How the Performance Max format took the Google Ads account to the next level
Ukrainian online store of accessories and gadgets with a large assortment. A physical smartphone store located in Kharkiv appeared in 2012.
- Increase the number of transactions from the site
- Increase revenue from google/cpc channel
- Conversion growth: 93,7%
- Revenue growth by: 180,5%
- Increase in transaction rate 117%
At the end of March, a client approached us with a request to optimize already set up advertising, update ad campaigns and, most importantly, increase the number of transactions from the site.
At that time, classic shopping (Google Shopping) and search advertising campaigns were active in the account.
Performance Max, or otherwise known as a performance maximized campaign, is no longer a new, but the newest format of advertising campaigns in Google Ads that allows you to reach impressions and get traffic from Google shopping, search, media network, and YouTube video hosting in a single campaign.
Features include:
- full automation (machine control and the use of Google Signals takes into account many parameters to achieve efficiency)
- Automatic generation of ads from entered campaign objects
- Coverage of all Google sites (interaction with users at all stages of the sales funnel)
- Conversion targeting
Even before the summer of 2023, many Google Ads experts argued that allocating budget to a Performance Max campaign was like throwing money into a black box, as there was no way to track the search queries of users who clicked on the ad, nor to identify the effectiveness of individual conversion channels.
But now there are great scripts that allow for deeper analysis of the P Max format.
– there are no pre-launch conversion stats in the account before launching it
– there are no minus words at the account level
– no dynamic remarketing audiences set up in the account
Since there was enough conversion data in our client’s account, we decided to launch a P Max campaign and compare its performance to other formats.
- Checked the correctness of conversion settings (because they are the ones the system focuses on when training a campaign)
- We checked the setting and activity of dynamic remarketing audiences
- We checked the quality of added products in Google Merchant Center feed (presence and correctness of attributes)
- Prepared a list of the main minus-words at the level of Google Ads account
- Selected conversion queries from search campaigns to create an audience segment by query
- Prepared high-quality creatives and ad texts
- Launched Performance Max campaigns for prioritized categories
Given the factor of full-scale invasion (in 2022 ads were on pause from February to August), there is currently no way to compare the reporting period with last year:
Therefore, we compare the effectiveness of advertising campaigns with the year before last from May to July inclusive (2023/2021)
With a cost increase of only 4.53%, the number of transactions increased by 93.73% and revenue by 180.55%. Taking into account the time interval for the allocated period, the average cost per click has increased (by 25%), but the quality of the received traffic has significantly improved, as evidenced by the growth of the transaction ratio by 117%.
Transaction ratio is the ratio of users who visited the site to users who made a purchase on the site. The more quality and relevant traffic we get, the higher the transaction ratio.
Therefore, let’s compare separate types of campaigns by transaction ratio and cost per click:
1. Shopping – transaction coefficient 0.72%, CPC – 1.5 UAH.
2. Search – transaction coefficient 0.46%, CPC – 2.56 UAH
3. Performance Max – transaction coefficient 1,55%, CPC – 2,36 UAH
We can now say with confidence that Performance Max is the most effective campaign format for ecommerce sites. Machine control is no longer as distrusted as it was some time ago, but to save budget, it is especially important to prepare the ground for learning Performance Max and contribute to make a “performance max” campaign really maximize its effectiveness.
Save the brief and our manager will contact you
- Increasing brand awareness
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Standard works:
- Analysis of the niche, competitors and target audience;
- Development of an effective advertising strategy;
- Remarketing;
- Video advertising on YouTube;
- Development of creatives from 2 sets of 10 sizes;
- Monthly dynamic report in Data Studio on KPI.
As a bonus you will receive:
- Setup and installation of Google Tag Manager, Enhanced E-commerce Google Analytics and a feed for launching Google product campaigns;
- 10,000 hryvnias per Google Ads account (only for new accounts);
- Increasing the conversion of landing pages of the site;
- A separate team for your project;
- Quick launch of advertising within 3 working days.
*The price is indicated for the work of the agency, without taking into account the advertising budget. Web analytics systems are set up in the first month of project work.
- Service sites, B2B, corporate sites
-
Standard works:
- Analysis of the niche, competitors and target audience;
- Development of an effective advertising strategy;
- Search advertising campaign;
- Contextual media advertising;
- Remarketing;
- Development of creatives from 2 sets of 10 sizes;
- Monthly dynamic report in Data Studio on KPI.
As a bonus you will receive:
- Setup and installation of Google Tag Manager and Google Analytics analytics systems;
- Early access to testing beta functions of advertising systems;
- Increasing the conversion of landing pages of the site;
- A separate team for your project;
- Quick launch of advertising within 3 working days.
*The price is indicated for the work of the agency, without taking into account the advertising budget. Web analytics systems are set up in the first month of project work.
info@imaris.ua
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