August 2, 2023
Best strategies for Performance Max Audience Targeting – how to input the best audience signals to get more profit from Google Ads Performance Max campaigns for any industry. You have to feed the machine for Google Ads AI to learn and for the automated bidding signals inside Performance Max to do what they are supposed to do. There is a learning phase and you have to consider how long Performance Max takes to optimize and expand your audience signals into the best audiences to target for Performance Max campaigns inside Google Ads.
1. Research existing audience performance in GA4 that perform well as a starting point for Performance Max audience targeting signals
2. Add audiences for observation to existing Google Ads campaigns to see which perform well. Once you have enough data, you can add top performing audiences to Performance Max ad campaigns.
3. Use first part data in Performance Max ad campaigns if you have it.
Our Google Ads Performance Max Training Course covers much more advanced strategies to help grow ROI from Search including Performance Max campaigns guides.
Learn more in the video training for Performance Max here:
okay in this video we’re going to go through some expert strategies this one’s going to be audience targeting for performance Max because you want to set up your signals correctly so that performance Max can find the best audience to Target and expand from that because remember whatever you put in performance Max it expands the audience it doesn’t do it exactly but you need to load it up with the best audiences and targeting signals as possible there’s actually a way to do this in advance based on your performance data from other campaigns in Google analytics that way you’re not going in blind and just putting in a bunch of random signals inside of performance Max hoping to get the most profit out of it so we’ll go we’ll go through some expert tactic to set up your performance Max for Optimal Performance Based on your existing campaigns in Google analytics data now
as far as where to get some good audience options for what you should put in your audience signals to Target so one trick is you can add an observation audiences to all your other campaigns not actually a bid just Automation and then use this data the converting audiences people that actually purchase not not just clicks as a starting point for your performance Max campaigns that way you have some data in advance not just remarketing or a a customer list or a newsletter list this is also just what type of audience are converting so if you’re also running search and display and YouTube which you should run all of them don’t just have performance one performance Max campaign on there spending a thousand dollars a day I know Google advises performance Max is all you need but that’s really not true it’s one highly experimental campaign type that you need a lot of budget to
test and you have to have money you’re willing to lose because it is going to lose a lot before it works we’re or if it works at all so one option to just get a head start on that use these observation audiences if you’re not familiar with that when you go into your campaigns it’s even a search campaign or a display campaign I mean display campaign can’t Target the audiences too but for example maybe you have a highly successful search campaign or shopping campaign you can click on audiences on the left and then edit audience segments and you put these in for observation so you could put 30 in there if you want it don’t bid on them don’t do a bid adjustment do observation and it’ll show you how many clicks came through what kind of click-through rate and most importantly how many conversions so this is just an example for aftermarket auto parts that’s why you know audio enthusiasts or trucks or Auto and vehicles Trucking SUV enthusiasts just all these different app people that might be interested in after market it’s actually expensive custom uh aftermarket car parts you know what what type of audience would that be so these are these are high-end aftermarket parts so we’ve got Auto enthusiasts that makes sense and then
over here we’ve got some sales coming in all of these are starting to produce sales it doesn’t need an extremely high number it just needs something to work off of and this is a shopping campaign you could see that a lot of people are in the auto Enthusiast or truck and suv enthusiasts so at least that’s that’s a lot of interest because even on the shopping campaign most of the people that are clicking on it are in that audience and then some of the people that are buying so this is a starting point you don’t have to wait for 200 conversions you just need something to start a performance Max and you have no idea which audience to pick we’ve got Auto enthusiasts already getting some sales if you have larger data you can go with the higher conversions as a starting point to jump over to there so this training video is actually going to be a sample from our actual training program so you can get a better idea of what’s in here uh what we offer some of these are more beginner less and they’ll go into more advanced so if you need more advanced training we do have a link below in the description that will give you access to discounts and different things like that from our Advanced Training and all of our different programs that’s going to be a link down in the description below
so if you’re not familiar when you do click on edit audience segments uh in a shopping campaign or search campaign or even a display one there’s the option for targeting right here you’ll make sure to switch it to Observation this this doesn’t narrow it down and it doesn’t adjust the bid it just gives you more data on the clicks you are getting what audience has Google put them in so it’s extremely useful not just for performance Max but also if you want to later layer them on to search and you do want to do bid adjustments on shopping or search later you can do observing first or you can take these like audio auto enthusiasts and do a display campaign separately and Target them or it’s a great starting point to feed into your performance Max because you know Auto enthusiasts already buy and they click quite a bit so I mean there’s there’s the Affinity in Market demographics you can just load it up with whatever makes sense for Shoppers
Sports technology travel in this case this example is for aftermarket car parts but you can see here Affinity in Market it just splits it up and it’ll give you all the data on that so highly recommend put audiences into observation to feed more data to give you a starting point on a performance Max another option to feed a very high quality data to help it match potential buyers better if you upload a customer list if you have it so past buyers or even newsletter sign ups or free samples or just something that shows some interest the the first party data any first party data that you have will help Google better match your ideal audience and buyer so loading that up would be great any type of list that that you have that’s your own first party data ideally your customers your past buyers to feed into performance Max alright everyone thanks so much for watching our PPC ads training video uh if you want more videos go ahead and hit the Subscribe button like this video if you found it useful and any questions post them in the comments down below we also have additional training in the description so thanks so much for watching and we’ll see you in the next video
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