Google Ads Performance Max campaigns offer a fantastic way to expand your reach across the Google network, attracting new customers and converting existing ones. However, this campaign type differs significantly from previous Google offerings. Instead of focusing on a single network like Search or YouTube, Performance Max campaigns can run across almost all Google-owned platforms, meaning your ads could appear vastly different depending on where they are displayed. Moreover, user intent and mindset can vary greatly across these platforms.

Therefore, I recommend checking off a few things before launching Performance Max campaigns. This ensures you’re being strategic with your budget and maximizing your chances of success:

1. Use brand exclusion lists
2. Control placements with brand suitability
3. Take advantage of all creative options
4. Don’t be shy with audience signals
5. Confirm all conversion tracking and set clear goals
6. Track lead quality performance

Google Ads Performance Max campaigns: 6 pre-launch optimizations

Let’s delve deeper into the six optimizations you should implement before launching Google Ads Performance Max campaigns. Already using Performance Max campaigns but unsure if they require further optimization? Get insights with our free Google Ads Grader!

1. Prevent search competition using brand exclusion lists

When expanding into Performance Max alongside existing traditional search campaigns, I recommend adding a brand exclusion list to your Performance Max campaigns. This provides greater control, ensuring your Performance Max campaign won’t appear for branded searches. This prevents internal competition with your search and shopping campaigns for those terms.

Creating these lists is straightforward. Navigate to the tools section in the left-hand navigation, then shared library, and select brand lists.

You’ll be prompted to create a new brand list. Assign a name to the list, which can be helpful if you manage multiple brands within the same account. Start typing your brand name and check the box next to your brand. You might be surprised by the extensive list of brands already available in Google’s system. However, if your brand isn’t listed, you have the option to “Request a New Brand” at the bottom.

After creating your list, apply it to your Performance Max campaign in the campaign settings section, usually found under “additional settings” towards the bottom. Select the brand lists you want to exclude from that campaign, and you’re all set.

2. Manage placements effectively through brand suitability

As mentioned earlier, Performance Max campaigns can appear across the entire Google network, raising concerns about ad placement on various platforms.

Exclusions for Search and Shopping

Besides the brand exclusion lists mentioned above, you can control the search queries your Performance Max campaigns target using account-level negative keywords.

While a significant improvement over having no negative keywords, caution is still advised. Adding negative keywords at the account level prevents all campaigns within your account from appearing for those queries. This includes Performance Max, along with your regular search and shopping campaigns. Adding terms unsuitable for your brand in any scenario at the account level helps control both your traditional campaigns and Performance Max.

You can find account-level negative keywords in the account settings section of Google Ads (under Admin) in the main navigation. They function identically to regular negative keywords.

Exclusions for Display and YouTube

Beyond search and keyword control, monitoring the content your ads appear alongside on YouTube and the Google Display Network is crucial.

The most effective method to prevent your brand from being associated with undesirable content is by utilizing the controls available in the content suitability section of Google Ads.

Towards the bottom of the page, you’ll find a list of additional exclusion categories. Each setting applies to its intended network type, controlling either display placements, YouTube placements, or both for your Performance Max campaigns.

You can opt for the broadest set of controls and select exclusions based on sensitive content categories (as shown above). Alternatively, add specific content keyword exclusions or even individual placements like websites or YouTube channels to avoid. Explore more ways to grow your business across all marketing channels with our free growth strategy guide!

3. Maximize the potential of all creative options

Given the numerous placement options available for Performance Max campaigns, your ads can take on many forms. Utilize the space provided for text, images, videos, brand identifiers, and ad assets effectively.

Your ad is the first impression users have of your brand, making it crucial to create a compelling and visually appealing experience. Leverage the review tool on the right-hand side of the builder to preview your ads across various placements. If any appear lackluster, replace them with new assets to ensure you’re conveying the desired impression.

4. Leverage audience signals effectively

Within the asset group builder, you can influence the audience targeted by your Performance Max campaigns.

You have a wide range of options for providing audience signals. These can come from your data sets, such as remarketing lists or customer uploads. Alternatively, utilize additional signals like “in-market” and “life event” audiences within the “interests” category, or leverage detailed demographics like parental status and household income.

Additionally, consider providing search themes, which are keywords (up to 25 per asset group) that users might use when searching for your products or services. These are particularly useful when launching new products or if your website lacks comprehensive information about your offerings. While optional, search themes can guide Performance Max towards more qualified users in such scenarios.

It’s important to remember that these directions provide a starting point. Google’s algorithm ultimately determines qualified users and serves ads accordingly. Providing detailed insights in this section helps ensure your ads reach the right audience across the Google environment, especially when combined with the next optimization strategy.

5. Ensure accurate conversion tracking and define clear goals

Performance Max campaigns heavily rely on the goals you set at the campaign level. They strive to drive sales, brand awareness, content downloads, or other desired outcomes across all placements. However, accurate conversion data is crucial for Performance Max to succeed.

During campaign setup, you’ll choose the goals you want to optimize for. Ensure your conversion actions and goals are properly configured beforehand, allowing you to easily opt into the desired actions for this campaign. (For more guidance on conversion goals in Google Ads, watch this video.) This opens up a world of optimization possibilities with Performance Max. For instance, create separate Performance Max campaigns optimized for brand awareness and bottom-funnel conversions. Embrace the flexibility of using machine learning to influence your entire campaign portfolio, not just individual campaigns.

6. Monitor lead quality performance

Based on my experience and feedback from industry peers, Performance Max excels in direct sales and e-commerce campaigns. Sales and revenue data are readily available from platforms, and product feeds often provide ample creative and copy elements.

However, lead generation campaigns often face challenges. (Don’t they always?) Lead quality from Performance Max can be subpar if not managed carefully. While there are some strategies Google suggests you employ to improve lead quality available, these primarily focus on your site, not direct control within Performance Max. Nevertheless, these suggestions remain valuable for preventing an influx of low-quality leads and minimizing disruptions to your sales team. Implementing at least one of these tactics is highly recommended for lead generation campaigns to maintain clean and valuable data.

Optimize your Google Ads Performance Max campaigns proactively

Performance Max campaigns can be powerful tools for extending your reach beyond single-network campaigns and driving results. However, they often require careful management to ensure they align with your goals. This list of optimizations helps focus your campaigns from the outset, enabling you to achieve decent performance after launch instead of relying on hope alone. Here’s a recap of the six ways to optimize your Google Ads Performance Max campaigns before launch:

1. Use brand exclusion lists
2. Control placements with brand suitability
3. Take advantage of all creative options
4. Don’t be shy with audience signals
5. Confirm all conversion tracking and set clear goals
6. Track lead quality performance