Performance Max Audience Signal Best Practices

Improve your Performance Max campaigns with effective audience signals! In this video, I break down the best strategies to set up audience signals and optimize your ROAS.

Key Best Practices Covered:

1. Segment asset groups into higher ROAS (top 20% products) and lower ROAS (remaining 80%).
2. Create granular custom segments with specific keywords and competitor websites.
3. Use past data from previous purchasers and website visitors — this is the most important part.
4. Add interest-based targeting and fine-tune detailed demographics as you collect data.

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Chapters:

0:00 - 0:29 Introduction
0:51 - 1:50 Overview of Higher ROAS and Lower ROAS Campaigns
1:50 - 2:45 Asset Group Segmentation
2:45 - 4:20 Custom Segments Introduction
4:20 - 6:38 Importance of Data in Audience Signals
6:38 - 7:18 Interest Targeting and Detailed Demographics Setup
7:18 - 8:26 Fine-Tuning Demographics Based on Insights

#googleshopping #performancemax #googleads #marketingtips #ppcoptimization #searchcampaign #joshinstone

[JimAlbers]

Hey Josh, very informative detailed content, thank you!

What would you do if your previous purchaser audience does have data, but not 1000 yet?

[attilavicen]

Good video! Can i run DSA (Dynamic Search) campaign, together with Performance Max? Thanks for help!

[TasosTzenos]

How’s your MER looking like though month by month?

[monfrique]

Ive got an issue where my client has 6k people in the customer audience, but i cant select it as an audience signal due to "eligibility" issues. I cannot work out what the issue is though...

I have other clients with smaller audiences that work fine.

It's super hard to find actual eligibility requirements for performance max specifically.

Do yoy have any advice?

Thanksss

[rnnr]

Hey Josh thanks for the helpful video, when I go to custom segments it doesn't give me the option to to include 'People who searched any of these terms on Google', I only see 'People with any of these interests or purchase intentions'. Any idea of how I can get that option to appear? I'm running a performance max campaign for leads

[yannickpeeters]

i want to exclude keywords and also certain in-market audiences. i don't see an option for this. any idea?

[TrollGator]

Hey Josh! Do you think it's a good idea to add all website visitors to an audience signal or should it be more specific to a product for it to work best?

[cascy]

Hey Josh, I have set an asset group with a custom audience signal to just target relevant keywords; if I want to add another audience signal e.g. targeting competitor names would you create a separate asset group and add this new audience signal within there? My budget is only $50.00 a day

[onywatch]

Great video josh, thank you. I have 1 question. How long do you think i should wait for a sale on perf. Max.? For example if no sale for 3 weeks l, should i wait 4th week? Thank you again...

[miked]

Hey Josh, thanks for the video. I have some questions. I think this strategy is the same winner and loser products strategy right? 1. Is there any overlap or cross over with this strategy since we are testing two pMax campaigns with same products? 2. Can I run two pMax campaigns with same products but one campaign goes after new customers? I'm confused about the overlap and don't know what would happen if I both campaigns have same products. Have you tested? 3. I have three different product categories and currently have three assets that I allocated one asset to each category. The ROAS varies from 3.9 to 5. When I want to make audience do you recommend combining website visitors + website purchase as a once audience and also excluding two other categories pages?

[frkd]

Hey Josh, do you tend to have overlapping keywords between asset groups? Or do you try to stay away from this?

[matheussantanamiguez]

Use a strategy of not adding images or titles, just adding an audience signal. Do you recommend going like this, or filling everything out? In the audience indicator, I only use the list of customers and converters on my site. For me it's the best for Google to start and look for new buyers.

[urg]

Thanks Josh, perfect. Can you please answeer the following 2 questions

1 - Should i make just one audience signal including all the segments i.e. keywords, competitors sites, my own data, affinity etc. (as shown in your video - all segments are clubbed in one Audience only), or should i use separate audience signal for each of these? If i use separately, can i see reporting of each audience signal separately?

2 - Should i also make separate asset groups based on these signals or just one asset group with all of these signals would be okay? i.e. 1 Asset Group + 4 signals including keywords targeting signal, competitors site targeting signal, your data signal etc or should I duplicate the asset group and use one signal in each asset group i.e. 4 Asset Groups for 4 Audience Signals separately?

[matheussantanamiguez]

the best public signal would be the converters? Google goes after audiences that look like you converted, right?

[xysinho]

what about a new e-commerce without data?