Optimizing Performance Max Campaigns Using Scripts (2024)

In ecommerce, shopping ads play an important role. With 89% of retailers using Performance Max campaigns (Source: Tinuiti – Benchmark Report Q1 2024). And for good reason: With Performance Max (PMax), Google offers advertisers the ability to seamlessly place their ads across various channels, including Google Search, Shopping, Display, YouTube, Gmail, Discover, and Maps. By using automation and machine learning, the delivery of ads is optimized based on conversion goals, increasing the chances of reaching high-quality customers. 

However, this automation also comes with certain disadvantages. Advertisers have less control over specific details such as the selection/exclusion of keywords or the exact placement of ads. These limitations can be problematic for some businesses that prefer a more fine-tuned adjustment of their advertising strategies. There are several Google Ads scripts on the market that can help address these disadvantages. In this blog post, we focus on the (in our view) most important Google Ads scripts (as of July 2024) and show how they can help you gain more control and efficiency in your PMax campaigns.

Lack of Transparency and Insights in Performance Max Campaigns

A significant drawback of PMax is the lack of transparency regarding budget allocation and the ability to gain insights into performance across different channels. Users cannot see how much budget is allocated to Search, Display, YouTube, and Shopping. This lack of transparency makes controlling and optimizing the campaigns significantly more difficult. A solution to this is the PMax Performance Script from agencysavvy.

With this script, it is not only possible to control budgets, but also to display metrics such as conversions, conversion value, and ROAS across channels. This opens up many optimization opportunities. For example, if you find that the Shopping channel is performing well, but the Display, Video, and Search channels are lagging behind, you can apply different strategies.

These include:

• creating Shopping-only PMax campaigns,
• optimizing creatives and ad texts,
• splitting up PMax campaigns,
• revising or segmenting asset groups differently,
• optimizing audience signals,
• and conducting A/B tests. 
  
  

Limited Control Over Promoted Products in PMax Campaigns

PMax campaigns use Google's algorithms and machine learning to make decisions about which products to promote. The automation offers the advantage of processing large amounts of data in real-time, making decision-making more efficient. However, the lack of specific control over the promoted products can result in budgets being distributed to less prioritized products.

Challenges of Automation

Flowboost Labelizer: Granular Performance Analysis

Another helpful script is the Flowboost Labelizer, specifically developed for slightly larger Google Ads accounts with extensive data. This script allows for a more granular breakdown of product performance into categories such as:

• Over Index: Above-average performance
• Index: Average performance
• Under Index: Below-average performance
• No Index: Not enough data

In the script, you can define your target ROAS, the desired conversion rate, the time frame, and a minimum number of impressions required for a product to be categorized. The individual index categories can also be customized. 

The analysis of the script provides interesting results:

• 10% of the products account for 86% of the conversion value.
• Google spends 46% of the budget on under-indexed products. 
• Around 63% of the products are under-indexed products. 
• 21% of the products are no-index products.

Search Term Insights for Performance Max Campaigns

When it comes to analyzing search terms, Standard Shopping has a clear advantage over Performance Max. While Standard Shopping provides you with a detailed search terms report, PMax only groups them into search categories and leaves out important metrics for specific search terms. This is where another Google Ads script by Mike Rhodes comes into play. The script creates an overview of the search terms in a Google Spreadsheet, allowing you to quickly capture key metrics such as clicks, impressions, conversions, and conversion value at a glance. This gives you valuable insights into the performance of your campaigns and enables you to take targeted optimization measures. Identify which search terms are performing well and which may need to be excluded as negative keywords.

The current version 4 of the script (as of June 2024) can be found here.

Issues Caused by High Brand Traffic in Performance Max Campaigns: Distorted Data, Inefficient Budget Use, and Limited Growth

Brand traffic can distort performance data, as brand campaigns typically have a higher conversion rate and lower cost-per-click (CPC). This could create the impression that the campaign is highly successful overall, even though much of the performance is due to existing brand awareness. If a large portion of the budget is spent on brand traffic, there is less budget left for acquiring new customers. The goal of a Performance Max campaign should be to reach both existing and new customers. An imbalance can result in missed growth opportunities. 

The script from Smarter Ecommerce (smec) specifically focuses on brand traffic within Performance Max campaigns. It identifies and analyzes the search terms that target brand-related queries, which are often inadequately represented in standard Google Ads reports. For example, smec was able to significantly reduce brand traffic in a PMax campaign using the script and some testing.

Here you can check the brand traffic of your own PMax campaigns.

Conclusion

Optimizing Performance Max campaigns is crucial for ecommerce merchants to maximize the efficiency and profitability of their advertising efforts. Despite the advantages offered by automation and machine learning, these campaigns also present challenges, particularly in terms of control and transparency. However, with targeted measures, companies can improve their campaign structure, gain valuable insights, and ultimately enhance performance. A strategic approach, combined with the right tools, allows businesses to unlock the full potential of these campaigns and effectively reach both existing and new customers.

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