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From animal videos to informational tutorials to promotional content, the variety of video types available is endless. Precisely for this reason it becomes essential to include video advertising in your web strategy . This represents a golden opportunity to showcase your brand differently and creatively through engaging and high-performing video advertising.

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Another important aspect: choosing the appropriate call-to-action , in line with marketing objectives and user preferences, is a further fundamental element to accompany the user towards the desired action.

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This allows you to run ads at certain times of the day or schedule groups in advance, ensuring creatives are approved in advance. Promotional moments in Max Performances How to manage sales and various black weeks in Performance Max Google Ads campaigns.

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Organizing your campaigns, Asset Groups, and Product Groups this way helps you maintain ad consistency and provide a better user experience. The basic point always applies: be specific to audience groups that share common and specific interests and needs. For example, during times of various sales .

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So balance is needed. Product Card Groups follow the decisions you've made at the Asset Group level. Naturally, the breadth of the e-commerce assortment and the available budget also play a role in these choices .

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As a general rule, it is recommended not to split campaigns if they have fewer than 30 conversions per month. This is an indicative number, not to be taken as “gold standard”: each project is a story in itself. Testing is always the right way. In general, then, the more Asset Groups you create, the less Google is able to exploit the data and maximize the results.

[phonenumber129]

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Based on these variables, you may want to create different Performance Max campaigns or be satisfied with dividing them only through Asset Groups within the single campaign. However, it is important to avoid splitting your campaigns and Asset Groups too much , as this may limit the data available for optimization by Google's algorithm.

[phonenumber129]

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Maybe you have products with different margins, different product availability, more important products in the general e-commerce strategy, others less so, discounted products, price competitiveness, availability in stock, best-selling products, etc.

[phonenumber129]

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Hierarchically at the lower level, we find the Asset Groups . Again, it makes no sense to divide things up too much, so the creation of Asset Groups must follow similar logic to that of campaigns.

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However, there are some best practices that tend to work well across the board. Ad campaigns can be divided into multiple PMax campaigns with different budgets for different groups of Cards, or different user targets.

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How to structure Performance Max campaigns? Campaigns, Asset Groups, Assets, Card Groups How to organize a PMax campaign? Everyone develops their own experiences, and each account and each project has its own story.

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In other cases, however, it may be sufficient to create different groups of assets (“with different audience indicators”) and/or with different groups of cards. Breaking down campaigns by specific goals or product features can be helpful, but it's important to find a balance to get the best results.

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That is, on all the elements external to the campaign, but fundamental for the success of the Ads. For further information, I refer you to the official Google guide which you can find here Performance Max: General Strategy, Organization, Creativity. Some Tips to Get You Started Google's Performance Max campaigns offer many options to maximize the effectiveness of your online advertising strategies.

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Ads with quality data : if the site receiving the ads already receives traffic from other sources (including other advertising campaigns), then P.Max will really be able to give its best, making the most of the data at its disposal; work a lot on landing pages, on the site in general, on the UX and on Analytics segments , for example.

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While there are some very simple scripts you can apply to your Google Ads account , which will reveal some additional data to you (keep reading!). With P.Max, “the keys are handed over” to Google AI . The user can only try to: produce quality ads and content (feeds, images, videos, text ads); feed G.

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Which do not allow for much active management by the user:search terms cannot be excluded, for example ( to do this you need to open a ticket with Google Ads ), nor can you obtain much data regarding the creatives themselves or the placements.

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Are there only advantages? Unfortunately not… The Disadvantages of Google Max Performance However, there are not only advantages: as mentioned, P.Max are considered “black boxes”, that is, campaigns that are currently very “hermetic” .