{"id":6619,"date":"2022-10-28T10:21:22","date_gmt":"2022-10-28T10:21:22","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/10\/28\/how-to-make-the-most-of-performance-max-this-holiday-shopping-season\/"},"modified":"2022-10-28T10:21:22","modified_gmt":"2022-10-28T10:21:22","slug":"how-to-make-the-most-of-performance-max-this-holiday-shopping-season","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/10\/28\/how-to-make-the-most-of-performance-max-this-holiday-shopping-season\/","title":{"rendered":"How to make the most of Performance Max this holiday shopping season"},"content":{"rendered":"<p><a href=\"https:\/\/searchengineland.com\/what-marketers-should-know-about-googles-performance-max-campaigns-382457\" target=\"_blank\" rel=\"noopener noreferrer\">Performance Max<\/a> is one of the biggest shifts to automation that we\u2019ve seen from Google. How do we make it work this holiday shopping season?<\/p>\n<p>Ideally, you should\u2019ve prepared everything in advance.<\/p>\n<p>Black Friday is in ~30 days! If you\u2019re just starting now, you\u2019re already behind. <\/p>\n<p>Below are some ways you can still get ahead.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/28\/how-to-make-the-most-of-performance-max-this-holiday-shopping-season\/#1_Audience_signals\" >1. Audience signals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/28\/how-to-make-the-most-of-performance-max-this-holiday-shopping-season\/#2_Asset_groups\" >2. Asset groups<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/28\/how-to-make-the-most-of-performance-max-this-holiday-shopping-season\/#3_Datafeed\" >3. Datafeed<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/28\/how-to-make-the-most-of-performance-max-this-holiday-shopping-season\/#4_Ad_extensions\" >4. Ad extensions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/28\/how-to-make-the-most-of-performance-max-this-holiday-shopping-season\/#5_Bids_and_budget\" >5. Bids and budget<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/28\/how-to-make-the-most-of-performance-max-this-holiday-shopping-season\/#6_Smart_Shopping_style\" >6. Smart Shopping style<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/28\/how-to-make-the-most-of-performance-max-this-holiday-shopping-season\/#7_Paid_social_style\" >7. Paid social style<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Audience_signals\"><\/span>1. Audience signals<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This is the most underrated part of Performance Max, but likely the most important.<\/p>\n<p>Google gives you the ability to input signals on who the system should target. Upload your customer and email lists, compile top keywords, use interests etc.<\/p>\n<p>We\u2019ve found success with the following audience signals:<\/p>\n<p><strong>Customer match<\/strong>High-value customers2021 holiday shoppersEmail subscribers<\/p>\n<p><strong>Custom intent<\/strong>Competitor names and URLsHigh-intent (bottom-funnel) keywords<\/p>\n<p><strong>Tip<\/strong>: Use the Klaviyo and Google Ads integration.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Asset_groups\"><\/span>2. Asset groups<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With PMax, it\u2019s important not to shock the system by making drastic changes. It\u2019s better to make smaller and more incremental changes.<\/p>\n<p>You can use these approaches:<\/p>\n<p>Create a new asset group for promotional items.Layer new promo creative and extensions.<\/p>\n<p>If you\u2019re creating a new asset group, do it within the same campaign so that the product-level historical performance will be utilized.<\/p>\n<p>Be patient and give it some time to collect data and ramp up. It can take time!<\/p>\n<p><strong>Keep in mind:<\/strong> Creating new Performance Max campaigns for BFCM is not recommended because the learning period takes too long to ramp up.<\/p>\n<p>You\u2019re best off adding new asset groups to existing Performance Max campaigns or layering on promotional assets with the current asset groups.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Datafeed\"><\/span>3. Datafeed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The datafeed is important all year round, but especially important now!<\/p>\n<p>Google Shopping and Performance Max do not allow you to target based on keywords. <\/p>\n<p>The system uses your product information to understand what search queries should show your ads.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"4_Ad_extensions\"><\/span>4. Ad extensions <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ad extensions (assets) are an easy way to launch promos without making campaign changes that can throw off the system.<\/p>\n<p>You can and should add promo extensions in two places:<\/p>\n<p>Google Merchant Center for ShoppingGoogle Ads for Search, YouTube, etc.<\/p>\n<p>In Google Merchant Center (GMC), you&#8217;ll want to make sure you have Promotions enabled under <em>Growth<\/em> &gt; <em>Manage Programs<\/em>.<\/p>\n<p>Once you have the option to create promos, go to <em>Marketing<\/em> &gt; <em>Promotions<\/em>, then click the big blue button to submit your promotion info.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p><strong>Note<\/strong>: GMC promos are very finicky and subject to manual approval so make sure to set this up correctly. It&#8217;s especially important to get the product selection right. (Step 2 below.)<\/p>\n<p>Give yourself time and submit all promos in advance, just in case.<\/p>\n<div class=\"wp-block-image\">\nStep 1: Promotion type<\/div>\n<div class=\"wp-block-image\">\nStep 2: Promotion setup<\/div>\n<p>In Google Ads, promotion extensions (assets) can be added on the account level or campaign level. Just click the Assets tab and add new.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"5_Bids_and_budget\"><\/span>5. Bids and budget<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Give the system space to perform <strong>but<\/strong> don&#8217;t make super-drastic changes. <\/p>\n<p>We recommend increasing budgets and decreasing tROAS targets incrementally. Again, <a href=\"https:\/\/searchengineland.com\/performance-max-campaigns-set-up-386684\" target=\"_blank\" rel=\"noopener noreferrer\">don&#8217;t shock the system<\/a>.<\/p>\n<p>Anytime you increase the budget, you force the system to find new audiences. It can take time for the algorithm to find a new audience that&#8217;ll perform well.<\/p>\n<p>Also, keep in mind that as you increase your budget, you&#8217;ll likely see your ad costs increase as well.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"6_Smart_Shopping_style\"><\/span>6. Smart Shopping style<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You can run Performance Max without any assets, only using your product datafeed. This forces the system to run in a similar manner to Smart Shopping with more placements available.<\/p>\n<p>This is a great way to capture high-intent traffic at scale.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"7_Paid_social_style\"><\/span>7. Paid social style<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Additionally, you can run Performance Max without a datafeed which will exclude the Shopping placements and run display ads only.<\/p>\n<p>If you see success with Facebook, Instagram, and TikTok, this can work very well for you.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>And make sure you&#8217;ve got the setup, reporting and optimization basics of PMax covered by reading the following articles:<\/p>\n<p><a href=\"https:\/\/searchengineland.com\/performance-max-campaigns-set-up-386684\" target=\"_blank\" rel=\"noopener noreferrer\">How to set up Performance Max campaigns the right way<\/a><a href=\"https:\/\/searchengineland.com\/performance-max-maximize-insights-387302\" target=\"_blank\" rel=\"noopener noreferrer\">How to maximize insights from Performance Max<\/a><a href=\"https:\/\/searchengineland.com\/optimization-improving-performance-in-performance-max-387562\" target=\"_blank\" rel=\"noopener noreferrer\">Performance Max optimization: How to improve your performance<\/a><\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/how-to-make-the-most-of-performance-max-this-holiday-shopping-season-389136\" target=\"_blank\" rel=\"noopener\">How to make the most of Performance Max this holiday shopping season<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Performance Max is one of the biggest shifts to automation that we\u2019ve seen from Google. How do we make it work this holiday shopping season? Ideally, you should\u2019ve prepared everything in advance. Black Friday is in ~30 days! If you\u2019re just starting now, you\u2019re already behind. Below are some ways you can still get ahead. 1. Audience signals This is the most underrated part of Performance Max, but likely the most important. Google gives you the ability to input signals on who the system should target. [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-6619","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6619","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=6619"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6619\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=6619"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=6619"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=6619"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}