Post by naheda0011 on Nov 10, 2024 6:43:27 GMT 1
This article is about Performance Max ad campaigns for online stores, in particular the key aspects of analyzing these campaigns. This will help you analyze your campaigns and optimize them to improve performance and increase sales. What kind of traffic does an ad campaign attract? Which creatives are more effective and which are not? How do you understand what works well and what can be improved? Which settings should you turn off to stop “draining” your budget? After reading this article, you will find answers to all these questions. So, let's get started.
Account structure analysis
First, let's look at the structure of an advertising account. It depends whatsApp blasting on various factors, such as the number of products to be advertised or whether there is a distribution of products by criteria, etc. An effective advertising account structure allows you to optimize advertising costs for the most valuable products. Below are some of the most common structure models.
One campaign with one product group. This option involves one campaign with one object group that includes all products. All products and queries are considered equally valuable. Optimization comes down to increasing the budget, adding a target CPA for all products, or changing the bidding strategy.
Campaign options with 1 product group:
One campaign with one product group and one object group without ad elements (Only feed). This ensures display only in the shopping results. Optimization is limited to increasing the budget and adding a target CPA for all products.
One campaign with one product group and asset group, including titles, descriptions, and creatives. This allows ads to appear in product results, search results, the display network, Gmail, and YouTube. Optimization includes disabling the least effective asset groups, but is still limited to increasing the budget and adding a target CPA for all products.
One campaign with multiple product groups You can divide products into different groups by attributes, such as:
Category
Brand
Marginality
Price category
Product ID
Condition (new, used)
Product type
Special marks, etc.
Each group can be supplemented with one or more groups of objects, with or without different signals.
Multiple campaigns with different products
Create campaigns using the product range filter to include only certain products. This allows you to create separate campaigns for different brands, product types, categories, price points, margins, and for the most popular products. Each campaign contains at least one group of objects with different audience signals or without them. The biggest advantage of this approach is the ability to set a separate budget for each campaign and the maximum cost per acquisition (CPA), which allows you to effectively allocate resources and further scale the most effective campaigns with the budget.
Checking the Basic Performance Max Settings
First of all, you can skip checking the Google Merchant Center linking to Google Ads and setting up/importing goals, since at the stage of analyzing the effectiveness of advertising campaigns, these settings are probably already OK. We will look at the direct settings of advertising campaigns.
Excluding non-target and technical URLs:
In the settings of automatically created objects, you should exclude URLs that lead to pages with information about the privacy policy, order tracking, shipping terms, contact, blog, and product categories that are not advertised. This is necessary to avoid showing ads on technical pages that rarely lead to conversion.
Replacing the final URL is a useful feature that automatically redirects users to relevant pages on the site depending on their queries. For example, a user searching for “buy leather jacket” will be redirected directly to the relevant subcategory, rather than the general catalog of clothes. This is convenient, but sometimes algorithms can show ads on technical pages such as “Contact” or “Privacy Policy”, which reduces the effectiveness of advertising.
2. In the location options, the target value is selected as "Presence".
By default, your ads can be shown to users who are in, regularly visit, or are interested in your target locations. For example, if you have a coffee shop in Kyiv and you set up targeting for that city, your ads can be shown to those who live there, regularly visit there, or are interested in Kyiv coffee shops (or were interested in them in the past). When choosing the Presence location option, your ads are shown to users who are in or regularly visit your target locations, but are not shown to those who are only interested in the selected location. We recommend choosing the Presence option because it allows you to better target your audience, optimize your budget, and improve the quality of your ads, which ultimately helps you achieve your business goals.
For Ukraine, showing in temporarily occupied territories, territories where active military operations are taking place, or in territories where it is impossible to organize delivery is excluded.
It’s important to show your ads where you want them, but it’s equally important not to show them where you don’t want them. Location exclusion prevents your ads from showing in specific target locations, such as a region or city in the country. This will help you save money by not wasting money promoting your offers to people who can’t use them anyway. You can exclude locations one by one, for greater control, or, for convenience, a whole list. Setting up location exclusions is very similar to setting up geotargeting — just enter the name of the area you want to exclude.
To display advertisements in regions where there are cities with special status, you must additionally indicate them.
If your advertising campaigns are intended to be displayed in regions/countries where there are cities with a special legal status, you must add them separately to the Location.
In Ukraine, a city with a special status is Kyiv, and to display ads in this city, you must specify not only the Kiev region in the settings, but also Kyiv. Otherwise, ads will not be displayed in Kyiv.
To check the search results for ads in the desired geo, go to the ad preview page (Tools and settings - Ad preview and diagnostics), specify the keyword, location, language targeting and check the results.
Eliminate irrelevant types and labels.
Content Labels
Excluding content labels allows you to choose which age audiences your ads appear to along with the content.
Videos, channels, sites, and programs on the Display Network and YouTube are analyzed using Google's classification technology and given digital content labels.
Content type
By excluding content types, you can prevent ads from appearing next to certain categories of content, such as live camera feeds or embedded videos on your site.
Content suitable for children and games is excluded
Content exclusions prevent your ads from appearing on content that may not be appropriate for some brands. Content exclusions apply to campaigns running on YouTube or the Display Network.
To exclude topics, go to the Tools and Settings page - then Content Compliance - Excluded Content Topics - select topics and save the settings.
Account structure analysis
First, let's look at the structure of an advertising account. It depends whatsApp blasting on various factors, such as the number of products to be advertised or whether there is a distribution of products by criteria, etc. An effective advertising account structure allows you to optimize advertising costs for the most valuable products. Below are some of the most common structure models.
One campaign with one product group. This option involves one campaign with one object group that includes all products. All products and queries are considered equally valuable. Optimization comes down to increasing the budget, adding a target CPA for all products, or changing the bidding strategy.
Campaign options with 1 product group:
One campaign with one product group and one object group without ad elements (Only feed). This ensures display only in the shopping results. Optimization is limited to increasing the budget and adding a target CPA for all products.
One campaign with one product group and asset group, including titles, descriptions, and creatives. This allows ads to appear in product results, search results, the display network, Gmail, and YouTube. Optimization includes disabling the least effective asset groups, but is still limited to increasing the budget and adding a target CPA for all products.
One campaign with multiple product groups You can divide products into different groups by attributes, such as:
Category
Brand
Marginality
Price category
Product ID
Condition (new, used)
Product type
Special marks, etc.
Each group can be supplemented with one or more groups of objects, with or without different signals.
Multiple campaigns with different products
Create campaigns using the product range filter to include only certain products. This allows you to create separate campaigns for different brands, product types, categories, price points, margins, and for the most popular products. Each campaign contains at least one group of objects with different audience signals or without them. The biggest advantage of this approach is the ability to set a separate budget for each campaign and the maximum cost per acquisition (CPA), which allows you to effectively allocate resources and further scale the most effective campaigns with the budget.
Checking the Basic Performance Max Settings
First of all, you can skip checking the Google Merchant Center linking to Google Ads and setting up/importing goals, since at the stage of analyzing the effectiveness of advertising campaigns, these settings are probably already OK. We will look at the direct settings of advertising campaigns.
Excluding non-target and technical URLs:
In the settings of automatically created objects, you should exclude URLs that lead to pages with information about the privacy policy, order tracking, shipping terms, contact, blog, and product categories that are not advertised. This is necessary to avoid showing ads on technical pages that rarely lead to conversion.
Replacing the final URL is a useful feature that automatically redirects users to relevant pages on the site depending on their queries. For example, a user searching for “buy leather jacket” will be redirected directly to the relevant subcategory, rather than the general catalog of clothes. This is convenient, but sometimes algorithms can show ads on technical pages such as “Contact” or “Privacy Policy”, which reduces the effectiveness of advertising.
2. In the location options, the target value is selected as "Presence".
By default, your ads can be shown to users who are in, regularly visit, or are interested in your target locations. For example, if you have a coffee shop in Kyiv and you set up targeting for that city, your ads can be shown to those who live there, regularly visit there, or are interested in Kyiv coffee shops (or were interested in them in the past). When choosing the Presence location option, your ads are shown to users who are in or regularly visit your target locations, but are not shown to those who are only interested in the selected location. We recommend choosing the Presence option because it allows you to better target your audience, optimize your budget, and improve the quality of your ads, which ultimately helps you achieve your business goals.
For Ukraine, showing in temporarily occupied territories, territories where active military operations are taking place, or in territories where it is impossible to organize delivery is excluded.
It’s important to show your ads where you want them, but it’s equally important not to show them where you don’t want them. Location exclusion prevents your ads from showing in specific target locations, such as a region or city in the country. This will help you save money by not wasting money promoting your offers to people who can’t use them anyway. You can exclude locations one by one, for greater control, or, for convenience, a whole list. Setting up location exclusions is very similar to setting up geotargeting — just enter the name of the area you want to exclude.
To display advertisements in regions where there are cities with special status, you must additionally indicate them.
If your advertising campaigns are intended to be displayed in regions/countries where there are cities with a special legal status, you must add them separately to the Location.
In Ukraine, a city with a special status is Kyiv, and to display ads in this city, you must specify not only the Kiev region in the settings, but also Kyiv. Otherwise, ads will not be displayed in Kyiv.
To check the search results for ads in the desired geo, go to the ad preview page (Tools and settings - Ad preview and diagnostics), specify the keyword, location, language targeting and check the results.
Eliminate irrelevant types and labels.
Content Labels
Excluding content labels allows you to choose which age audiences your ads appear to along with the content.
Videos, channels, sites, and programs on the Display Network and YouTube are analyzed using Google's classification technology and given digital content labels.
Content type
By excluding content types, you can prevent ads from appearing next to certain categories of content, such as live camera feeds or embedded videos on your site.
Content suitable for children and games is excluded
Content exclusions prevent your ads from appearing on content that may not be appropriate for some brands. Content exclusions apply to campaigns running on YouTube or the Display Network.
To exclude topics, go to the Tools and Settings page - then Content Compliance - Excluded Content Topics - select topics and save the settings.