Part 5: Woocommerce wordpress performance max google shopping
In this video block, we are already moving on to the process of creating Performance Maxes or trading regular ad campaigns, if you need them, directly.
What does it take to run Performance Max?
I remind you that in order to be able to run Performance Max, you need to set up conversions. This was done in the previous step. Tag Purchase. Must have dynamic remarketing set up via Google Tag Manager. Don’t forget to publish the container, because sometimes people forget and it doesn’t work. It is obligatory to have a created, configured analytics and active Merchant Center. Since I shoot everything in one big chunk, I will wait and wait three days before the Merchant Center moderation will take place anyway I will show you how to create advertising campaigns.
Running Performance Max
Initially, I suggest a quick launch so that everything is ready for advertising. The easiest way to create Performance Max is through Merchant Center. It’s the same in Merchant Center Next- and in the classic Merchant Center. Go to the “Marketing” section, to the “Campaigns” section. This block will appear. To start advertising products, create a Performance Max campaign. Click “Create Campaign”.
Offers three blocks to fill out. This is the feed label, this is the daily budget. Now we’ll put a primitive one, then we’ll edit it further. And the campaign name. That’s it, I’m keeping it the same. You can call it whatever you want. I recommend calling it product groups, which is what it is, but I’ll leave it that way.
Go back to your Google Ads account. Reload our page. Next, make sure to go to the “Campaigns” block. An advertising campaign with Merchant Center will appear. What’s the advantage of creating an ad campaign? See, Performace Max-3 is the one that was.
What is its advantage over other types of campaigns? You can create this campaign directly from the interface. The point is that you don’t need to mess around with Assets at this stage.
Do I need to set them or not? You can set them a few weeks after the start of the advertising campaign. You’ll get conversions, collect some analytics, and you can work on creating Assets. If we leave the campaign as it is, that’s enough. This type of campaign is called “Feed only”, it’s enough to go into advertising, start advertising and get sales.
Edit campaign settings. Geogaphy
Now let’s tweak the campaign settings. What are the most important settings? It is obligatory to adjust the geography, locations where you advertise. With Merchant Center is automatically created for all countries. You set the geography from where you want to receive sales. It is desirable not to leave all countries. Performance will find from all databases of analytics that already configured before that people from Ukraine, but it is better to limit it.
Do I need to select any of these settings? If you are launching for the whole country, you can leave this block. If you are launching only some radius or city and you don’t want people to see something about you, some advertisement beyond this radius, you can choose this block. I’ll leave it.
Specifying campaign languages
Next, languages. Select languages according to the language in which clients communicate. If clients communicate in Russian, Ukrainian, Latin, Italian, German – set these languages. For Ukraine it is not crucial if you leave all languages. Not because it’s a customizable flyhack, because there are a lot of people who move, come to Ukraine, leave and have been googling other languages for a long time. Let’s say the same Polish or Romanian or whatever language. Right? German, English. You can keep the same three languages – Ukrainian, Russian, English.
If you are launching in another country, if the site is in the appropriate language. Let’s say the site is in German, then you only add German. When the site is in English, you need to pick the right country to select two languages, let’s say German and English. In France, if you don’t run a site in French, the conversion rate is quite low. In this case, there is no point in adding French in targeting. Let’s say the Netherlands – you can freely launch a site in English and add two languages for them, it will be quite normal. You choose the languages based on what language the audience communicates in.
Settings of the “Automatically created assets” section
I would definitely recommend turning off the checkboxes for the first two weeks, not giving a lot of variation in search ads, but to have a clean classic shopping campaign.
If you want a little more performance opportunities, you can enable this block, just make sure to exclude URLs related to blogs, privacy policies, and other pages. Just take the page, paste it in and click Apply. That’s it. It’s as simple as possible, I’m taking it all off.
How do you set a budget correctly?
The final thing that definitely needs to be corrected is definitely the budget and the betting strategy. Regarding budget. Since the video is pretty generic, right? It should fit the hospital average, so let me give you a guideline. Startup budgets starting at $8 to $12-15 dollars, if you go straight for the lower baseboard. Not bad budgets depend on the average check that you run. If the average check is over $150-$170, then the budget should aim for a $15-$20 daily budget.
When inexpensive – aim for smaller budgets. Why? So that initially Google sparingly runs these all A/B tests in search for your target audience. That’s the kind of quick trick. Want to go with a bigger budget? No one forbids it. You can start with a big budget. I’m telling you how you can start. Further you can in the measure of sales conversions can pour budget more. In principle, here I can start with conditional 10 dollars, it will be 400 UAH or 300 UAH.
Specifying a strategy for assigning rates
And strategy. There are two important nuances. There are only two strategy options in Performance Max. Either on conversion value with a ROAS limit if we choose conversion only.
So which strategy to start with? I’ll tell you – it’s completely a matter of taste with which strategy to start. At the initial stages, when zero account, there is no analytics would say so: if the average check to 70, up to 100 dollars, it is easy to start on the strategy of maximum conversions. In the beginning, you will collect analytics without restrictions, and then set a limit on the price per conversion.
When the average check is a little higher… Look, I’m picking the hospital average. It’s all about the type of product. What exactly you’re selling. What’s your target audience. Let’s say we want to sell clothes. Clothes can be 10 dollars and they can be 1000 dollars. Everything has important correlations in the history of what strategy to start with. Important nuances occupy what is the average check, what is the target audience – men, women. Everything has nuances. Unfortunately, unfortunately. I’m talking on a hospital average, so that plus or minus they could launch some kind of campaign. They were able to start, to have the first results, not to say that Yana said something on YouTube.
Personal preference – I prefer to start with value. You can start from scratch with no limit or you can initially set ROAS. I like this variant of the strategy better. Why? The strategy is more dynamic. Can find customers in places where maximum conversions can’t find. Why can’t maximum conversions be found? Let’s visualize. The audience graph, which is an ascending line – maximum customers that are ROAS-eligible. Let’s say they fit the price per conversion. Maximum conversions will be from the number of few orders. Will be quite small, and profitability can under different life events, different checks. Can be tailored to analog goods. She’s the most pumped. I like her better. Both options are fine. There are variants where people start with maximum conversions, confidently pick up these analytics. If there are easy conversions – they are just raked up like cream from milk, the most optimal option for starting – there will be maximum conversions. If you can’t have sales at the maximum in a week or two, then profitability is the only way out.
Let’s say you decide to maximize conversions. Great, you start with a small budget, then you just increase the budget according to the number of conversions you get and move on. Then there is an opportunity to move to profitability. You don’t have to go to profitability. Or you start at the same value. I prefer to set the profitability.
What is the Target ROAS value to set?
How high or what value of Target ROAS should I set? It all comes down to what you want from the ad account. What actual dirty ROAS you want to have. Do you want to have 1000%, do you want 500%, 200%, 100%, or however much you want to get. I recommend starting with some small profit margins and then, if anything, you can just increase them. There are nuances as to how many percent to increase this profitability, in what situations, and in what timeframe. I will not consider this, as there is no specific product for this launch. Showing a hospital average of how things should happen.
You can start with some larger size 80%, 100%, 300%. Small profit margins and gradually increase. Perceive profitability not as a value that it will actually literally give away. No. You need to see it as a limiter in reach useful or not useful. Google does not cut shows with phrases only “buy” or without phrases “buy”, or only a person starts in the sales funnel to search for products, or rather your products or is already finishing. That’s not the way it thinks. Cutting them just primitively, because nowadays a person is no longer moving along the classic sales funnel. Google marks it as a sign of infinity, because a person can buy from different stages. It can give a high price from the upper stage of the sales funnel, if we compare it to a classic sales funnel, rather than from some lower stage, where the competition is the toughest, more competitors are dumping and do not allow you to have any sales.
The best option is to start with some low ones. For Ukraine, 400-500% can be considered low. For the market in, say, Europe and the States, the values will be quite different. It all comes down to the actual profitability that you think you can have. A lot depends on the actual. Don’t set that actual what you want to have as the impressions will be “zero”. What most stores face, starting out just running ads. They don’t realize that they want, let’s say, 600%, 700% of the campaign, right? Set the same 700% and the campaign may stop showing completely or barely run. Don’t set the actual, set it lower by a few percent. Set it lower. Preferably some low ones to start with. You don’t want to bother with a low raise? Start without profitability. Run it. Watch the intermediate result. Both strategies without restrictions in the beginning can catch any conversions. I prefer, but it’s already a pumped up level, fortunately or unfortunately, when we start with certain values, as there is a specific goal, a task. These are basic performance settings.
Selection of products to be launched in Performance Max
Next, what do you have to do? Go to Performance, Campaigns, Asset groups. Make sure there are no signals or anything else.
Feed only and go to the listings. Don’t forget to select the products you are going to launch. So that you are sure that you are launching the products that you want to advertise. So that it would not be that you have taken all the goods, you want to spin only some category of goods, type of goods or something like that. Look, select the right products. This is the final story, what performance customization can look like from start to finish.
Creating a trade advertising campaign
If you don’t want to create Performance Max, and you want to manually adjust bids, see what kind of traffic the campaign is generating, clean it up. Such a pedant in life. If you want the analytics to be collected gradually, then turn off performance and create a regular sales campaign.
Click “New campaign”, select Sales. Important!
Click “Continue.” Choose “Shopping”, make sure you choose the correct Merchant Center. Remember – two under one post.
Select a standard trade advertising campaign and click “Continue”.
Let’s say “Manual”, you want “All items”. All or some.
The easiest way to start is to maximize clicks. Love the manual price per click, of course, but realize that some people have trouble correctly estimating the price per click, which is the right thing to do. Assign a maximum of clicks. I recommend strongly – assign this maximum price per click.
How do you determine that price per click? You need to take a couple product type keywords, go into the Keyword Planner. I’ll show you. Punch in and look at the max. We’ll get to that. Add, let’s say, 10 to 20 cents, right up to that price for clicks and up here. Because everybody’s niche is different. Somewhere the price per click is literally 10-15 cents in dollars, if we count. Someone may have 2, 3 and 6 dollars and more expensive. It is better to look up this price for clicks and set.
Now I will set here 15 UAH, but now I will show how to approximately estimate the maximum clicks. Then you can further reduce, increase, as you wish. This is set so that the system, if expensive traffic, did not generate clicks for 60-70 hryvnias.
Budget. The budget is whatever you want it to be. You can set 10, 20, 30, 40, even 1000 dollars. The only important thing is to monitor the quality of traffic, filter it. If you do not filter traffic – the conversion of the site in the usual commodity tends to zero and that’s it. The only nuance that must be taken into account. Conditionally set 10 dollars.
This prioritization, a setting that is often asked about – only plays a role when you run multiple trade advertising campaigns. Normal. If it’s performance, the “High” setting doesn’t play a role at all. If on the same product range you want to launch a regular shopping cart and performance, performance will eat away at it shows, clicks, everything else. It’ll hang dead weight. Normal or Performance Max. It’s better that way than in parallel.
I would turn off search partners. I’m not sure of their quality, especially if the product or the brand you’re working hard on. If you want it to be white, not gray, it’s better to turn it off. Google has had more than one scandal over where their product is shown.
Geography. Same principle as Performance Max.
Create a campaign and don’t forget to select the products we want to advertise. If not all products, then select those products that are needed. By product type, or by category (Google product category) is selected. Allowed the system to automatically assign. Brand, ID, condition, item type or tags. It’s whatever you want. I’ll keep “All Products.”
A campaign like this is worthy of work. Who needs it in what cases? If you want to manually fiddle with the price per click. If you want to clean traffic, collect analytics on targeted traffic, then run Performance Max – the perfect kind of campaign.
How do you determine the maximum clicks?
I promised to show you how to determine maximum clicks. Let’s go to Products. Let’s say we take just the product name.
Let’s go to, let’s say, the keyword planner, select “Search”, importantly, “Search for new keywords”.
We’re going to punch in some queries. Depends on the product. If we’re selling elephants, it’s “buy elephant” or just “elephant”. Right?
Let’s choose the languages. I’m going to add the keyword a little bit differently. Look. For this geography, this combination – the maximum price per click, now a second I will show, if Google of course… I’m going to change the bars because I don’t want to show the top bid.
Look, “High range” is the top bid for the top position. Hospital average, it’s just for search. If you want to more or less participate in a hot auction on a regular commodity with maximum clicks, what can you do? See the average price per click. Let’s say I sell “phantom”. I see that there is 10 hryvnia. Possible some kind of rate. Throw 10-15 cents and set a limit in the price per click. Well, let’s say, let it be not 15 hryvnias, as set, but, let’s say, 20 hryvnias.
Some people have 5 hryvnias. It all depends on the range of goods and the cost of traffic. It’s all about that. Nothing else.
If you want to reduce this price per click, go to product groups. This is something that is not present, let’s say, in Performance Max. Add this column at the level of product groups, called “Benchmark max CPC”. This can be a comparative maximum price per click or in Ukrainian “Benchmark max CPC”. After 72 hours there will be more or less actual price per click, average, what competitors paid for requests that you will see in the “Search terms” block.
Why filter traffic in the merchandise section?
By the way, don’t forget to filter traffic. It’s important in a regular product! If you forget, if you don’t filter something, the traffic will be bad, because you don’t understand whether it’s a good person or a bad person. It’s just shown by query. Unlike performance, which is able to analyze at what stage a person is in the purchase and already adjust to it.
Results
Such a block of settings has turned out. We got both a performance and an ordinary commercial advertising campaign. Everything’s ready to go. Suspending everything. This account is a test account for video, so nothing is running here.
To summarize. In this big video, what did you do? Set up fourth analytics, set up Merchant Center. We set up Buy Tag for Google Ads with advanced data transfer. Configured dynamic remarketing. We set up Performance Max. Set up a regular shopping ad campaign. That should be enough to just start advertising, start up and start selling your product in almost any country in the world where Google Shopping from Google Ads is available. That’s it.
