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Performance Max Optimisation Checklist

Table of Contents

Introduction

In the dynamic world of online advertising, ensuring that your campaigns are efficient and effective is paramount. Google Ads’ Performance Max campaigns offer a potent toolset, but like all tools, their effectiveness depends on how they’re utilised. This guide will walk you through auditing and optimising your Performance Max campaign to achieve the best results.

1. Review All Performance Max Campaigns

Steps:

Review the Return on Ad Spend (ROAS) – this is the Conv. value / cost column. Compare it to your ideal target ROAS. Identify low performing campaign

Review Diagnostic Insights Tab

Hone in on 

  • Asset Groups
  • Audience Signals

1.1 Asset Groups

Ensure to check the assets below:

  • Calls 
  • Images
  • Logos
  • Headline
  • Long headlines
  • Description
  • Business name
  • Sitelinks
  • Call to action
 
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You can refer to the “ad strength” score to review what is missing 

1.2 Audience Signals