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How to Structure Your Performance Max Feed Only Campaign | PPC Talks
3rd October 2022 • The Google Ads Podcast • Solutions 8
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If you’re one of the marketers who scaled with Smart Shopping but aren’t seeing the same results when it switched to Performance Max, Performance Max Feed Only campaigns might be the solution you’ve been looking for. And the best Google Ads strategists are here to reveal their secret strategies on how to structure Performance Max Feed Only campaigns.

Performance Max Feed Only campaign is just what it sounds like; it’s a Performance Max campaign with your product feeds alone, without assets and creatives. With this build-out, the campaign's targeting is modified to function like Smart Shopping.

Watch Efe, Onkar, and Usama as they discuss:

- Factors to consider when creating a Performance Max Feed Only campaign

- The importance of checking your product reports in PMax

- How to identify the products to include in your PMax Feed Only campaign

- Why controlling your budget is now the key to successful campaigns

- The minimum number of products you should include for PMax Feed Only


0:00 Intro | How to Structure Your Performance Max Feed Only Campaign

1:14 Efe’s Performance Max Feed Only campaign strategy

6:35 Onkar’s Performance Max Feed Only campaign strategy

10:05 Usama’s Performance Max Feed Only campaign strategy

13:43 Launching a separate PMax campaign with your underperforming products

14:29 Adjusting your budget is now the key to scaling your campaign

17:53 Should you leave the products running in your original PMax campaign?

23:19 When to incorporate PMax Feed Only campaigns for new accounts

25:25 Experiment by splitting your collection types


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Transcripts

John:

The PAX feed on strategies.

John:

Like it's next best thing to what we have, but we used to have smart

John:

shopping and we are kindly used to doing the smart shopping strategies.

John:

But what else we can try.

John:

We wanna talk hopefully about that, the way we use it, the way we structure

John:

it and the use chases, my accounts is right now that I create a Feedly

John:

PAX campaign with all the products.

John:

With only one acid drop and I create a new another PAX campaign

John:

without fee for kind of testing.

John:

We take the best performing product, but we also take underperforming

John:

products, which is essentially products that convert well.

John:

Just didn't get enough attention.

John:

So they'll have like 20, 30 clicks, but they'll have two conversions on it.

John:

To me that has potential.

John:

One of the things we are talking about is not something new.

John:

It's what we have done in the past, our shopping.

John:

But the key point in this is adjusting the budget.

John:

So the budget is now the key.

John:

Before you only had smart shipping campaign and you

John:

have nothing to worry about.

John:

Hello, really?

John:

It's the strategist team.

John:

I have with me and I have summer.

John:

And today we're gonna talk about the PAX feed only strategies, like it's

John:

next best thing to what we have.

John:

We used to have smart shopping and.

John:

We are kindly used to doing this shopping strategies, but what else we can try.

John:

We wanna talk talk to you about that, the way we use it, the way we

John:

structure it and we use chases, and I think I'll start with an example.

John:

So I'm gonna share my screen and tell me when you can see So the first

John:

thing you like to do when it comes to PAX, fetal needs, always check

John:

your product performances because.

John:

In Google conversions and the ROS is not the only indicator to signal Google, if

John:

it's a bad product or a good product to put that in an example is if they have a

John:

good search value, if they have a click good click rate, and if they have a good

John:

keto product let's say you have 20 polo.

John:

T-shirts.

John:

One of them is doing an amazing job and polo T shirts has some search volume.

John:

it has a good CPR.

John:

It can push the other 90 products that doesn't have that don't

John:

have that exact performance, but it'll continue to push it.

John:

And you may want by have better role robot in.

John:

T-shirts why my Tmax max is not pushing towards.

John:

To overcome the situation, check your product performances.

John:

So this is an account we have, I don't think I can share the name

John:

and I think these will be blurred.

John:

So from 1st of July June to today, they have $258,000 of revenue, but lemme

John:

do this, so they have this product.

John:

This product only, and it's a single product.

John:

It has multiple sizes as in S M and L.

John:

And it has multiple colors, but this only ha is responsible for 40% of the revenue.

John:

So what we did is we had our MX, which is running with two

John:

X, which is the client's goal.

John:

It's doing good, but we create a new team, max Keyon for that product.

John:

Alone and they're pushing it in a separated budget and

John:

it is working with three X.

John:

So it is good to separate it out.

John:

Like it's good to push or sometimes take money out of some products.

John:

So

John:

try that

John:

Yeah, I have like few questions about that strategy.

John:

So do you have both the products are they present in both the campaign

John:

or it's You negate them in the mean campaign and then you enable keep them.

John:

I try both, but from what I see, when you exclude those products in Kmax campaign

John:

and you create a new campaign, you just forcing Google to relearn again, although

John:

it has UT it doesn't keep off that easy.

John:

So it's good to Have a PAX or have an asset group in

John:

that PAX for those products.

John:

And also put that, I know it they're getting with each other a little bit,

John:

but since you're balancing that with the budget distribution, it's not a problem.

John:

And if, it has a good search value, it has an existing demand.

John:

Ongoing.

John:

It's not a problem.

John:

I, you scale with that strategy.

John:

Yeah, that makes sense.

John:

Yeah.

John:

And it works also, like I wanna mention the other, like

John:

it's a vice versa strategy.

John:

As I said, conversions and the is not the only indicator when it to Google.

John:

So sometimes you have a good product.

John:

We had this, Client they're selling nail stuff and hair stuff like nail

John:

conditions and hair supplements.

John:

The hair supplements has a good robot.

John:

They got three X close to four X, but the nail conditioners are $19 and they

John:

have 1.5 extra robots with 4% commercial.

John:

But they have a lifetime value.

John:

Like once you buy it, you are locked like 12 months or even 24 months.

John:

So what we did is separated them out into, into their own PAX campaign.

John:

So to balance that up, that role, as in the overall account, sometimes

John:

you can push more money or sometimes you use the strategy to pull back.

John:

Hmm.

John:

Yeah.

John:

So generally I use feed only campaigns, like PAX feed, only campaigns like we

John:

were doing in the past for smart shopping.

John:

Like I use the same strategies that we were following.

John:

So and there is a twist a little twist.

John:

So what I am testing in my accounts is right now that I create a feed.

John:

PAX campaign with all the products in it with only one asset group.

John:

And I create a new another PAX campaign without field.

John:

In that I put all the good assets like all the good images,

John:

videos about those categories.

John:

And I put relevant audience signals there in the Bmax without feed.

John:

So technically I think PAX without feed is going.

John:

Outbound is going in front of people who are not product aware, right?

John:

That PAX without feed is targeting those people.

John:

And then they are going then those people, they are going on Google and

John:

they are searching for our product.

John:

And.

John:

Our PAX feed only, already knows that the product ha sorry that the

John:

person has already visited our site through PAX, without feed and, will

John:

bit higher to get that shopping click.

John:

I think that is happening.

John:

I am seeing a good cost per conversion for both the campaigns actually I can't

John:

actually share that share the Google ads count screenshots, but I'm getting a $42

John:

cost per conversion in PAX without feed.

John:

And for the PAX feed only, I'm getting $50 cost per conversion.

John:

So yeah, I'm getting success with that, strategy.

John:

So you are using the Tmax, a campaign you're pulling out the feed.

John:

So you are using that PAX for the search display, YouTube and the other channel.

John:

Yeah.

John:

Creating that demand in that campaign and for the P you are

John:

using that, the harvested demand.

John:

So you are separating your campaign for the demand structure.

John:

Yeah.

John:

And I think that is working for.

John:

Industry, because it's an niche town industry.

John:

So that industry it's, promos.

John:

So promo products, people who want promotion products.

John:

So I think it's an niche industry.

John:

I think that's why it's working.

John:

But let's say if you have a parallel or any other brand any

John:

other industry, which you can't actually niche down the audience.

John:

It's difficult to work with those with my strategy, because there are a lot

John:

of audience for those products in market or, or infinity makes sense.

John:

I do feed only in a couple ways and I guess I'll stay, go through all of

John:

them in the original PAX campaign.

John:

I pretty much launched two feed only campaigns.

John:

The first one is just an open signal.

John:

One where I attach no signals.

John:

And then the second one is where I just take my best performing signals

John:

from the listing group or insights tab.

John:

And then I just add those signals all combined together and launch that.

John:

So that's one way I launch it.

John:

And a more recent approach that I started doing was for a feed only PAX campaign.

John:

What I did was I took the client's goal.

John:

I took three fifths of the client's goal.

John:

let's just say their goal was.

John:

Five X.

John:

I took everything above What was it?

John:

A three, three fifth.

John:

I took everything above a three and kept it in the original K campaign.

John:

That's the so late strategist can't do simple math, but

John:

by the way, I was like five, three fifth.

John:

So anything above a three, I kept in the original campaign.

John:

Right.

John:

And then anything below a two.

John:

I knocked out into and created a separate PAX campaign and then put

John:

like a 300% roll as goal on it.

John:

And it's working pretty well, surprisingly that's, but that's

John:

what a feed only campaign.

John:

And I, and there's no overlap.

John:

So I guess I can share screen.

John:

And this will just recently launch you gotta give permission if it.

John:

This is not a glitch.

John:

I'm interrupting because I need to remind you that I'm always

John:

looking for people to join our team.

John:

So if you're passionate about Google ads and you wanna work with the best

John:

Google ads agency on the planet, please go to so late.com/apply.

John:

Speaking of working with the best Google ads agency on the planet, if you're having

John:

trouble with Google ads and you want professional help, that's what we do.

John:

You can go to.

John:

So lake.com that's S O L eight.com to apply for your

John:

free no obligation action plan.

John:

And if I've.

John:

Any level of value at all.

John:

Maybe think about giving me a thumbs up and subscribe to our channel.

John:

That's how we choose the YouTube algorithm.

John:

So they actually know that I know what I'm talking about.

John:

If you have questions, comments, concerns, or confessions hit

John:

me below in the comments.

John:

And now back to your regularly scheduled program I was about

John:

to show you the PAX campaign.

John:

So let me share screen, So basically well, this is a single product PAX

John:

campaign that the client wanted, but moving away from that we launched,

John:

we kept everything above a three X.

John:

I don't know why this is two X, but everything above a three X originally from

John:

the previous 90 days in this PAX campaign.

John:

below a two X in this one.

John:

And what we did was we put a 300% RO as goal on this.

John:

We gave it less budget too.

John:

And right now this campaign is at a 2.57.

John:

And this campaign is at a 3.58 with the RO as goal.

John:

So that's interesting which we kind of tested, what's the third one for it.

John:

The third PAX key.

John:

It's the product specific one.

John:

Oh yeah, that was one test.

John:

Another thing that we're kind of testing right now is kind of like what the FA

John:

does take the best performing product and launch a separate PAX campaign,

John:

but what we're kind of testing, we take the best performing product, but

John:

we also take underperforming product.

John:

Which is essentially products that convert well, just didn't get enough attention.

John:

So they'll have like 20, 30 clicks, but they'll have two conversions on it.

John:

To me that has potential, right?

John:

So we'll launch a separate PAX campaign, including those products as

John:

well, with the best performing wealth.

John:

And we've kind of seen it push the, those products in the original PAX

John:

campaign and in the campaign itself.

John:

And it works well.

John:

I just don't remember an account.

John:

I can show you that in.

John:

I think our audience will have this stuff.

John:

Like all of the things we are talking about is not something new.

John:

It's what we have done in the past, our shopping.

John:

But the key point in this is.

John:

Adjusting the budget.

John:

So the budget is now the key.

John:

Cause before you only had smart shipping campaign and you have nothing to worry

John:

about, but now you're running a Kmax when you pull out that feed only like

John:

if you're spending $300 on the Kmax.

John:

And it's generating you three X, but it's only generating that with $50, right.

John:

Other $250 a spend on the outbound and that smart shopping campaign, just scoop

John:

pubs, fruit, and it's getting you that.

John:

So you're thinking, okay.

John:

maybe I can create a team X feed only campaign, two boost

John:

that you're giving it $50.

John:

Now it's spending those full $300 to create that demand.

John:

And now your $50 PAX campaign has goodish performance.

John:

So overall you are just killing a account.

John:

So it's all about adjusting the budget.

John:

How much will you spend on creating that, demand on YouTube or search or Google

John:

display network or discovery and how much you're willing to spam on shopping?

John:

You have to adjust the perfect before it wouldn't.

John:

Yeah affect the overall account.

John:

So you don't, you shouldn't be greedy if that's the word.

John:

No, yeah, that's right.

John:

And just to build on efforts, controlling your budget, even if you're, let's just

John:

say you're spending $300 a day on a PAX campaign and you find that there's a

John:

certain collection that's doing well, but it's not getting enough attention.

John:

Like I was talking about certain products that are doing well and

John:

not getting enough collection.

John:

They need more budget.

John:

You can literally just launch a separate PAX campaign or just.

John:

A separate asset group with only those products in there.

John:

They're like those 10, 15 products in there.

John:

And it'll give those, that collection more attention.

John:

The only thing or caveat to that is I've tested that you still need a

John:

decent chunk of products in there.

John:

The number I'm gonna give for how many products Listing group should

John:

have if you have multiple list, P asset groups is like 15 minimum.

John:

I've tried launching a single product, a listing group or asset group in

John:

a PAX campaign that was built out.

John:

It just got no attention.

John:

Yeah.

John:

And I think with some, our SOP.

John:

something different for like segmenting out categories.

John:

So our SOP is that we segment out the best performing category if

John:

you want to scale your campaigns.

John:

But I think, yeah, if you want to really promote a category or, if it's in stock

John:

or something, then yeah, I think we can segment out that category or that product.

John:

Its own PAX campaign.

John:

And then should give a, like a decent budget.

John:

Mm-hmm to work with.

John:

I was gonna ask you guys, maybe this was answered already.

John:

Do you guys leave your products running in the original campaign as well?

John:

Cause I let them run in both campaigns until the second campaign

John:

starts gaining enough momentum.

John:

And then I remove 'em from the original campaign.

John:

Exactly.

John:

Cause you have to see the effect.

John:

This happens a lot also like you see something, you see, you

John:

think you found the gold mine, it's spending a hundred dollars.

John:

It's generating EEX your goal is three.

John:

And you're thinking, okay, if I create a separate campaign for this.

John:

I'm golden.

John:

You create a new campaign, you're pushing it $200.

John:

And now you have 1.5 X because it's only profitable up to a point.

John:

So it has a certain demand.

John:

You harvest it and you're not forcing it to spend the extra

John:

money on the unnecessary stuff.

John:

So it's either doing heavily marketing and.

John:

People are getting sick of you or it's doing hard outbound on

John:

YouTube or the display network.

John:

So it's it's all about budgeting.

John:

I think people are more focused on the products.

John:

I have some Europe product I'm going to put $10,000 of it.

John:

If your demand is like a thousand dollars, the extra line will be based.

John:

Yeah, I agree.

John:

I have a question for you guys.

John:

Like I also don't know why, why it didn't work, but so earlier we didn't

John:

have the PAX feed only strategy.

John:

Right?

John:

So earlier we were creating full.

John:

Build outs like full PAX build outs.

John:

And it was giving us a certain let's say, cost per a conversion at a certain

John:

C or we were getting a certain ROAS.

John:

But as soon as we implemented our strategy, which is PAX with only feed,

John:

then it didn't work like the full PAX.

John:

Doing or performing, right.

John:

So full bill PAX was let's say giving us three X and, when we launched

John:

a new PAX feed only then the was dropped from like three to one.

John:

have you seen that?

John:

Yes.

John:

Hi, So okay.

John:

Let me show you this.

John:

I'm going while I, that I think it's because One, we don't judge how

John:

much it influence the other networks have on the campaign on its own.

John:

So like indirectly, maybe they're just looking at all of our display ads.

John:

And then when they actually click on it, click on an ad, it's the shopping

John:

network or the search network.

John:

So when we go feed only we lose all that buildup or that we were trying to get.

John:

The awareness we're building go on FA.

John:

So this is normal PAX campaign.

John:

I was pushing a thousand Turkish shares into this and I wasn't

John:

running PAX with only, and August.

John:

Like it has nine X.

John:

And all of a sudden, now it's down to 3.9 and my PAX speed only is generating 9.9.

John:

So it's a sudden shift.

John:

It just chills.

John:

Like I was running this with a thousand Turk tourists, and I'm going to say bucks.

John:

Cause tur is hard to say I was giving this a thousand bucks and I

John:

was running this with a hundred bucks.

John:

And it scoop up this so fast, like it this was dropping and this was

John:

good, but I had to switch a lot and the account was hurt for a while.

John:

So that's what I am talking about when it comes to the budget.

John:

Because once you pull away the shopping factor from your PMs campaign, if you

John:

industry is running on heavily shopping.

John:

So if your.

John:

Majority of your NCE are coming from shopping.

John:

Then you pull away that shopping factory, the different key.

John:

Hmm.

John:

You have to adjust your budget toward there.

John:

So what might be a better transition phase could be this.

John:

Maybe I could have creative, he campaign.

John:

Feed only asset groups for those products.

John:

So they have a thing going in the PX.

John:

So it's more a small transition rather than a hard pool.

John:

Yeah.

John:

But that's what I had.

John:

It's a sudden change.

John:

and what do you guys recommend?

John:

let's say if we have a a new.

John:

And it's a it's shopping.

John:

It's ACOM of what you guys recommend.

John:

Should we go with like a feed only campaign or with

John:

a fully built PAX campaign?

John:

I go fully built and then add the feed only asset, right?

John:

Yeah.

John:

exactly.

John:

That's how I do also, like after I see that like sometimes creating

John:

a new PAX field, only jump in right away, works one nurse.

John:

But when it fails, it's hard to get back.

John:

Yeah.

John:

That's what I'm afraid of.

John:

Like, if it works, it works perfectly, but if it fails, now you have to turn it

John:

back off and you have to wait for your key max to get back on its feet again.

John:

So it's a longer.

John:

That slower transition might be beneficial for like 70% of the time.

John:

Yeah.

John:

So your recommendation will be create a full li PAX then inside that full li

John:

PAX create a feed only count a group.

John:

Yeah.

John:

Right.

John:

And then if that works, then create a, feed only.

John:

Yes.

John:

Okay.

John:

test, test, and test like create TMX like feed only asset group.

John:

As in all products like create MX feed only asset groups regarding pure best

John:

selling products, all selling products.

John:

Or create a PAX fi on asset with the audience signals

John:

that is working best for you.

John:

Let's say you are your in market audience, just killing it, create a

John:

PAX fi assets with those audiences to push your PAX main campaign direction.

John:

Want to more shopping if it's beneficial for you, because

John:

it depends on the industry.

John:

If.

John:

Coming from searches like that's not going to work.

John:

Yeah.

John:

The other thing you can test experiment a lot with feed only as well.

John:

Like you can we discuss splitting PMAX campaigns out by collection types.

John:

You can create feed only asset groups based off of collection.

John:

So if one collection is underperforming, And it's doing bad, then we can

John:

literally just, what do you call it?

John:

Pause it.

John:

And keep the other ones running without worrying about the campaign

John:

being affected, because we're only on the shopping network, right.

John:

For that asset group, right.

John:

We're not worried about secondary you throughs or coming in.

John:

Right.

John:

So you can make that judgment without.

John:

Too much thought being going, into it, whether we need that image there, whether

John:

we need that branding there or not.

John:

Right.

John:

So you can make those pretty easily with feed only collection

John:

based asset groups as well.

John:

So I will do that as well, especially if you have the budget, but then again,

John:

it all comes down to how much budget you have to play with how much you're

John:

willing to risk and experiment with.

John:

Yeah.

John:

All right.

John:

Finger, all set.

John:

thanks guys.

John:

We'll see you later.

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