How to use Performance Max insights to support cross-channel search strategies

What is Performance Max?

In 2022, Google introduced Performance Max, consolidating the Google Ads inventory across platforms like YouTube, Search, Display, Discover, Gmail, and Maps. Notably, Performance Max employs automated targeting for both keywords and audiences, complementing keyword-based Search campaigns to broaden your reach and convert customers across all Google channels.

Supported by advanced machine learning models, Performance Max enhances predictive accuracy for more precise projections on optimal ads and audiences, ensuring efficient results.
 

What does this mean for combined SEO & PPC activity (Total Search)?

Aligning PPC and SEO improves efficiency and visibility, offering a holistic performance view. Traditional Total Search relied on keyword data, limiting reporting initially. Hence Performance Max’s automated nature initially limited reporting on individual search query performance. However recent enhancements have broadened downloadable data options, with the 'Performance Max Search Term Report' encompassing all search terms without date segmentation. Progress has been made, but limitations persist due to potential challenges in incorporating this data into automated reports without date segmentation. The 'Performance Max Top Search Terms Report' offers date segmentation but is limited to the top 250 conversion-driving search terms.

Despite advancements, limitations still exist in effectively supporting SEO using PPC keyword insights. Hence tweaks are needed to gain keyword insights for Search as a whole.

Today, Total Search goes beyond individual keyword-based testing, aligning paid and organic search activities to achieve meaningful business outcomes. It remains a valuable approach for optimising performance, evolving alongside methods that enhance Performance Max's functionality.
 

How can we use Performance Max in conjunction with Total Search?

Although Performance Max campaigns do not provide individual keyword-level data, there are several features available in Google Ads which can provide insights useful for both SEO & PPC. Therefore, allowing for formulation and measurement of impact of Total Search testing and strategies.
 

1.       Search term insights

Google Ads' search term insights report includes key metrics like clicks, impressions, and conversions for keyword groups. Aligning this data with organic keywords enables a granular analysis of performance, facilitating cross-channel strategies for enhanced keyword coverage. This has been tested in the past and has shown to significantly boost visibility for high search volume non-brand terms, therefore leading to an uplift in revenue.

 

Google Ads example screenshot of Search term insights

 

 

 

 

 

 

 

 

 

 

2.       Page feeds settings

This feature allows users to upload a feed of page URLs to help Performance Max’s AI understand which URLs should be matched to which campaign, meaning specific URLs can be excluded or targeted. Having this level of control over which URL users land on allows us to execute Total Search strategies with a landing page focus, for example, making SEO optimisations to improve the page speed of a landing page and measuring the impact on PPC conversions for this URL.

Google Ads example screenshot of Page Feeds settings

 

 

 

 

 

 

 

 

 

 

 

 

3.       Search themes

Search themes signal specific categories for Google, capped at 25 per asset group. The search terms insights report details themes your ads have matched to and associated conversion performance. In a holistic strategy, targeting themes related to product or service expansion in areas with limited organic visibility can be impactful. An agile approach includes assessing the necessity to disable a search theme once strong organic rankings are achieved in the SERP.
 

4.       Brand exclusions

This feature allows excluding branded terms at a campaign level, with options for different terms per Performance Max campaign or a shared list across multiple campaigns. Testing the effect of reducing paid brand spend evaluates if organic traffic can compensate, facilitating more efficient PPC spend allocation. This has been tested in the past and had proved to be very effective in reducing spend by trimming incremental paid search branded activity, with no impact on overall sales. Therefore allowing for reallocation of spend to more valuable areas of the account.
 

Opportunities for holistic strategies 

Performance Max's impact on query-level data doesn't eliminate testing SEO and PPC opportunities. Cross-channel success demands close collaboration, emphasising the need for establishing close ways of working. To enhance holistic approaches, prioritising effective ways of working is the first recommendation. Implementing regular meetings for knowledge sharing and strategy alignment is crucial before exploring holistic testing solutions. These solutions may include:

• Efficiency reviews through SEO optimisations to improve performance of PPC campaigns with low quality scores. Enhancing quality scores lowers CPC, reducing overall costs while boosting traffic and conversions
• Blind spot mapping assesses areas of poor or no coverage for each channel
• Site speed optimisation makes site speed improvements to improve user experience, yielding greater conversions
• Audience insight sharing from each channel’s respective data sources

Regardless of the strategy, it is crucial to ensure tests align with business priorities. After planning and executing tests and solutions, marketers should maintain agility by establishing reporting and insight sharing as an ongoing cycle.
 

Conclusion

In summary, thanks to ongoing feedback, insights in Performance Max have evolved significantly since launch. As Performance Max is continually changing, staying informed through Google and industry newsletters is recommended.