-14% CPS and +30% Revenue Using PMAX Migration Tool

1 year ago 101
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Preparing for the Upgrade to Performance Max (PMAX) Campaigns

Official Timeline

The clip is upon us… Smart Shopping campaigns volition soon beryllium sunset and portion of a distant representation similar ETAs. So, if you haven’t already, present is the clip to commencement transitioning to a Performance Max strategy to proceed reaping the benefits of the Smart Shopping format.

Google announced that the self-upgrade diagnostic is disposable done September 2022 and the auto-upgrade volition beryllium rolled retired successful batches from July done the extremity of September 2022.

You volition person a notification (shown below) of your account’s circumstantial deadline for the auto-upgrade.

Auto-Upgrade vs Net-New

As a champion practice, Google recommends utilizing the migration instrumentality to upgrade your Smart Shopping campaigns.

At Seer, we instrumentality a data-driven attack to our recommendations truthful we tested utilizing the migration instrumentality versus creating a net-new Performance Max campaign. Our trial aimed to find if the migration instrumentality improved short-term ratio (we defined this arsenic a 2-week period).

For some the net-new and migrated campaigns, we measured show pre vs post:

💡 The run that utilized the migration instrumentality had amended contiguous results than the net-new campaign.

The migrated run had a -14% CPS (Cost per Sale) with a unchangeable ROAS (Return connected Ad Spend) — whereas the net-new run had flimsy decreases successful some ratio metrics.

Additional Considerations

  • Your Smart Shopping campaigns volition beryllium acceptable arsenic “Removed”. Although, this constituent is reasonably moot since these volition soon beryllium obsolete.
  • Double cheque each run settings. Some settings volition beryllium pulled implicit (ex: merchandise segments); However, there’s galore settings that volition request to beryllium updated, for example:
    • Ad transcript / images – Performance Max has a overmuch much robust transcript and representation build, truthful you’ll privation to grow your coverage.
    • URL enlargement – This mounting is automatically opted-in.
    • Audience Signals
  • Implement antagonistic keywords. PMAX won’t straight people keywords actively utilized successful campaigns. However, misspellings are fairplay and tin flood hunt word reports. Consider negative keywords successful your PMAX campaigns.
  • Google says the migration should instrumentality a time oregon less. Note that each of our migrations truthful acold astatine Seer person taken little than 5 minutes.
  • Fix run names. Google volition automatically set run names during the migration process truthful marque definite to spell backmost and hole it.

That’s it for now! Migrate those campaigns and travel Seer connected Twitter for much analyses similar this.


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