→ 𝗧𝗵𝗲 𝗹𝗮𝘁𝗲𝘀𝘁 𝗩𝟱 𝘂𝗽𝗱𝗮𝘁𝗲 𝗻𝗼𝘄 𝗮𝗹𝗹𝗼𝘄𝘀 𝘂𝘀 𝘁𝗼:

✅ View performance across the following metrics: CPM, Impressions, CTR%, Clicks, Cost, CPC, Conversion Rate %, Conversions, AOV, Conversion Value (Revenue), and ROI

✅ Across the following date ranges: by day (last 30), by week (last 52), and by month (last 12)

✅ At Account, Campaign, Asset Group, Placement (Search, Shopping, Video, Display), Location, Item ID, and Search Term level

→ 𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝘆𝗼𝘂 𝗰𝗮𝗻 𝘂𝘀𝗲 𝘁𝗵𝗶𝘀 𝗿𝗲𝗽𝗼𝗿𝘁 𝘁𝗼 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 𝘆𝗼𝘂𝗿 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗠𝗮𝘅 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲:

🧠 Review Performance Max Campaign performance over time to pin-point any changes/optimisations, and gather additional learnings off the back of these

🧠 Negative match any terms that you don’t want appearing across Pmax (especially as Google now allows us to add 10,000 negative search terms)

🧠 Cross-negative match terms across Campaigns (where you may want specific terms to show in one campaign but not another one, such as negative matching Brand terms against a Non-Brand campaign)

🧠 Review your Listing Group at Campaign level to make sure these all make sense (ensuring the correct items are appearing in the correct campaigns and Asset Groups)

🧠 Optimise Asset Groups according to their individual performance (such as Assetted vs. Assetless)

🧠 Ensure your Search Campaigns have coverage across all top-performing keywords (by extracting these as Search Terms and adding them to your Search Campaigns)

🧠 Ensure your Pmax campaigns aren’t cannibalising your Brand Search and Shopping Campaigns