Choose the right bidding strategy
Posted: Wed Feb 12, 2025 3:32 am
When you launch a new Performance Max campaign, you have two bidding options:
Maximize conversions to get the most conversions for your budget.
Maximize Conversion Value to get the highest value conversions. With this bid strategy, you may get fewer conversions, but the point is that they are more valuable.
Once your campaign has enough conversion data , you ca india mobile database n experiment with the Maximize Conversions with Target CPA or Maximize Conversion Value with Target ROAS bidding strategies to take your campaign to the next level.
Use ad extensions
Google Ads extensions (now called assets) allow you to enlarge your ad space and increase its relevance and attractiveness with additional information.
There are 14 ad extensions in total — reviews, placements, calls, prices, promotions, and more — but you should always consider using the following:
Sitelinks: These highlight and direct users to other relevant pages. For example, you can use an about us page, highlight relevant product categories, a pricing page, and more. The options are endless and have a big visual impact on your ad. According to Google, by using just the recommended minimum of four sitelinks, advertisers can see an average of a 20% increase in click-through rates using this single form of ad extension.
Callouts: Small snippets of information, each 25 characters long, that can highlight selling features or key benefits. Aim to include at least 8 callouts
Structured snippets: These are used to highlight specific products, services, or features in a list format. For example, a bag retailer might include a structured product snippet that highlights clutch bags, handbags, backpacks, messenger bags, and card wallets.
Make sure your data feed is up to date
This is important for advertisers submitting products through a data feed and using Merchant Centre. Make sure you include as much information as possible in your feed, and that it is up-to-date and relevant.
Important product identifiers to look out for are listed below. The first three help Google understand what you're selling, and the last three are equally important for optimization:
Brand name
Manufacturer's Part Number (MPN or SKU)
UPC code (also known as GTIN)
Descriptive names
Google taxonomy/categorization
Product type
Your data source will be the foundation of your PMax campaign and will have the biggest impact on results than anything else.
Optimize signals for your audience
If you're not seeing the results you want after running Performance Max campaigns for a long enough period of time, one area to review is audience signals .
Tighten Audience Signals with your real business data and prioritize them over using Google interests, which include in-market and affinity audiences.
Customer lists should be your number one choice , provided you have enough customer data and permission to use it for advertising purposes. Customer lists are powerful because they use data about your actual customers to help you find new customers.
Target customer groups take Google interests to the next level with relevant keywords.
Website visitor audiences are also a good option, especially if you can't use customer lists. Consider creating a signal audience based on website visitors or website converters.
Maximize conversions to get the most conversions for your budget.
Maximize Conversion Value to get the highest value conversions. With this bid strategy, you may get fewer conversions, but the point is that they are more valuable.
Once your campaign has enough conversion data , you ca india mobile database n experiment with the Maximize Conversions with Target CPA or Maximize Conversion Value with Target ROAS bidding strategies to take your campaign to the next level.
Use ad extensions
Google Ads extensions (now called assets) allow you to enlarge your ad space and increase its relevance and attractiveness with additional information.
There are 14 ad extensions in total — reviews, placements, calls, prices, promotions, and more — but you should always consider using the following:
Sitelinks: These highlight and direct users to other relevant pages. For example, you can use an about us page, highlight relevant product categories, a pricing page, and more. The options are endless and have a big visual impact on your ad. According to Google, by using just the recommended minimum of four sitelinks, advertisers can see an average of a 20% increase in click-through rates using this single form of ad extension.
Callouts: Small snippets of information, each 25 characters long, that can highlight selling features or key benefits. Aim to include at least 8 callouts
Structured snippets: These are used to highlight specific products, services, or features in a list format. For example, a bag retailer might include a structured product snippet that highlights clutch bags, handbags, backpacks, messenger bags, and card wallets.
Make sure your data feed is up to date
This is important for advertisers submitting products through a data feed and using Merchant Centre. Make sure you include as much information as possible in your feed, and that it is up-to-date and relevant.
Important product identifiers to look out for are listed below. The first three help Google understand what you're selling, and the last three are equally important for optimization:
Brand name
Manufacturer's Part Number (MPN or SKU)
UPC code (also known as GTIN)
Descriptive names
Google taxonomy/categorization
Product type
Your data source will be the foundation of your PMax campaign and will have the biggest impact on results than anything else.
Optimize signals for your audience
If you're not seeing the results you want after running Performance Max campaigns for a long enough period of time, one area to review is audience signals .
Tighten Audience Signals with your real business data and prioritize them over using Google interests, which include in-market and affinity audiences.
Customer lists should be your number one choice , provided you have enough customer data and permission to use it for advertising purposes. Customer lists are powerful because they use data about your actual customers to help you find new customers.
Target customer groups take Google interests to the next level with relevant keywords.
Website visitor audiences are also a good option, especially if you can't use customer lists. Consider creating a signal audience based on website visitors or website converters.