Performance Max is a powerful campaign format by Google that relies heavily on automation and artificial intelligence (AI). It allows advertisers to upload creatives (assets) around a specific theme and marketing goal. Google’s algorithm then optimizes and displays these ads across all of Google’s platforms, including Search, YouTube, Display Network, and more.

While this automation is beneficial, it can also be a bit overwhelming. If not managed carefully, businesses may feel overly reliant on AI, which might not always align with their specific goals. Here are seven easy tips to help you take control and get the most out of Performance Max:

1. Optimize Your Product Feed

Ensure that your product feed is complete and of high quality. Use all relevant attributes to describe your products clearly. A well-optimized feed will ensure that your budget is focused on Shopping ads, where it’s most effective. Also, consider creating different feeds for various product categories or target audiences. This way, you can control bids and ads more precisely. Regularly update your feed with new products, availability, and prices to keep your ads accurate and relevant.

2. Take Control of Your Ad Texts

To maintain full control over your ad messages, consider turning off the automatic text generation feature. This allows you to create personalized, high-quality ad texts that resonate with your target audience. By highlighting the unique benefits and selling points of your products, you can better motivate users to make a purchase.

3. Group Products by Profit Margins

For more effective ROAS (Return on Ad Spend) management, group products with similar profit margins and ROAS goals. By clustering products into categories like top-sellers and low-sellers, you can set specific bids for each group, optimizing profitability. You might also want to create separate campaigns for each margin cluster, allowing for even more detailed management.

4. Use First-Party Data for Better Targeting

With the decline of third-party data, it’s important to focus on first-party data, such as customer databases, website visitors, or CRM systems. This data is invaluable for targeting new customers and using features like Customer Match. Creating lookalike audiences based on your existing customers helps attract new users with similar interests, improving your campaign’s effectiveness.

5. Invest in High-Quality Creatives

High-quality images and videos are key to showcasing your products effectively and boosting your brand presence. Even though Performance Max offers a low barrier to entry, avoid using cheap-looking creatives. Engaging videos can demonstrate product details, functions, and use cases, capturing user attention. Ensure consistency in your brand messaging across all channels and creatives to strengthen brand recognition and credibility.

6. Monitor Campaign Costs and Budgets

Efficient marketing comes from closely monitoring your campaign costs. By analyzing how your budget is distributed across different product groups, channels, and devices, you can adjust your spending to maximize profitability. Tools like WaveMetrics can help you monitor your Performance Max campaigns in real time, making it easier to track performance and make necessary adjustments.

7. Analyze Product Funnels and Identify Bottlenecks

Understanding your product funnel within Performance Max campaigns can provide valuable insights into your customers’ decision-making process. By identifying where potential customers convert or drop off, you can implement targeted optimizations to smooth out any bottlenecks. WaveMetrics can also help with this by balancing metrics like CTR (Click-Through Rate) and CVR (Conversion Rate), giving you a clearer picture of how well your ads and follow-up experiences are performing.

By following these tips, you can strike the right balance between automation and manual control, ensuring that you make the most of Google’s Performance Max campaigns. With careful management, you can maximize your campaign’s effectiveness, driving better results for your business.