What’s a best practice to follow when designing an experiment to test Performance Max campaigns?
- Create a new CPA or ROAS goal for Performance Max campaigns to achieve.
- Keep Performance Max budget limited to 10% of other campaigns’ budgets.
- Optimize Performance Max to a comparable CPA or ROAS target to other campaigns.
- Run the Performance Max experiment for one to two weeks before evaluating results.
Explanation:
The correct answer option is ‘Optimize Performance Max to a comparable CPA or ROAS target to other campaigns.’ This best practice ensures that Performance Max campaigns are aligned with the overarching performance goals of the advertising strategy. By optimizing these campaigns to achieve a comparable CPA or ROAS target to other campaigns, advertisers can maintain consistency in their performance metrics and effectively evaluate the effectiveness of Performance Max. This approach allows for a fair comparison between Performance Max and other campaign types, providing valuable insights into its contribution to overall campaign performance. Moreover, aligning the optimization targets ensures that resources are allocated efficiently across different campaign types, maximizing the return on investment and driving better overall results. Therefore, optimizing Performance Max to a comparable CPA or ROAS target to other campaigns is a crucial best practice to follow when designing experiments to test its effectiveness in the advertising strategy.
Related question:
What’s a best practice to follow when creating a Performance Max campaign?