Performance Max – new possibilities and good practices for use

If you are not yet using Performance Max (Pmax) campaigns in your Google Ads accounts, we advise you to give them a try.

Now that we are aware of this latest campaign type (see more here), in this article, we will look at the improvements throughout the past year and a half and what our colleagues at the office think of the new Performance Max campaigns.

A campaign with a vast reach

Your Performance Max campaign can show ads on YouTube, Google Display, Google Search, Google Shopping, Google Discover, Gmail and even on Google Maps. This way, performance advertisers can reach all their Google ads inventory in a single campaign.

Google confirmed that Performance Max would replace Smart Shopping by September 2022.

Performance Max is the next step in the evolution we’ve seen in the past few years. With this campaign, Google machine learning takes more control over what your ad looks like, when and to whom it is shown.

What happened in the last year and a half?

Performance Max now offers information about the search terms triggered in your campaigns. Under Insights, you will find categories of groups with the highest search volume.

Google Ads also launched a Placement report. Thanks to it, you will see exactly where your ads appear in the Google ecosystem and how many impressions they receive.

Firstly, this helps optimize performance. If ads aren’t showing on a particular platform, you can investigate why that might be. Knowing this will help your business with the rest of your active campaigns.

Secondly, it is essential from a brand safety perspective. After all, no business wants their ad to appear among inappropriate or controversial content. As a business, you want to appear among the best content possible and avoid controversy.

Despite being optimistic about this feature, one disappointing note is that the report only shows information regarding ad placements and impressions. Those looking to measure performance are out of luck because this type of data isn’t available. In other words, you cannot get click-through data.

Here we share some feedback from our colleagues at the office about working with Performance Max campaigns

Paola Pavlova: “Performance Max is a great new format! It gives results for projects of any nature and saves time and budget from creating other campaign types with complex ad visualizations in the rest of the Google channels. With so many advantages, we can close our eyes to shortcomings, such as the lack of negative words.”

Magdalena Tsvetkova: “For this year and a half, in which we have been working with Performance max campaigns, we can see the efforts that Google is making to improve transparency.

We remember the times when virtually no information existed on the platform, Insights practically did not exist. In addition to information on audiences and changes in performance, we now have basic statistics and search terms insights.. 

More recently, we’ve been seeing a lot of exciting information about how individual titles in Asset groups perform against audiences and which ones resonate with which audience.

The Auction Insights tab is also new.

A significant issue, however, remains the extent to which we can harness this information into action within the campaign scope.
We currently have no tools to exclude keywords, audiences, or anything else that may often conflict with our overall strategy and account structure. As we understand, performance data insights by channel are also not part of Google’s plans.

For each PPC specialist, it remains to answer whether the campaign is not “too independent” for the goals they have set and whether the benefits and results of it compensate and exceed the shortcomings. And there are definitely benefits.”

Inna Popova: “For each PPC specialist, it remains to assess whether this campaign is not “too independent” for the goals they have set and whether its benefits compensate for and exceed the disadvantages. Because indeed, there are benefits.”

Mariya Atanasova: “I like this type of campaign because I can manage to advertise in the entire inventory of Google. For me, it brings a relatively low cost per click and a higher e-commerce conversion rate compared with other campaign types. “

If you haven’t launched your first Pmax campaign yet, here are our best practice tips:

Use multiple assets to find out what works best for you

Performance Max campaigns allow you to combine different assets in your ads, so that you take full advantage of it. Google’s machine learning algorithms automatically create ads with the assets you provide, so the more assets it has access to, the more it can test and determine which ad combinations are most effective.

Pmax campaigns include as well video ads on YouTube. If you don’t have a video among your assets, it will be automatically created for you by Google. Although a machine learning algorithm can fine-tune video over time, you can’t be sure that it will feature your product or service the way you want it to. Therefore, you should upload your video from the start of the campaign.

Set up your conversions correctly 

Google says Performance Max is primarily a campaign type which helps you drive performance based on your specified conversion goals. Like any other automation tool, it makes decisions informed by the conversion data you feed into the system.

Therefore, when setting up a Pmax campaign, be sure to consider the type of conversions that are relevant to your business. Instead of measuring a new lead as a conversion, consider reporting a conversion only when this lead converts into sales. If you are an e-commerce business, you could track sales while measuring lifetime value, which considers your customers’ repeated purchases. Google recently introduced enhanced conversions for leads, making it easier than ever to report high-quality conversion data.

Add audience signals

In addition to providing assets, Google recommends feeding it with audience signals. According to Google, “Audience signals guide Google’s automation algorithm to optimize for meeting your selected objectives.” Although audience signals are not essential to Pmax campaigns, they are a good practice recommended by Google that will likely affect your overall optimization score.

Google’s perspective

Whenever a new ad feature is released, it’s always important to look at the change from the perspective of your project goals. Along with announcing this new feature, Google said it was an exciting step for advertisers. A company representative shared it was a step in the right direction for campaign transparency.

We see the gradual development and focus on providing advertisers with the necessary information to make the right decision. It is a fact that Pmax is the type of tool that works great for any project with a clear strategy for measuring and tracking conversions.

If you need assistance, our agency specializes in managing results-oriented campaigns. For any questions, contact us so we can arrange a chat for an online meeting.


Accella Digital ranks among the top 3% of companies awarded the Google Premier Partners status for 2022

This month, Google announced the achievements of its top-performing digital marketing partners worldwide. Our agency achieved the 2022 Premier Partner status, placing us among the top 3% of Google’s Partners that meet the new, more rigorous program requirements. Achieving this status underlines our dedication to managing results-driven digital campaigns and helping our clients achieve continuous growth and development.

What is the Google Premier Partner Program

Google Premier Partner is a special recognition by Google for advertising agencies with a demonstrated ads skill and expertise meeting higher ad spend requirements as well as certification and performance requirements that go beyond the standard Google Partner status (Google Partners).

“Congratulations to our Premier Partners for being among the first 3% of the Google Partners in Bulgaria. These companies stand out based on their commitment to developing product expertise, building new client relationships and helping existing clients grow. We look forward to supporting them as they help their clients succeed online.”

– Davang Shah, Global Managing Director, Google Ads Marketing

How to become a Premier Partner

The Google Partners program has undergone significant changes in 2022, including redefining what it means to be a Premier Partner through new, expanded requirements and offering Premier Partners unique benefits to help them grow and succeed with Google Ads.

To be recognized as a Google Premier Partner, agencies must meet strict requirements such as:

  • Investment in Google Ads measured by ad spend and acquired revenue across managed accounts
  • Agency growth measured by the number and size of associated Google Ads accounts
  • Ability for partners to acquire new clients and maintain current ones
  • A team of specialists who have passed the Google certification exams

Benefits of being a Google Premier Partner

Being a Google Premier Partner for 2022 comes with a whole host of benefits that positively impact both us as an advertising performer and the results we achieve for our clients.

As a Google Premier Partner, we benefit from:

  • Access to the most current beta versions of Google Ads features
  • Access to the most up-to-date information on market research, trends, best practices and changes in the Google Ads platform
  • High-value promotional offers with which our new clients get up to BGN 700 for free on top of their advertising budget
  • Access to 24-hour Google Ads support, which help us quickly and efficiently solve client challenges
  • Access to selected industry events, such as an invitation to the Google Partners Annual Meeting

For our clients, this means we have the necessary prerequisites to work optimally with Google to support and nurture our client campaigns.

Follow us on LinkedIn and Facebook to keep up with industry trends and best practices.

Changes in Facebook Ads throughout 2021

As a tradition, we’re sharing our annual blog update on the leading changes for the past year on Facebook (or Meta as it’s known now). In the advertising and social media field, changes are constant and dynamic, so to use the platforms to their full potential, we need to be up to date with their latest feature updates.

In today’s article, we have selected and summarized the significant updates and changes in 2021 that are important to keep in mind when working on the Facebook platform.

How Apple’s iOS 14 release may affect your ads

  • Changes in conversion reporting

Measuring the web and app events from people using iOS 14 or further devices is allowed only with Facebook’s new Aggregated Event Measurement protocol.

  • Limit to the use of 8 conversion events per domain

Before optimizing your campaigns for a specific action with Aggregated Event Measurement, you need to verify your domain. You also have the option to configure up to 8 events in Events Manager that your campaigns can optimize for.

  • Changes in user data reports for targeting

For both app and web conversions, the delivery and action breakdowns, such as age, gender, geographic region and ad placement are not currently supported.

  • New Attribution Window

28-day click-through, 28-day view-through and 7-day view-through attribution windows are not supported for active campaigns. Except for iOS 14+ app promotion campaigns and automated rules, the 7-day click attribution window can be modified by you to one of the other windows that are still supported. The following windows are supported under the new attribution setting:

– 1-day click or view

– 7-day click or view 

– 1-day click

– 7-day click (default)

The extent to which this change may affect reporting varies from business to business and by product segment. If most conversions happen within the 7-day attribution period, the change in reporting should not be that significant (especially if you use broad targeting for cheaper and/or free products that lead to quicker conversions ). The most robust difference can be observed in businesses offering products in a higher price range or customer paths taking longer to fulfill. In such a case, the final purchase will likely fall outside the 7-day attribution period.

Increasing the cost per click (CPC)
Increase in cost per click was an expected result given the number of businesses that turned to the e-commerce business model and the change in consumer behaviour due to the Covid-19 pandemic.

The main reasons are several:

  • Facebook inventory is limited.

More retailers have shifted their focus to e-commerce business model, leading to more competition on the Google platform.

  • CPM increase

The number of advertisers and ad competition in the inventory of Facebook is increasing. At the same time, search interest remains constant, which leads to an increase in CPM (cost per impression) for your ads. CPM later determines your ad CPC (cost per click). In this case, you don’t necessarily need to invest higher budgets in the platform. What you need is a digital marketing strategy adapted to your business goals.

  • Ad quality matters

Ads with a more generic message and creative may often lead to ad fatigue. Facebook may also restrict your ability to advertise on its platform if its algorithm detects your ad is not delivering a diversified and engaging user experience.

Optimize delivery for Conversion leads in your Lead generation campaigns

You can now choose to optimize to increase the quality of your leads. Facebook will show your ad only to people in your target audience who are most likely to become customers. 

Facebook changes Conversion leads Accella Digital Blog

New “Optimize Text Per Person” Option

When activated, this new feature will choose whether to highlight the primary caption, the headline or the description text to each user, based on what Facebook’s system determines this user will best respond to. This new feature is similar to how Responsive Search Ads function in the Google Ads inventory.

With this enabled, any business (whether small or medium) can now deliver a more personalized advertising experience to each user. You only need to select the “Optimize text per person” option at an ad level, and the algorithm will do the optimization for you.

Facebook changes Customized Text Accella Digital Blog

Ads optimized for calls
Facebook offers the ability to optimize your ads for calls, resulting in better ad performance and lower cost per call. Creating ads optimized for calls is available in two types of campaigns – Traffic and Lead generation. In the Traffic campaign, you must navigate to the ad level, select Phone Call, and then enter the country and phone number.

Facebook changes Call ads Accella Digital Blog
For a Lead generation campaign, you can find the settings at the ad set level, where you need to select “Calls”.

Facebook changes Call ads Accella Digital Blog

Facebook Targeting Expansion becomes default

Facebook is making a change to target users more broadly. This is a big change that could lead to more results but may also upset advertisers wanting to limit targeting to a smaller group. 

Targeting Expansion will be turned on automatically when optimizing for conversions, value or app events while using the Conversions objective. When Targeting Expansion is turned on automatically in these cases, advertisers will not be able to turn it off.

Facebook changes Targeting expansion Accella Digital Blog

If you optimize for actions other than conversions, value, or app events, Тargeting Еxpansion will be turned off by default. Still, it can be turned on later (other than in the situations described earlier).

Targeting Expansion is available for all objectives besides for Reach and Brand Awareness campaigns. Also, it cannot be used when promoting a Special Ad Category.

With Targeting Expansion, Facebook is directing potential advertisers to use the broad targeting option more. It is a great feature that has the potential to drive better results, but it can limit advertisers who would like to narrow the targeting in their strategy.

Facebook changes the way it counts user profiles for advertising purposes 

Facebook is changing the way it counts user profiles for advertising purposes. Users who do not explicitly link their Facebook and Instagram accounts in the Facebook Account Center will now be treated as two separate people for the purposes of ad planning and management.

As a result, a slight increase could be noticed in the Estimated Audience Size and reach across the two platforms (Facebook and Instagram) as it counts some users twice.

Potential Reach Changes to Estimated Audience Size at an Ad Set

Facebook has also changed how it displays audience reach estimates at an ad set level. Previously we saw an approximate range of 100,000 people within our ad targeting. Now we may have an approximate range of 100,000-200,000.
This update has no direct impact on ad serving. The only thing that changes is the way audience size is visualized.

Advertisers on Facebook, Messenger, and Instagram will no longer be able to target teens based on their interest

As of August 23, 2021, detailed targeting, custom audiences, lookalike audiences, and saved audiences can no longer target users under the age of 18 globally, 20 in Thailand and 21 in Indonesia. It is important to note that these changes also affect Reach and Frequency campaigns, as the audience size decreases.

If you need assistance, our agency specializes in managing results-oriented digital marketing campaigns. If you have questions, don’t hesitate to contact us for a chat or an online meeting.