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GG Performance Max - Coggle Diagram
GG Performance Max
Grow Offline sales
(store visit)
Bidding strategy
Maximize conversion
Maximize conversion value
Different from local campaign
upgrades in machine learning and additional inventory sources
Industry that may benefit
Retail
Auto
Quick service restaurant
Consumer packaged food
Best Practices
Set up
To control your budgets per location, set one campaign per location (although more is recommended whenever possible)
Run for at least 30 days with $500 per day (store visits bidding)
Promote a minimum of 10 locations per account. More data = better
Creative
Refresh your creative
For weekend sales, start the campaign 2-3 weeks in advance
-> then refresh creative frequently (move from more generic store creative to sales-focused creative)
Reporting
Store visits + local actions are reported by individual store location
compare performance to other offline media with similar offline objectives
Generate Leads
Best Practices
measurement
Use Global Site Tag
Enhanced Conversions
Offline Conversion (OCI)
creatives
Leverage Lead Forms
call ads asset
Qualify leads
Use qualifying questions and friction (such as recaptcha) within lead forms.
quality improvement
Brand suitability
Invalid Traffic Improvements
Value based bidding
Use Value-Based Bidding
Set Values
Build strong foundation for measuring success
enhanced conversions for lead
offline conversion import
Measure offline / non-trackable conversion events (up to 90 days after the click)
Import events to Google Ads + Google Marketing Platform
Gain understanding of how each online click drives offline actions (through better reporting)
Distinguish between clicks & queries that lead to high- vs. low-quality leads
unlock better bid optimization
Optimize camp for high value leads
Import dynamic value
Adding static value
if you don't have sales / lead values in CRM for offline conversion tracking or an online shopping cart
Example
Finance Business
Auto Business
Education Users
Value rules
differentiate conversion values based on characteristics like location, device, and audience :red_flag:
can also retract conversions and restate values :red_flag:
Grow Online sales
Best Practices
Focus on great creatives
Link Google Merchant center feed to shopping ads
Bidding & Stratefy
Maximize Conversion Value
Maximize Conversion
Reach high value audience
Evaluate Performance Max result
Insight page
Top performance driver
Evaluate
Pre-post hygiene
Post camp testing
Create Pmax campagin
Best Practices
Pair conversion tracking with enhanced conversion, or GA4 tracking
at least 5 image / text assets
Ad extension
Apply relevant audience lists as audience signals
Creative optimization
Set value for conversion
Add feed