You can leverage Google AI and Performance Max to create or use automatically created assets, auto-generated videos and global languages to make the most of your campaigns during the holidays.
In this article, you’ll learn how to use Performance Max automation and optimise your creative assets for the holidays.
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Get started with Performance Max campaigns
Performance Max campaigns optimise based on your goals across all of Google’s ad inventory. Using Performance Max during the holidays can help you reach your performance goals. Below are some guidelines to bear in mind when creating your Performance Max campaign:
- Your bid strategy and targets will determine your performance goals. Choose your bid strategy and targets wisely based on historical data and change it based on business needs.
- Don’t measure daily ROAS. Natural fluctuations happen day to day. Target ROAS optimises to deliver your stated ROAS goals on average overtime. If making changes to settings on a regular basis, make sure that you wait 1–2 conversion cycles to evaluate performance.
- Focus on metrics that the campaign is being optimised for. Make sure that the Bidding strategies and conversion goals that you’re evaluating are consistent with your campaign goals.
Tip: To avoid bidding in unwanted auctions, confirm that your Performance Max campaigns aren’t running alongside overlapping Shopping campaigns.
Automate and optimise your campaign
Review the table below to understand key factors to consider when automating your Performance Max campaign:
| Audience | Use relevant Audience list as Signals to speed up ramp-up |
| Automatically created assets (ACA) |
Keep Enabled to increase reach on Search. ACA selects landing pages dynamically to match it to customers most likely to convert. When enabled, ACA uses existing content across assets, landing pages and domain to form best possible text ads. |
| Video assets |
Upload a video of at least 10 seconds in length (for optimal serving, include vertical, square and landscape versions). Use the Video Creation tool to produce a video asset in minutes. If using a Merchant Center feed, you can use Product Studio, a suite of free, AI-powered tools to enhance and create high-quality product images and videos. |
| Assets | Ensure creative assets follow best practices outlined in Build an asset group. |
| Multiple languages |
Choose one of three ways to use Performance Max for multiple languages:
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Tip: You can either create a new asset group or add assets to an existing asset group if you want to run a flash sale during retail holidays. When you create a new asset group in Ads, you can set them up in advance and use automated rules to schedule the sale asset group to serve once the sale starts.
New assets should be uploaded at least three days before your sale goes live, and uploads should ideally be 1–2 weeks ahead of the sale to ensure the asset group can ramp up efficiently.
