You can use Performance Max campaigns to access and promote all your products and services across the Google Network from a single campaign.
You can generate placement reports to find out where your ads have served for your Performance Max campaign and how many impressions they’ve received. This article explains how to find and create these placement reports for your Performance Max campaigns.
Instructions
Follow the steps below to either find a predefined report or to create a custom one.
How to find a predefined placement report
- In your Google Ads account, click the Campaigns icon
.
- Click the Insights and reports drop-down menu.
- Click Report editor.
- Click Performance Max campaigns placement.
- You can add filters to your report by selecting the filter icon
and the filter types.
- To download your report, select Download and then select a file type.
.
and the filter types.How to create a custom placement report
- In your Google Ads account, click the Campaigns icon
- Click the Insights and reports drop-down menu.
- Click Report editor.
- Click the +Create report button.
- Under the 'Attributes' segment, select Performance Max placement or enter 'Performance Max placement' in the search bar.
- You’ll find that 'Performance Max placement' appears in 'Row'.
- Under the 'Performance' segment, select Impr. or enter 'Impr.' in the search bar.
- You’ll find that 'Impr.' appears in 'Column'.
- You can add filters to your report by selecting the filter icon
- To download your report, select Download and then select a file type.
How to use placement reports
Follow the guidance below when evaluating your placement report.
Placement type definitions
The 'Performance Max Placement type' column in your Performance Max placement report identifies the category of placement where your Performance Max ads served. To view the placement type, you can add the 'Performance Max placement type' column to your report (it will not be shown by default).
Placement types include:
- Web page: Your ad appeared on a specific web page.
- Mobile app: Your ad appeared in a specific mobile app.
- YouTube video: Your ad appeared in or adjacent to a specific YouTube video.
Placement definitions
The 'Performance Max placement' column will be shown by default when you go to the Performance Max placement report, and shows details about the specific placement where your Performance Max ads served. You can also add the 'Performance Max placement type' column for more information.
- Google owned & operated: Google owned & operated refers to sites owned by Google, like Gmail, Play, Discover and YouTube. The placement report has a category for Google Owned & Operated, which combines impressions served on some YouTube formats, Discover, Feed, Gmail and other Google-owned properties.
- Anonymous.google placement: Anonymous.google refers to all the ad placements that publishers configure to avoid disclosing their site name to advertisers.
- Google Search impressions: Search isn't considered a placement, and is excluded from any placement reporting.
- Video no longer available: This will be shown if your ad served in or adjacent to a specific YouTube video, but the video has been made private, deleted or unknown after the ad has already been shown.
No data shown in report
If there's no data in the placement report, it could be because of the type of inventory that your campaign is serving on. Placements are only relevant for certain inventory in Performance Max. Google AI optimises bids and placements to drive conversions or conversion value for your goals, and your ads will show only on those networks where you'll get the best results. Learn more About Performance Max campaigns.
Limited data shown in report
Performance Max serves across channels and inventory types, and only some of these channel types are relevant on the placement report. If you have only limited data on the placement report, that means your campaign may be serving on some channels where placements aren’t relevant.
Because of this, the placement report isn't comprehensive of all campaign performance and should only be used to address brand safety concerns. Use other campaign-level reporting or Insights to evaluate performance.
