Performance Max campaigns now include advanced controls and reporting enhancements to boost efficiency and transparency while maintaining automation. We are using the below-mentioned updates to keep us ahead of the race in the performance marketing agency domain.
These are just a sample of best practices being used by us:
- Campaign-level negative keywords to block irrelevant queries across Performance Max campaigns. Money saved is profit on the books of the company.
- High-value customer mode that prioritizes audiences with long-term value.
- Brand exclusions by ad format (e.g., separate exclusions for Search vs. Shopping). This helps us reach exclusively new customers more aggressively.
- “URL contains” targeting rules for granular landing page control.
- Demographic & device exclusions (e.g., by age, device type) for better precision. Businesses have varying needs and sometimes perform better on specific devices or within specific gender segments.
- Doubled Search themes per asset group (from 25 to 50) with a “usefulness” indicator. This comes in really handy to perform at scale.
- Search term insights that show whether terms came from automated targeting or manual themes.
- Channel-level performance reporting (Search, Display, YouTube, Gmail, etc.) for full visibility.
We extensively use Google’s AI-driven automation, which helps us achieve improved control – allowing us to optimize performance, brand safety, and reporting without sacrificing efficiency.
