Raise your hand if you've ever thought that Performance Max campaigns are a black hole where you're throwing money at it without control. Welcome to the club, you're not alone. These campaigns may seem like a panacea, but between uncontrolled spending and optimization, there's a world of difference. The good news? With some of these little tricks, you can make Performance Max start giving you real results.
Let's get straight to the point: before you throw more money at it, are you clear on what's working and what's not? Because if you're throwing money at Display without knowing if it's giving you anything in return, you're flying blind. The trick here is simple: run an analysis script for Performance Max and take a good look at those numbers.
Data in hand, clear decisions. If something is not bringing you sales, cut it without mercy. Performance Max is not magic, it is mathematics. Make every euro give you something tangible.
Okay, so you have the data. Now comes the fun part: deciding where to put your foot on the gas and where to put your foot on the brakes. Are Search and Shopping giving you 80% of your sales, while YouTube and Display eat up your budget and give you a breather? Here it's crystal clear: invest heavily in what gives you results, and reduce the rest to a minimum.
Recommendation: Display and YouTube can be budget vampires if you don't give them proper control. It's not always necessary to remove them, but if you see that they don't contribute, redirect the budget to what really converts.
If you're using Shopping, you're already partly on the right track. Shopping is often a goldmine, but if you notice it's not performing as well as it should, here's the trick: delete the campaign data feed and focus on pure Shopping. Want to get more serious? Make a dedicated Shopping asset group and delete everything: no logos, no fancy text, just the product feed.
Hack pro: It only aggregates the data feed, without distractions. With this, you will give Google what it likes (products, products, products) without wasting your investment on things that are not of interest here.
Let's be clear: Display is the black sheep of Performance Max. You can't turn off this network, but you can make Google think twice about putting your budget there. How? Design ads that are unattractive, something that even Google doesn't want to show.
Dirty Hack: A generic title (just your brand name), a description that doesn't say anything, and an image with a good block of text. Result: Google will see that you're not giving it material for Display and will think twice before wasting its advertising inventory there. I can't guarantee that it will ignore it completely, but it will drastically reduce that investment that was going down the drain.
YouTube is Google's darling, so if you upload content, it will automatically generate videos for you. Don't want that to happen? Easy: don't give it any material. Put a simple image and weak titles, and you'll avoid Google making unwanted videos for you.
En Search, on the other hand, is worth sticking with because it's a network that performs well, especially for dynamic search ad (DSA) campaigns that capture relevant searches. If you need to adjust spending, try disabling URL expansion or using negative keywords to filter out unnecessary traffic.
With these hacks, your Performance Max campaigns will stop being an out-of-control machine and will start giving you a return. This is not about leaving everything to the algorithm and waiting for the magic to happen. It's about taking control, fine-tuning every detail, and putting your budget where it really generates an impact. What are you waiting for? Give these tricks a try and let your investment speak for itself with results.
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Raise your hand if you’ve ever thought that Performance Max campaigns are a black hole where you throw money without control. Welcome to the club, you’re not the only one. These campaigns may seem like a panacea, but between uncontrolled spending and optimization, there is a world of difference. The good news? With some of these little tricks, […]
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