1import{S as z8,i as q8,s as F8,$ as g3,y as O8,z as N8,A as B8,a1 as W8,a4 as R8,g as H8,d as U8,B as D8,a3 as C8,k as o,q as r,a as n,l as a,m as l,r as s,h as i,c,n as A,b as f,H as e,C as j8}from"./index.81766073.js";import{M as Y8}from"./mdsvex.ca851d42.js";import{I as $8}from"./img.26c62c58.js";function K8(vt){let x,q,F,W,L,B,j,Gf,Zn,Y,Sf,Rf,Cf,Of,Nf,Jn,gt,Bf,Qn,ve,Hf,ec,p,Ui,Uf,Df,Di,zf,qf,zi,Ff,Wf,qi,jf,Yf,Fi,$f,Kf,Wi,Vf,Zf,ji,Jf,Qf,Yi,eu,tu,$i,iu,ou,Ki,au,lu,Vi,ru,su,Zi,nu,cu,Ji,du,fu,Qi,uu,pu,eo,hu,mu,to,vu,gu,io,Au,yu,oo,_u,Eu,ao,Pu,bu,lo,Mu,wu,ro,Iu,xu,so,Lu,ku,no,Xu,Tu,co,Gu,Su,fo,Ru,Cu,uo,Ou,Nu,po,Bu,Hu,ho,Uu,Du,mo,zu,qu,vo,Fu,Wu,go,ju,Yu,Ao,$u,Ku,yo,Vu,Zu,_o,Ju,Qu,Eo,ep,tp,Po,ip,op,bo,ap,lp,Mo,rp,sp,wo,np,cp,Io,dp,fp,xo,up,pp,Lo,hp,mp,ko,vp,gp,Xo,Ap,yp,To,_p,Ep,Go,Pp,bp,So,Mp,wp,Ro,Ip,xp,Co,Lp,kp,Oo,Xp,Tp,No,Gp,Sp,Bo,Rp,Cp,Ho,Op,Np,Uo,Bp,Hp,Do,Up,Dp,zo,zp,tc,ge,qp,ic,y,qo,Fp,Wp,Fo,jp,Yp,Wo,$p,Kp,jo,Vp,Zp,Yo,Jp,Qp,$o,eh,th,Ko,ih,oh,Vo,ah,lh,Zo,rh,sh,Jo,nh,ch,Qo,dh,fh,ea,uh,ph,ta,hh,mh,ia,vh,gh,oa,Ah,yh,aa,_h,Eh,la,Ph,bh,ra,Mh,wh,sa,Ih,xh,na,Lh,kh,ca,Xh,Th,da,Gh,Sh,fa,Rh,Ch,ua,Oh,Nh,pa,Bh,Hh,ha,Uh,Dh,ma,zh,qh,va,Fh,Wh,ga,jh,oc,Ae,Yh,ac,At,$h,lc,v,Aa,Kh,Vh,ya,Zh,Jh,_a,Qh,em,Ea,tm,im,Pa,om,am,ba,lm,rm,Ma,sm,nm,wa,cm,dm,Ia,fm,um,xa,pm,hm,La,mm,vm,ka,gm,Am,Xa,ym,_m,Ta,Em,Pm,Ga,bm,Mm,Sa,wm,Im,Ra,xm,Lm,Ca,km,Xm,Oa,Tm,Gm,Na,Sm,Rm,Ba,Cm,Om,Ha,Nm,Bm,Ua,Hm,Um,Da,Dm,zm,za,qm,Fm,qa,Wm,jm,Fa,Ym,$m,Wa,Km,Vm,ja,Zm,Jm,Ya,Qm,ev,$a,tv,iv,Ka,ov,av,Va,lv,rv,Za,sv,rc,ye,nv,sc,_,Ja,cv,dv,Qa,fv,uv,el,pv,hv,tl,mv,vv,il,gv,Av,ol,yv,_v,al,Ev,Pv,ll,bv,Mv,rl,wv,Iv,sl,xv,Lv,nl,kv,Xv,cl,Tv,Gv,dl,Sv,Rv,fl,Cv,Ov,ul,Nv,Bv,pl,Hv,Uv,hl,Dv,zv,ml,qv,Fv,vl,Wv,jv,gl,Yv,$v,Al,Kv,Vv,yl,Zv,Jv,_l,Qv,eg,El,tg,ig,Pl,og,ag,bl,lg,rg,Ml,sg,ng,wl,cg,dg,Il,fg,nc,_e,ug,cc,w,xl,pg,hg,Ll,mg,vg,kl,gg,Ag,Xl,yg,_g,Tl,Eg,Pg,Gl,bg,Mg,Sl,wg,Ig,Rl,xg,Lg,Cl,kg,Xg,Ol,Tg,dc,Ee,Gg,fc,yt,Sg,uc,b,Nl,Rg,Cg,Bl,Og,Ng,Hl,Bg,Hg,Ul,Ug,Dg,Dl,zg,qg,zl,Fg,Wg,ql,jg,Yg,Fl,$g,Kg,Wl,Vg,Zg,jl,Jg,Qg,Yl,e2,t2,$l,i2,o2,Kl,a2,l2,Vl,r2,s2,Zl,n2,c2,Jl,d2,pc,Pe,f2,hc,_t,u2,mc,Et,p2,vc,u,Ql,h2,m2,er,v2,g2,tr,A2,y2,ir,_2,E2,or,P2,b2,ar,M2,w2,lr,I2,x2,rr,L2,k2,sr,X2,T2,nr,G2,S2,cr,R2,C2,dr,O2,N2,fr,B2,H2,ur,U2,D2,pr,z2,q2,hr,F2,W2,mr,j2,Y2,vr,$2,K2,gr,V2,Z2,Ar,J2,Q2,yr,e1,t1,_r,i1,o1,Er,a1,l1,Pr,r1,s1,br,n1,c1,Mr,d1,f1,wr,u1,p1,Ir,h1,m1,xr,v1,g1,Lr,A1,y1,kr,_1,E1,Xr,P1,b1,Tr,M1,w1,Gr,I1,x1,Sr,L1,k1,Rr,X1,T1,Cr,G1,S1,Or,R1,C1,Nr,O1,N1,Br,B1,H1,Hr,U1,D1,Ur,z1,q1,Dr,F1,W1,zr,j1,Y1,qr,$1,K1,Fr,V1,Z1,Wr,J1,Q1,jr,eA,tA,Yr,iA,oA,$r,aA,lA,Kr,rA,sA,Vr,nA,cA,Zr,dA,fA,Jr,uA,pA,Qr,hA,mA,es,vA,gA,ts,AA,yA,is,_A,gc,be,os,EA,Ac,C,PA,bA,MA,wA,IA,xA,LA,kA,XA,yc,Me,as,TA,_c,$,GA,SA,RA,CA,OA,Ec,we,ls,NA,Pc,Pt,BA,bc,Ie,rs,HA,Mc,ae,UA,DA,zA,wc,xe,ss,qA,Ic,K,ns,FA,WA,jA,YA,$A,xc,V,cs,KA,VA,ZA,ds,JA,QA,Lc,le,fs,ey,ty,iy,kc,re,us,oy,ay,ly,Xc,se,ps,ry,sy,ny,Tc,Z,hs,cy,dy,fy,uy,py,Gc,bt,ms,hy,Sc,ne,vs,my,vy,gy,Rc,ce,gs,Ay,yy,_y,Cc,S,As,Ey,Py,by,My,wy,Iy,xy,Ly,ky,Xy,Ty,Oc,Mt,Gy,Nc,Le,Bc,wt,Sy,Hc,It,ys,Ry,Uc,xt,Cy,Dc,ke,Oy,zc,Lt,Ny,qc,kt,Xe,By,Fc,Xt,Te,Hy,Wc,Tt,Ge,Uy,jc,Se,Dy,Yc,Gt,zy,$c,St,Re,qy,Kc,Ce,Fy,Vc,Rt,Wy,Zc,T,_s,jy,Yy,Es,$y,Ky,Ps,Vy,Zy,bs,Jy,Qy,Ms,e_,t_,ws,i_,o_,Is,a_,Jc,Ct,l_,Qc,Oe,r_,ed,Ot,s_,td,Nt,n_,id,Bt,c_,od,H,xs,d_,f_,Ls,u_,p_,ks,h_,m_,Xs,v_,ad,Ht,g_,ld,Ne,A_,Be,y_,rd,He,__,sd,Ut,E_,nd,Dt,P_,cd,de,Ts,b_,M_,Gs,w_,dd,zt,I_,fd,U,Ss,x_,L_,Rs,k_,X_,Cs,T_,G_,Os,S_,ud,fe,R_,Ns,C_,O_,pd,qt,N_,hd,Ue,B_,md,Ft,H_,vd,De,U_,gd,Wt,D_,Ad,jt,z_,yd,Yt,q_,_d,I,Bs,Hs,F_,W_,Us,Ds,j_,Y_,zs,qs,$_,K_,Fs,Ws,V_,Z_,js,Ys,J_,Q_,$s,Ks,eE,tE,Vs,Zs,iE,oE,Js,Qs,aE,lE,en,tn,rE,sE,on,an,nE,Ed,ze,cE,Pd,$t,dE,bd,R,ln,Kt,rn,fE,uE,pE,sn,J,nn,hE,mE,cn,vE,gE,dn,AE,yE,_E,fn,Vt,un,EE,PE,bE,pn,Zt,hn,ME,wE,IE,mn,vn,xE,LE,gn,Q,An,kE,XE,yn,TE,GE,_n,SE,RE,Md,Jt,CE,wd,qe,OE,Id,Qt,NE,xd,ee,En,ei,Pn,BE,HE,UE,bn,ti,Mn,DE,zE,qE,wn,ii,In,FE,WE,Ld,Fe,jE,kd,oi,YE,Xd,We,$E,Td,ai,KE,Gd,li,VE,Sd,ri,ZE,Rd,te,xn,Ln,JE,QE,kn,Xn,eP,tP,Tn,Gn,iP,Cd,si,oP,Od,G,Sn,Rn,aP,lP,Cn,On,rP,sP,Nn,Bn,nP,cP,Hn,Un,dP,fP,Dn,zn,uP,pP,qn,Fn,hP,mP,Wn,jn,vP,Nd,ni,gP,Bd,je,AP,Hd,ci,yP,Ud,ue,_P,Yn,EP,PP,Dd,di,Ye,bP,zd,$e,MP,qd,pe,wP,$n,IP,xP,Fd,ie,LP,Kn,kP,XP,Vn,TP,GP,Wd,fi,SP,jd,ui,RP,Yd,Ke,CP,$d,pi,OP,Kd,hi,NP,Vd,mi,Ve,BP,Zd,Ze,HP,Jd,vi,UP,Qd,gi,DP,ef,Je,zP,tf,Ai,qP,of,yi,FP,af,_i,WP,lf,Ei,Qe,jP,rf,et,YP,sf,Pi,$P,nf,bi,KP,cf,tt,VP,df,Mi,it,ZP,ff,wi,ot,JP,uf,Ii,at,QP,pf,xi,lt,e3,hf,Li,rt,t3,mf,st,i3,vf,nt,o3,ct,a3,gf,dt,l3,Af,ki,ft,r3,yf,Xi,ut,s3,_f,Ti,pt,n3,Ef;return Le=new $8({props:{src:"https://ppcpanos.com/performance-max-final-url-expansion-v2.png",alt:"performance max final url expansion v2",title:"How to audit Google Ads Performance Max campaigns [checklist included]"}}),{c(){x=o("p"),q=r(`Performance Max campaigns (PMAX) are a new way for advertisers to access all Google Ads inventory from a single campaign across YouTube, Display, Search, Discover, Gmail and Maps. 2Performance Max (PMAX) uses Google AI to help drive growth in conversions and value through bidding, targeting, creatives, and attribution. Itâs designed to perform across a wide range of marketing objectives and media channels.`),F=n(),W=o("p"),L=r("Due to the complexity of the inventory and the opacity of the reporting, Performance Max (PMAX) does require some time in order to audit."),B=n(),j=o("h2"),Gf=r("Performance Max (PMAX) audit checklist (ecom)"),Zn=n(),Y=o("p"),Sf=r("Due to its enormous size, I have broken down the PMAX checklist into 5 parts."),Rf=o("br"),Cf=r(`
3The order of the checklist is based on realistic scenarios eg the access a PPC specialist will have in a new Google Ads Account. The checklist is heavily skewed in auditing PMAX campaigns for ecom purposes.`),Of=o("br"),Nf=r(` 4Also, the checklist applies on both Shopify and non-Shopify eshops.`),Jn=n(),gt=o("p"),Bf=r("That said, a Performance Max (PMAX) audit checklist should involve the following:"),Qn=n(),ve=o("h3"),Hf=r("Campaign level"),ec=n(),p=o("ul"),Ui=o("li"),Uf=r("Audit the realistic additional value for new customers"),Df=n(),Di=o("li"),zf=r("Audit the results between feed-only vs fully-fledged PMAX campaigns"),qf=n(),zi=o("li"),Ff=r("Audit the conversion action (purchases)"),Wf=n(),qi=o("li"),jf=r("Audit the advanced location targeting"),Yf=n(),Fi=o("li"),$f=r("Audit ad schedule"),Kf=n(),Wi=o("li"),Vf=r("Audit assets groups"),Zf=n(),ji=o("li"),Jf=r("Audit headlines"),Qf=n(),Yi=o("li"),eu=r("Audit long headlines"),tu=n(),$i=o("li"),iu=r("Audit descriptions"),ou=n(),Ki=o("li"),au=r("Audit (lifestyle) images"),lu=n(),Vi=o("li"),ru=r("Audit videos"),su=n(),Zi=o("li"),nu=r("Audit call to action"),cu=n(),Ji=o("li"),du=r("Audit display path"),fu=n(),Qi=o("li"),uu=r("Audit extensions"),pu=n(),eo=o("li"),hu=r("Audit the customer-match audience of existing customers"),mu=n(),to=o("li"),vu=r("Audit the custom segment audience of converting search terms"),gu=n(),io=o("li"),Au=r("Audit in-market audience segment"),yu=n(),oo=o("li"),_u=r("Audit if URL expansions are disabled"),Eu=n(),ao=o("li"),Pu=r("Audit the dedicated (dynamic) remarketing campaign next to PMax"),bu=n(),lo=o("li"),Mu=r("Audit the bidding strategy"),wu=n(),ro=o("li"),Iu=r("Audit the target of the bidding strategy"),xu=n(),so=o("li"),Lu=r("Audit seasonality adjustment"),ku=n(),no=o("li"),Xu=r("Audit if assets or extensions are disapproved"),Tu=n(),co=o("li"),Gu=r("Audit if prices remain competitive"),Su=n(),fo=o("li"),Ru=r("Audit low-performing products"),Cu=n(),uo=o("li"),Ou=r("Audit if low-performing user locations"),Nu=n(),po=o("li"),Bu=r("Audit âZombieâ products"),Hu=n(),ho=o("li"),Uu=r("Audit budgets for campaigns with best performing products"),Du=n(),mo=o("li"),zu=r("Audit audience insights"),qu=n(),vo=o("li"),Fu=r("Audit asset groups for best-performing audiences"),Wu=n(),go=o("li"),ju=r("Audit âsuggested trendsâ"),Yu=n(),Ao=o("li"),$u=r("Audit asset groups for relevant trends"),Ku=n(),yo=o("li"),Vu=r("Audit cannibalisation in GA4"),Zu=n(),_o=o("li"),Ju=r("Audit increase/decrease of bidding targets"),Qu=n(),Eo=o("li"),ep=r("Audit increase/decrease of budgets"),tp=n(),Po=o("li"),ip=r("Audit poor assets"),op=n(),bo=o("li"),ap=r("Audit campaign insights"),lp=n(),Mo=o("li"),rp=r("Audit PMAX networksâ performance"),sp=n(),wo=o("li"),np=r("Audit user location report"),cp=n(),Io=o("li"),dp=r("Audit ânew vs returning visitorsâ segment"),fp=n(),xo=o("li"),up=r("Audit new customers reporting column"),pp=n(),Lo=o("li"),hp=r("Audit conversions values (purchases)"),mp=n(),ko=o("li"),vp=r("Audit PMAX brand exclusions"),gp=n(),Xo=o("li"),Ap=r("Audit PMAX search terms"),yp=n(),To=o("li"),_p=r("Audit PMAX search themes"),Ep=n(),Go=o("li"),Pp=r("Audit the UTM parameters in the asset groups"),bp=n(),So=o("li"),Mp=r("Audit Auto-applied recommendations"),wp=n(),Ro=o("li"),Ip=r("Audit if Auto-applied recommendations are disabled"),xp=n(),Co=o("li"),Lp=r("Audit PMAX brand restrictions"),kp=n(),Oo=o("li"),Xp=r("Audit Feed-only PMAX campaigns (ecom)"),Tp=n(),No=o("li"),Gp=r("Audit Feed-only PMAX campaign budgets (ecom)"),Sp=n(),Bo=o("li"),Rp=r("Audit the results of the test of Full-fledged PMAX campaigns against Feed-only PMAX campaigns (ecom)"),Cp=n(),Ho=o("li"),Op=r("Audit URL exclusions"),Np=n(),Uo=o("li"),Bp=r("Audit Performance MAX fluctuation in results"),Hp=n(),Do=o("li"),Up=r("Audit PMAX impression changes by network"),Dp=n(),zo=o("li"),zp=r("Audit changes in traffic destination"),tc=n(),ge=o("h3"),qp=r("Feed level"),ic=n(),y=o("ul"),qo=o("li"),Fp=r("Audit dynamic remarketing in Merchant Center (ecom)"),Wp=n(),Fo=o("li"),jp=r("Audit if the product id matches the feed
4id in Merchant Center (ecom)"),Yp=n(),Wo=o("li"),$p=r("Audit the connection of Merchant Center with Google Ads"),Kp=n(),jo=o("li"),Vp=r("Audit the optimisation of the product feed"),Zp=n(),Yo=o("li"),Jp=r("Audit the optimisation of product titles"),Qp=n(),$o=o("li"),eh=r("Audit the optimisation of product descriptions"),th=n(),Ko=o("li"),ih=r("Audit the optimisation of product short descriptions"),oh=n(),Vo=o("li"),ah=r("Audit the optimisation of product images"),lh=n(),Zo=o("li"),rh=r("Audit the optimisation of product lifestyle images"),sh=n(),Jo=o("li"),nh=r("Audit images in multiple dimensions (landscape, square, vertical, etc)"),ch=n(),Qo=o("li"),dh=r("Audit custom labels for products based on profit margins"),fh=n(),ea=o("li"),uh=r("Audit custom labels for products based on seasonality"),ph=n(),ta=o("li"),hh=r("Audit custom labels for products based on stock levels"),mh=n(),ia=o("li"),vh=r("Audit if the feed is updated hourly"),gh=n(),oa=o("li"),Ah=r("Audit supplementary feeds with âzombie productsâ"),yh=n(),aa=o("li"),_h=r("Audit supplementary feeds with best-performing products"),Eh=n(),la=o("li"),Ph=r("Audit supplementary feed with custom labels"),bh=n(),ra=o("li"),Mh=r("Audit Paid product performance in Merchant Center"),wh=n(),sa=o("li"),Ih=r("Audit Organic product performance in Merchant Center"),xh=n(),na=o("li"),Lh=r("Audit shipping in Merchant Center"),kh=n(),ca=o("li"),Xh=r("Audit if the shipping values found in Merchant Center and the Website are matching"),Th=n(),da=o("li"),Gh=r("Audit if the shipping values found in Merchant Center and the product pages are matching"),Sh=n(),fa=o("li"),Rh=r("Audit returns in Merchant Center"),Ch=n(),ua=o("li"),Oh=r("Audit if the return values found in Merchant Center and the Website are matching"),Nh=n(),pa=o("li"),Bh=r("Audit if the return values found in Merchant Center and the product pages are matching"),Hh=n(),ha=o("li"),Uh=r("Audit if top-selling products are disapproved"),Dh=n(),ma=o("li"),zh=r("Audit if top-selling products are out of stock"),qh=n(),va=o("li"),Fh=r("Audit stock fluctuations"),Wh=n(),ga=o("li"),jh=r("Audit stock levels"),oc=n(),Ae=o("h3"),Yh=r("Account level"),ac=n(),At=o("p"),$h=r("I do need to caution you on this because Account level chances will affect all campaigns inside the Google ads account and not just Performance Max (PMAX) campaigns"),lc=n(),v=o("ul"),Aa=o("li"),Kh=r("Audit enhanced conversion tracking"),Vh=n(),ya=o("li"),Zh=r("Audit enhanced conversions"),Jh=n(),_a=o("li"),Qh=r("Audit conversion actions"),em=n(),Ea=o("li"),tm=r("Audit if attribution is set to data-driven"),im=n(),Pa=o("li"),om=r("Audit if GA4 (Google Analytics 4) is linked to the Google Ads account"),am=n(),ba=o("li"),lm=r("Audit Performance Max segment in GA4"),rm=n(),Ma=o("li"),sm=r("Audit lead quality and automatically send value updates to Google (leads)"),nm=n(),wa=o("li"),cm=r("Audit mobile app categories exclusions"),dm=n(),Ia=o("li"),fm=r("Audit content keywords exclusions"),um=n(),xa=o("li"),pm=r("Audit sensitive content exclusions"),hm=n(),La=o("li"),mm=r("Audit parked domains exclusions"),vm=n(),ka=o("li"),gm=r("Audit youtube live streams exclusions"),Am=n(),Xa=o("li"),ym=r("Audit account-wide negatives"),_m=n(),Ta=o("li"),Em=r("Audit negative keyword lists"),Pm=n(),Ga=o("li"),bm=r("Audit conversions Delay"),Mm=n(),Sa=o("li"),wm=r("Audit time to conversion"),Im=n(),Ra=o("li"),xm=r("Audit Data exclusions"),Lm=n(),Ca=o("li"),km=r("Audit seasonality adjustments"),Xm=n(),Oa=o("li"),Tm=r("Audit active scripts"),Gm=n(),Na=o("li"),Sm=r("Audit paused scripts"),Rm=n(),Ba=o("li"),Cm=r("Audit active Automated Rules"),Om=n(),Ha=o("li"),Nm=r("Audit paused Automated Rules"),Bm=n(),Ua=o("li"),Hm=r("Audit AAR (Auto applied recommendations)"),Um=n(),Da=o("li"),Dm=r("Audit changes in customers lists"),zm=n(),za=o("li"),qm=r("Audit active experiments in the account"),Fm=n(),qa=o("li"),Wm=r("Audit ended experiments in the account"),jm=n(),Fa=o("li"),Ym=r("Audit conversion value adjustments"),$m=n(),Wa=o("li"),Km=r("Audit Value rules adjustments"),Vm=n(),ja=o("li"),Zm=r("Audit changes in Page feed"),Jm=n(),Ya=o("li"),Qm=r("Audit changes in Business feed"),ev=n(),$a=o("li"),tv=r("Audit offline conversion uploads"),iv=n(),Ka=o("li"),ov=r("Audit account changes by other users"),av=n(),Va=o("li"),lv=r("Audit account changes by Google"),rv=n(),Za=o("li"),sv=r("Audit CRM integration issues"),rc=n(),ye=o("h3"),nv=r("Website level"),sc=n(),_=o("ul"),Ja=o("li"),cv=r("Audit gtag.js"),dv=n(),Qa=o("li"),fv=r("Audit Google Ads conversion tracking code"),uv=n(),el=o("li"),pv=r("Audit hashed email (data layer)"),hv=n(),tl=o("li"),mv=r("Audit the the new_customer parameter to your Google Ads conversion tracking code (data layer)"),vv=n(),il=o("li"),gv=r("Audit the customization of ad_personalization_signals to comply with EU regulations"),Av=n(),ol=o("li"),yv=r("Audit consent mode modeling (EU)"),_v=n(),al=o("li"),Ev=r("Audit if the website is mobile friendly"),Pv=n(),ll=o("li"),bv=r("Audit if the product pages are mobile friendly"),Mv=n(),rl=o("li"),wv=r("Audit if the checkout page is mobile friendly"),Iv=n(),sl=
4o("li"),xv=r("Audit if the landing pages load fast in your target location"),Lv=n(),nl=o("li"),kv=r("Audit if the forms and/or checkouts are working"),Xv=n(),cl=o("li"),Tv=r("Audit the lead fraud prevention tactics"),Gv=n(),dl=o("li"),Sv=r("Audit the payment fraud prevention tactics"),Rv=n(),fl=o("li"),Cv=r("Audit if the Schema property of the product pages (Website)"),Ov=n(),ul=o("li"),Nv=r("Audit if the Schema property of the product pages in Googleâs Search Console"),Bv=n(),pl=o("li"),Hv=r("Audit the shippingDetails field of the Schema property (product page)"),Uv=n(),hl=o("li"),Dv=r("Audit the hasMerchantReturnPolicy field of the Schema property (product page)"),zv=n(),ml=o("li"),qv=r("Audit the image field of the Schema property (product page)"),Fv=n(),vl=o("li"),Wv=r("Audit changes to plugins"),jv=n(),gl=o("li"),Yv=r("Audit changes to page design"),$v=n(),Al=o("li"),Kv=r("Audit changes to checkout design"),Vv=n(),yl=o("li"),Zv=r("Audit changes to payment options"),Jv=n(),_l=o("li"),Qv=r("Audit hosting provider changes (if applicable)"),eg=n(),El=o("li"),tg=r("Audit fluctuations in content views"),ig=n(),Pl=o("li"),og=r("Audit fluctuations in add to carts"),ag=n(),bl=o("li"),lg=r("Audit fluctuations in checkout"),rg=n(),Ml=o("li"),sg=r("Audit fluctuations in payment"),ng=n(),wl=o("li"),cg=r("Audit changes in payment choices"),dg=n(),Il=o("li"),fg=r("Audit fluctuations in traffic from other marketing channels (eg META)"),nc=n(),_e=o("h3"),ug=r("Enviroment Level"),cc=n(),w=o("ul"),xl=o("li"),pg=r("Audit sales of the competition"),hg=n(),Ll=o("li"),mg=r("Audit promotions of the competition"),vg=n(),kl=o("li"),gg=r("Audit shipping costs of the competition"),Ag=n(),Xl=o("li"),yg=r("Audit Product pages of the competition"),_g=n(),Tl=o("li"),Eg=r("Audit payment options of the competition"),Pg=n(),Gl=o("li"),bg=r("Audit negative reviews off the website (eg Google Business Places)"),Mg=n(),Sl=o("li"),wg=r("Audit demand in Keyword Planner"),Ig=n(),Rl=o("li"),xg=r("Audit trend in Keyword trends"),Lg=n(),Cl=o("li"),kg=r("Audit the appearance of the websiteâs URLs in Google Search Results"),Xg=n(),Ol=o("li"),Tg=r("Audit fluctuations of the general economic situation in your target location"),dc=n(),Ee=o("h2"),Gg=r("Best Practices"),fc=n(),yt=o("p"),Sg=r(`Best practices in Google Ads refer to widely-accepted methods, processes, or approaches that have consistently demonstrated superior results in achieving specific objectives. 5These practices are grounded in industry expertise, empirical evidence, and lessons learned over time. 6They serve as benchmarks and guidelines for Google Ads PPC specialists to enhance efficiency, reduce risks, and optimize performance, ultimately contributing to the competitiveness and success of the advertising account. 7In brief, Performance Max (PMAX) best practices contain but not limited to the following:`),uc=n(),b=o("ul"),Nl=o("li"),Rg=r("Feed optimization"),Cg=n(),Bl=o("li"),Og=r("Conversions"),Ng=n(),Hl=o("li"),Bg=r("budget"),Hg=n(),Ul=o("li"),Ug=r("time"),Dg=n(),Dl=o("li"),zg=r("funnel"),qg=n(),zl=o("li"),Fg=r("branded keywords"),Wg=n(),ql=o("li"),jg=r("Asset groups"),Yg=n(),Fl=o("li"),$g=r("Assets"),Kg=n(),Wl=o("li"),Vg=r("Experiment"),Zg=n(),jl=o("li"),Jg=r("Audience signals"),Qg=n(),Yl=o("li"),e2=r("bidding strategy"),t2=n(),$l=o("li"),i2=r("Ad extensions"),o2=n(),Kl=o("li"),a2=r("Product exclusions"),l2=n(),Vl=o("li"),r2=r("Scripts"),s2=n(),Zl=o("li"),n2=r("Insights"),c2=n(),Jl=o("li"),d2=r("Remarketing"),pc=n(),Pe=o("h2"),f2=r("Feed Optimization"),hc=n(),_t=o("p"),u2=r(`When you are running Performance Max (PMAX) campaigns for eshops, you should have a product feed approved in Merchant Center. 8This means that the product feed needs to meet the basic requirements dictated by Merchant Center. 9The optimiztion starts after the feed has been approved. 10Eg are my titles matching the userâs queries?`),mc=n(),Et=o("p"),p2=r("That said, in order to optimize the feed, you will have to optimize the data required which are the following:"),vc=n(),u=o("ul"),Ql=o("li"),h2=r("Title"),m2=n(),er=o("li"),v2=r("ID"),g2=n(),tr=o("li"),A2=r("Product data specification"),y2=n(),ir=o("li"),_2=r("Description"),E2=n(),or=o("li"),P2=r("Link"),b2=n(),ar=o("li"),M2=r("Image link"),w2=n(),lr=o("li"),I2=r("Mobile link"),x2=n(),rr=o("li"),L2=r("Additional image link"),k2=n(),sr=o("li"),X2=r("Cost of goods sold (COGS)"),T2=n(),nr=o("li"),G2=r("Expiration date"),S2=n(),cr=o("li"),R2=r("Price"),C2=n(),dr=o("li"),O2=r("Sale Price"),N2=n(),fr=o("li"),B2=r("Sale Price effective date"),H2=n(),ur=o("li"),U2=r("Unit pricing measure"),D2=n(),pr=o("li"),z2=r("Unit pricing base measure"),q2=n(),hr=o("li"),F2=r("Installment"),W2=n(),mr=o("li"),j2=r("Subscription cost"),Y2=n(),vr=o("li"),$2=r("Loyalty points"),K2=n(),gr=o("li"),V2=r("Google product category"),Z2=n(),Ar=o("li"),J2=r("Product type"),Q2=n(),yr=o("li"),e1=r("Google Search index link"),t1=n(),_r=o("li"),i1=r("Brand"),o1=n(),Er=o("li"),a1=r("GTIN"),l1=n(),Pr=o("li"),r1=r("MPN"),s1=n(),br=o("li"),n1=r("Identifier exists"),c1=n(),Mr=o("li"),d1=r("Condition"),f1=n(),wr=o("li"),u1=r("Adult"),p1=n(),Ir=o("li"),h1=r("Multipack"),m1=n(),xr=o("li"),v1=r("Bundle"),g1=n(),Lr=o("li"),A1=r("Energy efficie
10ncy class"),y1=n(),kr=o("li"),_1=r("Age group"),E1=n(),Xr=o("li"),P1=r("Color"),b1=n(),Tr=o("li"),M1=r("Gender"),w1=n(),Gr=o("li"),I1=r("Material"),x1=n(),Sr=o("li"),L1=r("Pattern"),k1=n(),Rr=o("li"),X1=r("Size"),T1=n(),Cr=o("li"),G1=r("Size type"),S1=n(),Or=o("li"),R1=r("Size system"),C1=n(),Nr=o("li"),O1=r("Item group ID"),N1=n(),Br=o("li"),B1=r("Product length"),H1=n(),Hr=o("li"),U1=r("Product detail"),D1=n(),Ur=o("li"),z1=r("Product highlight"),q1=n(),Dr=o("li"),F1=r("Ads redirect"),W1=n(),zr=o("li"),j1=r("Custom label 0â4"),Y1=n(),qr=o("li"),$1=r("Promotion ID"),K1=n(),Fr=o("li"),V1=r("Excluded destination"),Z1=n(),Wr=o("li"),J1=r("Included destination"),Q1=n(),jr=o("li"),eA=r("Excluded countries for Shopping ads"),tA=n(),Yr=o("li"),iA=r("Pause"),oA=n(),$r=o("li"),aA=r("Shipping"),lA=n(),Kr=o("li"),rA=r("Shipping label"),sA=n(),Vr=o("li"),nA=r("Shipping weight"),cA=n(),Zr=o("li"),dA=r("Shipping dimensions"),fA=n(),Jr=o("li"),uA=r("Ships from country"),pA=n(),Qr=o("li"),hA=r("Transit time label"),mA=n(),es=o("li"),vA=r("Handling time"),gA=n(),ts=o("li"),AA=r("Tax"),yA=n(),is=o("li"),_A=r("Tax category"),gc=n(),be=o("h2"),os=o("strong"),EA=r("Asset Groups"),Ac=n(),C=o("p"),PA=r("In the âAsset Groupsâ tab, you will be presented with the assets and the audience signals of the ad group."),bA=o("br"),MA=r(` 11Do note that Ad groups are renamed Assets groups in Performance Max (PMAX) campaigns.`),wA=o("br"),IA=r(` 12Open the Assets in order to audit the titles, descriptions, long descriptions, images, logos, and videos [autogenerated or otherwise].`),xA=o("br"),LA=r(` 13If the videos are autogenerated then you should check to see if the slideshows have a good flow between the sentences or, even worse, are not factual at all.`),kA=o("br"),XA=r(` 14You can view everything by clicking on the âView Detailsâ.`),yc=n(),Me=o("h2"),as=o("strong"),TA=r("Audience Signals"),_c=n(),$=o("p"),GA=r("Do note that Audience signals are not audience targeting."),SA=o("br"),RA=r(` 15Audience signals are a way of letting Google know about your ideal customer.`),CA=o("br"),OA=r(` 16You could supplement your targeting by adding lower funnel audiences e.g. customer lists.`),Ec=n(),we=o("h2"),ls=o("strong"),NA=r("Listing Groups"),Pc=n(),Pt=o("p"),BA=r("The listing groups are the products associated with that specific group. You should audit how many products are ready to serve and how many are not eligible to serve."),bc=n(),Ie=o("h2"),rs=o("strong"),HA=r("Extensions"),Mc=n(),ae=o("p"),UA=r("Extensions should be present in the campaign and/or ad group."),DA=o("br"),zA=r(` 17Locations and Promotions tend to perform exceptionally well.`),wc=n(),xe=o("h2"),ss=o("strong"),qA=r("Settings"),Ic=n(),K=o("p"),ns=o("strong"),FA=r("Goals"),WA=o("br"),jA=r(` 18Here you should be seeing the appropriate goal`),YA=o("br"),$A=r(` 19e.g. Purchases.`),xc=n(),V=o("p"),cs=o("strong"),KA=r("Customer acquisition"),VA=o("br"),ZA=r(` 20Unless you have an explicit order from the account holder about acquiring new customers, you should `),ds=o("strong"),JA=r("leave the box unticked"),QA=r("."),Lc=n(),le=o("p"),fs=o("strong"),ey=r("Merchant Center feed"),ty=o("br"),iy=r(` 21You should see a feed attached if the account is running eCommerce based ads.`),kc=n(),re=o("p"),us=o("strong"),oy=r("Country of sale"),ay=o("br"),ly=r(` 22You canât change that since it is inherited by the Merchant Center`),Xc=n(),se=o("p"),ps=o("strong"),ry=r("Budget"),sy=o("br"),ny=r(` 23The campaign(s) should have an adequate budget in order to perform.`),Tc=n(),Z=o("p"),hs=o("strong"),cy=r("Bidding"),dy=o("br"),fy=r(` 24You choose the appropriate bidding strategy depending on the data and the account goals.`),uy=o("br"),py=r(` 25Maximize conversions and/or Maximize conversion value are, usually, the best options.`),Gc=n(),bt=o("p"),ms=o("strong"),hy=r("Campaign settings"),Sc=n(),ne=o("p"),vs=o("strong"),my=r("Locations"),vy=o("br"),gy=r(` 26Here you should check if the location settings are correct. The simplest way to find out is to ask the account holder about the area of delivery or the countries they are serving.`),Rc=n(),ce=o("p"),gs=o("strong"),Ay=r("Languages"),yy=o("br"),_y=r(` 27You should be targeting the appropriate language based on the feed and the offerings of the ad account.`),Cc=n(),S=o("p"),As=o("strong"),Ey=r("Final URL extension"),Py=o("br"),by=r(` 28Here you have 2 options.`),My=o("br"),wy=r(` 29âSend traffic to the most relevant URLs on your siteâ is the best option for most accounts.`),Iy=o("br"),xy=r(` 30If you want complete control, you should choose the`),Ly=o("br"),ky=r(` 31âSend traffic to provided URLs onlyâ`),Xy=o("br"),Ty=r(` 32This will allow you to provide specific URLs for the campaign.`),Oc=n(),Mt=o("p"),Gy=r("Tips on Performance Max campaigns (PMAX) Final URL expansion"),Nc=n(),O8(Le.$$.fragment),Bc=n(),wt=o("p"),Sy=r("Note: Opting out of Final URL expansion isnât recommended as it may limit the ads served by your campaign."),Hc=n(),It=o("p"),ys=o("strong"),Ry=r("Time"),Uc=n(),xt=o("p"),Cy=r(`Performance Max (PMAX) campaigns need 2 days in order to get approved and as long as 8 weeks in order to exit the learning phase. 33It is recommended to let Performance Max (PMAX) run for at least 6 weeks in order to allow Google AI time to ramp up and curate sufficient data to compare performance.`),Dc=n(),ke=o("h2"),Oy=r("Scripts"),zc=n(),Lt=o("p"),Ny=r(`Even though scripts are not mandatory, it is recommended to use some if possible. 34Some of the best scripts that will help you with your Performance Max (PMAX) audit are the following:`),qc=n(),kt=o("p"),Xe=o("a"),By=r("Performance Max campaigns (PMAX) search-categories"),Fc=n(),Xt=o("p"),Te=o("a"),Hy=r("Performance Max campaigns (PMAX) visibility script"),Wc=n(),Tt=o("p"),Ge=o("a"),Uy=r
34("Price competitiveness"),jc=n(),Se=o("h2"),Dy=r("Placement report"),Yc=n(),Gt=o("p"),zy=r(`Placements are something that isnât transparent in Performance Max (PMAX). 35That said, you should use the following script in order to better understand the placements that Performance Max campaigns (PMAX) is serving and the efficiency of said placements.`),$c=n(),St=o("p"),Re=o("a"),qy=r("Performance Max campaigns (PMAX) - Platform Network Breakdown"),Kc=n(),Ce=o("h2"),Fy=r("Insights"),Vc=n(),Rt=o("p"),Wy=r("Performance Max campaigns (PMAX) insights can be a source of valuable information that will inform you about alot of things such as"),Zc=n(),T=o("ul"),_s=o("li"),jy=r("search categories"),Yy=n(),Es=o("li"),$y=r("Consumer spotlight"),Ky=n(),Ps=o("li"),Vy=r("Audience insights"),Zy=n(),bs=o("li"),Jy=r("Asset insights"),Qy=n(),Ms=o("li"),e_=r("Performance changes"),t_=n(),ws=o("li"),i_=r("Auction details"),o_=n(),Is=o("li"),a_=r("Overall performance"),Jc=n(),Ct=o("p"),l_=r("This will help you with your audit of the Performance Max campaigns (PMAX) campaign and its overall effectiveness."),Qc=n(),Oe=o("h2"),r_=r("Branded Keywords"),ed=n(),Ot=o("p"),s_=r("Branded keywords are search terms that are associated with a brandâs products and services. Sometimes you will want to exclude your own brand terms for reasons such as budget restraints and/or advertising efficiency"),td=n(),Nt=o("p"),n_=r("You now have the option of excluding such terms if you find it necessary for the success of the Performance Max (PMAX) campaigns."),id=n(),Bt=o("p"),c_=r("To create a brand exclusions list in Performance Max (PMAX) campaigns, follow these steps:"),od=n(),H=o("ol"),xs=o("li"),d_=r("Click on a Performance Max campaign and go to settings."),f_=n(),Ls=o("li"),u_=r("Scroll down until you see âBrand Exclusionsâ."),p_=n(),ks=o("li"),h_=r("Create a new brand list"),m_=n(),Xs=o("li"),v_=r("exclude specific brands from your Performance Max campaigns"),ad=n(),Ht=o("p"),g_=r(`When auditing Performance Max (PMAX) campaigns, you will have to examine if 36excluding branded traffic is the right approach, as it can impact the visibility of your campaigns when customers search for your brand.`),ld=n(),Ne=o("p"),A_=r("Learn more about "),Be=o("a"),y_=r("brand suitability features in Performance Max"),rd=n(),He=o("h2"),__=r("Competition keywords and search terms"),sd=n(),Ut=o("p"),E_=r(`Competitorsâ keywords and search terms are keywords and search terms that are associated with your competition. 37It is advisable to add such keywords and search terms to PMAX campaigns if the products found inside the account canât match the offerings of the competition.`),nd=n(),Dt=o("p"),P_=r("There are 2 options for excluding such keywords and search terms"),cd=n(),de=o("ul"),Ts=o("li"),b_=r("Campaign level brand exclusions"),M_=n(),Gs=o("li"),w_=r("Account level brand exclusions"),dd=n(),zt=o("p"),I_=r("1 To create a brand exclusions list in Performance Max (PMAX) campaigns, follow these steps:"),fd=n(),U=o("ol"),Ss=o("li"),x_=r("Click on a Performance Max campaign and go to settings."),L_=n(),Rs=o("li"),k_=r("Scroll down until you see âBrand Exclusionsâ."),X_=n(),Cs=o("li"),T_=r("Create a new brand list"),G_=n(),O
37s=o("li"),S_=r("exclude specific brands from your Performance Max campaigns"),ud=n(),fe=o("p"),R_=r("2 If you want to exclude said search terms from the account you can do so by contacting your Google rep by clicking the "),Ns=o("strong"),C_=r("help"),O_=r(" icon from inside your Google Ads account."),pd=n(),qt=o("p"),N_=r(`When auditing Performance Max (PMAX) campaigns, you will have to examine if 38excluding such traffic is the right approach, as it can impact the visibility of said campaigns.`),hd=n(),Ue=o("h2"),B_=r("Remarketing"),md=n(),Ft=o("p"),H_=r(`Performance Max (PMAX) remarketing is something that it is not required to have in your funnel since a proper audience signal already includes visitors. 39That said, if you find a standalone Performance Max (PMAX) remarketing campaign when auditing an account, you should ascertain the effect it has on the overall accountâs performance.`),vd=n(),De=o("h2"),U_=r("Scaling"),gd=n(),Wt=o("p"),D_=r("To boost the impact of your Performance Max (PMAX) campaigns, youâve got to be strategic. Start by bumping up your campaign budget to broaden your reach and engage potential customers. Itâs essential to load up on assets in your Performance Max (PMAX) campaigns, giving the algorithm more chances to showcase the right ad at the right moment. Choosing a smart bidding strategy and using ad extensions are key to getting the most out of your ad spend. Donât forget about supplementary campaigns like DSA campaignsâtheyâre there to back up your efforts."),Ad=n(),jt=o("p"),z_=r("Make sure your asset groups are well-organized and optimised, and leverage customer acquisition features while keeping a close eye on your campaignâs performance. Website optimisation is crucial too, showing how your online presence ties into the effectiveness of your campaign. By weaving these carefully thought-out strategies together, business owners and freelancers can confidently navigate the ins and outs of Performance Max (PMAX) campaigns, creating an environment where impactful advertising initiatives can truly scale up."),yd=n(),Yt=o("p"),q_=r("in brief in order to audit the scaling possibilities of the Performance Max (PMAX) campaigns found in the account you will have to"),_d=n(),I=o("ul"),Bs=o("li"),Hs=o("strong"),F_=r("Review the budget"),W_=n(),Us=o("li"),Ds=o("strong"),j_=r("Review all the previous attempts of increasing and decreasing the budget"),Y_=n(),zs=o("li"),qs=o("strong"),$_=r("Examine if the assets are adequate for the algorithm"),K_=n(),Fs=o("li"),Ws=o("strong"),V_=r("Review the bidding strategy"),Z_=n(),js=o("li"),Ys=o("strong"),J_=r("Review the Assets (ex ad extensions)"),Q_=n(),$s=o("li"),Ks=o("strong"),eE=r("Review the supplementary campaigns"),tE=n(),Vs=o("li"),Zs=o("strong"),iE=r("Review the asset groups for errors"),oE=n(),Js=o("li"),Qs=o("strong"),aE=r("Review customer acquisition strategies"),lE=n(),en=o("li"),tn=o("strong"),rE=r("Review the adjusting attempts"),sE=n(),on=o("li"),an=o("strong"),nE=r("Review some of the destination pages (landing pages)"),Ed=n(),ze=o("h2"),cE=r("Scaling mistakes"),Pd=n(),$t=o("p"),dE=r("When scaling Performance Max (PMAX) campaigns, steering clear of common pitfalls is crucial for optimal performance. Here are the most common ones"),bd=n(),R=o("ol"),ln=o("li"),Kt=o("p"),rn=o("strong"),fE=r("Lack of Clear Goals:"),uE=r(" Setting actionable goals before launching a Performance Max (PMAX) campaign is fundamental for achieving desired outcomes. This can be everything from CPA to ROAS."),pE=n(),sn=o("li"),J=o("p"),nn=o("strong"),hE=r("Inadequate Data Provision:"),mE=r(" Performance Max (PMAX) campaigns heavily rely on relevant data for optimisation. Insufficient data can impede performance, emphasising the need for ensure access to ample and pertinent information. There are two types of data when it comes to Performance Max (PMAX) campaigns. The first is "),cn=o("strong"),vE=r("audience data"),gE=r(" and the second is "),dn=o("strong"),AE=r("conversions data"),yE=r(". You need the latter more compared to the former."),_E=n(),fn=o("li"),Vt=o("p"),un=o("strong"),EE=r("Underutilising Assets (Ad Extensions):"),PE=r(" Overlooking the potential of ad extensions is a missed opportunity. Incorporating ad extensions enhances the overall appearance and performance of ads, making it a mistake to neglect them in Performance Max (PMAX) campaigns. As always, you will need to review whether the assets are functional, active, and whether they are active when they shouldnât be."),bE=n(),pn=o("li"),Zt=o("p"),hn=o("strong"),ME=r("Inconsistent Performance Monitoring:"),wE=r(" Regularly tracking the performance of Performance Max (PMAX) campaigns is essential for pinpointing areas that require improvement and making timely adjustments. The monitoring should not only involve metrics such CPA, ROAS, and costs."),IE=n(),mn=o("li"),vn=o("p"),xE=r("You should also be monitoring product performance such as impressions, clicks, and conversions (for ecom)."),LE=n(),gn=o("li"),Q=o("p"),An=o("strong"),kE=r("Mismatched Bidding Strategy:"),XE=r(" The success of Performance Max (PMAX) campaigns hinges on selecting an appropriate bidding strategy. Even though there are not many options available (compared to other campaigns), you should be aware that there is a distinct difference between "),yn=o("strong"),TE=r("conversions"),GE=r(" and "),_n=o("strong"),SE=r("conversions value"),RE=r(" when it comes to ecommerce."),Md=n(),Jt=o("p"),CE=r("In addition to these, adopting a gradual scaling approach, exercising patience during the optimisation process, and experimenting with various settings are key considerations to maximize the efficacy of Performance Max (PMAX) campaigns."),wd=n(),qe=o("h2"),OE=r("Metrics"),Id=n(),Qt=o("p"),NE=r("The most important things to keep an eye on in Performance Max (PMAX) campaigns are:"),xd=n(),ee=o("ol"),En=o("li"),ei=o("p"),Pn=o("strong"),BE=r("Conversions:"),HE=r(" Check how many times people take the actions you want. This tells you if your Performance Max (PMAX) campaigns are working as intended."),UE=n(),bn=o("li"),ti=o("p"),Mn=o("strong"),DE=r("Revenue or Conversion Value:"),zE=r(" Examine how much money or value you get from Performance Max (PMAX) campaigns. This shows how they affect business results."),qE=n(),wn=o("li"),ii=o("p"),In=o("strong"),FE=r("Return on Ad Spend (ROAS):"),WE=r(" Examine how effective spent is compared to revenue."),Ld=n(),Fe=o("h2"),jE=r("Video (autogenerated)"),kd=n(),oi=o("p"),YE=r(`If video is not provided, Performance Max (PMAX) will use display assets to create a video that looks like a slideshow. 40This is to be avoided because the video generated leaves a lot to be desired. 41That said, if you run full-fledged Performance Max (PMAX) campaigns you will have to provide videos in order to avoid autogen videos. If you run feed-only Performance Max (PMAX) campaigns, you donât have to worry about autogenerated videos. 42Thus you need to examine if the autogenerated videos create more harm than good when it comes to the efficiency of the campaign. 43My advice is to always provide full-fledged Performance Max (PMAX) campaigns with good-quality videos.`),Xd=n(),We=o("h2"),$E=r("More than one Performance Max (PMAX) campaign"),Td=n(),ai=o("p"),KE=r("Running multiple Performance Max (PMAX) campaigns can be benef
43icial in certain situations, such as targeting different geographic regions, product brands, product categories, product types, best-selling products, or âzombieâ products."),Gd=n(),li=o("p"),VE=r("However, it is essential to consider the potential drawbacks and challenges when managing multiple campaigns"),Sd=n(),ri=o("p"),ZE=r("Advantages"),Rd=n(),te=o("ul"),xn=o("li"),Ln=o("strong"),JE=r("Targeting different products or services"),QE=n(),kn=o("li"),Xn=o("strong"),eP=r("Targeting different geographic regions"),tP=n(),Tn=o("li"),Gn=o("strong"),iP=r("Testing different strategies"),Cd=n(),si=o("p"),oP=r("Drawbacks"),Od=n(),G=o("ul"),Sn=o("li"),Rn=o("strong"),aP=r("Campaign overlap"),lP=n(),Cn=o("li"),On=o("strong"),rP=r("Insufficient data"),sP=n(),Nn=o("li"),Bn=o("strong"),nP=r("Data Feeding and Budgeting"),cP=n(),Hn=o("li"),Un=o("strong"),dP=r("Campaign Structure"),fP=n(),Dn=o("li"),zn=o("strong"),uP=r("Overlap"),pP=n(),qn=o("li"),Fn=o("strong"),hP=r("Asset Groups optimisation"),mP=n(),Wn=o("li"),jn=o("strong"),vP=r("Increased management complexity"),Nd=n(),ni=o("p"),gP=r("That said, when reviewing you will have to examine if multiple Performance Max (PMAX) campaigns will increase the conversions of the account while avoiding significant overlap."),Bd=n(),je=o("h2"),AP=r("Zombie products"),Hd=n(),ci=o("p"),yP=r("The term refers to products or SKUs that have not received any impressions in a given period, typically 28 days. These products are considered âdeadâ and can negatively impact the overall performance of the campaign."),Ud=n(),ue=o("p"),_P=r("That said, when reviewing Performance Max (PMAX) campaigns (for ecom) you will have to investigate if there are product IDs that can be considered â"),Yn=o("strong"),EP=r("zombie products"),PP=r("â inside the assets groups."),Dd=n(),di=o("p"),Ye=o("a"),bP=r("More info about âZombieâ products in PMAX campaigns"),zd=n(),$e=o("h2"),MP=r("Negatives"),qd=n(),pe=o("p"),wP=r("In Google Ads, the term â"),$n=o("strong"),IP=r("negatives"),xP=r("â refers to anything that can reduce the targeting options of a campaign. The problem with Performance Max (PMAX) campaigns is that there arenât a lot of negative targeting options compared to the rest of Google Ads campaigns."),Fd=n(),ie=o("p"),LP=r("A somewhat effective workaround is the â"),Kn=o("strong"),kP=r("Content suitability"),XP=r("â section in â"),Vn=o("strong"),TP=r("Tools and settings"),GP=r("â tab. The drawback is that the choices anyone makes inside that section will affect all of the campaigns inside the account."),Wd=n(),fi=o("p"),SP=r("There is also the option of contacting your Google rep but not every business owner has access to that."),jd=n(),ui=o("p"),RP=r("When reviewing the negative targets of Performance Max (PMAX) campaigns you will have to examine if said targets affect the Google Ads campaigns (and the account in general) in a way that does more harm than good."),Yd=n(),Ke=o("h2"),CP=r("Search themes"),$d=n(),pi=o("p"),OP=r("Search themes are a relatively new thing in Performance Max (PMAX) campaigns. They allow marketers to provide better signals to Google Ads about which search queries are likely to be relevant to their product, service, or business. The less broad the search theme is the better the Performance Max (PMAX) campaign will perform."),Kd=n(),hi=o("p"),NP=r("When reviewing Performance Max (PMAX) search themes inputs, you will have to decide how positively or negatively the search themes affect the Performance Max (PMAX) campaign."),Vd=n(),mi=o("p"),Ve=o("a"),BP=r("More info and Guidance about search themes in Performance Max (PMAX) campaigns"),Zd=n(),Ze=o("h2"),HP=r("Feed-only vs Full-fledged Performance Max (PMAX) campaigns"),Jd=n(),vi=o("p"),UP=r(`The âPerformance Max (PMAX) feed-onlyâ approach involves running a Performance Max (PMAX) campaign with only the assets from the product feed, while the âfull-fledged Performance Max (PMAX)â campaign includes all available assets. For lead based outcomes Google Ads accounts, full-fledged Performance Max (PMAX) campaigns are the only option. 44For ecom Google Ads accounts, feed-only Performance Max (PMAX) campaigns can be the only option if the advertiser has little to no media to test.`),Qd=n(),gi=o("p"),DP=r("When you audit Performance Max (PMAX) campaigns, you will have to examine what approach will yield the best results for the account."),ef=n(),Je=o("h2"),zP=r("Price(s)"),tf=n(),Ai=o("p"),qP=r("Product pricing has a direct impact on the sales and profitability of resellers. If your Google Ads account resells products that people can easily find anywhere, then price monitoring and adjusting can be what increase the profitability of you Performance Max (PMAX) campaigns."),of=n(),yi=o("p"),FP=r("When it comes to price reporting, the price competitiveness report, found inside Merchant Center, will provide you with benchmarks about your prices. It will also provide you with info about the competitiveness of your bids."),af=n(),_i=o("p"),WP=r(`That said, when you audit the price competitiveness of the products found inside the feed, you should always visit the price competitiveness report in Merchant Center. 45This should give you a clear answer if the products meet the price benchmark defined by the market.`),lf=n(),Ei=o("p"),Qe=o("a"),jP=r("More info on the price competitiveness report in Merchant Center"),rf=n(),et=o("h2"),YP=r("Worth"),sf=n(),Pi=o("p"),$P=r("The effectiveness of Performance Max (PMax) campaigns, feed-only or full-fledged, can vary based on various factors such as campaign setup, campaign structure, budget, assets, signals, price competitiveness, and industry competitiveness. When managed correctly, Performance Max (PMAX) campaigns can significantly boost Google Ads account performance and reach audiences beyond the search network."),nf=n(),bi=o("p"),KP=r("When it comes to auditing, you will have to examine not the effectiveness of the Performance Max (PMAX) campaigns found inside the Google ads account but if the Google ads account really needs such campaigns."),cf=n(),tt=o("h2"),VP=r("Additional resources"),df=n(),Mi=o("p"),it=o("a"),ZP=r("Performance Max (PMAX) Audit project template (Notion)"),ff=n(),wi=o("p"),ot=o("a"),JP=r("How to improve Performance Max (PMAX) campaigns"),uf=n(),Ii=o("p"),at=o("a"),QP=r("Performance Max (PMAX) specifications"),pf=n(),xi=o("p"),lt=o("a"),e3=r("Free Performance MAX project template"),hf=n(),Li=o("p"),rt=o("a"),t3=r("Free Google Ads Audit template and Guide"),mf=n(),st=o("h2"),i3=r("Documentation"),vf=n(),nt=o("p"),o3=r("Learn more about "),ct=o("a"),a3=r("Performance Max (PMAX) optimisation"),gf=n(),dt=o("h3"),l3=r("Top posts in Google Ads"),Af=n(),ki=o("p"),ft=o("a"),r3=r("How to audit Google Ads campaigns"),yf=n(),Xi=o("p"),ut=o("a"),s3=r("How to audit Performance Max campaigns"),_f=n(),Ti=o("p"),pt=o("a"),n3=r("How to audit Search campaigns"),this.h()},l(t){x=a(t,"P",{});var d=l(x);q=s(d,`Performance Max campaigns (PMAX) are a new way for advertisers to access all Google Ads inventory from a single campaign across YouTube, Display, Search, Discover, Gmail and Maps. 46Performance Max (PMAX) uses Google AI to help drive growth in conversions and value through bidding, targeting, creatives, and attribution. Itâs designed to perform across a wide range of marketing objectives and media channels.`),d.forEach(i),F=c(t),W=a(t,"P",{});var y3=l(W);L=s(y3,"Due to the complexity of the inventory and the opacity of the reporting, Performance Max (PMAX) does require some time in order to audit."),y3.forEach(i),B=c(t),j=a(t,"H2",{id:!0});var _3=l(j);Gf=s(_3,"Performance Max (PMAX) audit checklist (ecom)"),_3.forEach(i),Zn=c(t),Y=a(t,"P",{});var Gi=l(Y);Sf=s(Gi,"Due to its enormous size, I have broken down the PMAX checklist into 5 parts."),Rf=a(Gi,"BR",{}),Cf=s(Gi,`
47The order of the checklist is based on realistic scenarios eg the access a PPC specialist will have in a new Google Ads Account. The checklist is heavily skewed in auditing PMAX campaigns for ecom purposes.`),Of=a(Gi,"BR",{}),Nf=s(Gi,` 48Also, the checklist applies on both Shopify and non-Shopify eshops.`),Gi.forEach(i),Jn=c(t),gt=a(t,"P",{});var E3=l(gt);Bf=s(E3,"That said, a Performance Max (PMAX) audit checklist should involve the following:"),E3.forEach(i),Qn=c(t),ve=a(t,"H3",{id:!0});var P3=l(ve);Hf=s(P3,"Campaign level"),P3.forEach(i),ec=c(t),p=a(t,"UL",{});var m=l(p);Ui=a(m,"LI",{});var b3=l(Ui);Uf=s(b3,"Audit the realistic additional value for new customers"),b3.forEach(i),Df=c(m),Di=a(m,"LI",{});var M3=l(Di);zf=s(M3,"Audit the results between feed-only vs fully-fledged PMAX campaigns"),M3.forEach(i),qf=c(m),zi=a(m,"LI",{});var w3=l(zi);Ff=s(w3,"Audit the conversion action (purchases)"),w3.forEach(i),Wf=c(m),qi=a(m,"LI",{});var I3=l(qi);jf=s(I3,"Audit the advanced location targeting"),I3.forEach(i),Yf=c(m),Fi=a(m,"LI",{});var x3=l(Fi);$f=s(x3,"Audit ad schedule"),x3.forEach(i),Kf=c(m),Wi=a(m,"LI",{});var L3=l(Wi);Vf=s(L3,"Audit assets groups"),L3.forEach(i),Zf=c(m),ji=a(m,"LI",{});var k3=l(ji);Jf=s(k3,"Audit headlines"),k3.forEach(i),Qf=c(m),Yi=a(m,"LI",{});var X3=l(Yi);eu=s(X3,"Audit long headlines"),X3.forEach(i),tu=c(m),$i=a(m,"LI",{});var T3=l($i);iu=s(T3,"Audit descriptions"),T3.forEach(i),ou=c(m),Ki=a(m,"LI",{});var G3=l(Ki);au=s(G3,"Audit (lifestyle) images"),G3.forEach(i),lu=c(m),Vi=a(m,"LI",{});var S3=l(Vi);ru=s(S3,"Audit videos"),S3.forEach(i),su=c(m),Zi=a(m,"LI",{});var R3=l(Zi);nu=s(R3,"Audit call to action"),R3.forEach(i),cu=c(m),Ji=a(m,"LI",{});var C3=l(Ji);du=s(C3,"Audit display path"),C3.forEach(i),fu=c(m),Qi=a(m,"LI",{});var O3=l(Qi);uu=s(O3,"Audit extensions"),O3.forEach(i),pu=c(m),eo=a(m,"LI",{});var N3=l(eo);hu=s(N3,"Audit the customer-match audience of existing customers"),N3.forEach(i),mu=c(m),to=a(m,"LI",{});var B3=l(to);vu=s(B3,"Audit the custom segment audience of converting search terms"),B3.forEach(i),gu=c(m),io=a(m,"LI",{});var H3=l(io);Au=s(H3,"Audit in-market audience segment"),H3.forEach(i),yu=c(m),oo=a(m,"LI",{});var U3=l(oo);_u=s(U3,"Audit if URL expansions are disabled"),U3.forEach(i),Eu=c(m),ao=a(m,"LI",{});var D3=l(ao);Pu=s(D3,"Audit the dedicated (dynamic) remarketing campaign next to PMax"),D3.forEach(i),bu=c(m),lo=a(m,"LI",{});var z3=l(lo);Mu=s(z3,"Audit the bidding strategy"),z3.forEach(i),wu=c(m),ro=a(m,"LI",{});var q3=l(ro);Iu=s(q3,"Audit the target of the bidding strategy"),q3.forEach(i),xu=c(m),so=a(m,"LI",{});var F3=l(so);Lu=s(F3,"Audit seasonality adjustment"),F3.forEach(i),ku=c(m),no=a(m,"LI",{});var W3=l(no);Xu=s(W3,"Audit if assets or extensions are disapproved"),W3.forEach(i),Tu=c(m),co=a(m,"LI",{});var j3=l(co);Gu=s(j3,"Audit if prices remain competitive"),j3.forEach(i),Su=c(m),fo=a(m,"LI",{});var Y3=l(fo);Ru=s(Y3,"Audit low-performing products"),Y3.forEach(i),Cu=c(m),uo=a(m,"LI",{});var $3=l(uo);Ou=s($3,"Audit if low-performing user locations"),$3.forEach(i),Nu=c(m),po=a(m,"LI",{});var K3=l(po);Bu=s(K3,"Audit âZombieâ products"),K3.forEach(i),Hu=c(m),ho=a(m,"LI",{});var V3=l(ho);Uu=s(V3,"Audit budgets for campaigns with best performing products"),V3.forEach(i),Du=c(m),mo=a(m,"LI",{});var Z3=l(mo);zu=s(Z3,"Audit audience insights"),Z3.forEach(i),qu=c(m),vo=a(m,"LI",{});var J3=l(vo);Fu=s(J3,"Audit asset groups for best-performing audiences"),J3.forEach(i),Wu=c(m),go=a(m,"LI",{});var Q3=l(go);ju=s(Q3,"Audit âsuggested trendsâ"),Q3.forEach(i),Yu=c(m),Ao=a(m,"LI",{});var e4=l(Ao);$u=s(e4,"Audit asset groups for relevant trends"),e4.forEach(i),Ku=c(m),yo=a(m,"LI",{});var t4=l(yo);Vu=s(t4,"Audit cannibalisation in GA4"),t4.forEach(i),Zu=c(m),_o=a(m,"LI",{});var i4=l(_o);Ju=s(i4,"Audit increase/decrease of bidding targets"),i4.forEach(i),Qu=c(m),Eo=a(m,"LI",{});var o4=l(Eo);ep=s(o4,"Audit increase/decrease of budgets"),o4.forEach(i),tp=c(m),Po=a(m,"LI",{});var a4=l(Po);ip=s(a4,"Audit poor assets"),a4.forEach(i),op=c(m),bo=a(m,"LI",{});var l4=l(bo);ap=s(l4,"Audit campaign insights"),l4.forEach(i),lp=c(m),Mo=a(m,"LI",{});var r4=l(Mo);rp=s(r4,"Audit PMAX networksâ performance"),r4.forEach(i),sp=c(m),wo=a(m,"LI",{});var s4=l(wo);np=s(s4,"Audit user location report"),s4.forEach(i),cp=c(m),Io=a(m,"LI",{});var n4=l(Io);dp=s(n4,"Audit ânew vs returning visitorsâ segment"),n4.forEach(i),fp=c(m),xo=a(m,"LI",{});var c4=l(xo);up=s(c4,"Audit new customers reporting column"),c4.forEach(i),pp=c(m),Lo=a(m,"LI",{});var d4=l(Lo);hp=s(d4,"Audit conversions values (purchases)"),d4.forEach(i),mp=c(m),ko=a(m,"LI",{});var f4=l(ko);vp=s(f4,"Audit PMAX brand exclusions"),f4.forEach(i),gp=c(m),Xo=a(m,"LI",{});var u4=l(Xo);Ap=s(u4,"Audit PMAX search terms"),u4.forEach(i),yp=c(m),To=a(m,"LI",{});var p4=l(To);_p=s(p4,"Audit PMAX search themes"),p4.forEach(i),Ep=c(m),Go=a(m,"LI",{});var h4=l(Go);Pp=s(h4,"Audit the UTM parameters in the asset groups"),h4.forEach(i),bp=c(m),So=a(m,"LI",{});var m4=l(So);Mp=s(m4,"Audit Auto-applied recommendations"),m4.forEach(i),wp=c(m),Ro=a(m,"LI",{});var v4=l(Ro);Ip=s(v4,"Audit if Auto-applied recommendations are disabled"),v4.forEach(i),xp=c(m),Co=a(m,"LI",{});var g4=l(Co);Lp=s(g4,"Audit PMAX brand restrictions"),g4.forEach(i),kp=c(m),Oo=a(m,"LI",{});var A4=l(Oo);Xp=s(A4,"Audit Feed-only PMAX campaigns (ecom)"),A4.forEach(i),Tp=c(m),No=a(m,"LI",{});var y4=l(No);Gp=s(y4,"Audit Feed-only PMAX campaign budgets (ecom)"),y4.forEach(i),Sp=c(m),Bo=a(m,"LI",{});var _4=l(Bo);Rp=s(_4,"Audit the results of the test of Full-fledged PMAX campaigns against Feed-only PMAX campaigns (ecom)"),_4.forEach(i),Cp=c(m),Ho=a(m,"LI",{});var E4=l(Ho);Op=s(E4,"Audit URL exclusions"),E4.forEach(i),Np=c(m),Uo=a(m,"LI",{});var P4=l(Uo);Bp=s(P4,"Audit Performance MAX fluctuation in results"),P4.forEach(i),Hp=c(m),Do=a(m,"LI",{});var b4=l(Do);Up=s(b4,"Audit PMAX impression changes by network"),b4.forEach(i),Dp=c(m),zo=a(m,"LI",{});var M4=l(zo);zp=s(M4,"Audit changes in traffic destination"),M4.forEach(i),m.forEach(i),tc=c(t),ge=a(t,"H3",{id:!0});var w4=l(ge);qp=s(w4,"Feed level"),w4.forEach(i),ic=c(t),y=a(t,"UL",{});var E=l(y);qo=a(E,"LI",{});var I4=l(qo);Fp=s(I4,"Audit dynamic remarketing in Merchant Center (ecom)"),I4.forEach(i),Wp=c(E),Fo=a(E,"LI",{});var x4=l(Fo);
48jp=s(x4,"Audit if the product id matches the feed id in Merchant Center (ecom)"),x4.forEach(i),Yp=c(E),Wo=a(E,"LI",{});var L4=l(Wo);$p=s(L4,"Audit the connection of Merchant Center with Google Ads"),L4.forEach(i),Kp=c(E),jo=a(E,"LI",{});var k4=l(jo);Vp=s(k4,"Audit the optimisation of the product feed"),k4.forEach(i),Zp=c(E),Yo=a(E,"LI",{});var X4=l(Yo);Jp=s(X4,"Audit the optimisation of product titles"),X4.forEach(i),Qp=c(E),$o=a(E,"LI",{});var T4=l($o);eh=s(T4,"Audit the optimisation of product descriptions"),T4.forEach(i),th=c(E),Ko=a(E,"LI",{});var G4=l(Ko);ih=s(G4,"Audit the optimisation of product short descriptions"),G4.forEach(i),oh=c(E),Vo=a(E,"LI",{});var S4=l(Vo);ah=s(S4,"Audit the optimisation of product images"),S4.forEach(i),lh=c(E),Zo=a(E,"LI",{});var R4=l(Zo);rh=s(R4,"Audit the optimisation of product lifestyle images"),R4.forEach(i),sh=c(E),Jo=a(E,"LI",{});var C4=l(Jo);nh=s(C4,"Audit images in multiple dimensions (landscape, square, vertical, etc)"),C4.forEach(i),ch=c(E),Qo=a(E,"LI",{});var O4=l(Qo);dh=s(O4,"Audit custom labels for products based on profit margins"),O4.forEach(i),fh=c(E),ea=a(E,"LI",{});var N4=l(ea);uh=s(N4,"Audit custom labels for products based on seasonality"),N4.forEach(i),ph=c(E),ta=a(E,"LI",{});var B4=l(ta);hh=s(B4,"Audit custom labels for products based on stock levels"),B4.forEach(i),mh=c(E),ia=a(E,"LI",{});var H4=l(ia);vh=s(H4,"Audit if the feed is updated hourly"),H4.forEach(i),gh=c(E),oa=a(E,"LI",{});var U4=l(oa);Ah=s(U4,"Audit supplementary feeds with âzombie productsâ"),U4.forEach(i),yh=c(E),aa=a(E,"LI",{});var D4=l(aa);_h=s(D4,"Audit supplementary feeds with best-performing products"),D4.forEach(i),Eh=c(E),la=a(E,"LI",{});var z4=l(la);Ph=s(z4,"Audit supplementary feed with custom labels"),z4.forEach(i),bh=c(E),ra=a(E,"LI",{});var q4=l(ra);Mh=s(q4,"Audit Paid product performance in Merchant Center"),q4.forEach(i),wh=c(E),sa=a(E,"LI",{});var F4=l(sa);Ih=s(F4,"Audit Organic product performance in Merchant Center"),F4.forEach(i),xh=c(E),na=a(E,"LI",{});var W4=l(na);Lh=s(W4,"Audit shipping in Merchant Center"),W4.forEach(i),kh=c(E),ca=a(E,"LI",{});var j4=l(ca);Xh=s(j4,"Audit if the shipping values found in Merchant Center and the Website are matching"),j4.forEach(i),Th=c(E),da=a(E,"LI",{});var Y4=l(da);Gh=s(Y4,"Audit if the shipping values found in Merchant Center and the product pages are matching"),Y4.forEach(i),Sh=c(E),fa=a(E,"LI",{});var $4=l(fa);Rh=s($4,"Audit returns in Merchant Center"),$4.forEach(i),Ch=c(E),ua=a(E,"LI",{});var K4=l(ua);Oh=s(K4,"Audit if the return values found in Merchant Center and the Website are matching"),K4.forEach(i),Nh=c(E),pa=a(E,"LI",{});var V4=l(pa);Bh=s(V4,"Audit if the return values found in Merchant Center and the product pages are matching"),V4.forEach(i),Hh=c(E),ha=a(E,"LI",{});var Z4=l(ha);Uh=s(Z4,"Audit if top-selling products are disapproved"),Z4.forEach(i),Dh=c(E),ma=a(E,"LI",{});var J4=l(ma);zh=s(J4,"Audit if top-selling products are out of stock"),J4.forEach(i),qh=c(E),va=a(E,"LI",{});var Q4=l(va);Fh=s(Q4,"Audit stock fluctuations"),Q4.forEach(i),Wh=c(E),ga=a(E,"LI",{});var e5=l(ga);jh=s(e5,"Audit stock levels"),e5.forEach(i),E.forEach(i),oc=c(t),Ae=a(t,"H3",{id:!0});var t5=l(Ae);Yh=s(t5,"Account level"),t5.forEach(i),ac=c(t),At=a(t,"P",{});var i5=l(At);$h=s(i5,"I do need to caution you on this because Account level chances will affect all campaigns inside the Google ads account and not just Performance Max (PMAX) campaigns"),i5.forEach(i),lc=c(t),v=a(t,"UL",{});var g=l(v);Aa=a(g,"LI",{});var o5=l(Aa);Kh=s(o5,"Audit enhanced conversion tracking"),o5.forEach(i),Vh=c(g),ya=a(g,"LI",{});var a5=l(ya);Zh=s(a5,"Audit enhanced conversions"),a5.forEach(i),Jh=c(g),_a=a(g,"LI",{});var l5=l(_a);Qh=s(l5,"Audit conversion actions"),l5.forEach(i),em=c(g),Ea=a(g,"LI",{});var r5=l(Ea);tm=s(r5,"Audit if attribution is set to data-driven"),r5.forEach(i),im=c(g),Pa=a(g,"LI",{});var s5=l(Pa);om=s(s5,"Audit if GA4 (Google Analytics 4) is linked to the Google Ads account"),s5.forEach(i),am=c(g),ba=a(g,"LI",{});var n5=l(ba);
48lm=s(n5,"Audit Performance Max segment in GA4"),n5.forEach(i),rm=c(g),Ma=a(g,"LI",{});var c5=l(Ma);sm=s(c5,"Audit lead quality and automatically send value updates to Google (leads)"),c5.forEach(i),nm=c(g),wa=a(g,"LI",{});var d5=l(wa);cm=s(d5,"Audit mobile app categories exclusions"),d5.forEach(i),dm=c(g),Ia=a(g,"LI",{});var f5=l(Ia);fm=s(f5,"Audit content keywords exclusions"),f5.forEach(i),um=c(g),xa=a(g,"LI",{});var u5=l(xa);pm=s(u5,"Audit sensitive content exclusions"),u5.forEach(i),hm=c(g),La=a(g,"LI",{});var p5=l(La);mm=s(p5,"Audit parked domains exclusions"),p5.forEach(i),vm=c(g),ka=a(g,"LI",{});var h5=l(ka);gm=s(h5,"Audit youtube live streams exclusions"),h5.forEach(i),Am=c(g),Xa=a(g,"LI",{});var m5=l(Xa);ym=s(m5,"Audit account-wide negatives"),m5.forEach(i),_m=c(g),Ta=a(g,"LI",{});var v5=l(Ta);Em=s(v5,"Audit negative keyword lists"),v5.forEach(i),Pm=c(g),Ga=a(g,"LI",{});var g5=l(Ga);bm=s(g5,"Audit conversions Delay"),g5.forEach(i),Mm=c(g),Sa=a(g,"LI",{});var A5=l(Sa);wm=s(A5,"Audit time to conversion"),A5.forEach(i),Im=c(g),Ra=a(g,"LI",{});var y5=l(Ra);xm=s(y5,"Audit Data exclusions"),y5.forEach(i),Lm=c(g),Ca=a(g,"LI",{});var _5=l(Ca);km=s(_5,"Audit seasonality adjustments"),_5.forEach(i),Xm=c(g),Oa=a(g,"LI",{});var E5=l(Oa);Tm=s(E5,"Audit active scripts"),E5.forEach(i),Gm=c(g),Na=a(g,"LI",{});var P5=l(Na);Sm=s(P5,"Audit paused scripts"),P5.forEach(i),Rm=c(g),Ba=a(g,"LI",{});var b5=l(Ba);Cm=s(b5,"Audit active Automated Rules"),b5.forEach(i),Om=c(g),Ha=a(g,"LI",{});var M5=l(Ha);Nm=s(M5,"Audit paused Automated Rules"),M5.forEach(i),Bm=c(g),Ua=a(g,"LI",{});var w5=l(Ua);Hm=s(w5,"Audit AAR (Auto applied recommendations)"),w5.forEach(i),Um=c(g),Da=a(g,"LI",{});var I5=l(Da);Dm=s(I5,"Audit changes in customers lists"),I5.forEach(i),zm=c(g),za=a(g,"LI",{});var x5=l(za);qm=s(x5,"Audit active experiments in the account"),x5.forEach(i),Fm=c(g),qa=a(g,"LI",{});var L5=l(qa);Wm=s(L5,"Audit ended experiments in the account"),L5.forEach(i),jm=c(g),Fa=a(g,"LI",{});var k5=l(Fa);Ym=s(k5,"Audit conversion value adjustments"),k5.forEach(i),$m=c(g),Wa=a(g,"LI",{});var X5=l(Wa);Km=s(X5,"Audit Value rules adjustments"),X5.forEach(i),Vm=c(g),ja=a(g,"LI",{});var T5=l(ja);Zm=s(T5,"Audit changes in Page feed"),T5.forEach(i),Jm=c(g),Ya=a(g,"LI",{});var G5=l(Ya);Qm=s(G5,"Audit changes in Business feed"),G5.forEach(i),ev=c(g),$a=a(g,"LI",{});var S5=l($a);tv=s(S5,"Audit offline conversion uploads"),S5.forEach(i),iv=c(g),Ka=a(g,"LI",{});var R5=l(Ka);ov=s(R5,"Audit account changes by other users"),R5.forEach(i),av=c(g),Va=a(g,"LI",{});var C5=l(Va);lv=s(C5,"Audit account changes by Google"),C5.forEach(i),rv=c(g),Za=a(g,"LI",{});var O5=l(Za);sv=s(O5,"Audit CRM integration issues"),O5.forEach(i),g.forEach(i),rc=c(t),ye=a(t,"H3",{id:!0});var N5=l(ye);nv=s(N5,"Website level"),N5.forEach(i),sc=c(t),_=a(t,"UL",{});var P=l(_);Ja=a(P,"LI",{});var B5=l(Ja);cv=s(B5,"Audit gtag.js"),B5.forEach(i),dv=c(P),Qa=a(P,"LI",{});var H5=l(Qa);fv=s(H5,"Audit Google Ads conversion tracking code"),H5.forEach(i),uv=c(P),el=a(P,"LI",{});var U5=l(el);pv=s(U5,"Audit hashed email (data layer)"),U5.forEach(i),hv=c(P),tl=a(P,"LI",{});var D5=l(tl);mv=s(D5,"Audit the the new_customer parameter to your Google Ads conversion tracking code (data layer)"),D5.forEach(i),vv=c(P),il=a(P,"LI",{});var z5=l(il);gv=s(z5,"Audit the customization of ad_personalization_signals to comply with EU regulations"),z5.forEach(i),Av=c(P),ol=a(P,"LI",{});var q5=l(ol);yv=s(q5,"Audit consent mode modeling (EU)"),q5.forEach(i),_v=c(P),al=a(P,"LI",{});var F5=l(al);Ev=s(F5,"Audit if the website is mobile friendly"),F5.forEach(i),Pv=c(P),ll=a(P,"LI",{});var W5=l(ll);bv=s(W5,"Audit if the product pages are mobile friendly"),W5.forEach(i),Mv=c(P),rl=a(P,"LI",{});var j5=l(rl);wv=s(j5,"Audit if the checkout page is mobile friendly"),j5.forEach(i),Iv=c(P),sl=a(P,"LI",{});var Y5=l(sl);xv=s(Y5,"Audit if the landing pages load fast in your target location"),Y5.forEach(i),Lv=c(P),nl=a(P,"LI",{});var $5=l(nl);kv=s($5,"Audit if the forms and/or checkouts are working"),$5.forEach(i),Xv=c(P),cl=a(P,"LI",{});var K5=l(cl);
48Tv=s(K5,"Audit the lead fraud prevention tactics"),K5.forEach(i),Gv=c(P),dl=a(P,"LI",{});var V5=l(dl);Sv=s(V5,"Audit the payment fraud prevention tactics"),V5.forEach(i),Rv=c(P),fl=a(P,"LI",{});var Z5=l(fl);Cv=s(Z5,"Audit if the Schema property of the product pages (Website)"),Z5.forEach(i),Ov=c(P),ul=a(P,"LI",{});var J5=l(ul);Nv=s(J5,"Audit if the Schema property of the product pages in Googleâs Search Console"),J5.forEach(i),Bv=c(P),pl=a(P,"LI",{});var Q5=l(pl);Hv=s(Q5,"Audit the shippingDetails field of the Schema property (product page)"),Q5.forEach(i),Uv=c(P),hl=a(P,"LI",{});var eb=l(hl);Dv=s(eb,"Audit the hasMerchantReturnPolicy field of the Schema property (product page)"),eb.forEach(i),zv=c(P),ml=a(P,"LI",{});var tb=l(ml);qv=s(tb,"Audit the image field of the Schema property (product page)"),tb.forEach(i),Fv=c(P),vl=a(P,"LI",{});var ib=l(vl);Wv=s(ib,"Audit changes to plugins"),ib.forEach(i),jv=c(P),gl=a(P,"LI",{});var ob=l(gl);Yv=s(ob,"Audit changes to page design"),ob.forEach(i),$v=c(P),Al=a(P,"LI",{});var ab=l(Al);Kv=s(ab,"Audit changes to checkout design"),ab.forEach(i),Vv=c(P),yl=a(P,"LI",{});var lb=l(yl);Zv=s(lb,"Audit changes to payment options"),lb.forEach(i),Jv=c(P),_l=a(P,"LI",{});var rb=l(_l);Qv=s(rb,"Audit hosting provider changes (if applicable)"),rb.forEach(i),eg=c(P),El=a(P,"LI",{});var sb=l(El);tg=s(sb,"Audit fluctuations in content views"),sb.forEach(i),ig=c(P),Pl=a(P,"LI",{});var nb=l(Pl);og=s(nb,"Audit fluctuations in add to carts"),nb.forEach(i),ag=c(P),bl=a(P,"LI",{});var cb=l(bl);lg=s(cb,"Audit fluctuations in checkout"),cb.forEach(i),rg=c(P),Ml=a(P,"LI",{});var db=l(Ml);sg=s(db,"Audit fluctuations in payment"),db.forEach(i),ng=c(P),wl=a(P,"LI",{});var fb=l(wl);cg=s(fb,"Audit changes in payment choices"),fb.forEach(i),dg=c(P),Il=a(P,"LI",{});var ub=l(Il);fg=s(ub,"Audit fluctuations in traffic from other marketing channels (eg META)"),ub.forEach(i),P.forEach(i),nc=c(t),_e=a(t,"H3",{id:!0});var pb=l(_e);ug=s(pb,"Enviroment Level"),pb.forEach(i),cc=c(t),w=a(t,"UL",{});var k=l(w);xl=a(k,"LI",{});var hb=l(xl);pg=s(hb,"Audit sales of the competition"),hb.forEach(i),hg=c(k),Ll=a(k,"LI",{});var mb=l(Ll);mg=s(mb,"Audit promotions of the competition"),mb.forEach(i),vg=c(k),kl=a(k,"LI",{});var vb=l(kl);gg=s(vb,"Audit shipping costs of the competition"),vb.forEach(i),Ag=c(k),Xl=a(k,"LI",{});var gb=l(Xl);yg=s(gb,"Audit Product pages of the competition"),gb.forEach(i),_g=c(k),Tl=a(k,"LI",{});var Ab=l(Tl);Eg=s(Ab,"Audit payment options of the competition"),Ab.forEach(i),Pg=c(k),Gl=a(k,"LI",{});var yb=l(Gl);bg=s(yb,"Audit negative reviews off the website (eg Google Business Places)"),yb.forEach(i),Mg=c(k),Sl=a(k,"LI",{});var _b=l(Sl);wg=s(_b,"Audit demand in Keyword Planner"),_b.forEach(i),Ig=c(k),Rl=a(k,"LI",{});var Eb=l(Rl);xg=s(Eb,"Audit trend in Keyword trends"),Eb.forEach(i),Lg=c(k),Cl=a(k,"LI",{});var Pb=l(Cl);kg=s(Pb,"Audit the appearance of the websiteâs URLs in Google Search Results"),Pb.forEach(i),Xg=c(k),Ol=a(k,"LI",{});var bb=l(Ol);Tg=s(bb,"Audit fluctuations of the general economic situation in your target location"),bb.forEach(i),k.forEach(i),dc=c(t),Ee=a(t,"H2",{id:!0});var Mb=l(Ee);Gg=s(Mb,"Best Practices"),Mb.forEach(i),fc=c(t),yt=a(t,"P",{});var wb=l(yt);Sg=s(wb,`Best practices in Google Ads refer to widely-accepted methods, processes, or approaches that have consistently demonstrated superior results in achieving specific objectives. 49These practices are grounded in industry expertise, empirical evidence, and lessons learned over time. 50They serve as benchmarks and guidelines for Google Ads PPC specialists to enhance efficiency, reduce risks, and optimize performance, ultimately contributing to the competitiveness and success of the advertising account. 51In brief, Performance Max (PMAX) best practices contain but not limited to the following:`),wb.forEach(i),uc=c(t),b=a(t,"UL",{});var M=l(b);Nl=a(M,"LI",{});var Ib=l(Nl);Rg=s(Ib,"Feed optimization"),Ib.forEach(i),Cg=c(M),Bl=a(M,"LI",{});var xb=l(Bl);Og=s(xb,"Conversions"),xb.forEach(i),Ng=c(M),Hl=a(M,"LI",{});var Lb=l(Hl);Bg=s(Lb,"budget"),Lb.forEach(i),Hg=c(M),Ul=a(M,"LI",{});var kb=l(Ul);Ug=s(kb,"time"),kb.forEach(i),Dg=c(M),Dl=a(M,"LI",{});var Xb=l(Dl);zg=s(Xb,"funnel"),Xb.forEach(i),qg=c(M),zl=a(M,"LI",{});var Tb=l(zl);Fg=s(Tb,"branded keywords"),Tb.forEach(i),Wg=c(M),ql=a(M,"LI",{});var Gb=l(ql);jg=s(Gb,"Asset groups"),Gb.forEach(i),Yg=c(M),Fl=a(M,"LI",{});var Sb=l(Fl);$g=s(Sb,"Assets"),Sb.forEach(i),Kg=c(M),Wl=a(M,"LI",{});var Rb=l(Wl);Vg=s(Rb,"Experiment"),Rb.forEach(i),Zg=c(M),jl=a(M,"LI",{});
51var Cb=l(jl);Jg=s(Cb,"Audience signals"),Cb.forEach(i),Qg=c(M),Yl=a(M,"LI",{});var Ob=l(Yl);e2=s(Ob,"bidding strategy"),Ob.forEach(i),t2=c(M),$l=a(M,"LI",{});var Nb=l($l);i2=s(Nb,"Ad extensions"),Nb.forEach(i),o2=c(M),Kl=a(M,"LI",{});var Bb=l(Kl);a2=s(Bb,"Product exclusions"),Bb.forEach(i),l2=c(M),Vl=a(M,"LI",{});var Hb=l(Vl);r2=s(Hb,"Scripts"),Hb.forEach(i),s2=c(M),Zl=a(M,"LI",{});var Ub=l(Zl);n2=s(Ub,"Insights"),Ub.forEach(i),c2=c(M),Jl=a(M,"LI",{});var Db=l(Jl);d2=s(Db,"Remarketing"),Db.forEach(i),M.forEach(i),pc=c(t),Pe=a(t,"H2",{id:!0});var zb=l(Pe);f2=s(zb,"Feed Optimization"),zb.forEach(i),hc=c(t),_t=a(t,"P",{});var qb=l(_t);u2=s(qb,`When you are running Performance Max (PMAX) campaigns for eshops, you should have a product feed approved in Merchant Center. 52This means that the product feed needs to meet the basic requirements dictated by Merchant Center. 53The optimiztion starts after the feed has been approved. 54Eg are my titles matching the userâs queries?`),qb.forEach(i),mc=c(t),Et=a(t,"P",{});var Fb=l(Et);p2=s(Fb,"That said, in order to optimize the feed, you will have to optimize the data required which are the following:"),Fb.forEach(i),vc=c(t),u=a(t,"UL",{});var h=l(u);Ql=a(h,"LI",{});var Wb=l(Ql);h2=s(Wb,"Title"),Wb.forEach(i),m2=c(h),er=a(h,"LI",{});var jb=l(er);v2=s(jb,"ID"),jb.forEach(i),g2=c(h),tr=a(h,"LI",{});var Yb=l(tr);A2=s(Yb,"Product data specification"),Yb.forEach(i),y2=c(h),ir=a(h,"LI",{});var $b=l(ir);_2=s($b,"Description"),$b.forEach(i),E2=c(h),or=a(h,"LI",{});var Kb=l(or);P2=s(Kb,"Link"),Kb.forEach(i),b2=c(h),ar=a(h,"LI",{});var Vb=l(ar);M2=s(Vb,"Image link"),Vb.forEach(i),w2=c(h),lr=a(h,"LI",{});var Zb=l(lr);I2=s(Zb,"Mobile link"),Zb.forEach(i),x2=c(h),rr=a(h,"LI",{});var Jb=l(rr);L2=s(Jb,"Additional image link"),Jb.forEach(i),k2=c(h),sr=a(h,"LI",{});var Qb=l(sr);X2=s(Qb,"Cost of goods sold (COGS)"),Qb.forEach(i),T2=c(h),nr=a(h,"LI",{});var e6=l(nr);G2=s(e6,"Expiration date"),e6.forEach(i),S2=c(h),cr=a(h,"LI",{});var t6=l(cr);R2=s(t6,"Price"),t6.forEach(i),C2=c(h),dr=a(h,"LI",{});var i6=l(dr);O2=s(i6,"Sale Price"),i6.forEach(i),N2=c(h),fr=a(h,"LI",{});var o6=l(fr);B2=s(o6,"Sale Price effective date"),o6.forEach(i),H2=c(h),ur=a(h,"LI",{});var a6=l(ur);U2=s(a6,"Unit pricing measure"),a6.forEach(i),D2=c(h),pr=a(h,"LI",{});var l6=l(pr);z2=s(l6,"Unit pricing base measure"),l6.forEach(i),q2=c(h),hr=a(h,"LI",{});var r6=l(hr);F2=s(r6,"Installment"),r6.forEach(i),W2=c(h),mr=a(h,"LI",{});var s6=l(mr);j2=s(s6,"Subscription cost"),s6.forEach(i),Y2=c(h),vr=a(h,"LI",{});var n6=l(vr);$2=s(n6,"Loyalty points"),n6.forEach(i),K2=c(h),gr=a(h,"LI",{});var c6=l(gr);V2=s(c6,"Google product category"),c6.forEach(i),Z2=c(h),Ar=a(h,"LI",{});var d6=l(Ar);J2=s(d6,"Product type"),d6.forEach(i),Q2=c(h),yr=a(h,"LI",{});var f6=l(yr);e1=s(f6,"Google Search index link"),f6.forEach(i),t1=c(h),_r=a(h,"LI",{});var u6=l(_r);i1=s(u6,"Brand"),u6.forEach(i),o1=c(h),Er=a(h,"LI",{});var p6=l(Er);a1=s(p6,"GTIN"),p6.forEach(i),l1=c(h),Pr=a(h,"LI",{});var h6=l(Pr);r1=s(h6,"MPN"),h6.forEach(i),s1=c(h),br=a(h,"LI",{});var m6=l(br);n1=s(m6,"Identifier exists"),m6.forEach(i),c1=c(h),Mr=a(h,"LI",{});var v6=l(Mr);d1=s(v6,"Condition"),v6.forEach(i),f1=c(h),wr=a(h,"LI",{});var g6=l(wr);u1=s(g6,"Adult"),g6.forEach(i),p1=c(h),Ir=a(h,"LI",{});var A6=l(Ir);h1=s(A6,"Multipack"),A6.forEach(i),m1=c(h),xr=a(h,"LI",{});var y6=l(xr);v1=s(y6,"Bundle"),y6.forEach(i),g1=c(h),Lr=a(h,"LI",{});var _6=l(Lr);A1=s(_6,"Energy efficiency class"),_6.forEach(i),y1=c(h),kr=a(h,"LI",{});var E6=l(kr);_1=s(E6,"Age group"),E6.forEach(i),E1=c(h),Xr=a(h,"LI",{});var P6=l(Xr);P1=s(P6,"Color"),P6.forEach(i),b1=c(h),Tr=a(h,"LI",{});var b6=l(Tr);M1=s(b6,"Gender"),b6.forEach(i),w1=c(h),Gr=a(h,"LI",{});var M6=l(Gr);I1=s(M6,"Material"),M6.forEach(i),x1=c(h),Sr=a(h,"LI",{});var w6=l(Sr);L1=s(w6,"Pattern"),w6.forEach(i),k1=c(h),Rr=a(h,"LI",{});var I6=l(Rr);X1=s(I6,"Size"),I6.forEach(i),T1=c(h),Cr=a(h,"LI",{});var x6=l(Cr);G1=s(x6,"Size type"),x6.forEach(i),S1=c(h),Or=a(h,"LI",{});var L6=l(Or);R1=s(L6,"Size system"),L6.forEach(i),C1=c(h),Nr=a(h,"LI",{});var k6=l(Nr);O1=s(k6,"Item group ID"),k6.forEach(i),N1=c(h),Br=a(h,"LI",{});var X6=l(Br);B1=s(X6,"Product length"),X6.forEach(i),H1=c(h),Hr=a(h,"LI",{});var T6=l(Hr);
54U1=s(T6,"Product detail"),T6.forEach(i),D1=c(h),Ur=a(h,"LI",{});var G6=l(Ur);z1=s(G6,"Product highlight"),G6.forEach(i),q1=c(h),Dr=a(h,"LI",{});var S6=l(Dr);F1=s(S6,"Ads redirect"),S6.forEach(i),W1=c(h),zr=a(h,"LI",{});var R6=l(zr);j1=s(R6,"Custom label 0â4"),R6.forEach(i),Y1=c(h),qr=a(h,"LI",{});var C6=l(qr);$1=s(C6,"Promotion ID"),C6.forEach(i),K1=c(h),Fr=a(h,"LI",{});var O6=l(Fr);V1=s(O6,"Excluded destination"),O6.forEach(i),Z1=c(h),Wr=a(h,"LI",{});var N6=l(Wr);J1=s(N6,"Included destination"),N6.forEach(i),Q1=c(h),jr=a(h,"LI",{});var B6=l(jr);eA=s(B6,"Excluded countries for Shopping ads"),B6.forEach(i),tA=c(h),Yr=a(h,"LI",{});var H6=l(Yr);iA=s(H6,"Pause"),H6.forEach(i),oA=c(h),$r=a(h,"LI",{});var U6=l($r);aA=s(U6,"Shipping"),U6.forEach(i),lA=c(h),Kr=a(h,"LI",{});var D6=l(Kr);rA=s(D6,"Shipping label"),D6.forEach(i),sA=c(h),Vr=a(h,"LI",{});var z6=l(Vr);nA=s(z6,"Shipping weight"),z6.forEach(i),cA=c(h),Zr=a(h,"LI",{});var q6=l(Zr);dA=s(q6,"Shipping dimensions"),q6.forEach(i),fA=c(h),Jr=a(h,"LI",{});var F6=l(Jr);uA=s(F6,"Ships from country"),F6.forEach(i),pA=c(h),Qr=a(h,"LI",{});var W6=l(Qr);hA=s(W6,"Transit time label"),W6.forEach(i),mA=c(h),es=a(h,"LI",{});var j6=l(es);vA=s(j6,"Handling time"),j6.forEach(i),gA=c(h),ts=a(h,"LI",{});var Y6=l(ts);AA=s(Y6,"Tax"),Y6.forEach(i),yA=c(h),is=a(h,"LI",{});var $6=l(is);_A=s($6,"Tax category"),$6.forEach(i),h.forEach(i),gc=c(t),be=a(t,"H2",{id:!0});var K6=l(be);os=a(K6,"STRONG",{});var V6=l(os);EA=s(V6,"Asset Groups"),V6.forEach(i),K6.forEach(i),Ac=c(t),C=a(t,"P",{});var oe=l(C);PA=s(oe,"In the âAsset Groupsâ tab, you will be presented with the assets and the audience signals of the ad group."),bA=a(oe,"BR",{}),MA=s(oe,` 55Do note that Ad groups are renamed Assets groups in Performance Max (PMAX) campaigns.`),wA=a(oe,"BR",{}),IA=s(oe,` 56Open the Assets in order to audit the titles, descriptions, long descriptions, images, logos, and videos [autogenerated or otherwise].`),xA=a(oe,"BR",{}),LA=s(oe,` 57If the videos are autogenerated then you should check to see if the slideshows have a good flow between the sentences or, even worse, are not factual at all.`),kA=a(oe,"BR",{}),XA=s(oe,` 58You can view everything by clicking on the âView Detailsâ.`),oe.forEach(i),yc=c(t),Me=a(t,"H2",{id:!0});var Z6=l(Me);as=a(Z6,"STRONG",{});var J6=l(as);TA=s(J6,"Audience Signals"),J6.forEach(i),Z6.forEach(i),_c=c(t),$=a(t,"P",{});var Si=l($);GA=s(Si,"Do note that Audience signals are not audience targeting."),SA=a(Si,"BR",{}),RA=s(Si,` 59Audience signals are a way of letting Google know about your ideal customer.`),CA=a(Si,"BR",{}),OA=s(Si,` 60You could supplement your targeting by adding lower funnel audiences e.g. customer lists.`),Si.forEach(i),Ec=c(t),we=a(t,"H2",{id:!0});var Q6=l(we);ls=a(Q6,"STRONG",{});var e7=l(ls);NA=s(e7,"Listing Groups"),e7.forEach(i),Q6.forEach(i),Pc=c(t),Pt=a(t,"P",{});var t7=l(Pt);BA=s(t7,"The listing groups are the products associated with that specific group. You should audit how many products are ready to serve and how many are not eligible to serve."),t7.forEach(i),bc=c(t),Ie=a(t,"H2",{id:!0});var i7=l(Ie);rs=a(i7,"STRONG",{});var o7=l(rs);
60HA=s(o7,"Extensions"),o7.forEach(i),i7.forEach(i),Mc=c(t),ae=a(t,"P",{});var Pf=l(ae);UA=s(Pf,"Extensions should be present in the campaign and/or ad group."),DA=a(Pf,"BR",{}),zA=s(Pf,` 61Locations and Promotions tend to perform exceptionally well.`),Pf.forEach(i),wc=c(t),xe=a(t,"H2",{id:!0});var a7=l(xe);ss=a(a7,"STRONG",{});var l7=l(ss);qA=s(l7,"Settings"),l7.forEach(i),a7.forEach(i),Ic=c(t),K=a(t,"P",{});var Ri=l(K);ns=a(Ri,"STRONG",{});var r7=l(ns);FA=s(r7,"Goals"),r7.forEach(i),WA=a(Ri,"BR",{}),jA=s(Ri,` 62Here you should be seeing the appropriate goal`),YA=a(Ri,"BR",{}),$A=s(Ri,` 63e.g. Purchases.`),Ri.forEach(i),xc=c(t),V=a(t,"P",{});var Ci=l(V);cs=a(Ci,"STRONG",{});var s7=l(cs);KA=s(s7,"Customer acquisition"),s7.forEach(i),VA=a(Ci,"BR",{}),ZA=s(Ci,` 64Unless you have an explicit order from the account holder about acquiring new customers, you should `),ds=a(Ci,"STRONG",{});var n7=l(ds);JA=s(n7,"leave the box unticked"),n7.forEach(i),QA=s(Ci,"."),Ci.forEach(i),Lc=c(t),le=a(t,"P",{});var bf=l(le);fs=a(bf,"STRONG",{});var c7=l(fs);ey=s(c7,"Merchant Center feed"),c7.forEach(i),ty=a(bf,"BR",{}),iy=s(bf,` 65You should see a feed attached if the account is running eCommerce based ads.`),bf.forEach(i),kc=c(t),re=a(t,"P",{});var Mf=l(re);us=a(Mf,"STRONG",{});var d7=l(us);oy=s(d7,"Country of sale"),d7.forEach(i),ay=a(Mf,"BR",{}),ly=s(Mf,` 66You canât change that since it is inherited by the Merchant Center`),Mf.forEach(i),Xc=c(t),se=a(t,"P",{});var wf=l(se);ps=a(wf,"STRONG",{});var f7=l(ps);ry=s(f7,"Budget"),f7.forEach(i),sy=a(wf,"BR",{}),ny=s(wf,` 67The campaign(s) should have an adequate budget in order to perform.`),wf.forEach(i),Tc=c(t),Z=a(t,"P",{});var Oi=l(Z);hs=a(Oi,"STRONG",{});var u7=l(hs);cy=s(u7,"Bidding"),u7.forEach(i),dy=a(Oi,"BR",{}),fy=s(Oi,` 68You choose the appropriate bidding strategy depending on the data and the account goals.`),uy=a(Oi,"BR",{}),py=s(Oi,` 69Maximize conversions and/or Maximize conversion value are, usually, the best options.`),Oi.forEach(i),Gc=c(t),bt=a(t,"P",{});var p7=l(bt);ms=a(p7,"STRONG",{});var h7=l(ms);hy=s(h7,"Campaign settings"),h7.forEach(i),p7.forEach(i),Sc=c(t),ne=a(t,"P",{});var If=l(ne);vs=a(If,"STRONG",{});var m7=l(vs);my=s(m7,"Locations"),m7.forEach(i),vy=a(If,"BR",{}),gy=s(If,` 70Here you should check if the location settings are correct. The simplest way to find out is to ask the account holder about the area of delivery or the countries they are serving.`),If.forEach(i),Rc=c(t),ce=a(t,"P",{});var xf=l(ce);gs=a(xf,"STRONG",{});var v7=l(gs);Ay=s(v7,"Languages"),v7.forEach(i),yy=a(xf,"BR",{}),_y=s(xf,` 71You should be targeting the appropriate language based on the feed and the offerings of the ad account.`),xf.forEach(i),Cc=c(t),S=a(t,"P",{});var D=l(S);As=a(D,"STRONG",{});var g7=l(As);Ey=s(g7,"Final URL extension"),g7.forEach(i),Py=a(D,"BR",{}),by=s(D,` 72Here you have 2 options.`),My=a(D,"BR",{}),wy=s(D,` 73âSend traffic to the most relevant URLs on your siteâ is the best option for most accounts.`),Iy=a(D,"BR",{}),xy=s(D,` 74If you want complete control, you should choose the`),Ly=a(D,"BR",{}),ky=s(D,` 75âSend traffic to provided URLs onlyâ`),Xy=a(D,"BR",{}),Ty=s(D,` 76This will allow you to provide specific URLs for the campaign.`),D.forEach(i),Oc=c(t),Mt=a(t,"P",{});var A7=l(Mt);Gy=s(A7,"Tips on Performance Max campaigns (PMAX) Final URL expansion"),A7.forEach(i),Nc=c(t),N8(Le.$$.fragment,t),Bc=c(t),wt=a(t,"P",{});var y7=l(wt);Sy=s(y7,"Note: Opting out of Final URL expansion isnât recommended as it may limit the ads served by your campaign."),y7.forEac
76h(i),Hc=c(t),It=a(t,"P",{});var _7=l(It);ys=a(_7,"STRONG",{});var E7=l(ys);Ry=s(E7,"Time"),E7.forEach(i),_7.forEach(i),Uc=c(t),xt=a(t,"P",{});var P7=l(xt);Cy=s(P7,`Performance Max (PMAX) campaigns need 2 days in order to get approved and as long as 8 weeks in order to exit the learning phase. 77It is recommended to let Performance Max (PMAX) run for at least 6 weeks in order to allow Google AI time to ramp up and curate sufficient data to compare performance.`),P7.forEach(i),Dc=c(t),ke=a(t,"H2",{id:!0});var b7=l(ke);Oy=s(b7,"Scripts"),b7.forEach(i),zc=c(t),Lt=a(t,"P",{});var M7=l(Lt);Ny=s(M7,`Even though scripts are not mandatory, it is recommended to use some if possible. 78Some of the best scripts that will help you with your Performance Max (PMAX) audit are the following:`),M7.forEach(i),qc=c(t),kt=a(t,"P",{});var w7=l(kt);Xe=a(w7,"A",{href:!0,rel:!0});var I7=l(Xe);By=s(I7,"Performance Max campaigns (PMAX) search-categories"),I7.forEach(i),w7.forEach(i),Fc=c(t),Xt=a(t,"P",{});var x7=l(Xt);Te=a(x7,"A",{href:!0,rel:!0});var L7=l(Te);Hy=s(L7,"Performance Max campaigns (PMAX) visibility script"),L7.forEach(i),x7.forEach(i),Wc=c(t),Tt=a(t,"P",{});var k7=l(Tt);Ge=a(k7,"A",{href:!0,rel:!0});var X7=l(Ge);Uy=s(X7,"Price competitiveness"),X7.forEach(i),k7.forEach(i),jc=c(t),Se=a(t,"H2",{id:!0});var T7=l(Se);Dy=s(T7,"Placement report"),T7.forEach(i),Yc=c(t),Gt=a(t,"P",{});var G7=l(Gt);zy=s(G7,`Placements are something that isnât transparent in Performance Max (PMAX). 79That said, you should use the following script in order to better understand the placements that Performance Max campaigns (PMAX) is serving and the efficiency of said placements.`),G7.forEach(i),$c=c(t),St=a(t,"P",{});var S7=l(St);Re=a(S7,"A",{href:!0,rel:!0});var R7=l(Re);qy=s(R7,"Performance Max campaigns (PMAX) - Platform Network Breakdown"),R7.forEach(i),S7.forEach(i),Kc=c(t),Ce=a(t,"H2",{id:!0});var C7=l(Ce);Fy=s(C7,"Insights"),C7.forEach(i),Vc=c(t),Rt=a(t,"P",{});var O7=l(Rt);Wy=s(O7,"Performance Max campaigns (PMAX) insights can be a source of valuable information that will inform you about alot of things such as"),O7.forEach(i),Zc=c(t),T=a(t,"UL",{});var O=l(T);_s=a(O,"LI",{});var N7=l(_s);
79jy=s(N7,"search categories"),N7.forEach(i),Yy=c(O),Es=a(O,"LI",{});var B7=l(Es);$y=s(B7,"Consumer spotlight"),B7.forEach(i),Ky=c(O),Ps=a(O,"LI",{});var H7=l(Ps);Vy=s(H7,"Audience insights"),H7.forEach(i),Zy=c(O),bs=a(O,"LI",{});var U7=l(bs);Jy=s(U7,"Asset insights"),U7.forEach(i),Qy=c(O),Ms=a(O,"LI",{});var D7=l(Ms);e_=s(D7,"Performance changes"),D7.forEach(i),t_=c(O),ws=a(O,"LI",{});var z7=l(ws);i_=s(z7,"Auction details"),z7.forEach(i),o_=c(O),Is=a(O,"LI",{});var q7=l(Is);a_=s(q7,"Overall performance"),q7.forEach(i),O.forEach(i),Jc=c(t),Ct=a(t,"P",{});var F7=l(Ct);l_=s(F7,"This will help you with your audit of the Performance Max campaigns (PMAX) campaign and its overall effectiveness."),F7.forEach(i),Qc=c(t),Oe=a(t,"H2",{id:!0});var W7=l(Oe);r_=s(W7,"Branded Keywords"),W7.forEach(i),ed=c(t),Ot=a(t,"P",{});var j7=l(Ot);s_=s(j7,"Branded keywords are search terms that are associated with a brandâs products and services. Sometimes you will want to exclude your own brand terms for reasons such as budget restraints and/or advertising efficiency"),j7.forEach(i),td=c(t),Nt=a(t,"P",{});var Y7=l(Nt);n_=s(Y7,"You now have the option of excluding such terms if you find it necessary for the success of the Performance Max (PMAX) campaigns."),Y7.forEach(i),id=c(t),Bt=a(t,"P",{});var $7=l(Bt);c_=s($7,"To create a brand exclusions list in Performance Max (PMAX) campaigns, follow these steps:"),$7.forEach(i),od=c(t),H=a(t,"OL",{});var he=l(H);xs=a(he,"LI",{});var K7=l(xs);d_=s(K7,"Click on a Performance Max campaign and go to settings."),K7.forEach(i),f_=c(he),Ls=a(he,"LI",{});var V7=l(Ls);u_=s(V7,"Scroll down until you see âBrand Exclusionsâ."),V7.forEach(i),p_=c(he),ks=a(he,"LI",{});var Z7=l(ks);h_=s(Z7,"Create a new brand list"),Z7.forEach(i),m_=c(he),Xs=a(he,"LI",{});var J7=l(Xs);v_=s(J7,"exclude specific brands from your Performance Max campaigns"),J7.forEach(i),he.forEach(i),ad=c(t),Ht=a(t,"P",{});var Q7=l(Ht);g_=s(Q7,`When auditing Performance Max (PMAX) campaigns, you will have to examine if 80excluding branded traffic is the right approach, as it can impact the visibility of your campaigns when customers search for your brand.`),Q7.forEach(i),ld=c(t),Ne=a(t,"P",{});var c3=l(Ne);A_=s(c3,"Learn more about "),Be=a(c3,"A",{href:!0,rel:!0});var eM=l(Be);y_=s(eM,"brand suitability features in Performance Max"),eM.forEach(i),c3.forEach(i),rd=c(t),He=a(t,"H2",{id:!0});var tM=l(He);__=s(tM,"Competition keywords and search terms"),tM.forEach(i),sd=c(t),Ut=a(t,"P",{});var iM=l(Ut);E_=s(iM,`Competitorsâ keywords and search terms are keywords and search terms that are associated with your competition. 81It is advisable to add such keywords and search terms to PMAX campaigns if the products found inside the account canât match the offerings of the competition.`),iM.forEach(i),nd=c(t),Dt=a(t,"P",{});var oM=l(Dt);P_=s(oM,"There are 2 options for excluding such keywords and search terms"),oM.forEach(i),cd=c(t),de=a(t,"UL",{});var Lf=l(de);Ts=a(Lf,"LI",{});var aM=l(Ts);b_=s(aM,"Campaign level brand exclusions"),aM.forEach(i),M_=c(Lf),Gs=a(Lf,"LI",{});var lM=l(Gs);w_=s(lM,"Account level brand exclusions"),lM.forEach(i),Lf.forEach(i),dd=c(t),zt=a(t,"P",{});var rM=l(zt);I_=s(rM,"1 To create a brand exclusions list in Performance Max (PMAX) campaigns, follow these steps:"),rM.forEach(i),fd=c(t),U=a(t,"OL",{});var me=l(U);Ss=a(me,"LI",{});var sM=l(Ss);x_=s(sM,"Click on a Performance Max campaign and go to settings."),sM.forEach(i),L_=c(me),Rs=a(me,"LI",{});var nM=l(Rs);k_=s(nM,"Scroll down until you see âBrand Exclusionsâ."),nM.forEach(i),X_=c(me),Cs=a(me,"LI",{});var cM=l(Cs);T_=s(cM,"Create a new brand list"),cM.forEach(i),G_=c(me),Os=a(me,"LI",{});var dM=l(Os);S_=s(dM,"exclude specific brands from your Performance Max campaigns"),dM.forEach(i),me.forEach(i),ud=c(t),fe=a(t,"P",{});var kf=l(fe);R_=s(kf,"2 If you want to exclude said search terms from the account you can do so by contacting your Google rep by clicking the "),Ns=a(kf,"STRONG",{});var fM=l(Ns);C_=s(fM,"help"),fM.forEach(i),O_=s(kf," icon from inside your Google Ads account."),kf.forEach(i),pd=c(t),qt=a(t,"P",{});var uM=l(qt);N_=s(uM,`When auditing Performance Max (PMAX) campaigns, you will have to examine if 82excluding such traffic is the right approach, as it can impact the visibility of said campaigns.`),uM.forEach(i),hd=c(t),Ue=a(t,"H2",{id:!0});var pM=l(Ue);
82B_=s(pM,"Remarketing"),pM.forEach(i),md=c(t),Ft=a(t,"P",{});var hM=l(Ft);H_=s(hM,`Performance Max (PMAX) remarketing is something that it is not required to have in your funnel since a proper audience signal already includes visitors. 83That said, if you find a standalone Performance Max (PMAX) remarketing campaign when auditing an account, you should ascertain the effect it has on the overall accountâs performance.`),hM.forEach(i),vd=c(t),De=a(t,"H2",{id:!0});var mM=l(De);U_=s(mM,"Scaling"),mM.forEach(i),gd=c(t),Wt=a(t,"P",{});var vM=l(Wt);D_=s(vM,"To boost the impact of your Performance Max (PMAX) campaigns, youâve got to be strategic. Start by bumping up your campaign budget to broaden your reach and engage potential customers. Itâs essential to load up on assets in your Performance Max (PMAX) campaigns, giving the algorithm more chances to showcase the right ad at the right moment. Choosing a smart bidding strategy and using ad extensions are key to getting the most out of your ad spend. Donât forget about supplementary campaigns like DSA campaignsâtheyâre there to back up your efforts."),vM.forEach(i),Ad=c(t),jt=a(t,"P",{});var gM=l(jt);z_=s(gM,"Make sure your asset groups are well-organized and optimised, and leverage customer acquisition features while keeping a close eye on your campaignâs performance. Website optimisation is crucial too, showing how your online presence ties into the effectiveness of your campaign. By weaving these carefully thought-out strategies together, business owners and freelancers can confidently navigate the ins and outs of Performance Max (PMAX) campaigns, creating an environment where impactful advertising initiatives can truly scale up."),gM.forEach(i),yd=c(t),Yt=a(t,"P",{});var AM=l(Yt);q_=s(AM,"in brief in order to audit the scaling possibilities of the Performance Max (PMAX) campaigns found in the account you will have to"),AM.forEach(i),_d=c(t),I=a(t,"UL",{});var X=l(I);Bs=a(X,"LI",{});var yM=l(Bs);Hs=a(yM,"STRONG",{});var _M=l(Hs);F_=s(_M,"Review the budget"),_M.forEach(i),yM.forEach(i),W_=c(X),Us=a(X,"LI",{});var EM=l(Us);Ds=a(EM,"STRONG",{});var PM=l(Ds);j_=s(PM,"Review all the previous attempts of increasing and decreasing the budget"),PM.forEach(i),EM.forEach(i),Y_=c(X),zs=a(X,"LI",{});var bM=l(zs);qs=a(bM,"STRONG",{});var MM=l(qs);$_=s(MM,"Examine if the assets are adequate for the algorithm"),MM.forEach(i),bM.forEach(i),K_=c(X),Fs=a(X,"LI",{});var wM=l(Fs);Ws=a(wM,"STRONG",{});var IM=l(Ws);
83V_=s(IM,"Review the bidding strategy"),IM.forEach(i),wM.forEach(i),Z_=c(X),js=a(X,"LI",{});var xM=l(js);Ys=a(xM,"STRONG",{});var LM=l(Ys);J_=s(LM,"Review the Assets (ex ad extensions)"),LM.forEach(i),xM.forEach(i),Q_=c(X),$s=a(X,"LI",{});var kM=l($s);Ks=a(kM,"STRONG",{});var XM=l(Ks);eE=s(XM,"Review the supplementary campaigns"),XM.forEach(i),kM.forEach(i),tE=c(X),Vs=a(X,"LI",{});var TM=l(Vs);Zs=a(TM,"STRONG",{});var GM=l(Zs);iE=s(GM,"Review the asset groups for errors"),GM.forEach(i),TM.forEach(i),oE=c(X),Js=a(X,"LI",{});var SM=l(Js);Qs=a(SM,"STRONG",{});var RM=l(Qs);aE=s(RM,"Review customer acquisition strategies"),RM.forEach(i),SM.forEach(i),lE=c(X),en=a(X,"LI",{});var CM=l(en);tn=a(CM,"STRONG",{});var OM=l(tn);rE=s(OM,"Review the adjusting attempts"),OM.forEach(i),CM.forEach(i),sE=c(X),on=a(X,"LI",{});var NM=l(on);an=a(NM,"STRONG",{});var BM=l(an);nE=s(BM,"Review some of the destination pages (landing pages)"),BM.forEach(i),NM.forEach(i),X.forEach(i),Ed=c(t),ze=a(t,"H2",{id:!0});var HM=l(ze);cE=s(HM,"Scaling mistakes"),HM.forEach(i),Pd=c(t),$t=a(t,"P",{});var UM=l($t);dE=s(UM,"When scaling Performance Max (PMAX) campaigns, steering clear of common pitfalls is crucial for optimal performance. Here are the most common ones"),UM.forEach(i),bd=c(t),R=a(t,"OL",{});var z=l(R);ln=a(z,"LI",{});var DM=l(ln);Kt=a(DM,"P",{});var d3=l(Kt);rn=a(d3,"STRONG",{});var zM=l(rn);fE=s(zM,"Lack of Clear Goals:"),zM.forEach(i),uE=s(d3," Setting actionable goals before launching a Performance Max (PMAX) campaign is fundamental for achieving desired outcomes. This can be everything from CPA to ROAS."),d3.forEach(i),DM.forEach(i),pE=c(z),sn=a(z,"LI",{});var qM=l(sn);J=a(qM,"P",{});var ht=l(J);nn=a(ht,"STRONG",{});var FM=l(nn);hE=s(FM,"Inadequate Data Provision:"),FM.forEach(i),mE=s(ht," Performance Max (PMAX) campaigns heavily rely on relevant data for optimisation. Insufficient data can impede performance, emphasising the need for ensure access to ample and pertinent information. There are two types of data when it comes to Performance Max (PMAX) campaigns. The first is "),cn=a(ht,"STRONG",{});var WM=l(cn);vE=s(WM,"audience data"),WM.forEach(i),gE=s(ht," and the second is "),dn=a(ht,"STRONG",{});var jM=l(dn);AE=s(jM,"conversions data"),jM.forEach(i),yE=s(ht,". You need the latter more compared to the former."),ht.forEach(i),qM.forEach(i),_E=c(z),fn=a(z,"LI",{});var YM=l(fn);Vt=a(YM,"P",{});var f3=l(Vt);un=a(f3,"STRONG",{});var $M=l(un);EE=s($M,"Underutilising Assets (Ad Extensions):"),$M.forEach(i),PE=s(f3," Overlooking the potential of ad extensions is a missed opportunity. Incorporating ad extensions enhances the overall appearance and performance of ads, making it a mistake to neglect them in Performance Max (PMAX) campaigns. As always, you will need to review whether the assets are functional, active, and whether they are active when they shouldnât be."),f3.forEach(i),YM.forEach(i),bE=c(z),pn=a(z,"LI",{});var KM=l(pn);Zt=a(KM,"P",{});var u3=l(Zt);hn=a(u3,"STRONG",{});var VM=l(hn);ME=s(VM,"Inconsistent Performance Monitoring:"),VM.forEach(i),wE=s(u3," Regularly tracking the performance of Performance Max (PMAX) campaigns is essential for pinpointing areas that require improvement and making timely adjustments. The monitoring should not only involve metrics such CPA, ROAS, and costs."),u3.forEach(i),KM.forEach(i),IE=c(z),mn=a(z,"LI",{});var ZM=l(mn);vn=a(ZM,"P",{});var JM=l(vn);xE=s(JM,"You should also be monitoring product performance such as impressions, clicks, and conversions (for ecom)."),JM.forEach(i),ZM.forEach(i),LE=c(z),gn=a(z,"LI",{});var QM=l(gn);Q=a(QM,"P",{});var mt=l(Q);An=a(mt,"STRONG",{});var ew=l(An);kE=s(ew,"Mismatched Bidding Strategy:"),ew.forEach(i),XE=s(mt," The success of Performance Max (PMAX) campaigns hinges on selecting an appropriate bidding strategy. Even though there are not many options available (compared to other campaigns), you should be aware that there is a distinct difference between "),yn=a(mt,"STRONG",{});var tw=l(yn);TE=s(tw,"conversions"),tw.forEach(i),GE=s(mt," and "),_n=a(mt,"STRONG",{});var iw=l(_n);SE=s(iw,"conversions value"),iw.forEach(i),RE=s(mt," when it comes to ecommerce."),mt.forEach(i),QM.forEac
83h(i),z.forEach(i),Md=c(t),Jt=a(t,"P",{});var ow=l(Jt);CE=s(ow,"In addition to these, adopting a gradual scaling approach, exercising patience during the optimisation process, and experimenting with various settings are key considerations to maximize the efficacy of Performance Max (PMAX) campaigns."),ow.forEach(i),wd=c(t),qe=a(t,"H2",{id:!0});var aw=l(qe);OE=s(aw,"Metrics"),aw.forEach(i),Id=c(t),Qt=a(t,"P",{});var lw=l(Qt);NE=s(lw,"The most important things to keep an eye on in Performance Max (PMAX) campaigns are:"),lw.forEach(i),xd=c(t),ee=a(t,"OL",{});var Ni=l(ee);En=a(Ni,"LI",{});var rw=l(En);ei=a(rw,"P",{});var p3=l(ei);Pn=a(p3,"STRONG",{});var sw=l(Pn);BE=s(sw,"Conversions:"),sw.forEach(i),HE=s(p3," Check how many times people take the actions you want. This tells you if your Performance Max (PMAX) campaigns are working as intended."),p3.forEach(i),rw.forEach(i),UE=c(Ni),bn=a(Ni,"LI",{});var nw=l(bn);ti=a(nw,"P",{});var h3=l(ti);Mn=a(h3,"STRONG",{});var cw=l(Mn);DE=s(cw,"Revenue or Conversion Value:"),cw.forEach(i),zE=s(h3," Examine how much money or value you get from Performance Max (PMAX) campaigns. This shows how they affect business results."),h3.forEach(i),nw.forEach(i),qE=c(Ni),wn=a(Ni,"LI",{});var dw=l(wn);ii=a(dw,"P",{});var m3=l(ii);In=a(m3,"STRONG",{});var fw=l(In);FE=s(fw,"Return on Ad Spend (ROAS):"),fw.forEach(i),WE=s(m3," Examine how effective spent is compared to revenue."),m3.forEach(i),dw.forEach(i),Ni.forEach(i),Ld=c(t),Fe=a(t,"H2",{id:!0});var uw=l(Fe);jE=s(uw,"Video (autogenerated)"),uw.forEach(i),kd=c(t),oi=a(t,"P",{});var pw=l(oi);YE=s(pw,`If video is not provided, Performance Max (PMAX) will use display assets to create a video that looks like a slideshow. 84This is to be avoided because the video generated leaves a lot to be desired. 85That said, if you run full-fledged Performance Max (PMAX) campaigns you will have to provide videos in order to avoid autogen videos. If you run feed-only Performance Max (PMAX) campaigns, you donât have to worry about autogenerated videos. 86Thus you need to examine if the autogenerated videos create more harm than good when it comes to the efficiency of the campaign. 87My advice is to always provide full-fledged Performance Max (PMAX) campaigns with good-quality videos.`),pw.forEach(i),Xd=c(t),We=a(t,"H2",{id:!0});var hw=l(We);$E=s(hw,"More than one Performance Max (PMAX) campaign"),hw.forEach(i),Td=c(t),ai=a(t,"P",{});var mw=l(ai);KE=s(mw,"Running multiple Performance Max (PMAX) campaigns can be beneficial in certain situations, such as targeting different geographic regions, product brands, product categories, product types, best-selling products, or âzombieâ products."),mw.forEach(i),Gd=c(t),li=a(t,"P",{});var vw=l(li);VE=s(vw,"However, it is essential to consider the potential drawbacks and challenges when managing multiple campaigns"),vw.forEach(i),Sd=c(t),ri=a(t,"P",{});var gw=l(ri);ZE=s(gw,"Advantages"),gw.forEach(i),Rd=c(t),te=a(t,"UL",{});var Bi=l(te);xn=a(Bi,"LI",{});var Aw=l(xn);Ln=a(Aw,"STRONG",{});var yw=l(Ln);JE=s(yw,"Targeting different products or services"),yw.forEach(i),Aw.forEac
87h(i),QE=c(Bi),kn=a(Bi,"LI",{});var _w=l(kn);Xn=a(_w,"STRONG",{});var Ew=l(Xn);eP=s(Ew,"Targeting different geographic regions"),Ew.forEach(i),_w.forEach(i),tP=c(Bi),Tn=a(Bi,"LI",{});var Pw=l(Tn);Gn=a(Pw,"STRONG",{});var bw=l(Gn);iP=s(bw,"Testing different strategies"),bw.forEach(i),Pw.forEach(i),Bi.forEach(i),Cd=c(t),si=a(t,"P",{});var Mw=l(si);oP=s(Mw,"Drawbacks"),Mw.forEach(i),Od=c(t),G=a(t,"UL",{});var N=l(G);Sn=a(N,"LI",{});var ww=l(Sn);Rn=a(ww,"STRONG",{});var Iw=l(Rn);aP=s(Iw,"Campaign overlap"),Iw.forEach(i),ww.forEach(i),lP=c(N),Cn=a(N,"LI",{});var xw=l(Cn);On=a(xw,"STRONG",{});var Lw=l(On);rP=s(Lw,"Insufficient data"),Lw.forEach(i),xw.forEach(i),sP=c(N),Nn=a(N,"LI",{});var kw=l(Nn);Bn=a(kw,"STRONG",{});var Xw=l(Bn);nP=s(Xw,"Data Feeding and Budgeting"),Xw.forEach(i),kw.forEach(i),cP=c(N),Hn=a(N,"LI",{});var Tw=l(Hn);Un=a(Tw,"STRONG",{});var Gw=l(Un);dP=s(Gw,"Campaign Structure"),Gw.forEach(i),Tw.forEach(i),fP=c(N),Dn=a(N,"LI",{});var Sw=l(Dn);zn=a(Sw,"STRONG",{});var Rw=l(zn);uP=s(Rw,"Overlap"),Rw.forEach(i),Sw.forEach(i),pP=c(N),qn=a(N,"LI",{});var Cw=l(qn);Fn=a(Cw,"STRONG",{});var Ow=l(Fn);hP=s(Ow,"Asset Groups optimisation"),Ow.forEach(i),Cw.forEach(i),mP=c(N),Wn=a(N,"LI",{});var Nw=l(Wn);jn=a(Nw,"STRONG",{});var Bw=l(jn);vP=s(Bw,"Increased management complexity"),Bw.forEach(i),Nw.forEach(i),N.forEach(i),Nd=c(t),ni=a(t,"P",{});var Hw=l(ni);gP=s(Hw,"That said, when reviewing you will have to examine if multiple Performance Max (PMAX) campaigns will increase the conversions of the account while avoiding significant overlap."),Hw.forEach(i),Bd=c(t),je=a(t,"H2",{id:!0});var Uw=l(je);AP=s(Uw,"Zombie products"),Uw.forEach(i),Hd=c(t),ci=a(t,"P",{});var Dw=l(ci);yP=s(Dw,"The term refers to products or SKUs that have not received any impressions in a given period, typically 28 days. These products are considered âdeadâ and can negatively impact the overall performance of the campaign."),Dw.forEach(i),Ud=c(t),ue=a(t,"P",{});var Xf=l(ue);_P=s(Xf,"That said, when reviewing Performance Max (PMAX) campaigns (for ecom) you will have to investigate if there are product IDs that can be considered â"),Yn=a(Xf,"STRONG",{});var zw=l(Yn);EP=s(zw,"zombie products"),zw.forEach(i),PP=s(Xf,"â inside the assets groups."),Xf.forEach(i),Dd=c(t),di=a(t,"P",{});var qw=l(di);Ye=a(qw,"A",{href:!0,rel:!0});var Fw=l(Ye);bP=s(Fw,"More info about âZombieâ products in PMAX campaigns"),Fw.forEach(i),qw.forEach(i),zd=c(t),$e=a(t,"H2",{id:!0});var Ww=l($e);MP=s(Ww,"Negatives"),Ww.forEach(i),qd=c(t),pe=a(t,"P",{});var Tf=l(pe);wP=s(Tf,"In Google Ads, the term â"),$n=a(Tf,"STRONG",{});var jw=l($n);IP=s(jw,"negatives"),jw.forEach(i),xP=s(Tf,"â refers to anything that can reduce the targeting options of a campaign. The problem with Performance Max (PMAX) campaigns is that there arenât a lot of negative targeting options compared to the rest of Google Ads campaigns."),Tf.forEach(i),Fd=c(t),ie=a(t,"P",{});var Hi=l(ie);LP=s(Hi,"A somewhat effective workaround is the â"),Kn=a(Hi,"STRONG",{});var Yw=l(Kn);kP=s(Yw,"Content suitability"),Yw.forEach(i),XP=s(Hi,"â section in â"),Vn=a(Hi,"STRONG",{});var $w=l(Vn);TP=s($w,"Tools and settings"),$w.forEach(i),GP=s(Hi,"â tab. The drawback is that the choices anyone makes inside that section will affect all of the campaigns inside the account."),Hi.forEach(i),Wd=c(t),fi=a(t,"P",{});var Kw=l(fi);SP=s(Kw,"There is also the option of contacting your Google rep but not every business owner has access to that."),Kw.forEach(i),jd=c(t),ui=a(t,"P",{});var Vw=l(ui);RP=s(Vw,"When reviewing the negative targets of Performance Max (PMAX) campaigns you will have to examine if said targets affect the Google Ads campaigns (and the account in general) in a way that does more harm than good."),Vw.forEach(i),Yd=c(t),Ke=a(t,"H2",{id:!0});var Zw=l(Ke);CP=s(Zw,"Search themes"),Zw.forEach(i),$d=c(t),pi=a(t,"P",{});var Jw=l(pi);OP=s(Jw,"Search themes are a relatively new thing in Performance Max (PMAX) campaigns. They allow marketers to provide better signals to Google Ads about which search queries are likely to be relevant to their product, service, or business. The less broad the search theme is the better the Performance Max (PMAX) campaign will perform."),Jw.forEac
87h(i),Kd=c(t),hi=a(t,"P",{});var Qw=l(hi);NP=s(Qw,"When reviewing Performance Max (PMAX) search themes inputs, you will have to decide how positively or negatively the search themes affect the Performance Max (PMAX) campaign."),Qw.forEach(i),Vd=c(t),mi=a(t,"P",{});var e8=l(mi);Ve=a(e8,"A",{href:!0,rel:!0});var t8=l(Ve);BP=s(t8,"More info and Guidance about search themes in Performance Max (PMAX) campaigns"),t8.forEach(i),e8.forEach(i),Zd=c(t),Ze=a(t,"H2",{id:!0});var i8=l(Ze);HP=s(i8,"Feed-only vs Full-fledged Performance Max (PMAX) campaigns"),i8.forEach(i),Jd=c(t),vi=a(t,"P",{});var o8=l(vi);UP=s(o8,`The âPerformance Max (PMAX) feed-onlyâ approach involves running a Performance Max (PMAX) campaign with only the assets from the product feed, while the âfull-fledged Performance Max (PMAX)â campaign includes all available assets. For lead based outcomes Google Ads accounts, full-fledged Performance Max (PMAX) campaigns are the only option. 88For ecom Google Ads accounts, feed-only Performance Max (PMAX) campaigns can be the only option if the advertiser has little to no media to test.`),o8.forEach(i),Qd=c(t),gi=a(t,"P",{});var a8=l(gi);DP=s(a8,"When you audit Performance Max (PMAX) campaigns, you will have to examine what approach will yield the best results for the account."),a8.forEach(i),ef=c(t),Je=a(t,"H2",{id:!0});var l8=l(Je);zP=s(l8,"Price(s)"),l8.forEach(i),tf=c(t),Ai=a(t,"P",{});var r8=l(Ai);qP=s(r8,"Product pricing has a direct impact on the sales and profitability of resellers. If your Google Ads account resells products that people can easily find anywhere, then price monitoring and adjusting can be what increase the profitability of you Performance Max (PMAX) campaigns."),r8.forEach(i),of=c(t),yi=a(t,"P",{});var s8=l(yi);FP=s(s8,"When it comes to price reporting, the price competitiveness report, found inside Merchant Center, will provide you with benchmarks about your prices. It will also provide you with info about the competitiveness of your bids."),s8.forEach(i),af=c(t),_i=a(t,"P",{});var n8=l(_i);WP=s(n8,`That said, when you audit the price competitiveness of the products found inside the feed, you should always visit the price competitiveness report in Merchant Center. 89This should give you a clear answer if the products meet the price benchmark defined by the market.`),n8.forEach(i),lf=c(t),Ei=a(t,"P",{});var c8=l(Ei);Qe=a(c8,"A",{href:!0,rel:!0});var d8=l(Qe);jP=s(d8,"More info on the price competitiveness report in Merchant Center"),d8.forEach(i),c8.forEach(i),rf=c(t),et=a(t,"H2",{id:!0});var f8=l(et);YP=s(f8,"Worth"),f8.forEach(i),sf=c(t),Pi=a(t,"P",{});var u8=l(Pi);$P=s(u8,"The effectiveness of Performance Max (PMax) campaigns, feed-only or full-fledged, can vary based on various factors such as campaign setup, campaign structure, budget, assets, signals, price competitiveness, and industry competitiveness. When managed correctly, Performance Max (PMAX) campaigns can significantly boost Google Ads account performance and reach audiences beyond the search network."),u8.forEach(i),nf=c(t),bi=a(t,"P",{});var p8=l(bi);KP=s(p8,"When it comes to auditing, you will have to examine not the effectiveness of the Performance Max (PMAX) campaigns found inside the Google ads account but if the Google ads account really needs such campaigns."),p8.forEach(i),cf=c(t),tt=a(t,"H2",{id:!0});var h8=l(tt);VP=s(h8,"Additional resources"),h8.forEach(i),df=c(t),Mi=a(t,"P",{});var m8=l(Mi);it=a(m8,"A",{href:!0,rel:!0});var v8=l(it);ZP=s(v8,"Performance Max (PMAX) Audit project template (Notion)"),v8.forEach(i),m8.forEach(i),ff=c(t),wi=a(t,"P",{});var g8=l(wi);ot=a(g8,"A",{href:!0,rel:!0});var A8=l(ot);JP=s(A8,"How to improve Performance Max (PMAX) campaigns"),A8.forEach(i),g8.forEach(i),uf=c(t),Ii=a(t,"P",{});var y8=l(Ii);at=a(y8,"A",{href:!0,rel:!0});var _8=l(at);QP=s(_8,"Performance Max (PMAX) specifications"),_8.forEach(i),y8.forEach(i),pf=c(t),xi=a(t,"P",{});var E8=l(xi);lt=a(E8,"A",{href:!0,rel:!0});var P8=l(lt);e3=s(P8,"Free Performance MAX project template"),P8.forEach(i),E8.forEach(i),hf=c(t),Li=a(t,"P",{});var b8=l(Li);rt=a(b8,"A",{href:!0,rel:!0});var M8=l(rt);t3=s(M8,"Free Google Ads Audit template and Guide"),M8.forEach(i),b8.forEach(i),mf=c(t),st=a(t,"H2",{id:!0});var w8=l(st);i3=s(w8,"Documentation"),w8.forEach(i),vf=c(t),nt=a(t,"P",{});var v3=l(nt);o3=s(v3,"Learn more about "),ct=a(v3,"A",{href:!0,rel:!0});var I8=l(ct);a3=s(I8,"Performance Max (PMAX) optimisation"),I8.forEach(i),v3.forEach(i),gf=c(t),dt=a(t,"H3",{id:!0});var x8=l(dt);l3=s(x8,"Top posts in Google Ads"),x8.forEach(i),Af=c(t),ki=a(t,"P",{});var L8=l(ki);ft=a(L8,"A",{href:!0,rel:!0});var k8=l(ft);r3=s(k8,"How to audit Google Ads campaigns"),k8.forEach(i),L8.forEach(i),yf=c(t),Xi=a(t,"P",{});var X8=l(Xi);ut=a(X8,"A",{href:!0,rel:!0});var T8=l(ut);s3=s(T8,"How to audit Performance Max campaigns"),T8.forEach(i),X8.forEach(i),_f=c(t),Ti=a(t,"P",{});var G8=l(Ti);pt=a(G8,"A",{href:!0,rel:!0});var S8=l(pt);n3=s(S8,"How to audit Search campaigns"),S8.forEach(i),G8.forEach(i),this.h()},h(){A(j,"id","performance-max-pmax-audit-checklist-ecom"),A(ve,"id","campaign-level"),A(ge,"id","feed-level"),A(Ae,"id","account-level"),A(ye,"id","website-level"),A(_e,"id","enviroment-level"),A(Ee,"id","best-practices"),A(Pe,"id","feed-optimization"),A(be,"id","asset-groups"),A(Me,"
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