How to Optimize Performance Max Campaigns
Let's learn how to get more control over who you target with your Performance Max ad campaigns
Performance Max campaigns are a relatively new type of campaign in Google Ads.
They allow you to show your ad on the following Google Ads networks all from one campaign search, display, Gmail, youtube, etc.
However, one of the complaints that marketers have with Performance Max is that these campaigns are AI heavy and don't allow for control. So, for example, I cannot really control which audiences see my ads.
This lack of control was recently relaxed. But you need to take some action steps to enable this money-saving feature.
The feature Is negative keywords ....adding negatives to performance max campaigns can save you money.
Negative keywords are keywords signals you add to Google telling the ad platform what type of audiences you wish not to target.
In order to do this.
1) Go to your homepage
2) Visit the Account Settings
3) Then click on Account negatives
Now you can save money by not bidding on showing your ads to irrelevant audiences
What types of terms should you negative
Terms that are too general (negative these as exact match)
Terms like Free
Terms that are synonymous with your business but not close.
Terms too far up the funnel
Happy marketing