With Performance Max (PMax), advertisers can reach audiences across Google’s search, shopping, display, YouTube, Gmail, discover, maps, and more using Google’s automation. This automation leverages machine learning to automatically deliver ads based on your conversion objectives. This means you can potentially reach high-value customers that you might otherwise miss out on with manual targeting. But there’s a trade-off. There’s limited control over things like keyword selection.

The Challenge of Branded Searches in PMax

The challenge of including branded searches in PMax campaigns is a delicate one for digital marketers who want to maximize their online advertising efforts. Branded keywords are a great asset because they tend to have a lower CPC (cost per click) and a higher conversion rate than generic searches.

This cost-effectiveness and conversion rate is due to the searcher’s interest in or familiarity with your brand. The performance data generated from branded searches can also provide valuable analytics that can help marketers finet-une their strategies and better understand their audience.

However, it’s hard to understand and analyze campaign data because of the connection between branded searches and generic searches in PMax campaigns. Branded searches make the performance metrics look better.

This happens because branded searches come from people who already like the brand. So, they are more likely to be successful compared to generic searches or non-branded ones that try to reach a larger group of people who may not know the brand.

Branded searches are undeniably valuable for their effectiveness and insights. However, incorporating them into your PMax campaign requires careful consideration and strategic segmentation. This approach will provide a clearer understanding of campaign performance across various segments and enable more informed decisions to optimize advertising strategies in diverse online marketing environments. Let’s see in more detail how you can ensure branded traffic does not distort your advertising data.

Fueling PMax with Enhanced Data

Google recommends enhanced conversions to get the most out of PMax. Enhanced conversions provide hashed first-party data from your site, enriching your data pool for campaign optimization.

There’s always room for inflation in conversion and revenue numbers, but the overall objective is to enhance campaign performance.

Enhanced data is like giving PMax a supercharged engine. Here’s a breakdown of how it works:

Enhanced Conversions: This is where you share hashed data about website visitors who take specific actions, like making a purchase or signing up for a newsletter. Google can’t see the raw data, but it uses the trends to understand your target audience better. Think of it as giving PMax a clearer picture of who your ideal customers are and how they behave on your site. Read our blog post on how to implement enhanced conversions for Google Ads.
Google Analytics Imports: By adding Google Analytics conversion events, you’re giving PMax a more granular view of the customer experience. Google Analytics follows users throughout their online shopping journey, even across devices. This allows PMax to see not only the final conversion but the steps that take place along the way. With this granular view, PMax can optimise campaigns to target users at different stages of their purchasing journey.

There’s a possibility that including more data might lead to inflated conversion and revenue figures. This happens because Google Analytics uses a last-click attribution model, which assigns credit for a conversion to the last ad a user clicked on before converting. So, other touchpoints like display ads or social media interactions might not get the due weightage.

By giving PMax more granular customer insights, you’re helping PMax make more informed decisions about ad placement, bidding, and campaign optimization. This means you’re reaching the right people at the right time and ultimately improving campaign performance.

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How to Exclude Brand from Performance Max

Separating brand and generic searches is crucial for effective PMax campaign management. Here’s how to achieve this:

Exclude Branded Keywords: This is the primary strategy. Compile a comprehensive negative keyword list containing your branded terms and variations. You can apply this list at the account level (though caution is advised if you have dedicated brand campaigns) or request a Google representative to implement it specifically for your PMax campaign.
Create a brand list: Alternatively, you can use a brand list to exclude branded traffic. In Google Ads, to create and use a brand list, go to Tools and Settings and click on Shared Library. Select the brands that are relevant to you to create a brand list. If your brand isn’t listed in the Shared Library, you can request it by filling out the form below. Google will review your request within 4–6 weeks. Once your brand has been approved and added to Google Ads’ brands library, you will be able to apply it as an exclusion for Performance Max campaigns. To apply this, go into your campaign’s settings, select Additional Settings, and click on Brand Exclusions. Select your brand list and apply it to your campaign. This process ensures that your ads are not listed alongside specified brands, which optimizes your advertising strategy. See this page for more.
Maintain Separate Branded Search Campaigns: Don’t abandon your existing branded search campaigns. These provide valuable control and insights into brand performance, allowing for targeted optimizations.
Consider a Branded Shopping Campaign (Optional): For e-commerce advertisers, a dedicated branded Standard Shopping campaign can be highly beneficial. Use negative keywords to exclude generic terms and focus solely on branded searches.
Maximize Brand Campaign Impression Share: Prioritize high visibility for your branded campaigns. Aim for the highest possible impression share to capture high-intent users searching for your brand and minimize competitor impact.
Scale Your PMax Campaign Strategically: With branded searches excluded, analyze the pure performance of your PMax campaign. This data allows for informed decisions about scaling and optimizing the campaign for better results.

Avoiding Branded Traffic: Success Lies in Strategic Management

PMax campaigns open up a whole new world of automated advertising. However, it’s important to understand its limits, especially when it comes to branded searches. Follow the strategies mentioned above (exclude branded keywords, maintain separate branded campaigns and use the brand exclusions function) to get clearer performance reporting and maximize the impact of your PMax campaigns. Don’t forget that quality assets, conversion data and a well-thought-out campaign structure all play a role in your PMax success.

And don’t forget to check out more blog posts with Performance Max optimization tips: