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Google Ads Performance Max New Features & Best Practices

 2 years ago
source link: https://www.searchenginejournal.com/google-ads-performance-max-new-features-best-practices/469360/
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Microsoft Launches Import Tool For Google Ads Performance Max

Now you can easily import Google Ads Performance Max campaigns into Microsoft Advertising. Here's how it works.

SEJ STAFF

Matt G. Southern

  • 15 hours ago
  • 2 min read
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Microsoft Launches Import Tool For Google Ads Performance Max

Microsoft Advertising is rolling out a solution within its Google Import tool that allows advertisers to duplicate their Google Ads Performance Max campaigns.

Microsoft is launching the import capability for Performance Max campaigns that use a Merchant Center. Microsoft will import the campaigns as Smart Shopping Campaigns and Local Inventory Ads.

Microsoft is working on a solution for importing other Performance Max campaigns that do not utilize a Merchant Center, with a priority on Search campaigns.

Here’s more information about the import tool, how import mapping works, and how to set it up.

Microsoft Advertising Performance Max Import Mapping

Google Ads Performance Max to Microsoft Smart Shopping Campaigns works like this:

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  • Campaign: Campaign settings will be imported as-is from Performance Max campaigns to Smart Shopping Campaigns.
  • Ad group name: Asset group names will be mapped to ad group names; however, text and image assets won’t be imported.
  • Product group: Listing groups from Performance Max campaigns will be mapped as-is to the product groups in Smart Shopping Campaigns/Local Inventory Ad campaigns.
  • Product ads: Product ads will be autogenerated, consistent with today’s experience.​

Microsoft doesn’t support the import of Maximize conversions bid strategy for Shopping Campaigns.

Microsoft Advertising Performance Max Import Checklist

To ensure the smoothest experience importing Google Ads Performance Max campaigns as Microsoft Advertising Shopping campaigns, Microsoft recommends using the following checklist:

  • Complete setting up a Merchant Center store within Microsoft.
  • Set a realistic target return on ad spend (ROAS) goal.
  • Make sure that Universal Event Tracking (UET)and conversion tracking are accurately set up.
  • If targeting multiple countries, ensure there’s a feed for each market used by the campaigns (country/region of sale setting).
  • Activate any paused campaigns that were intentionally imported.
  • Check feed rejections and promptly remedy formatting issues with the feed and product rejections.

See Microsoft’s full blog post for more details about the import process.

Featured Image: ECO LENS/Shutterstock

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SEJ STAFF

Matt G. Southern

Senior News Writer at Search Engine Journal

Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, ...

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Google Ads Performance Max New Features & Best Practices

Google is upgrading Performance Max campaigns with a series of new features and offering best practices specific to promoting holiday sales.

SEJ STAFF

Matt G. Southern

  • October 27, 2022
  • 3 min read
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Google Ads Performance Max New Features & Best Practices

Google is rolling out new features for Performance Max campaigns and sharing best practices to help marketers promote holiday sales more efficiently.

New Features For Google Ads Performance Max Campaigns

Compatibility With Performance Planner

Advertisers can now forecast the results of Performance Max campaigns with the Google Ads Performance Planner tool.

Performance Planner was previously available for Search, Shopping, Display, App, Video, and Local campaigns. Now it’s compatible with Performance Max.

Google states in an announcement:

“You can forecast how your campaign may perform in the future and simulate what could happen when you adjust elements like your campaign budget and ROAS or CPA targets. Assess how changes to campaigns could affect key metrics like conversion value. Performance Planner’s forecasts are also adjusted for seasonal events so you can explore your potential holiday opportunities in the upcoming weeks.”

Asset Group Scheduling

Asset groups in Performance Max can now have automated rules. This allows you to schedule your campaign to utilize asset groups when needed.

With automated rules, you can set ads to run at specific times of the day. You can also schedule asset groups, such as preparing a set of holiday-themed assets ahead of a special sale.

More Headlines

Google is increasing the number of test headlines you can upload to Performance Max asset groups from five to 15.

Adding more headlines enables Google to test more combinations and find the ones that perform best.

Explanations For Online Sales Campaigns

Google is adding new explanations specific to Performance Max campaigns for online sales with a product feed.

When running a Performance Max campaign for an online sale, you may see explanations that offer an analysis of your product status and top sellers.

With this data, retailers can understand better which products had the most significant sales spike during the holiday shopping season.

First-Party Audience Insights

Advertisers can add data segments as audience signals in Performance Max campaigns, which helps Google find more customers who are likely to convert.

Data segments will be added to audience insights on the Insights page in the coming weeks. This allows you to learn more from the data you’re collecting firsthand and see which of your customer lists are converting best.

Google Ads Performance Max Holiday Best Practices

Google shares the following best practices for advertisers using Performance Max during the holiday shopping season:

  • Adjust campaign budgets and ROAS or CPA targets leading up to peak holiday periods. This will help maximize visibility when customers are actively shopping.
  • Consider using seasonality adjustments when running a sale that will drastically change conversion rates for longer than seven days.
  • To promote sales of specific products, create separate campaigns with their own targets and budgets.

Source: Google
Featured Image: Tada Images/Shutterstock

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