6 Essential Performance Max Scaling Tactics | Google Ads Tutorial

In this blog post, I'll share six important strategies we use at my marketing agency to scale e-commerce brands with Google Ads' Performance Max campaigns. These methods effectively improve your campaign's results, helping you increase your return on investment (ROI) and revenue while keeping costs low. Here are the six key tactics:

Use a Performance Max (PAC) Script

Start by adding a Performance Max script to your account. This script provides detailed insights into your campaign's performance, such as where your budget is spent and what's driving conversions. With this extra data, you can make smarter decisions to optimize your campaigns more effectively.

Segment Your Asset Groups Correctly

Segmenting your asset groups is critical for campaign success. We recommend splitting your campaigns into higher-demand and lower-demand products using the 80/20 rule. The idea is that 20% of your products generate 80% of your revenue. By placing your best-performing products in a higher-demand campaign, you can give them a larger budget and allow them to scale more efficiently.

Test a Feed-Only Campaign

A feed-only campaign focuses solely on Shopping ads and excludes other assets like text and images. Testing this type of campaign helps you see how well your products perform without additional creative, giving you valuable insight into the impact of Shopping ads alone

Test a Catch-All Asset Group

Along with segmented groups, try testing a catch-all asset group with a broader range of products and ads. This lets you see how a more general approach performs, helping you fine-tune your strategy based on what works best.

Scale Your Winning Asset Groups

When you find a winning asset group that performs well, keep it in its current campaign with all the existing data. Instead of moving the winning group, move the non-performing groups to a new campaign so they can start fresh. This helps you maintain strong performance with the winning group while optimizing the others separately.

Optimize Outside the Campaign

Don't forget to optimize factors outside of Google Ads. Test different price points and discount codes, as these can make your ads more attractive to users and increase conversion rates. Make sure your Google Merchant Center is fully optimized with accurate product titles, descriptions, and categories. If you qualify, consider using a Comparison Shopping Service (CSS) to reduce costs. Also, adding product star ratings can improve click-through rates and build trust with potential buyers.

By following these six tactics, you'll be able to better manage your performance Max campaigns and improve your results. For those who prefer expert assistance, feel free to reach out to our agency. We've used these proven strategies to help many e-commerce brands grow and can do the same for you.