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How to Optimise Performance Max Campaigns
17 ideas de marketing sacadas de «How to Optimise Performance Max Campaigns», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de canales…
- 17 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 27 min
- Publicada en 2026
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Umbral de conversiones y presupuesto mínimo para activar Performance Max
Canales de adquisiciónSe recomienda introducir Performance Max únicamente como campaña secundaria una vez que la cuenta registre al menos 30 conversiones en un período de 30 días, asegurando un presupuesto inicial capaz de generar como mínimo 1 conversión al día.
And that's why for me, we start Performance Max as what we call a secondary campaign. So we would generally not introduce Performance Max until we are seeing at least 30 conversions over a 30-day period. And then what you need to do from there is that when you start with a Performance Max campaign, because a lot of businesses do ask what should your starting budget be, is it needs to be a generate at least one conversion a day.
Escúchalo en el minuto 4:39
Auditoría de páginas de destino en campañas de Google Ads
ConversiónEl rendimiento publicitario no depende solo de los anuncios; es necesario revisar el informe de páginas de destino (Landing Page Report) en Google Ads para detectar URL con baja tasa de conversión y optimizar su experiencia.
Now, the other thing that you do want to do is remembering that with Performance Max is that it's, or any Google Ads campaign, it's not only about your headlines and your ad copy and what's happening inside of your Google Ads campaign. You also need to make sure that the landing page you send them to is converting. So the way you can go through and check that is that if you go into your insights and reports, go into your report editor and you'll see a report which is called the landing page report. you're just looking at your click-through ratio, looking at your conversion metrics. And if you…
Escúchalo en el minuto 25:18
Uso de palabras clave negativas por temáticas en Performance Max
Canales de adquisiciónEn campañas de Performance Max, las palabras clave negativas deben aplicarse para excluir temáticas completas (como marcas competidoras o categorías de productos y servicios no ofrecidos) en lugar de microgestionar términos individuales. Dado que Performance Max optimiza mediante datos de conversión, sobrecargar la campaña con exclusiones puntuales limita innecesariamente al algoritmo.
Just because you can do something doesn't mean you should. and they just went crazy with all the negative keywords that you added inside of Performance Max. Performance Max is driven off conversion. So if you are finding a lot of irrelevant traffic in there, it means that you don't have enough conversion data, to put it bluntly. What we use negative keywords in for Performance Max is if Google is starting to go through and target some competitors, so we add them as negative keywords, or products or services that we definitely do not offer. So it's more about blocking out themes as opposed to…
Escúchalo en el minuto 21:47
Canales de adquisiciónEs conveniente aplicar listas de exclusión de marca propia y competidores en Performance Max y aislar las búsquedas de marca en campañas de Search dedicadas; de este modo se evita que PMax infle artificialmente su rendimiento con conversiones fáciles y se mantiene el control sobre los presupuestos y pujas específicas de marca.
And the first thing you want to go through and check is you want to check about your brand exclusions. Now, let me explain why you should be setting brand exclusions. Now, remember what I said before with Performance Max, it's very much built around generating more conversions. The easiest or the cheapest traffic which is going to convert is your branded traffic. Now, as a general rule, we like to exclude branded traffic from any campaign. And if we've got branded campaigns, we like to have them in a separate search campaign. And the reason for that is so that we can target specific branded…
Escúchalo en el minuto 6:23
Reducir el ROAS objetivo para evitar asfixiar la cuenta y aumentar el valor de conversión
Canales de adquisiciónFijar un objetivo de ROAS demasiado alto puede estrangular una campaña de Google Ads al reducir drásticamente los clics y las conversiones; reducir el ROAS objetivo o pasar a maximizar valor de conversión permite ingresar más volumen de datos y escalar el retorno global.
So what we did is we work with them to lower their target ROAS. they actually saw an increase in their conversion value. And it purely comes down to the amount of data that was coming in. They just weren't getting enough clicks, and they weren't getting enough conversions in there. it actually allowed more spend into the account, which increased the conversions, If your target ROAS is too high, you're going to see less data coming into your campaign. But the main thing that I wanted you to see there is just that correlation that if your target ROAS goal is too high, what you can do, you can…
Escúchalo en el minuto 15:03
Optimización de titulares en Performance Max según el presupuesto consumido
Mensaje y copywritingPara optimizar el copy de anuncios en Performance Max, filtra el informe de recursos por tipo de activo (por ejemplo, titulares) y localiza aquellos a los que Google prácticamente no asigna inversión; esos elementos desatendidos por el algoritmo son los primeros candidatos que deben ser reemplazados en los grupos de recursos.
go into Assets and then click on Assets, and then you can see Performance, this tab across here. Now, what I generally like to do is I like to add this filter in here, which is Asset Type, and then you can just go through and have a look at it one by one. And it just lets you know that I've just selected headlines, so I'm only looking at headlines in through here. I generally like to follow the money. What you generally find with Performance Max is you can see as we're going down, you get a whole heap of headlines, which Google is just not spending on. And they're the ones that I'll go…
Escúchalo en el minuto 23:50
Riesgo de alimentar Performance Max con conversiones de bajo valor
Canales de adquisiciónDado que las señales de audiencia y palabras clave son meras sugerencias para el algoritmo de Performance Max, la calidad de los datos de conversión es el principal mecanismo de control; definir microconversiones (como añadir al carrito o formularios no cualificados) provocará que el sistema optimice y gaste en acciones superficiales en lugar de ventas reales.
And what I really, really want to stress and make you understand with Performance Max that the most critical or most crucial part that you can do to improve the performance of your Performance Max campaigns is to really make sure that you have the correct conversion data going into your Performance Max campaign. And this is what we say that you need to define what a successful outcome looks like for your business. And this is where a lot of businesses can get caught up because if you don't have the right settings inside of your Performance Max campaigns, and you're saying, say, for example…
Escúchalo en el minuto 2:41
Alineación del presupuesto diario inicial en Performance Max con el costo por conversión
Canales de adquisiciónPara fijar el presupuesto diario inicial de una campaña de Performance Max, se debe igualar al menos al costo por conversión (CPA) objetivo o histórico (por ejemplo, 50 $ al día si el CPA es 50 $); por ello, es recomendable validar primero el CPA mediante campañas tradicionales de Búsqueda o Shopping antes de lanzar PMax.
So when you're looking at targeting Performance Max is that you want to find out what that cost per conversion is. And so let's just say your cost per conversion is $10. You need to then have a starting budget of $10 a day. If your cost per conversion is $50, you need to have a starting budget of $50 a day. If it's $100, that needs to be $100 a day. So that's why we would generally look to start with search or shopping and then introduce Performance Max.
Escúchalo en el minuto 5:01
Canales de adquisiciónPara utilizar Performance Max exclusivamente como canal de adquisición de clientes nuevos, se deben aplicar exclusiones de datos cargando listas de compradores previos para evitar que el algoritmo gaste presupuesto en usuarios que ya han convertido.
And then finally, if you did want to, what you could also do is your data exclusions. Now, the reason why I like using these data exclusions is what we can do is that we can go through and actually exclude people who have converted before. Now, the reason why I like this is because with Performance Max, we like to use it for new customers. So what you're doing by here is it going in and adding in purchases. We're saying to Performance Max, these people have already converted. Please don't target them anymore.
Escúchalo en el minuto 10:32
Configurar la opción de ubicación en 'Presencia' en campañas de Performance Max
Canales de adquisiciónEn las opciones de ubicación de Performance Max, se debe seleccionar únicamente 'Presencia' en lugar de 'Presencia o interés' para garantizar que los anuncios impacten a usuarios físicamente ubicados en la zona geográfica objetivo y no a personas que solo muestran interés externo.
Now, one thing you do need to check with your location setting is that when you go to your location options, you do just want to make sure that it's set to presence, not presence or interest only. And the reason for that is because you just want to be targeting people that are actually in or regular in the locations that you're targeting.
Escúchalo en el minuto 10:16
Esperar de 4 a 6 semanas de estabilidad antes de fijar un CPA objetivo
Canales de adquisiciónNo se debe introducir un CPA o ROAS objetivo prematuramente; es aconsejable mantener la estrategia abierta hasta observar entre 4 y 6 semanas de estabilidad donde la variación del costo por conversión no supere el 20%.
So the other thing I do want to stress is that don't feel like you've got to add in a target CPA. But generally, that's what you want to be seeing, a good three to four weeks of adding in a target CPA, where we see that cost per conversion variance not increase any more than 20%. don't feel like you have to add in a target CPA really, really early. We generally want to see a good four to six weeks of stability in our cost per conversions before we introduce that target CPA or that target ROAS.
Escúchalo en el minuto 16:59
Reemplazo iterativo de textos publicitarios de bajo rendimiento
Mensaje y copywritingPara optimizar los recursos creativos en campañas de anuncios, identifica periódicamente los titulares y descripciones que registran el peor rendimiento en CTR y tasa de conversión, y sustitúyelos por nuevas variantes.
and add those new asset headlines or descriptions that you want to get. So you firstly find out which are the ones which are giving you the worst performance in terms of click-through ratio and conversion metrics and then go through and update those headlines or descriptions.
Escúchalo en el minuto 25:04
Canales de adquisiciónConfigurar un tCPA demasiado bajo o un tROAS excesivamente alto en comparación con el rendimiento histórico impide que Google encuentre suficiente tráfico, lo que puede hacer caer la campaña por debajo del umbral mínimo de 30 conversiones mensuales y degradar el algoritmo.
Because what can happen if you set that target CPA to low? So let's just say, for example, you're setting it at $20 and your account is currently getting a cost per conversion of $50 or $60. What's going to happen is that there's just not enough traffic. You don't have enough data there for Google to be able to find those conversions at that rate. Or on the opposite end of the spectrum, if you're using target ROAS, if you set your target too high, so let's just say you set a target ROAS at $600 and you're only getting an account history of a target ROAS at $250 or $300, Google is not going to…
Escúchalo en el minuto 12:34
Las mejores campañas de Performance Max concentran el 95% del gasto en Búsqueda y Shopping
Canales de adquisiciónEn Google Ads Performance Max, las campañas con mejor rendimiento concentran alrededor del 95% de su presupuesto en las redes de Búsqueda y Shopping; si más del 5% se desvía a Display, Discovery o YouTube, suele ser indicio de bajo rendimiento.
is that our best performing Performance Max campaigns always have the vast majority of the budget, think 95% of that budget spent across the search and the shopping networks. If we ever see a Performance Max campaign, which is spending more than 5% across display, discovery, YouTube, we generally go, that's a poor performing Performance Max campaign.
Escúchalo en el minuto 19:42
Requisito de volumen de datos antes de usar Performance Max
Canales de adquisiciónAntes de activar campañas de Performance Max, es fundamental que la cuenta cuente con un volumen suficiente de datos históricos de conversión para que los algoritmos de puja y segmentación funcionen con éxito.
as at the core of success with Performance Max, you need to make sure you've got enough data as a start before you introduce Performance Max.
Escúchalo en el minuto 26:23
Rol de Performance Max enfocado en conversión frente a pruebas creativas
Canales de adquisiciónPerformance Max está concebido como un motor de conversión para usuarios con alta intención de compra inmediata y ventanas cortas de decisión, por lo que no debe utilizarse para pruebas creativas ni adquisición en frío, tareas que disponen de mayor control en campañas específicas de Demand Gen o YouTube.
Demand Gen, YouTube campaigns, where you've got better controls, and you can do your creative testing, because you can't really do that inside of a Performance Max campaign. is because remembering Performance Max is very much what we want to see as a conversion driving engine. We don't want it to have a super, super long acquisition window. We're wanting it to target people who are already ready to convert.
Escúchalo en el minuto 20:08
Restricción de URLs mediante Page Feeds en Performance Max
Canales de adquisiciónEl uso de feeds de páginas (page feeds) permite acotar las URLs y categorías que Google Ads puede indexar y segmentar en Performance Max, enfocando el gasto publicitario exclusivamente en productos de temporada o servicios prioritarios.
Secondly, when it comes to page feeds, now this is a newer option which you do have. And what this does do is it allows you to limit what Google is going to use for its targeting. And this becomes really, really important if you run multiple product categories or multiple services. So let's just say, for example, in e-commerce brand, you may only want to be targeting your summer outfits or your summer wear. You don't want to target winter clothing inside of Performance Max. You could then add a page feed. Now, what you want to be doing in through here is you just want to be selecting the…
Escúchalo en el minuto 7:40
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