Trending December 2023 # Performance Max Now Supported In Google Ads Editor V2.0 # Suggested January 2024 # Top 17 Popular

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This past quarter, Google has pushed the adoption of one of its newest campaign types: Performance Max.

Up until now, these campaigns could only be created in the online Google Ads interface. On March 29, Google launched its Editor v2.0 to support this campaign type.

New Supported Features

Performance Max support is not the only update to Google Ads Editor. The key updates of this version are:

Performance Max campaign support

Conversion Actions organization

Campaign-level overviews

Combined segments support

Asset reporting

Custom action triggers support

Let’s dive into these features.

Performance Max Support

The first enhancement to Google Ads Editor is the support for Performance Max campaigns. This means you can now create and edit Performance Max campaigns in the offline Editor program.

This enhancement saves you time when creating new campaigns, or needing to make quick edits to them.

Conversion Actions Organization

Google Ads Editor v2.0 will now support conversion goals. This means you’ll be able to change goal settings and apply them at either the campaign or account level.

It’s also an easy view on understanding which conversions belong to which campaigns, making the process of editing them much easier.

Campaign Overview

In the overview tab in Google Ads Editor, you’ll now be able to see similar overviews that are currently in the online interface. A few new overview cards that were added are:

Custom rules

Optimization score

Top campaigns

Combined Segments

Another big update to Google Ads Editor v2.0 is the ability to create and edit combined segments. Previously, this could only be done in real-time in the online interface.

Asset Performance

This support can ultimately speed up the analyzing process of your campaigns, meaning you can spend more time making actionable optimizations.

Custom Action Triggers

Automated rules or tasks have only been able to be created online, up until now.

You now have the ability to run custom rules when events or conditions occur that you specify. This could be anything from a bid adjustment on keywords or ad groups, to pausing entire campaigns based on your thresholds.


If you’re used to working in the Google Ads Editor, now is the time to upgrade to version 2.0. With the addition of these features and support, you’ll spend less time switching back and forth between platforms and less on repetitive tasks. On the other hand, you’ll spend more time focusing on the analysis and strategy of the account.

Source: Google

Featured Image: A9 STUDIO/Shutterstock

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Social Ads: Connecting Performance & Metrics To Outcomes

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Maximizing ROI Through Effective Social Advertising Strategies

My approach towards AI is more around research as opposed to actual content production. And I still have my team, put the effort in terms of creating that very original piece that really appeals and speaks to the customer. –Daniel Alvarado, 11:04

In the world of SEO, people look at it as a very direct response-oriented marketing channel. Like, oh, you got this traffic from Google, it converted, okay, then you get attribution. Whereas that’s typically not the case. People like to do research. With top 10 lists and peer reviews, it means that people are doing their research or trying to figure things out. They may visit your site one day via SEO, do research, and down the road visit via the ad, but SEO was part of that, or organic was part of that. Or maybe one of the last steps of the buyer’s journey is to actually go to the site, do a search, find the site, find some basic information from it, and then from that organic traffic or that organic visit make that final decision to then buy, which could even be a branded search. –Loren Baker, 22:15

[33:07] – Daniel’s journey from SEM supervisor to CEO.

It’s no longer just Gen Z, it’s now actually a lot more age ranges that are actually taken into TikTok. And so we are finding a lot more of our clients finding interest within going into it. –Daniel Alvarado, 4:04

Make sure that you’re implementing tracking within all of your devices or all of your applications. For example, if you not only have your website but also have, for example, a mobile application, which a lot of people now have, combine that with information within your CRM so that your CRM also allows you to seek some sort of truth within that. One thing that we are also seeing very much of is this concept of looking at the return on ad spend, but looking at it from a global standpoint as opposed to a per-publisher standpoint. –Daniel Alvarado, 31:23

The biggest thing that has helped me move forward within the business is that I really am passionate about the things that I do. –Daniel Alvarado, 35:47

Connect With Daniel Alvarado:

Connect with Loren Baker, Founder of Search Engine Journal:

Google Makes It Easy To Create Video Ads

Google Ads’ Liaison Ginny Marvin announces video creation is now available in the asset library:

Google Ads Video Creation Tool

The video ad creation tool has 14 templates to choose from, which are all designed around different objectives.

Google states in a blog post:

“The templates are made for YouTube, meaning they have optimal pacing, brand and product placements and prominent calls to action. They are designed to help your ad stand out and drive results. With templates guiding you, the complexity of creating a video disappears and you can spend more time developing your messaging, audience insights or campaign strategy.”

Creating a video ad is as simple as filling a template with images, text, and brand colors. You can also add music from Google’s audio library or an automated voice-over.

Add a Voice-Over To YouTube Video Ads

You can access this feature in the Google Ads asset library. As shown below, you must enter a script and select from one of seven voices.

Automated voice-overs are available in English, Filipino, French, Hindi, Indonesian, Korean, Malaysian, Mandarin, Spanish, and Swedish.

Google Ads Asset Storage

Google is introducing a centrally located asset library to improve how images and videos are organized, accessed, and created.

This feature is most useful for marketing teams where multiple members are collaborating on the same campaigns.

In a blog post, Google states:

“With the asset library, images and videos are available to users across your Google Ads account in a visual-first experience. You and your colleagues can view, import and organize creative assets from both past and present campaigns. This makes sharing, collaboration and consistency easy.”

A centrally located asset library eliminates the need to upload assets more than once. You can access the same images and video across all campaigns.

This feature is available in Performance Max, Discovery, App, Local, Display campaigns, and some ad extensions.

Sources: Google Ads Help, Google Ads & Commerce Blog.

Google Adds New Features To Responsive Search Ads

There are also now improved copy suggestions and recommendations, and the launch of cross-campaign asset reporting.

What are Responsive Search Ads?

It essentially treats headlines and body copy as two different elements or “asset,” where versions of each are listed out. The Ads system then pulls an asset from each list (headline and body copy), and combines them to make a full text ad.

It provides for testing at scale, and gives fast insights into which copy and combinations are resonating for searchers.

However, they are a great way to test for things like different value propositions, sale messaging, and other items to learn the phrasing users prefer.

Location Extension Insertion

It’s  inserted with the command {LOCATION(City)} reference, where “city” can be changed out for State or Country via a radio button selection:

Countdown Customizers

The Countdown time specification can be adjusted to the timezone of the searcher, or set at a global level to end without making any timezone adjustments. (For example, if something ends at 1am on the east coast, it would still end at 10pm for the west coast searcher.)

Countdown options are brought up by typing in the {COUNTDOWN command. A menu will pop up walks the user through the details, and populates the rest of the command based on those choices.

New Copy Asset Suggestions

When creating RSAs, the system populates a dropdown of suggested copy to test. This feature has been updated for the Covid-19 era, with new suggestions for things like Contactless delivery and curbside orders.

Adding your final URL to your ad copy unlocks additional options based on what Google discerns your offerings are.

Cross-Campaign Asset Reporting

To aggregate results per asset faster, Google Ads now also offers cross-campaign reporting for these copy assets. This aggregates the data for each asset, regardless of campaign, and gives the user one snapshot of total performance.

The full announcement of these features are on Google’s blog.

Images courtesy of Google

How To Setup A Google Ads Search Campaign

If you feel that you are wasting money with Google Ads, you can get more effective results by setting up a Google Ads Search Campaign the right way!

There are some common mistakes that marketers usually make while setting up their search campaigns in Google Ads.

Let’s dive in!

Not Setting up Conversion Tracking

The first classic mistake that people make is they don’t set up conversion tracking. 

Google Ads conversion tracking measures the success of your ad campaigns by tracking the conversion behavior of your audience. 

This is your way of telling Google what your goals are! 

For example, if you’re an eCommerce store, a conversion would be somebody who ultimately purchased your product or if you are a local business, it might be somebody filling in a contact form. 

First, you need to set up Google Ads conversion tracking before you start creating any campaigns. Conversion tracking will help you know if you’re getting returns on the money you have invested in Google Ads search campaigns.

There are multiple methods to track conversions in Google Ads. You can either use the built-in Google Ads Conversion Tracking method, or you could import your existing goals and eCommerce conversions into Google Ads from Google Analytics. 

If you’re not sure that you’ve set up conversion tracking, you can check it under the Conversions menu of Google Ads. To access it, navigate to Tools & Settings → Measurement → Conversions.

Next, we need to select the goal of a successful campaign. 

For this example, let’s try the Create a campaign without a goal’s guidance. This gives you all the available settings to set up a campaign, thus providing more flexibility in defining your goals. 

Let’s select a campaign type. There are many campaign types that you can select from. 

Let’s give a relevant campaign name and move forward in our search campaign setup. 

Search Network + Display Network

The next step in our search campaign setup brings us to a second common mistake.

Google by default keeps the Search Network and Display Network options checked. 

It is a good idea to keep the Display Network option on. But, it is not recommended to use the Search Network option. 

It will expand the menu to give you more options for your search campaign setup.

Ad Schedule

A mistake that marketers, especially local businesses, make is to ignore this setting.

On the contrary, if you’re selling an online course, you don’t need to have an ad schedule. 

Thus, depending on your type of business, you should consider whether to add an ad schedule or not.

Location Targeting Setup

Another common mistake is that we don’t input our location targeting properly.  It is necessary,  especially for local or small businesses. 

In this case of promoting an online course, we would create different campaigns for different countries. Let’s try to apply some location targeting in our Ad Search Campaign.

Be aware that All countries and territories are selected by default. It’s a classic mistake to avoid this default setting that Google has kept for us.

Let’s say we want to target the United States. We can choose a country to target from Enter another location. 

If we hover over the location options, there is another little setting called Target which is part of the location targeting. The default setting is for People in, regularly in, and, or who’ve shown interest in your target locations. 

This default setting means that the Ad would be shown to somebody who has shown interest in the US (because we’ve set our location target audience as the US). 

If somebody who’s in Europe has shown interest in things in America or the country in general, then the ad will be displayed to them too.

It helps to keep a  tight location target setting, so only the people in that area are targeted. Then, choose the middle option Presence: People in or regularly in your target locations on your Target setting.

If you’re a local business, you don’t want to target a whole country, but just the people in your area. We can take it a bit more granular, and go to Advanced Search and go ahead for Radius targeting. 

You’ll see it shows a 20-mile radius there, so you can do Radius targeting easily.

Choosing a kilometer radius makes it tighter for more impact

You can see it’s a much smaller circle, implying the ad is specific to that area only.

You can also exclude a country. So, let’s pretend we want to exclude Australia, we can add an extra layer of the filter.

Maximize conversions bidding

Another default setting by Google that we don’t pay attention to is the Maximize conversions bid strategy for your Ads.

If you are starting a new search campaign with a new account, we recommend you choose the select a bid strategy directly option.

Once you have some data, then you can do the automated bid strategies. But initially, you want to do Manual CPC. 

Another sly setting is the Help increase conversions with Enhanced CPC. Here Google is asking if they have permission to bid a little bit more when you can get a conversion.

Now, let’s proceed to explore other fatal mistakes we can avoid.

Keyword theme Ad groups

One of the most important things to do while creating an Ad group is to make the ad target the audience by using specific keywords.

Here, we create an Ad group name called Google. Set the default bid, in this instance, 50 cents. You can always change this later on.

We are going to add some keywords. A mistake that many people make unconsciously is that they don’t create keyword-themed Ad groups.  

It’s erroneous to add all the keywords in one Ad group. Sometimes one might add all the keywords in the same group, related or not, hoping for a far reach. This usually doesn’t work very well. There is a way you can avoid this!

You need to make keyword-themed Ad groups. You can proceed to create one Ad group per keyword.  Go ahead and put your keywords in the dialog box.

For instance, we’ll do a phrase match and say create Google retargeting in inverted commas. 

💡 Top Tip: Adding syntax is a  great way to get your campaign up and running efficiently.

If you put a keyword without any syntax, it’s called a Broad match. If you add inverted commas to your keyword, it is a Phrase match. Having square brackets around the keyword gives an Exact match.

Google’s algorithm will help fetch results to the searcher when they type in a word or a phrase. It then becomes necessary that you should ensure that you have a phrase match as your setting, if not an exact match

On the ad group, you see these keywords are very related to each other. There are slight variations, but it’s all about Google remarketing or retargeting Google or retargeting on Google.

Using a Phrase match allows for additional terms before and after it. So, we don’t have to think of every possible combination. We can be a bit flexible with that. 

You can avoid this error by creating keyword-themed Ad Groups and making sure the keywords are closely related to each other.

If you want to add to keywords, go ahead while making a new AdGroup for the cohort of keywords you’ll be using.

You can focus your ad on Facebook consumers by creating a Facebook retargeting ad. Finally, polish the ad created by designing your Facebook-centric ad group. 

Let’s Save and Continue.

Writing the Ad

This is where we’re going to need a final URL. Go to your website, copy and paste the URL on the Final URL section because that’s where you want to send the traffic to.

When you paste the final URL, notice, that it’s changed the display path to chúng tôi and here you can put in whatever words you want. 

This URL can be up to 15 characters long and it’s useful to optimize the search campaign. Let’s do it in lowercase.  We can say ‘retargeting challene‘, because it’s a 14-day retargeting challenge. 

Even though this URL chúng tôi does not exist, it’s a way of having more keywords in the ad. It displays the same way in the preview.

Don’t worry if the URL you’ve submitted is not live on your website; it’s a good way to get some keywords in the ad group.

After you input the URL, start creating the headlines. You can put up to 15 different headlines of which Google will choose three different headlines randomly. 

You can also pin a headline as well; this helps in making sure that the chosen headline will always show at that particular position.

All right, so let’s put in some headlines. Make sure they are short and direct. You can notice that Google tries to suggest a headline based on the Ad you’ve created.

We are keeping the Join The 14-Day Challenge Now. You can notice that the Preview shows the headline at a particular spot. You can pin it and can choose where the headline should be displayed.

In this instance, we’ve chosen position 1, which means it will only show in position one. Thus, this headline will always show in position 1 while headlines 2 and 3, will rotate through different options.

In considering the keywords chosen to create Google retargeting, let’s say create Google Retargeting Ads. This may get disapproved because Google is a trademarked term, but it may slip under the radar.

We’ve added other headlines such as Online Video Tutorials and we notice it shows up on the preview. 

If you’ve used up all available characters for a headline, fret not. Just keep adding headlines and Google can work an algorithm to make your ad work.

Next, we will write our description of the Ad with up to 90 characters. Google provides us with four spaces to write in our descriptions and then chooses two of these four for us randomly.

You can choose to pin one of these, similar to our headlines. Google shows two descriptions in an automated manner.

Another benefit of having more than one ad per ad group is that Google figures which ad works better for the audience and keeps that ad running more often. In case your Ad #1 doesn’t work its magic, you always have Ad #2 or #3 to count on.

If it says that no traffic is expected, don’t worry about it. They’re trying to get us to choose more keywords, which is something we want to avoid.

I’m just going to hit Publish. Let it run for 48 hours and see how it goes. 

After publishing the campaign, the webpage shows you an overview of the ad campaign you created.

BONUS: Negative Keywords

This is the bonus mistake! Negative keywords will tell Google when somebody types a particular word, and we do not want the ad to show.

In this instance, a classic negative keyword would be ‘free’. Somebody who wants free information cannot access it because we’re selling this information. 

Another one would be, ‘what is retargeting?‘ –  we don’t want that either. We want somebody who knows what retargeting is. We just want them to learn how to do it.

‘Definition’ is another word we want to avoid. This could be somebody who’s just been researching retargeting.

Thus, whether a word or a phrase, if you believe it’s going to display your ad, you can prevent the display to unwanted traffic by using Negative Keywords.

Often, people have no negative keywords. You can start a practice of keyword lists. This is one central location to look after the negative keywords that you can then apply to multiple campaigns.

If you want to add some more keywords, you can just easily go over the keyword suggestions and add them. Make sure to put them in double quotes to ensure a phrased match instead of a broad match.

You can also go over to the Search Keywords and find your keywords for the ad group. 

You may add, remove or alter the keywords from the list. Heading over to the plus sign on the top left corner to add words, you’ll be taken to the list where you can input the phrases. On the right, you can also find a list of suggested words.

If you choose to add keywords, either by typing or from the list, remember to use the double quotes to ensure it follows a phrase match.

Once all the additions are done, you can save it and you’ll have a preview of the keywords that are in use/active for your ad group.

In conclusion, these are the 8 fatal mistakes one can make while creating a new ad campaign.

FAQ Should I keep the Search Network and Display Network options checked in my search campaign?

By default, Google Ads keeps both the Search Network and Display Network options checked. While it’s a good idea to keep the Display Network option on, it is not recommended to use the Search Network option for a search campaign.

How can I set an ad schedule for my search campaign? What are keyword-themed ad groups, and why are they important? Summary

Setting up conversion tracking helps you know whether the Ad is profitable for you. A display or a search network option would show your Ads everywhere – appropriate and inappropriate – leading to unwanted traffic. You’d want to turn off the Search Network and Display Network settings.

Location targeting is important to ensure you’ve targeted the right audience geographically.

Minimize the bidding by choosing manual bidding strategies and keep Keyword-themed Ad Groups in your campaign. 

If you’re a retailer, make sure to check out these 5 tips for optimizing Google shopping campaigns.

13 Effective Ways To Reduce Your Google Ads Cpa

As Google Ads has matured, optimizing to decrease cost per acquisition (CPA) has gotten more complicated and left many marketers wondering:

What tools do I have to reduce Google Ads CPA?

What factors should I consider when optimizing CPA?

Despite loosening definitions on keyword matching, increased opaqueness (Search Terms report limitations; responsive ad reporting), and increased competition, marketers still have the needed controls to maximize their acquisition efficiency.

This article walks you through the tried-and-true best practices for optimizing CPA.

You’ll also find updated recommendations in light of newer changes to the Google Ads platform such as value rules, enhanced conversions, and modeled conversions.

Understanding CPA

First, what is CPA?

Google’s definition states that “Average cost per action (CPA) is calculated by dividing the total cost of conversions by the total number of conversions.”

“Conversion” will mean different things to different people.

For ecommerce clients, a sales transaction is typically the conversion.

For upper-funnel branding initiatives, engaged users may be the conversion that is used to back into a CPA.

Prospective customers taking some action of value is the common thread that holds the above together.

What’s A Good Cost Per Action?

I’m not shy in verbalizing my distaste for using benchmarks to measure success. I get the appeal of a hard number to serve as a threshold to answer whether or not digital marketing efforts are performing.

However, my 15 years of direct account management experience has taught me that there are too many nuances for a black-and-white question like, “What’s a good cost per action?”

The foundation of a good cost per action lies in the details of how valuable that action is, and the ROAS you want to hit. To answer that question, you need to work backward.

Mature organizations know the value of their customers and can tell you the customer lifetime value (LTV) for the segments that matter most for their business.

Companies frequently prioritize LTV for new and repeat customers for each core segment the business markets to (e.g., small business, mid-market, enterprise).

Once you have your LTV, you can calculate each action’s estimated monetary value (e.g., a lead) by combining it with the conversion rate for each funnel stage.

From here, you can add a multiplier to factor in the desired level of efficiency (or scale) you are after.

How To Lower Your CPA In Google Ads

There are several ways to reduce CPA in Google Ads, including:

Revisit account structure.

Campaign budget rebalancing.

Campaign/bid alignment.

Keyword-level optimizations.

Audience/device bid adjustments.

Keyword expansion.

Ad personalization.

User journey personalization.

Data integration.

Automated bid strategies.

Use the Recommendations section of Google Ads.

Adjust conversion setting.

Let’s learn more about each one.

1. Revisit Account Structure

A well-thought-out campaign structure is essential to driving down CPAs. Why?

Budgets are set at the campaign level, making budget distribution dependent on campaign structure.

When crafting your campaign structure, think through both the audience/keyword theme and the prioritization.

Often, this takes the shape of having tiered campaigns (e.g., high/medium/low priority) for your themed segments (e.g., brand, non-brand a, non-brand b, competitive) so you can funnel money precisely to where you want it to go.

Key Considerations

Match-type specific and SKAG campaigns are antiquated. While strategies aimed at getting granular once achieved results, AI has changed the game. Now, aggregating data to inform machine learning is the top priority.

2. Campaign Budget Rebalancing

Properly allocating budget to the campaigns with the lowest CPAs (and with room to grow) is one of the lowest hanging fruits in decreasing your CPAs.

Examine metrics like Lost Is (budget), impression share and abs, and Top of page IS when evaluating how much room a campaign has left to spend.

If those metrics indicate growth potential, evaluate whether there are higher CPA campaigns, ad groups, keywords, or audiences from which you can pull budget to ensure your most efficient campaigns are fully funded.

Key considerations

Campaign structures should not be set in stone. Your campaigns should be agile, evolving as business objectives and goals change.

Google campaigns can spend up to two times your daily budget and no more than 30.4 times your daily campaign budget during a month. See the below visual from the Google Support Article on campaign budgets.

3. Campaign Bid/Budget Alignment

Aligning bids to your campaign budget is vital to maximizing efficiency.

If you want to ensure you keep bids high enough to stay on the first page of the SERPs, you can pull in a column for “first page bid estimate” to find where that bid floor is.

4. Keywords & Targeting Keyword-level Optimizations

Keywords are the lifeblood of a paid search campaign, so it makes sense that their optimization is at the heart of improving your CPAs.

To do this, head over to the Keywords tab, then Search Terms in the left-side sub-navigation column.

The goal with Search query mining or Keyword sculpting is to ensure that the broad, phrase, and exact match keywords in your accounts are both relevant and triggering from the right ad group.

On the Relevance front, improving keyword quality can be done by adding new keywords from the Search terms report and adding keywords to your list(s) of negative keywords.

On the Triggering front, ensure the optimal keyword is triggered from the optimal ad group.

If your keyword is triggering from an undesired ad group, add an ad group-level negative keyword to funnel it to the right place in the future.

Key Considerations

Expected CTR is one of three pillars pertaining to Quality Score. It’s vital to ensure the correct keywords are triggering from the right ad group, and that there is alignment between the keyword, ad, and landing page.

While you can add in close variants via the search terms report, consider leaving them be so that the keyword data rolls up to the variant, which provides you (and the algorithms) better, more aggregated data to make decisions.

Negative keywords are becoming increasingly important in this age of limited visibility and the liberal interpretation that Google makes for broad and phrase match terms.

When using negatives, try to roll up to the highest level whenever possible. Using MCC, account, and campaign negative keyword lists are great ways to streamline the process.

5. Non-keyword Bid Adjustments

Keywords aren’t the only place you can adjust your bids.

Through Google Ads, you can bid up or down for a variety of other dimensions, including:

Device (desktop, tablet, mobile, smart TV).

Audience (Affinity, In-Market, Detailed Demographic, Custom, Pixel-based, first-party data-based, etc.).

Demographic (age, gender, household income percentage).

Time of Day/Day of Week.

Interaction Type (e.g., Phone call extensions).

Key Considerations

If using automated bidding (Max Conversions, Max Conversion Value), you can only negate that segment via a -100% bid adjustment. The exception to this rule is device-based bid adjustments, where <100% adjustments can be used.

6. Keyword Expansion

While proper keyword research may uncover most terms relevant to your business now, consumer search behavior changes. Realizing and acting on this is imperative to long-term success.

To uncover new opportunities, one should regularly look at Google’s Keyword Planner, the Search Terms Report and competitive intel reports via solutions like Semrush, iSpionage, Spyfu, and SimilarWeb.

Another option? Dynamic Search Ad campaigns, or DSAs.

These campaigns can be an excellent, always-on way to mine for new, low CPA keyword opportunities.

Key Considerations

When a DSA campaign triggers a relevant keyword, consider adding it as a negative to the DSA campaign and adding it to the appropriate place in your non-DSA campaign structure.

7. Ad Personalization

Google Ads 101 teaches us that Quality Score (QS) is one of the most important drivers to lowering CPCs. As one of the three pillars comprising QS, ad relevance is critical to reducing CPAs.

Key Considerations

Always be sure to utilize available ad text slots and relevant extensions.

Lead form-based extensions for search, display, discovery, and YouTube should be tested, especially if your website experience is lacking.

Responsive Search Ads (RSAs) Ad Strength indicator is a great, quick barometer for your ad’s strength. While it doesn’t make sense to aim for an Excellent rating each time, strive to get at least a Good rating.

Ad customizers are an excellent way to personalize ad copy without segmenting keywords/audiences into a separate ad group/campaign. Business data feeds can assist with this process.

8. User Journey Personalization

It is typical for a consumer to require multiple touchpoints to move from lacking awareness to feeling comfortable enough with your brand to purchase or engage sales.

For all-but-the-simplest conversion actions, one should consider deploying a personalized retargeting track based on how the user engages with your website or social properties (including YouTube).

Flow charts are often the best way to conceptualize these retargeting flows. Here’s an example that is B2B specific using specific content themes and an internal lead score to determine which retargeting content they see next.

If your CPA is a closed/won deal, adding personalized touchpoints that speak to the user’s pain points and differentiate your brand from the competition is a great way to decrease your lower funnel CPAs.

Here’s a one-pager on this subject:

Key Considerations

Google’s Page Speed Insights tool is a wonderful resource in helping identify technical improvements that can be made to your website.

While landing pages are important, don’t stop optimizing there. Your entire website should be designed with your prospective audience in mind.

10. Data Integration

It’s been possible to integrate both CRM audience and conversion data into Google Ads for a while now.

On the audience front, you should be working to sync your CRM via Audience Manager. This unlocks your ability to:

Explicitly target CRM-based contact lists.

Layer said list(s) onto your campaigns for inclusion/exclusion, bid adjustment.

Utilize lists in conjunction with conversion value rules.

Create dynamically updating Similar To audiences.

On the conversion front, Google’s Offline Conversion Tracking enables you to sync your CRM or push a file via Google Sheet or SFTP for Google to grab and attribute offline conversions (via the URL’s GCLID) back to a Google Ads conversion point.

11. Automated Bid Strategies

Automated bid strategies consist of Max Conversions and Max Conversion Value bidding. For both, you can layer on an efficiency target by way of a target cost per acquisition (tCPA) or target return on ad spend (tROAS).

While there are use cases for manual bidding (or enhanced CPC bidding), our agency is increasingly finding that automated bid strategies drive better long-term results than manual methods.

Key Considerations

You should always set a value for your conversion points, even if you don’t plan on using value-based bidding in the short term. Having the value in there will provide Google the data to learn from, so when you activate a value-based bidding (VBB) model, you’re a step ahead of where you’d be if you hadn’t added values.

Value-based bidding can be effective even if you aren’t confident in what your conversion values should be. Remember: the goal here is to nudge the algorithms toward optimizing to events that produce the most value. Anything you can do to assist with said nudging is a win.

Campaign-level conversion action sets + VBB is a great way to thread the needle when you have multiple conversion points at different stages of the funnel you want to optimize toward.

tCPA and tROAS bid optimization works similarly to manual CPC bidding in that your adjustments impact the max CPC you will pay at auction and that you can throttle bids and budget based on where you set your target.

Automated bid strategies do not like rapid change. Aim to adjust bids no more than 20% during a 14-day rolling period. If you find yourself losing auctions, driving minimal traffic, and not hitting the budget, check your bids and conversion tracking.

12. Use The Recommendations Section

In recent years, Google has increased the sophistication of the Recommendations section in Google Ads.

These recommendations go hand-in-hand with your Optiscore — a score that Google assigns your campaign and account based on how optimized Google thinks your account is.

Key Considerations

While not every recommendation listed here is good, I’ve found that it is often a springboard for further inquiry, discovery, and resolution.

Google is rapidly rolling out (and pushing) auto-applied recommendations (AAR), which, true to their namesake, automatically apply across the account. Here are the different variables you can control with AAR, with recommended includes selected:

13. Adjust Conversion Settings

Here’s a peek at the settings you can adjust via the conversion settings section:


Every conversion will lead to lower CPAs because a single person can convert multiple times in a single session.

Unless you have an explicit reason not to, set this to 90 days to attribute as much success as possible to your paid efforts.

Note: If you mirror your goal in Google Analytics, you can set the attribution window to a whopping 540 days.

View-through Conversion Window

Typically set to one day, opening this up can significantly decrease your CPA.

Note: Keep in mind that this activity will not be quantified in a CRM system, as there is no GCLID to pass back.

Include In Conversions

If a conversion point of value has a “No” value here, do a double-take. If there is value in that conversion point, consider changing this setting to “Yes.”

Alternatively, you can use Conversion Sets at the campaign level, should you only want to include specific conversions for certain campaigns.

Attribution Model

While adjustments here will not directly change the conversion count (and CPA) you see in Google Ads, using the optimal attribution model here will better distribute conversions to their respective touchpoints and inform the bidding algorithms to what drives results.

Key Takeaways

Prioritizing the above four focus areas as you optimize will undeniably lead to continued efficiency gains and lower CPAs.

While the list isn’t exhaustive, it showcases what savvy marketers evaluate when on how best to improve their Google and Microsoft Ads accounts.

More Resources:

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