PERFORMANCE MAX


- Create a Pmax campaign with Assets only 

  • Create new PMax campaign for the Sale, make sure all sale assets are added to the Asset Group, make sure audience signal is added. Mandatory for Head clients that go on sale.


The bid strategy can be maximise conversion value to start with but ensure that very high budgets are not added. If you would like to enter a high budget, always add TROAS as well and optimise based on performance and scale required.


- Post sale, the sale pmax can be paused. Simultaneously, increase the budget in non-discounted or other BAU hero categories to maintain discount rates for the month. 

NOTE: Update sale creatives to BAU creatives in the asset group. Ensure to update landing pages wherever applicable. 


SEARCH 

  • Set up Sitelink and Promotional Extensions at the account level. Pause the same once the sale is over

  • Do not run brand search campaigns on Max conversions/Max conversion value during the sale as CPCs might shoot up. You can add a lower TROAS/higher TCPA during the sale than what is set on BAU days

  • Ensure >95% impression share in brand search (can scale search campaigns during sale in accounts where there is scope to increase impression share)

  • You can also start generic campaign with Remarketing Audience

DISCOVERY

  • Populate sale carousels into all Discovery campaigns

  • Pause BAU discovery creatives so as to allow the sale creatives to take up budgets during the sale

  • Make sure tROAS is less than half the expected ROAS, and tCPA is double the expected CostPerSale 

  • Make sure, 1-2 hours after ad population, that all ads are fully approved. Open all ads once and check for errors.

  • If, after day 1 of sale, Engage is not spending, switch to Max Conversions/Max conversion value 

  • Can start a new sale discovery and prospect campaign with top performing custom intent and in-market audiences only in top 20-30 cities during the sale


YOUTUBE

  • Add Sale YT Ads into the existing campaigns

  • Pause BAU YT Ads so it allow the sale creatives to take up budgets during the sale

  • In Engage campaigns, make sure ALL Add to Cart and Shopping Cart Abandoners audiences are added

  • In Prospect campaigns, make sure to add AOL and enable expansion

  • Make sure tROAS is less than half the expected ROAS, and tCPA is double the expected CostPerSale 

  • If, after day 1 of sale, Engage is not spending, switch to Max Conversions/Max conversion value