Performance Max campaigns are an improvement in the following three ways:
1. They Integrate Search, Discovery, Video and Shopping Assets
The creation of Performance Max campaigns mandates the setup of text (headlines, long headlines and descriptions), images (square, landscape, portrait), a product catalog (the same as we use for SmartShopping), with video being optional.
This allows for clients that want to run smaller budget campaigns, but have an abundance of creative assets, to leverage them all simultaneously. This is unlike SmartShopping, where asset addition excluding the catalog is severely limited.
2. Insights on Audiences to be Targeted and Search Terms
We can, at the campaign level, determine which audiences performed well in terms of conversion share, and the Index.
We can also determine which search terms generated the best conversions, and we can order them by search volume to determine whether they can be used in other ways, such as in the creation of Custom Intent audiences.
This is radically different from all other campaign types, such as SmartShopping (which is notorious for being a black box regarding audiences being targeted) and Search, Display, YouTube and Discovery (all of which only provide information regarding predefined audiences).
3. Internal Reporting Shift from Click-Through Conversions to All Conversions
When we look at the internal reporting in a SmartShopping campaign i.e. the Reporting at the product group level, we see that the data is for “Conversions”, “Conv. Value”, “Conv. Value/Cost”, and so on. This refers only to Click-through Conversions.
In Performance Max campaigns, we see the results shown in the form of “All Conversions”, “All Conv. Value” and “All Conv. Value/Cost”. This refers to Click-Through Conversions AND View-Through Conversions i.e. conversions that happen when someone sees an ad, does not click, and later converts directly on the site in question.
It is vital that clients recognize that revenues are not just a direct function of clicks and cost, but also of impressions, and organic traffic driven by the impressions in question. Part of the reason for monitoring the CRR metric at the overall site level is to make sure that conversions and revenues that may not be directly attributed to AdYogi are also included in the overall picture of business