Add high-value customer lists from your CRM.
Utilize existing remarketing lists.
If compliant with privacy regulations, import contacts who have engaged with your email campaigns.
5. Strategic Exclusions
While PMax limits our control compared to traditional search campaigns, we can still guide the algorithm by telling it where not to show our ads.
Tactics to consider:
Exclude poor-performing keywords and placements at the account level.
Use Google’s Insights reports to identify and exclude irrelevant search terms and placements.
Pitfalls To Avoid
1. Neglecting Lead Scoring
Not all leads are created equal. Implement a lead scoring system in your CRM and feed this data back to Google. This allows the algorithm to optimize for lead quality, not just quantity.
2. Ignoring The Full Funnel
Remember that lead generation is just the start. Track and optimize for downstream metrics like qualified leads, meetings set, and eventual sales.
3. Over-Reliance On Automation
While PMax is highly automated, it still requires human oversight and strategic input. Review performance regularly, adjust audience signals, and refine your creative assets.
4. Neglecting Creative Assets
PMax relies heavily on your creative input. Ensure you provide a diverse range of high-quality assets, including compelling ad copy, eye-catching images, and engaging videos.
5. Leverage Negative Keywords And URL Controls
While Performance Max limits traditional keyword targeting, Google now allows advertisers to use negative keyword lists in these campaigns.
This feature is crucial for lead generation efforts, serving two essential purposes:
Brand Protection: Create a list of your branded keywords and exclude them in PMax. As Brooke Osmundson explains, “At the very minimum, create a list of targeted brand keywords and exclude them in PMax. This allows your tried-and-true search campaign to run and optimize per usual, without PMax cannibalizing any existing efforts”.
Competitor Exclusion: You can also exclude competitor brand terms if you believe Google might show your ads for these searches inappropriately.
Additionally, pay close attention to URL settings. Consider disabling URL Expansion in your PMax settings, as this will help you retain control over what landing pages are used. For lead generation, sending users to the right landing page is crucial for lead quality.
If you choose to keep URL Expansion enabled, be sure to exclude irrelevant pages like blogs, recruitment pages, or ‘About’ sections to maintain control over the user journey.
These controls allow you to shape your PMax campaign more precisely, ensuring it complements your existing strategies and maintains the quality of your lead generation efforts.
6. Overlooking Placement And Asset Control
Reviewing the display placements and excluding irrelevant websites from showing your ads is essential. Typically, gaming sites and kids’ apps are the first things you want to exclude.
Also, be wary of Google’s automatically created assets. At my PPC agency, Hop Skip Media, we’ve seen instances where Google automatically creates YouTube videos of inferior quality. Make sure you turn those off and review assets regularly.
7. Misunderstanding Google’s Comprehension Of Your Business
Before fully committing to PMax for lead generation, assess whether Google accurately understands your business and website content.
You can do this by inputting your website URL into the Search Terms section of the Keyword Planner and evaluating the relevance of the generated keywords.
If there’s a significant mismatch, PMax may need help to target the right audience for your lead generation efforts.
8. Neglecting To Define And Track Quality Leads
Make your lead generation forms more discriminating by including qualifying questions.
Set up separate confirmation pages for qualified and unqualified leads, and only count qualified leads when firing your conversion pixel. This approach helps ensure that PMax optimizes for quality leads rather than just quantity.
By avoiding these pitfalls and implementing the strategies we’ve discussed, you can significantly improve the effectiveness of your Performance Max campaigns for lead generation.
Remember, the key is continually providing Google’s algorithm with high-quality data and maintaining strategic oversight of your campaigns.
The Future Of PMax For Lead Gen
Like anything in Google Ads, Performance Max for lead generation is not a set-it-and-forget-it solution. It requires a strategic approach, continuous optimization, and a deep understanding of your lead qualification process.
By implementing offline conversion tracking, leveraging first-party data, structuring campaigns thoughtfully, and avoiding common pitfalls, you can harness the power of Google’s AI to generate more leads and better leads.
As Google continues to refine and improve Performance Max, we can expect even more sophisticated targeting and optimization capabilities.
The marketers who will succeed are those who stay ahead of the curve, continuously testing, learning, and adapting their strategies.
Remember, the goal isn’t just to fill your funnel – it’s to fill it with suitable leads. With these advanced strategies, you’re well-equipped to make Performance Max a powerful tool in your lead generation arsenal.
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Featured Image: Vitalii Vodolazskyi/Shutterstock