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How Do You Guys Measure Results With Performance Max?
Now, I know there isn’t a simple answer to this, but I’d love to get ideas.
I’m used to reporting back to managers about what I changed in campaigns, the difference I made and what I’ll do next. This isn’t as easy with Pmax due to the visibility (or lack there off) in what is driving your traffic and conversions.
So, how have you guys updated your standard reporting KPIs to deal with Pmax?
Many thanks in advance for all the help! -
1 Reply
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When you kids figure out that performance max exists to sell trash inventory you’ll stop using it.
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How you do this may depend on what type of PMax you run: ecom, local or lead gen. You can still report on conversions.
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Curious to hear about anyone tracking incremental results/impact outside of Google Ads interface.
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Do uou mean how do we describe what work was done in the campaign or how we report on performance?
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1) For performance max campaigns does one need to have higher budget?
2) For small/local businesses does p-max worth it? or only search ads is enough for small local businesses? -
I use mine for local and count store visits and click to calls
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I just use UTM parameters in the campaign URL with the medium as “performancemax”, same as any other sub-set of Google Ads?
then run GA reports based on the breakdown of medium
or are you trying to be more granular than that?
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Same reports of Google shopping here too. We had a difficult time at first, but then it started delivering a good Roas in Ecomm. We tried running one lead campaign and it also took a while, then started delivering more leads than our search ones.
One thing that I don’t really like is that we can’t see results by creative level in PMax. -
Damn this got some emotions in here. A tool is a tool. Use a hammer to cut a tree and you’re not going to end up with wood. For those who think it’ll replace experienced specialists, it will only happen if companies trust Google’s bottom over their own. Unfortunately, many do, but I believe we are about to see that change. You can only promise John he’s gonna make it big so many times before he loses his head.
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As someone who’s been involved in lead gen for a while now (10 years, $1BN managed) I can tell you that PMAX has been a game-changer for me in industries like software, banking, and law. One thing to keep in mind is that PMAX works best when there’s a shorter delay between the click and the conversion (3-5 days max), and you have offline conversions being tracked.
To avoid getting stuck in a trash lead loop with GDN and Gmail, it’s important to have a feedback loop in place. In my experience, choosing the right conversion stage is key – for example, in the auto insurance industry, it might be lead, talk to agent, send policy, and bound policy. But deciding which stage to focus on depends on the time delay and volume of conversions.
It can get a bit tricky, as you tend to lose volume as you go further down the funnel, and bidding strategies like PMAX, TCPA, and TROAS require a certain level of volume to function effectively. This is similar to manual bidding – all of these strategies need to be aimed at offline conversions.
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