Performance Max Campaigns: Budget Considerations and Conversion Rates

If you can't budget for at least 10 clicks/day for your Performance Max (target leads) campaign, there is a considerable chance that it is not going to perform well.

The budget needs to be able to realistically achieve at least an average of 1 lead/day, and if you can't achieve at least 10 clicks/day on average, you are asking your Pmax lead campaign to perform at a conversion rate of over 10% (which is rarely the case unless we are talking about branded search). The average conversion rate on Google Ads in 2023 was 7%. *Source: Google Ads Benchmarks 2023 by Industry - Mega Digital

La fórmula para anuncios que funcionan en redes sociales

Did you know why some ads on Facebook and Instagram stand out more than others? 🤔 Here’s a revelation about the order in which most people interact with ads in their feeds:

1. Ad Creativity: It’s the first thing that captures attention. An image conveys more information than a thousand words.

2. Headline: Acts as a bridge, contextualizing the ad’s creativity.

3. Primary Text: Provides the necessary context, digging into the details.

And, how should we really systematize the process behind our ads to ensure that each element works harmoniously and achieves the desired impact? 🛠️ This would be the approach I like to use:

1. Headline: Start with a clear description of the offer. Make your audience want to know more.

2. Primary Text: Provides more context and information.

3. Ad Creativity: Ends with a visual punch that captures and retains attention, sealing the message of your ad.

This inverted strategy emphasizes the importance of having a clear and direct message from the beginning, guiding the visual creativity to complement and reinforce that message, not the other way around. ✍️

Fine-Tuning Bidding Strategies in Google Ads: Maximizing Conversions Safely

When implementing a bidding strategy on Google Ads to maximize conversions with a target CPA, monitor the cost/conversion metric over the last 90, 60, and 30 days.

If you observe a positive trend in reducing the cost/conversion, consider adjusting the target CPA. However, make sure that the weekly variability of the cost/conversion has not exceeded 20% over the last four weeks, as having consistent and predictable data is crucial.

This should be done cautiously to not limit your bids too much and lose visibility and potential conversions.

🔍 Extra tip: be careful with having auto-apply recommendations activated so that Google Ads decides for you the type of bidding, whether you use target CPA or target ROAS, or how much CPA or ROAS you should have. Completely delegating these decisions to automation is like handing over the responsibility of your campaign strategy to Google.