Ensure accurate conversion tracking. Import offline conversion data if applicable. Enable full-funnel conversion tracking for a comprehensive view.
Set appropriate goals and targets for bidding. Use historical KPIs like target CPA or target ROAS. Avoid setting goals too high or too low to prevent performance volatility.
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Maintain control over automated settings. Turn off URL expansion if specific landing pages are required. Uncheck the box allowing Google to create and implement assets on your behalf for full control.
Incorporate high-intent audience signals to guide Google. Include 1st party customer data, website visitors, in-market audiences, and custom audiences. Avoid relying solely on broad signals like affinity or lifestyle segments.
Add brand terms as negative keywords to prevent cannibalization. Recognize that Performance Max doesn't target keywords but allows exclusion. Create a negative keyword list for targeted brand keywords to complement existing search campaigns.