Performance Max Campaign Set-up for Service Based & SaaS Businesses [Updated for 2024]

Summary

This video introduces a step-by-step guide on how to set up a Performance Max campaign for service-based businesses using Google Ads in 2024. The focus is on businesses without a shopping feed, such as online coaches and software services. The presenter stresses the importance of starting with search campaigns to gather conversion data before launching Performance Max. The video walks viewers through setting up the campaign, optimizing for lead generation, and integrating the strategy with search campaigns for maximum efficiency. A downloadable setup guide is available for detailed instructions.

Takeaways

• 🔄 Google Ads frequently updates, and Performance Max has new setup options for 2024.
• 📊 The video will guide service-based businesses, online coaches, and software-as-a-service companies in setting up Performance Max without a shopping feed.
• 🛒 E-commerce brands should follow a different guide specifically for campaigns with a shopping feed.
• 🔍 Start with search campaigns before Performance Max to gather conversion data and insights into best-performing search terms, ad copies, and landing pages.
• 🛠️ Performance Max uses your current conversion data to create a customer persona, but you need at least 30 conversions per month for effective results.
• ⏳ Wait 4-5 months of search campaign data before launching Performance Max to avoid expensive testing without sufficient data.
• 🎯 Use Performance Max for top-of-funnel marketing while search campaigns target high-buying search terms for bottom-of-funnel conversions.
• 💼 Focus Performance Max campaigns on lead forms for service-based businesses, especially if you have a strong email funnel.
• 🌍 Group similar locations (like English-speaking countries) and set appropriate exclusions for certain landing pages or URLs.
• 💡 Performance Max is not strict targeting but gives Google recommendations on search terms and audiences, so provide as much relevant data as possible.

Q & A

What is the main purpose of the video?

The main purpose of the video is to provide a step-by-step guide on how to set up Performance Max campaigns in Google Ads for service-based businesses, online coaches, or service-as-software businesses that do not use a shopping feed.

Why does the presenter recommend starting with search campaigns before using Performance Max?

The presenter recommends starting with search campaigns to gather conversion data, identify the best converting search terms, ad copies, and landing pages. This data is crucial for Performance Max campaigns to effectively find new conversions based on the existing conversion profile.

What is the recommended minimum number of conversions per month before starting a Performance Max campaign?

The presenter suggests having at least 30 conversions per month over four to five months before starting a Performance Max campaign to ensure enough data for Google's algorithm to perform effectively.

What strategy does the presenter suggest for combining search and Performance Max campaigns?

The suggested strategy is to use search campaigns for high-intent, bottom-of-the-funnel conversions, while Performance Max focuses on top-of-the-funnel targeting for new potential customers. This dual approach ensures efficient use of both campaign types.

What are the two main campaign goals that should be used in Performance Max for service-based businesses?

For service-based businesses, the two main campaign goals are generating lead forms and purchases. The presenter emphasizes focusing on lead forms, especially if there is a strong email funnel.

Why does the presenter recommend not setting a Target CPA (Cost per Acquisition) at the beginning of a Performance Max campaign?

The presenter advises against setting a Target CPA initially because Performance Max campaigns may convert at different rates compared to search campaigns, and it’s important to gather performance data before setting specific targets.

How should businesses handle location targeting in Performance Max campaigns?

The presenter recommends grouping similar locations together, such as English-speaking countries like the US, UK, and Australia, for businesses that don’t need to consider seasonality or other regional factors. Different campaigns can be created to control budget by country if needed.

What role do audience signals and search themes play in Performance Max campaigns?

Audience signals and search themes in Performance Max campaigns provide recommendations to Google on who to target, but they are not exact targeting. They help guide Google’s algorithm by offering insights from high-performing search terms and audiences from existing search campaigns.

How should the budget be set for a new Performance Max campaign?

The presenter recommends allocating 25-50% of the current search campaign spend to the new Performance Max campaign. For example, if the search campaign spends $60 a day, the Performance Max budget should be between $15 and $30.

What should businesses do to optimize their Performance Max campaigns after setup?

After setting up the campaign, businesses should continue optimizing by regularly reviewing performance data and adjusting audience signals, search themes, and budgets. The presenter suggests watching another video for detailed guidance on campaign optimization.