4 ways to Stop Brand Conversions In Performance Max Campaigns

In this post, I share four effective strategies to reduce brand-attributed conversions in your Performance Max (PMax) campaigns. Initially, PMax campaigns faced challenges due to limited control over brand conversions. However, with new features introduced, you can now optimize your campaigns more effectively. Here are four methods I recommend:

Add a Brand Exclusion List

To start, you can create a brand exclusion list in the settings of your PMax campaign. Here's how:

• Select Your Campaign: Go to your PMax campaign.

• Navigate to Settings: Scroll to the bottom and look for "Additional Settings."

• Add Exclusions: Click on "Brand Exclusions," label it (e.g., "Asos"), and enter your brand name. If you have subdomains, make sure to include those as well.

• Save Changes: This will help reduce the number of conversions attributed to your brand.

Create a Negative Keyword List

To set up a negative keyword list, you'll need to contact Google support:

• Access Google Ads Help: Type "Google Ads Help" into your search bar and navigate to the contact section.

• Request Support: Select your Google Ads account and request that a negative keyword list be added to your PMax campaigns.

• Submit Your Request: It's often quicker to ask for a phone call. Include your issue summary and submit the ticket.

Note: This will only work if you are an admin of the Google Ads account, as it won't function under a manager account (MCC).

Bid Higher for New Customers

Another effective approach is to adjust your bidding strategy:

• Go to Settings: Within your PMax campaign settings, find the "Custom Acquisition" section.

• Select Bid Options: You can choose to either bid higher for new customers or exclusively for new customers.
• Testing is Key: Both options have their benefits. Bidding only for new customers can limit your search volume while bidding higher can help balance customer acquisition and conversion volume.

Use Customer Match Lists

For the third and fourth strategies, you'll need a Customer Match list:

• Check Eligibility: Go to account settings to confirm if you're eligible for a Customer Match list.

• Create the List: Use the audience manager to upload a customer list manually or integrate with platforms like Shopify or Klaviyo.

• Implement in Campaigns: This allows you to target new customers effectively, distinguishing them from existing customers.

Conclusion

Implementing these strategies can effectively reduce brand-attributed conversions in your Performance Max campaigns. Start with the exclusion list and bidding strategies, then explore negative keywords if necessary.

If you're interested in optimizing your campaigns further or want to work together, feel free to book a call with me. Let's scale your e-commerce brand effectively!