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TIL How Google Will Try to Find ‘New Channels’ for PMax Campaigns Not Hitting Budget
Have a PMax campaign that was hitting close to ROAS target consistently and below budget consistently. All of a sudden, this campaign starting spending over budget with terrible ROAS. It started showing on Mobile App placements out of nowhere (I swear I had them excluded but guess not). All junk traffic (obviously).
Google rep explained that when a campaign is performing well but under-budget that the algo will try to expand to ‘new channels/placement’ to try and increase volume. He had only seen this happen once before and I had never seen this happen at all.
Just passing this along as an FYI to everyone using PMax. You would think that a TROAS campaign based on purchases would signal not to show on crappy mobile app placements but…where the google gods can make their money, they will.
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1 Reply
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I mean if you’re underpacing on budget but hitting a ROAS goal, then a smart move would be to expand into other targets to spend more and still hit that ROAS goal. So Google is doing the right thing.
Problem is they’ve moved into mobile apps which suck as you know. So the question is are there better targets than mobile apps? If not, then why didn’t Google go there instead? What did the rep say?
If there are no better targets then you’ll either have to pull back on budget or soften your ROAS goals.
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