What to do in the first week of a new performance max campaign

So you've just kicked off a new Performance Max campaign, right? The first week's a big one as we all want campaigns to get off to a flying start and we can bask in the praise of a happy client!

But with so much uncertainty around how to optimise performance max campaigns we thought it bes to share with you our process for what to do after launching a new Performance Max campaign.

In the first week of a new Performance Max campaign, the focus should be on setting up and closely monitoring the campaign to ensure it performs optimally. Here’s a step-by-step guide for what to do during the first week when managing performance max campaigns:

Double-Check Settings

We've all been there! You've double checked, triple checked then all of a sudden you realise the typo in the Ad! With so many moving parts its understandable, but its crucial to ensure you're campaigns are correctly setup and any issues are pinpointed ASAP. So heres a could of things to check after launching:

1. Ensure Conversion Tracking is Set Up Correctly: Verify that your conversion actions are properly tracked, and all important events are being captured. This is critical for the campaign’s optimisation.
2. Review Asset Groups: Ensure that the ad creatives (images, videos, headlines, descriptions) in your asset groups are aligned with your campaign goals. Quality assets will improve performance.
3. Audience Signals: Double-check your audience signals (custom segments, customer lists, etc.) to ensure they are targeting the right demographics and interests.
4. Budget & Bidding Strategy: Confirm that your budget and bidding strategy align with your campaign goals (e.g., maximise conversions, maximise value, etc.)

Initial Monitoring

1. Keep an Eye on Spend: Track your daily spend to ensure it aligns with your budget. Adjust if necessary.
   Monitor Traffic Quality: Watch for unusual spikes or drops in traffic. Ensure that the traffic coming in is relevant and that you're not overspending on low-quality traffic sources.
2. Performance Indicators: Begin monitoring key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, and cost per acquisition (CPA). Although it’s too early to make any major changes, understanding the initial performance is crucial.

Collect Data & Analyse Early Trends

1. Review Initial Data: By the end of the first week, there should be some initial data on impressions, clicks, and conversions. Begin to analyse this data to identify any glaring issues or opportunities.
2. Identify Asset Performance: Look at which creatives are receiving the most impressions and clicks. Google’s machine learning will start showing a preference, which can guide future asset iterations.
3. Audience Insights: If available, review the Audience Insights to see which audience segments are performing better. This can inform your audience strategy moving forward.

Refine Targeting and Adjust Settings (If Necessary)

1. Adjust Targeting Based on Performance: If you notice any significant underperformance in specific audience signals, consider refining your audience segments or adding new ones.
2. Negative Keywords & Placements: If applicable, start adding negative keywords or placements based on where your ads are appearing and the quality of the traffic.

Communication and Collaboration

Report to Stakeholders is also important. You'll have been working with them during the campaign planning stage and all invested are keen to hear about the results. So make sure to share initial findings with stakeholders, explaining the early results and setting expectations for how the campaign will evolve.

In a way, its nice to know what is not working as well. For example, if any assets underperform, communicate with your creative team to prepare new or improved assets.

Set the Stage for Week Two

Once you've wrapped up the first week of your Performance Max campaign, it’s time to start planning for iteration in week two. Begin by analysing the data you've collected to identify any clear trends or underperforming areas. Focus on the creative assets that are working well and consider creating more variations, while improving or replacing the ones that aren’t pulling their weight.

Prepare for Scaling

If the campaign is performing well, start thinking about how you might scale it in terms of budget or scope in the coming weeks.

Avoid Major Changes

The first week is primarily about gathering data and making sure everything is working correctly. Avoid making major changes, as Performance Max campaigns typically require time to fully optimise. By the end of the first week, you should have a solid understanding of how your Performance Max campaign is beginning to perform and what initial adjustments, if any, may be needed.

Need Help With Performance Max?

Need help with Performance Max? You're not alone. As a powerful tool within Google's advertising suite, Performance Max campaigns can unlock unparalleled opportunities by unifying your ads across all Google channels. However, optimising and managing Performance Max can be complex. Whether you're struggling with strategy, audience targeting, budget allocation, or just getting the most out of your ad spend, expert guidance can make all the difference. Let us help you navigate the intricacies of Performance Max, so you can maximise your campaign's effectiveness and drive meaningful results for your business.

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