If your Performance Max campaign isn’t performing as expected, it may be due to specific problems with your targeting, conversion tracking, or campaign settings. This article will help you troubleshoot your campaign in the following scenarios:
Before you begin
You can create Performance Max campaigns to advertise with little setup or creative input. These goal-based campaigns use Google AI and experimentation to successfully meet your objectives and optimise performance on channels such as Discover feed, Display, Gmail, Google Maps, Google partner websites, Google Search and YouTube. Learn more about how to Create a Performance Max campaign
When it’s time to review a campaign’s performance, bear the following in mind:
- Change takes time: To receive accurate results, wait for a short period (at least 2–3 days) after you’ve made changes to your campaign before analysing the results.
- Review the right metrics: When you use any Smart Bidding bid strategies, you should confirm that your success metrics match the goals of your campaign.
- Example: If a Performance Max campaign uses the 'Maximise conversion value' bid strategy (with tROAS set), you should review the 'conversion value/cost (Actual ROAS)' and 'conversion volume' metrics instead of unrelated metrics like clicks and impressions.
- Learn more about how to Pick the right bid strategy.
- Learn more about Smart Bidding bid strategies.
- Learn more About automated bidding.
Instructions
Steps to troubleshoot errors during campaign setup
- Check the asset group setup and determine whether any limits have been exceeded.
- Learn more about how to Build an asset group.
- Example: 16 headlines have been added but the campaign has a limit of 15 headlines.
- For advertisers with a Merchant Center feed attached, ensure that the final URL matches the one attached in the Merchant Center.
- The URLs must match in order for the Performance Max campaign to be created.
Steps to troubleshoot other campaign serving issues
Campaign is serving on unexpected or unsuitable landing pages
If you've noticed that your ads are serving landing pages that you didn’t intend for the campaign, this may be because final URL expansion is turned on. When Final URL expansion is on, Google dynamically generates a headline, description and other assets to match user search intent. Learn more about Final URL expansion with Performance Max
If you don’t want Google to select alternate landing pages, you can opt out of the Final URL expansion feature by following the steps below:
- In your Google Ads account, click the Campaigns icon
.
- Click the Campaigns drop-down in the section menu.
- Click Campaigns.
- Click the Settings tab.
- Choose the Performance Max campaign that you want to edit.
- Under 'Additional settings', expand the 'Final URL expansion' section.
- Choose to turn it off.
- Click Save.
.Campaign is serving unintended assets
If you've noticed that your ads are serving unintended assets, it may be because Final URL expansion is turned on. When Final URL expansion is on, Google dynamically generates a headline, description and other assets to match user search intent. Learn more about Final URL expansion with Performance Max.
If you don’t want Google to select alternate landing pages, you can opt out of the Final URL expansion feature by following the steps below:
- In your Google Ads account, click the Campaigns icon
- Click the Campaigns drop-down in the section menu.
- Click Campaigns.
- Click the Settings tab.
- Choose the Performance Max campaign that you want to edit.
- Under 'Additional settings', expand the 'Final URL expansion' section.
- Choose to turn it off.
- Click Save.
Ads serving on irrelevant or undesirable placements
With placement exclusions, you can exclude your ads from serving on placements for specific pages, sites, mobile apps and videos where you don't want your ads to show. This feature may negatively impact your campaign’s performance as it limits serving, and should only be used for brand safety purposes. In particular, you might exclude websites and mobile apps that aren’t appropriate for your brand. Performance Max campaigns will respect all account-level and MCC-level placement exclusions. Campaign-level placement exclusions aren’t yet available. Learn more about how to Exclude placements at the account level.
Ads serving in unintended locations
There are two types of location targeting in Performance Max campaigns:
- Presence or interest: People in your targeted locations, or people who are regularly in your targeted locations or who’ve shown interest in your targeted locations (Recommended)
- Presence: People in your targeted locations, or people who are regularly in your targeted locations
After your campaign is live, you can view the locations of users being served ads both on the 'Overview' page map view and by clicking the 'Locations' tab. It’s expected to receive some traffic from outside the specific targeted locations.
Example: If a campaign targets users in the United States based on 'Presence', it will show ads only to users located in the United States. If a campaign targets users in the United States based on 'Presence or interest', it will show ads to both users located in the United States and those who have expressed interest in the United States.
If you notice unwanted serving from non-targeted locations, you may add these locations as exclusions.
- In your Google Ads account, click the Campaigns icon
- Click the Audiences, keywords and content drop-down in the section menu.
- Click Locations.
- Click the 'Exclusions' tab.
- Click Edit locations or pencil icon to add a location to exclude.
- Enter a location to exclude and click Save.
Check account-level placement exclusion lists in sub-accounts (within MCC)
- In your manager account, click the Accounts icon
, then select the Sub-account settings drop down in the section menu.
- Make sure that the 'Applied placement exclusion lists' is visible in the table. If it’s not, click the 'Columns' icon
to add it.
- Under the 'Applied placement exclusion lists' column for the campaign that you’re checking,
- A dash will show if exclusion lists aren’t applied.
- A list name will show if exclusion lists are applied.
to add it.Check account-level placement exclusion lists in sub-accounts (within a sub-account)
- In your Google Ads account, click the Campaigns icon
- Click the Audiences, keywords and content drop-down in the section menu.
- Click Content.
- From the drop-down menu, click Placement exclusions.
- Click Add filter, then select Level.
- Tick the box next to the accounts that you want to view campaigns for.
- Click Apply.
Steps to troubleshoot campaigns with a Merchant Center feed
For advertisers upgrading to Performance Max from Shopping campaigns:
- Automatically created assets can’t be used with Shopping ads.
- Performance Max campaigns will be prioritised over existing Shopping campaigns that run the same products in the same Google Ads account, so when you start to run Performance Max, spend in those Shopping campaigns may decrease (even if Performance Max has a lower budget than the Shopping campaigns) and Performance Max will ramp up in its place.
- To minimise performance impact, we recommend that advertisers set similar budgets for Performance Max as their existing Shopping campaigns for the same products.
- Your Performance Max campaign may take two to three days to ramp up. After your Performance Max campaign is up and running, you should pause your Shopping campaign. If your Shopping campaign and Performance Max campaigns continue to run at the same time, the Shopping campaign may continue spending on some surfaces and not allow Performance Max to optimise fully.
Brand guidelines
With brand guidelines, you can control how your brand is represented in your automated assets or Performance Max campaign formats. You’ll be able to easily upload the following customisations in the same place once per campaign:
- Brand font
- Brand colour
- Business name
- Business logo assets (1–5 images)
Most traffic coming from a single asset group:
- When setting up asset groups for your retail Performance Max campaign, ideally, you shouldn’t have an overlap in products targeted between asset groups (for example, Asset Group 1 and Asset Group 2 shouldn’t target both Products A to Z; Asset Group 1 should only target Products A to L and Asset Group 2 should only target Products M to Z).
