Have a feeling display placements are eating up your budget and killing your profitably on Performance Max? ๐ธ
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You're not alone and you're not wrong.
Recently, we've conducted 3 audits, both lead gen and e-commerce, that have led to the same conclusion... display placements can seriously drag down the performance of your pmax campaigns.
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๐๐ผ๐บ๐บ๐ผ๐ป ๐ฒ๐ ๐ฎ๐บ๐ฝ๐น๐ฒ:
pMax search / shopping are doing great & actually ๐ฎ๐ฏ๐ผ๐๐ฒ ๐๐ฎ๐ฟ๐ด๐ฒ๐ in most campaigns. Display campaigns are ๐ฏ๐ฒ๐น๐ผ๐ ๐๐ฎ๐ฟ๐ด๐ฒ๐ by a considerable margin and dragging down profitability.In one example, performance max took up 70% of the monthly budget, and display accounted for 40% of pmax spend. Display ROAS was at 0.5x, Search ROAS at a 3x.
๐ฆ๐ผ ๐๐ฒ ๐ต๐ฎ๐ฑ ๐ฎ ๐ณ๐ฒ๐ฒ๐น๐ถ๐ป๐ด ๐๐ต๐ถ๐ ๐ฐ๐ต๐ฎ๐ป๐ด๐ฒ ๐๐ผ๐๐น๐ฑ ๐บ๐ฎ๐ธ๐ฒ ๐ฎ ๐ฟ๐ฒ๐ฎ๐น๐น๐ ๐ด๐ฟ๐ฒ๐ฎ๐ ๐ถ๐บ๐ฝ๐ฎ๐ฐ๐.
To be clear, we're not anti display. Some of the display placements were converting so it wasnโt all bad.
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๐ฆ๐ผ๐น๐๐๐ถ๐ผ๐ป:
1. Run the Mike Rhodes pmax script v52 (paid version)Under the advanced settings > placements tab, we were able to see all the performance of Display placements leading to inefficient spend.You can see conversions from each specific placement! Link in comments to get his script. Pay for it, it's worth it.
2. Remove costly placements from your campaignsIn Google Ads, navigate to ๐๐๐ง๐๐ค๐ง๐ข๐๐ฃ๐๐ ๐๐๐ญ ๐พ๐๐ข๐ฅ๐๐๐๐ฃ > ๐พ๐ค๐ฃ๐ฉ๐๐ฃ๐ฉ > ๐๐ก๐๐๐๐ข๐๐ฃ๐ฉ ๐๐ญ๐๐ก๐ช๐จ๐๐ค๐ฃ๐จAdd in all the costly, under-perfoming URLs from your report
3. Other tips:
Add things like placements exclusions list by Lunio. Tons of data have led them to find 100k+ placements that you should avoid.
Exclude all mobile apps. In my experience, most of them are junk and wasted spend. They can be easily excluded using the navigation above.
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๐๐ป ๐ฐ๐ผ๐ป๐ฐ๐น๐๐๐ถ๐ผ๐ป, ๐ฑ๐ผ๐ปโ๐ ๐น๐ฒ๐ ๐๐ฒ๐ฟ๐ฟ๐ถ๐ฏ๐น๐ฒ ๐ฑ๐ถ๐๐ฝ๐น๐ฎ๐ ๐ฎ๐ฝ๐ฝ๐ ๐ฎ๐ป๐ฑ ๐๐ถ๐๐ฒ๐ ๐ฑ๐ฟ๐ฎ๐ด ๐ฑ๐ผ๐๐ป ๐๐ผ๐๐ฟ ๐ฝ๐ฒ๐ฟ๐ณ๐ผ๐ฟ๐บ๐ฎ๐ป๐ฐ๐ฒ. ๐๐ ๐ฐ๐น๐๐๐ถ๐ผ๐ป๐ ๐ฐ๐ฎ๐ป ๐ฏ๐ฒ ๐๐๐ฝ๐ฒ๐ฟ ๐ฝ๐ผ๐๐ฒ๐ฟ๐ณ๐๐น ๐ฎ๐ป๐ฑ ๐ฒ๐ฎ๐๐ ๐๐ฎ๐ ๐๐ผ ๐ถ๐บ๐ฝ๐ฟ๐ผ๐๐ฒ ๐ฝ๐ฒ๐ฟ๐ณ๐ผ๐ฟ๐บ๐ฎ๐ป๐ฐ๐ฒ.
