The Modern Performance Max Playbook

1. Introduction

   5 lessons

   1. Download Slides
   2. Introduction to performance max
   3. Performance max 101
   4. Performance max benefits
   5. The anatomy of a performance max campaign

2. The Pillars of a Performance Max Campaign

   3 lessons

   1. Assets
   2. Listing groups
   3. Signals

3. Campaign and Asset Group Structures

   2 lessons

   1. 3 types of pmax campaigns or asset groups you can create
   2. The most common campaign and asset group breakdowns

4. Understand Audience Targeting

   3 lessons

   1. Prospecting + remarketing
   2. Optimize for new customers
   3. When to consider new customer acquisition bidding strategy

5. Performance Max Strategy Development

   3 lessons

   1. Strategy vs tactic
   2. Essential questions for crafting your performance max campaign structure
   3. Choosing pmax goals - When and why you should create separate pmax campaigns

6. Performance Max for Ecommerce vs Lead Gen

   5 lessons

   1. Pmax for ecommerce
   2. Pmax for lead gen
   3. A secret tip for lead gen businesses
   4. Performance max % of spend on different networks
   5. Ecommerce and lead gen examples + walkthrough

7. The Interplay with Other Campaign Types

   4 lessons

   1. How pmax fits into the google ecosystem
   2. How pmax overlaps with other campaign types
   3. How pmax overlaps with search campaigns
   4. Pmax vs search/youtube

8. Performance Max Under The Hood

   4 lessons

   1. Auto created assets
   2. Page feeds
   3. Content exclusions: mobile apps
   4. Content exclusions: placements and youtube channels - Brand exclusions

9. Advanced Levers

   4 lessons

   1. Value rules
   2. Seasonality bid adjustments
   3. Data exclusions - IP exclusions
   4. All performance max levers

10. How to Analyze Results

    13 lessons

    1. Campaign & asset group level report
    2. Auction insights report
    3. Placement report
    4. The shopping network: data you can't ignore
    5. Track your pmax youtube ad spend - Is the pmax campaign spending on the search network?
    6. Pmax display network spending on the rise?
    7. Is the pmax campaign focusing on remarketing?
    8. Pmax landing pages
    9. Device level performance - Understanding pmax's reported conversion rate
    10. Search categories insights
    11. Audience insights
    12. Trends & demand - Use the report editor to create your own reports
    13. Target cpa & target roas decision trees

11. The Holy Grail of Reporting The Mike Rhode's Pmax Script

    2 lessons

    1. The holy grail of reporting the mike rhode's pmax script - How to implement the performance max script
    2. Pmax script best practices

12. Common Troubleshooting Issues & Optimizations

    6 lessons

    1. Adjust your budget and/or troas as needed
    2. Other optimization techniques
    3. Feed only pmax campaign
    4. Pmax insights tab: the catalyst for google ads success
    5. Common pmax problems
    6. Spam leads/bot traffic

13. Performance Max Experiments

    2 lessons

    1. Experiments
    2. Performance max uplift experiment

14. Test Campaign Ideas

    3 lessons

    1. Feed only performance max campaign
    2. Specific audience personas campaign
    3. Full social approach pmax campaign - Performance max testing decision tree

15. Performance Max Checklist

    2 lessons

    1. Performance max checklist
    2. Key takeaways