2022 Google's new e-commerce advertising model

Some time ago, Google quietly launched a new form of advertising - performance maximization advertising (Performance Max), which relies more on automation technology and integrates the characteristics of advertising to make it attract more attention. What's the advantage of this new ad format that's been out for less than two months? How should a business trying to run it build and optimize its creative? In order to help you better set up and use ads and achieve better delivery results, today I will take you to an in-depth analysis.

1 What is maximizing advertising?

So what is a maximizing ad? To put it simply, Google will combine the previously existing advertising forms based on one of its own mechanisms into a new advertising form.

Performance-maximizing ads (PMax) are goal-driven and leverage Google's automated technology across bidding, audience, creative, attribution, and more, relying on specific ad goals (such as tCPA or tROAS) and Provided creatives, audience signals, and data feeds.

In short, a PMax campaign provides easy access to all Google promotion channels (YouTube, Google Display Network, Google Search, Google Discover, Gmail and Google Maps) to maximize ad performance. Today, it is more and more difficult to catch the precise audience with a single advertisement type, PMax advertisements can integrate the resources of the whole platform to easily achieve marketing goals.

2 The "excellence" of maximizing advertising (PMax)

1. A high degree of "automation", intelligently select the appropriate bidding strategy

Based on the target, PMax sets the appropriate RTB for each auction through Smart Bidding. Therefore, in terms of bidding, it is recommended to use the average CPA or ROAS of at least the past 30 days as the tROAS or tCPA of the ad based on the target number of 

2. Effect-oriented, accurate positioning of target customers

PMax's "URL Expansion" feature matches relevant queries based on relevant landing pages on your website and dynamically displays custom headlines for ads. That is, using machine learning technology to select the landing pages that are most helpful to achieve the goal based on customer intent to select the best users.

In addition, you can optionally exclude specific pages of your site that aren't driving conversions effectively. For example, exclusion policies or FAQ pages. URLs can be excluded in two ways:

Add URLs to exclude

Added custom rule to exclude URLs

It's worth noting that the "URL expansion" feature is on by default; so if you only want to drive traffic to a specific page, you need to turn it off.

3 Precautions for maximizing the effect of advertising

In addition to its advantages in automation, Pmax also has certain limitations in its use, such as the problem of data opacity. Because of the intelligent operation method, its delivery process is like a "black box", and it is difficult for merchants to understand data such as search terms, audience groups, and placement.

At the same time, if you only rely on PMax, it may affect the coverage of your ads and the performance of your account, and at the same time, you will get less data (search terms, placements, etc.). Therefore, PMax is served in conjunction with other existing ad formats in the account to improve the chances of the ad being displayed.

Also, in general ads in the highest rated series in an ad account will have a chance to show, Smart Shopping campaigns will always be prioritized below PMax, and search ads using exact match will always be prioritized above PMax . Therefore, during the delivery process, everyone also needs to pay attention to whether PMax has seized the traffic of other advertisements, and then optimize and adjust according to the advertisement data. When the delivery performance of PMax has been improving, other ads can be gradually suspended.

4 How to create and optimize creatives?

Ads can be tailored to different audiences based on the creatives provided to attract more audiences. Here are a few tips for creating creatives:

4.1. Create the creative

During asset group creation, in order to maximize ad effectiveness, it is recommended to add more new assets; so that there are more potential ad formats for different channels and users, so as to continue to attract more customers.

4.1.1. Text material

Material requirements:

Up to 5 titles, each with no more than 30 characters

Up to 5 descriptions, each with no more than 90 characters

One long title with no more than 90 characters can be filled in.

Best practice:

Highlight your product selling points and offers in headlines and ad descriptions

Provide rich and comprehensive titles and content descriptions to avoid repetitive content

4.1.2. Picture material

Material requirements:

Add up to 15 images

Add up to 5 logos

Best practice:

Provide high-quality image resources that reflect product characteristics

Provide as many images in different sizes as possible

Timely update according to website adjustments

4.1.3. Video material

Material requirements: Use videos of different sizes and longer than 10 seconds; if no video material is uploaded, PMax will automatically generate video material based on the uploaded text/picture material

Best practice:

Video content contains clear information to help customers take action

Get creative and create content that impresses customers

Continuously iterate and optimize advertising creative

4.2. Add Audience Signals

Audience signals can include remarketing audiences, custom audiences, demographics, etc. Adding audience signals can provide the system with information about high-converting audiences, guide machine learning and find relevant audiences with similar or stronger intent to display ads, resulting in conversion. So using more relevant audience signals for each asset group can help the system understand which ads are more likely to perform well for a particular audience.

Best Practices:

A. Usually we recommend keyword targeting in custom audience segments. This type of targeting is more accurate than other types of targeting. You can also add some product-related URLs.

B. Of course, adding relevant audiences to your data is also a key step. According to the different target audiences you set, add and test them.

C. Interests and detailed audience characteristics are usually the audiences provided by Google, and the scale is usually large. If the budget is sufficient, you can choose to test individually. If the budget is limited, you can use it in combination with the above audiences. You can also choose not to, just use other audiences.

D. In the demographics, you can choose age and gender. If there is a more accurate user portrait, it can be adjusted accordingly.

4.3. Add additional information

Similar to search ads, PMax can deliver better results with additional information such as sitelinks, price extensions, and structured snippets.

Best practice:

Add at least three additional information

Ensure content is high quality, relevant and up-to-date

Finally, please note that it may take a 2-3 week learning period to stabilize the performance of an advertisement with maximum effect, so during the test period, you should try not to adjust the advertisement as much as possible to ensure the stability of the test effect.

The above is all about maximizing the effect of advertising. Although PMax is less controllable and data transparent than other advertising forms; but overall, the intelligent machine learning technology it relies on will also make better use of data. , so as to bring a more ideal delivery effect and save more time, which is worth a try.