Unlocking Google Performance Max Budget Insights

If you’re looking to gain a competitive edge using unique and actionable insights into a Performance Max (PMax) marketing campaign, this is the blog for you.

Google’s Performance Max is designed to utilise machine learning and AI to help optimise your ad campaign and increase your return on investment (ROI). Whilst its reputation for delivering on this promise is impressive, Google have essentially black-boxed the process it uses to achieves this, leaving the marketer to wonder…

Are these the best results I could be getting for my money?

The Problem: Limited Visibility into Performance Max

Performance Max is noted for offering users lack of insight into how their budget is being spent when their ad campaigns are processed. Not knowing this key information has made it difficult to:

  • Measure Success: Are your ads reaching the audience that would be most receptive or most likely to make a conversion?
  • Optimising Campaigns: If you don’t have full insights, you cannot fully understand which parts of the campaign are working and which parts are not.
  • Avoid Wasted Spend: If you are uninformed, you are unable to tell if you are throwing away money on ineffective ad placements.

The Solution: Digital Willow Unlocks the Black Box

At Digital Willow, we’re digital marketing innovators. That’s why we’re able to offer our clients a proven approach to unlock valuable insights from their Performance Max campaigns, including:

  1. Budget Allocation Visualisation & Performance Analysis Per Channel: Gain a clear overview of where Google has allocated your PMax campaign budget, allowing you to understand spending patterns at a glance.
  2. Trend Identification: Quickly identify trends in your PMax campaign spending to ensure that your budget aligns with your strategic objectives. Are you investing where you intended to? We’ll help you find out.
  3. Actionable Insights: Our customised reporting provides actionable insights tailored to your specific needs. With clear, data-driven recommendations, you can make informed decisions to optimise your PMax campaigns effectively.
  4. Asset Group Insights: Discover your brand’s best-performing products and promote them in their own unique campaign.
  5. Cannibalisation Analysis: With our new feature, you can now assess if and how much your PMax campaigns are cannibalising your Search campaigns. Understanding this dynamic is crucial for maximising overall campaign performance and ROI.

Sounding too good to be true? Read on to find out how we did just this for an Ecommerce client…

Getting Results for Clients

We partnered with an Ecommerce client to help grow their sales. By using Performance Max campaigns and our analytical capabilities, we provided valuable insights into their campaign performance and budget allocation.

Below is an example of the transparency provided by our solution, with data analysis revealing that 92% of the client’s budget was allocated to the Shopping channel, and an impressive 97% of the conversion value was attributed to this channel. Without this solution, our data would be restricted just to search term data.

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This demonstrates that the assets are optimised correctly, and that the algorithm was spending money where we were getting conversions. There could be a case where the conversion value was 50%, highlighting the need for improvement in that area.

Our solution also reveals how spend allocation can be identified across all channels:

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Asset Group Insights:

Using this information (below), we can tell which products perform better and can be segmented into their separate campaigns.
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Stop Guessing, Start Optimising

With Digital Willow, you gain complete control over your Performance Max campaigns. Our data-driven solution ensures you reach the right audience, maximise campaign performance, and get the most out of your advertising budget.

Ready to unlock the true potential of Performance Max?

Contact Digital Willow today for a free consultation and learn how we can help you achieve breakthrough results.