👁 Performance Max: Deep dive into less-known features and reports

But to harness the full potential of PMax, it’s crucial to understand each of its features and insights, and why they matter. As most of the advertisers are pretty much aware of its basic features we will focus in this article on less-known details and insights which are crucial for understanding the audience which is converting inside PMax.

Let’s dive in.

1. Creative asset performance insights

Asset groups are collections of creative assets (images, videos, headlines, descriptions) combined to create different ad formats tailored for Google’s various channels. Structuring your asset groups thoughtfully ensures that your creative aligns with the right audience and intent. For example, different product categories should have distinct asset groups so messaging remains relevant. Monitoring performance at the asset group level reveals which creative combinations drive the best results. Here you can see how your assets are labeled based on their performance:

2. Asset coverage

Google provides an Asset coverage table within your Google Ads account to help you identify any gaps in your assets. This tool highlights missing or underperforming assets and offers recommendations to enhance your ad's effectiveness. By addressing these gaps, you can improve your ad strength and overall campaign performance.

Importance of Asset coverage

Ensuring comprehensive asset coverage is crucial for several reasons:

• Enhanced ad performance: Complete and relevant assets make your ads more compelling, leading to higher click-through rates and conversions.

• Improved ad strength: Google evaluates the quality and completeness of your assets to determine your ad strength. A higher ad strength can lead to better ad placements and lower costs.

• Increased visibility: Rich assets, such as additional links or call buttons, provide users with more information upfront, increasing the likelihood of engagement.

3. Search term insights

What it is: A report showing which search queries triggered your Performance Max ads and which of them led to the conversion when you filter the search terms by “Conversions”.

Why it’s important: These insights help you understand user intent, identify high-performing search terms you might want to target directly with other campaign types, and get an insight into how much of these search terms are brand-related. In case your goal for PMax campaigns is to be strictly oriented around cold prospecting sales then there are a couple of actions you need to take in order to prevent the brand traffic coming in PMax. 

• You can add the brand list as a negative 

• Ask the support to add brand keywords as negative on PMax (in the account where there’s no ability to add them as negative keywords on the platform)

4. Audience insights

What it is: A breakdown of audience segments that are converting.

Why it’s important: This data helps you validate your audience signals and discover new, high-performing segments to refine your targeting strategy.

5. Performance by location

What it is: Geographic data showing where your ads perform best.

Why it’s important: Understanding location-based performance helps you allocate budget effectively and tailor localized messaging if needed.

Conclusion

Performance Max campaigns bring powerful automation, but their true potential lies in how well you understand and use their features. By diving into asset groups, audience signals, creative insights, and channel placements, you gain the ability to steer Google’s machine learning toward the most valuable outcomes. Mastering these insights empowers direct response marketers to drive better results with greater efficiency - making every advertising dollar count.

💌 Like this newsletter? Let's continue the conversation

Get in touch with us by responding to this email or tagging us on LinkedIn or Instagram and sharing your thoughts. Your feedback helps us keep our newsletter relevant and interesting.

Enjoyed what you read? Don't keep it to yourself! Share this email with your friends and help us grow our community.

Not a subscriber yet? Click here and join our community for more insightful content straight to your inbox.