targeting tactics, allowing you to identify opportunities and gain a significant competitive advantage.
• Seamless Google Ads integration: Adthena data integrates directly with your Google Ads account, making it easy to implement optimizations and track their impact. 
• Dedicated customer support: Our team of Performance Max experts is here to help you every step of the way, providing personalized guidance and support to ensure your campaigns are a success.
• Proven ROI: Our clients consistently see significant improvements in their Performance Max performance, including reduced wasted spend, increased conversions, and higher ROI. 

Request a demo today and discover how Adthena can transform your Performance Max campaigns.