Performance Max

Where are its search terms?

On the search terms page's PMax tab: every term Google reports for the campaign in the window that drew a click, with its spend, clicks, conversions, value, CPC and ROAS, highest spend first. Min. clicks raises the floor. Triage checks them with the account's other terms (how triage sorts search terms). A term that converted in Performance Max can be added as a search theme in an asset group where it appeared. A negative goes to the account, to the campaign or to a negative keyword list; Performance Max has no ad groups, so that level is not offered (search terms).

Where does its spend go?

Performance Max chooses its own channels. What you can't see on the Overview splits each campaign's spend into searches whose term Google shows, search with no term shown, and other channels such as YouTube, Gmail, Display and Discover, and Channels and what reaches them opens a campaign's channels, each with its own spend, conversions and return. Google has announced channel controls for Performance Max that the Google Ads API does not offer yet, so Adintel measures its channels and cannot switch them. The account-level negative list and the lists attached to the campaign reach its search with no term shown (what you can't see).

What about its assets, and the ones Google made?

Assets Google made on the Recommendations page counts the assets Google created for the account and lists the asset groups where they serve (recommendations). Where Google can make more names each serving campaign's automation switches that are on, such as sending traffic to pages Google picks or enhancing your images; on Performance Max they are changed in Google Ads. Google's recommendation to improve an asset group's ad strength is dismissed by rule where the asset group has no text, image or video you added and serves product ads from the feed alone.

What does the audit check on it?

Each night, in the audit's areas (the audit):

• An enabled asset group with no video, or with fewer than two images.
• An asset group whose ad strength Google rates Poor or Average.
• An asset group with a product tree but no image and no video at all, which can serve Shopping placements and little else.
• An asset group with no audience signal and no search theme, or with fewer than three signals.
• A product tree with no segmentation, every product in one group, or a segmented tree whose catch-all groups still carry 60% or more of its spend.
• An asset group costing far more per conversion than the others in the account; and, on an account that tracks real conversion value, an asset group or a product returning far less than comparable ones.
• A region converting far below its spend, where the lever on Performance Max is an exclusion (how the audit decides).

What can I change from Adintel?

The campaign's status, daily budget and target, from its row on the Overview, from a briefing item or from an anomaly, each through the confirm that checks the change with Google first; its asset groups paused, several at once, or enabled (changes you make from Adintel). Search themes and negatives from triage and the search terms page, and Google's recommendations dismissed. Its assets, its channels and its automation switches are changed in Google Ads. An account that is all Performance Max gets only budget moves in Actions, since bid cuts and pauses need keywords and ads (actions).