The P-MAX campaign was introduced in 2021 following high expectations from advertisers. These campaigns leverage AI learning to give advertisers a broader reach across various Google networks, including YouTube, Discovery, Search, Display, and Gmail. Once P-MAX campaigns were launched and advertisers started using them, P-MAX campaigns (like its predecessor, Smart Shopping) became a concern for advertisers because they required more data insights. Ta.
Over the past two years, Google has addressed some of these concerns by adding features to help you better understand what's working and what's not. This allows you to adjust your campaigns to further improve performance. Here are three of the latest improvements to the P-MAX campaign that he's most looking forward to taking advantage of.
- Search term insights
The Overview tab originally provided a view of the search categories in which your ads appeared when you searched. These categories include a small list of example keywords, the search volume associated with them, and the number of conversions received across categories. This time, Google has implemented detailed reporting. These reports let you see which specific categories and subcategories led to conversions. This can help you add negative keywords or find new keywords for your supplementary search account. Consumer Spotlight[Insights]You can access detailed reports from the tabs.
- Asset group performance view
Initially, you could only view a summary view of asset groups. This view lets you see some of the images, headlines, and audience signals used by a particular asset group. New table views allow you to see performance data specific to each asset group. You no longer need to separate your asset groups into their own campaigns to see performance such as clicks, impressions, and conversions; you can now combine them all into one campaign. This allows you to pause low-performing asset groups or split high-performing groups into their own campaigns for budgeting purposes. To check this, click on “Table” in the top right corner. The ability to add or remove columns is[テーブル]It will appear in approximately the same location where you clicked.
- video creation tools
For businesses without video assets, the only way to create them was to use YouTube Video Builder. This was a beta version and not available to everyone. This tool allows you to choose a template, insert text and images, and choose a musical background. Once the video is posted, you can't make any changes and you'll have to start over.
The most exciting feature for me personally is the addition of Video Builder directly to the Google Ads interface.[アセット ライブラリ]Now you can upload videos directly from YouTube or use the builder to create videos. Google has added new features such as adding voice-overs, as well as the ability for users to copy and edit videos they've already created and trim existing videos.
Whether you're new to PPC advertising or a seasoned professional, P-MAX campaigns are the perfect campaign type to test and complement your existing search campaigns. I've seen these work well for both e-commerce and lead generation clients (for more information on how to generate quality leads with P-MAX campaigns, read Dain Ferrero's recent (see post). I'm excited to see how this and other campaigns continue to evolve as Google continues to make rapid advances in AI.
