Contact us!<\/a><\/p>","protected":false},"excerpt":{"rendered":"Do you have PMAX campaigns, are you going to adapt them this Black Friday? We do and we want to tell you how. First of all, we must remember that this Black Friday will be one of the most omnichannel to date, so taking advantage of this type of campaign seems vital to us.\r\n\r\n \r\n\r\nHow can we start? Ideally, we should have our performance max campaigns active well in advance before black friday as this type of campaign needs a minimum of 6 weeks to get enough data. The best would be to duplicate your resource groups in advance (more than a week) and adapt them for Black Friday, pausing the group without offer on the desired dates. This will not affect the performance or learning of the campaign, even if it is a new group we are promoting the same products and the campaign does not lose its data.\r\n\r\nBe careful with the groups of cards of this new group, check that the products you want are promoted because the groups of cards are not copied from one to another. If you only check at campaign level you can make mistakes:\r\n\r\n\r\n\r\n\r\n\r\nAs a tip, you can copy and paste from the Google Ads editor, as this way the groups of tabs are duplicated.\r\n\r\nNext, we are going to give you some tips on the things that we should keep in mind in these campaigns so that you have your Performance ready for this time of the year:\r\nCreativities: First of all, the most important thing will be the adaptation of the creatives, both images and video.\r\n \r\n\r\n \tImages: Google allows us a maximum of 20 images in PMAX, take advantage of them all, it is recommended to include the maximum number of resources possible, since the campaign will be able to create greater combinations, so you will increase the chances of finding the winning combination. Use different formats, even the same image in several dimensions to see which one works best for you. We recommend clean images that do not have logos, text... In our opinion, it is important that they visually evoke Black Friday, here we let your imagination run wild. If you don't have the possibility to create so many visual resources, you can use the images you already have and add some extra Black Friday resources. Here are the specifications:\r\n\r\n\r\n\r\nIn addition to the image resources to add, we also have the product \"lifestyle\" shopping attribute. If you haven't tried it yet, you should know that it can be your ally in performance campaigns to increase visibility. In case you don't know what we are talking about, we leave here the support help https:\/\/support.google.com\/merchants\/answer\/9103186?hl=es. In these times it is vital to differentiate yourself from the competition, take advantage of this new attribute if possible.\r\n\r\n \tVideos: Youtube is one of the channels in which more increase is expected this Black Friday so we must take advantage of this video resource in our Performance Max. You will get a good performance by including several videos with different types of duration and formats. If you can count on YouTube shorts, you can also test this type of format in these campaigns. Include your own videos to generate the desired impact on your customers with resources adapted to your promotions, another vital practice to differentiate yourself. If you do not include them, these campaigns automatically generate videos from creatives that you have uploaded, but we do not recommend this practice as they do not seem to us to be quality videos nor will they have a differentiated message.\r\n\r\nCopies: Adapt the copies to Black Friday.\r\nThis is obvious, but we don't want it to fall by the wayside. Adapt your communications, if you can with a text that highlights your offers. If you have them but don't communicate them your potential customers won't know about them.\r\nAudience signals:\r\nThis resource seems to us very important to give a \"clue\" to our campaigns. Taking advantage of these signals for Black Friday can make the difference, and here the possibilities are very wide. We recommend some of them:\r\n\r\n \tShoppers, bargain hunters\r\n \tSpecific Black Friday audiences\r\n \tOur most impressed or converted terms + promo\/deals\r\n \tDo you have your audiences separated by verticals or brands? Take advantage of them in your performance max audience signals.\r\n \tCompetitor URLs: don't know which one to use? If you have the same campaign in RB take a look at the auction comparison.\r\n\r\nPlacements:\r\nExclude all those in which you are not interested in appearing previously. For example, if your company has nothing to do with sports or with an audience similar to the one that usually consumes soccer and you see in your placements a lot of impressions in this type of pages, you can exclude them. It is important to review this for Black Friday if we do not want to spend money on sites that are not interesting for us. Within the limitations of Performance, at least we can control this part.\r\n\r\nTo review the sites where your PMAX are being displayed you should go to Reports > Predefined Reports (Dimensions) > Other > Top performing campaign sites. Here you will get a panel where you can filter by date, location, campaign... Very useful both for a general overview and to review a specific campaign.\r\n\r\nIf you want to exclude any of them you would have to do it at account level. We would go to the panel of all campaigns and here we have to go to content > exclusions and choose in the dropdown site exclusions.\r\n\r\n\r\n\r\n\r\n\r\nYou can also create a list of site exclusions, from tools and settings > resource exclusions library > site exclusions lists and add it.\r\n\r\nHere it is important to know that it does not let us add these exclusions only to Performance Max, so we would have to set it at the account level.\r\nSeasonality settings:\r\nApart from taking care of our limited budgets, our refusals and our returns as in the rest of the campaigns, it will be vital for the Black Friday days to take into account the seasonality adjustments and apply them to the peak performance campaigns now that we can do it.\r\n\r\nTo do this review the variation in conversion rate that your campaigns usually have these times of the year. You can put this setting in tools and settings > shared library > bidding strategies > advanced controls. Here we can set the setting to these campaigns only.\r\n\r\nFor us these are some of the most important points to adapt in PMAX for Black Friday and our way to optimize them. Do you want to share with us some more? We read you!\r\n\r\nIf you have any doubts, contact us!<\/p>","protected":false},"author":42,"featured_media":224988,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[26,39,22],"tags":[258,378,228,72],"class_list":["post-224987","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","category-herramientas","category-marketing-online","tag-black-friday","tag-performance-max","tag-ppc","tag-sem"],"_links":{"self":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/224987","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/comments?post=224987"}],"version-history":[{"count":1,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/224987\/revisions"}],"predecessor-version":[{"id":232121,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/224987\/revisions\/232121"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media\/224988"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media?parent=224987"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/categories?post=224987"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/tags?post=224987"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}