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Performance Max cost per conversion shooting up
Hi everyone,
I started a Performance Max campaign with a small budget (about $30) and was incredibly lucky that it started converting right away with a combination of repeat + new customers. I ran it at the small budget for a few days, and then started scaling about $30 to $50 additional dollars a day.
By yesterday the budget was up to $350 and that’s when things got wonky. It’s still getting conversions, but the cost for them has shot way up. (From about $19 CPC when the budget was smaller to $70 CPC now.)
I actually don’t mind Performance Max spending out the budget to see what works, but what I’m wondering is: should I just leave it at the $350 for a while and wait for it to optimize? Or should I bring the budget back down (maybe to $100) and scale it back up more slowly?
Will the terrible results at the $350 a day remain that way because I scaled too quickly? Or will they eventually optimize?
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1 Reply
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What’s your return? It’s possible you’ve just scaled out of the cheaper clicks. It your return is still ok then no reason to pull back. But yeah, I’d vote for leaving it alone for a while. PMAX definitely needs a decent learning period to settle into the targeting.
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I would only recommend to raise budget in performing campaigns by 10-20% each 2-3 days and not much. Do not jump by huge difference, either down or up! Also it is recommended to let Pmax learn at least 3 weeks before making any changes in the beginning – it might simly confuse the algorithm.
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