You can use the following tips to increase a particular channel’s potential to drive strong results within your campaign. Implementing these best practices may also enable your campaign to increase its investment in these channels, though this isn’t guaranteed. Performance Max is designed to maximize your overall campaign performance across all channels, not just the performance of any single one.
Note: Check the status column in your channel performance report to ensure there aren’t any outstanding issues flagged that may be limiting a particular channel.
Best practices for Search
- Ensure asset groups have an ad strength of "Good" or "Excellent".
- Track deeper conversions, such as purchases, and implement value-based bidding where possible to optimize toward your true business goals. If your campaign optimizes towards leads or shallow conversions, follow our best practices for generating high-quality leads.
- Use search themes.
- Turn on URL expansion to expand reach and add a Page Feed to verify that the campaign is indexing against the correct URLs.
- Note: This setting is not advised for Performance Max for Travel Goals and Performance Max for Store Goals campaigns.
- Review brand exclusions and negative keywords to ensure you aren’t significantly restricting Search and Shopping inventory.
- Add first party audiences to help Google AI optimize for your suggested goals.
- For Shopping campaigns, follow best practices for product feeds.
Best practices for Display, Discover, and YouTube
- Ensure asset groups have an ad strength of "Good" or "Excellent".
- If your campaign optimizes towards leads or shallow conversions, follow our best practices for generating high-quality leads.
- Provide sufficient, and high quality assets by following our image and video asset group best practices.
- For Display, add dynamic data feeds like custom business data to increase performance with dynamic ads.
Additional levers for all channels
- Increase budgets if your campaign is hitting its ROAS or CPA targets and is limited by budget. This can help increase the diversity of channels that your campaign serves on.
- Relax ROAS or CPA targets to open up more opportunities for Performance Max to serve across channels.
