Performance Max: 6 Mistakes That Will Kill Your Campaigns
Hey there! This is John from Stub Group, and today, we’re diving into the world of Performance Max feeds. As a top Premier Google Partner digital advertising agency, we’ve seen it all regarding product feeds for Performance Max campaigns. And let me tell you, some common mistakes can hinder your success. But don’t worry; I’m here to help you navigate these pitfalls. Let’s get started!
1. Advertising Too Many Product Variants
So, what’s the deal with product variants? If you’re running an e-commerce store, chances are you’ve got plenty of them. Think about clothing with different sizes and colours or electronics with varying cable lengths. Throwing all these variants into your feed is tempting, but hold your horses! While there are situations where it makes sense, more often than not, it can be a bad idea.
Consider how your customers search for products. Are they specifically looking for a size or colour upfront, or do they decide after landing on your site? In the electronic space, advertising each cable length might be smart. But with a hoodie, people are likely searching for the product, assuming they’ll find the right size and colour on your site. By avoiding too many variants, you can strategically focus on the most popular or highest margin variants, ensuring your advertising dollars work as effectively as possible. This approach can provide better insights into customer behaviour, helping you optimise your campaigns and boosting your confidence in your strategy.
Another consideration is relevance. Google’s algorithms thrive on significance, and when you flood your feed with variants, you risk diluting the relevance of your ads. Each ad competes against the others, reducing the likelihood that the correct variant will appear to potential customers. Instead, focus on the most popular or highest margin variants to ensure your advertising dollars work as effectively as possible. This strategic approach can provide better insights into customer behaviour, helping you optimise your campaigns over time.
2. Mismatched Ad and Landing Page Information
Have you ever clicked on an ad, expecting one thing, only to find something completely different on the landing page? Frustrating, right? This disconnect can happen when the information in your ad doesn’t match what’s on your landing page. For example, you advertise a small hoodie for $25.99, but the landing page defaults to a large hoodie priced at $29.99. Customers expect consistency, and this mismatch can lead to lost sales or frustrated visitors.
This issue goes beyond pricing and can include discrepancies in product descriptions, availability, or even promotional offers. Such inconsistencies erode trust and can significantly increase bounce rates. To prevent this, regularly audit your ads and landing pages to ensure they align perfectly. Implementing a cohesive strategy where your ads and landing pages speak the same language will create a seamless user experience, significantly boosting conversion rates.
3. Inconsistent Ad and Landing Page Images
Visuals matter, folks! You don’t want to entice someone with a stunning image in your ad only to have them see something entirely different on the landing page. It’s like a bait-and-switch. Your ad features green sheets, but the landing page shows white ones. It isn’t very clear and can turn potential customers away. Ensure the image in your ad matches the default image on your product page to maintain a seamless experience.
The power of visuals in advertising cannot be overstated. Images are often the first thing potential customers notice, and they can make or break your ad’s success. Consistent imagery across ads and landing pages reinforces brand messaging and helps build credibility. Moreover, consistency in visuals helps set the right expectations for the customer, reducing the likelihood of cart abandonment and enhancing the overall shopping experience.
4. Disapproved Products
Nobody likes to see their products disapproved by Google. Yet, it happens more often than you’d think. Sometimes, it’s due to incorrect information, mismatches between your feed and website, or Google incorrectly flagging something as a policy violation. Regularly check your Google Merchant Centre for disapprovals or warnings and address them promptly. After all, disapproved products won’t appear in your Performance Max campaigns, and that’s a missed opportunity. Not only do disapproved products lead to missed sales, but they can also affect your overall campaign performance and return on investment.
Staying vigilant about disapproved products is crucial for maintaining an active and effective campaign portfolio. Review Google’s policies and guidelines regularly to ensure compliance and avoid unnecessary disapprovals. Consider setting up alerts for disapproved products so you can react swiftly, minimising downtime for your ads. Proactive management keeps your campaigns running smoothly and maximises the return on your advertising investment. This proactive approach gives you control and efficiency in managing your campaigns.
5. Using Default Product Titles
This one’s a biggie! Many advertisers use the product titles from their websites in their Performance Max feeds. While that might seem logical, it’s not always optimal. Titles like ‘Black Hoodie’ might work on your site because visitors already know your brand. But in an ad, you need more. Google uses product titles to determine relevant search terms, so consider them mini ads. Include keywords, brand names, and essential details. Just don’t go overboard with promotional text; Google frowns upon that. By crafting compelling product titles, you can increase the chances of your products appearing in relevant searches, boosting your product’s visibility and click-through rates.
Crafting compelling product titles involves balancing detail with clarity. A well-optimised product title should capture the essential attributes that potential customers search for while remaining concise and easy to read. Consider incorporating modifiers like “best seller” or “new arrival” if they genuinely apply, as these can increase click-through rates. By refining your product titles, you enhance the likelihood of your products appearing in relevant searches, giving you a competitive edge.
6. Ignoring Optional Product Feed Fields
Google loves data. The more information you provide, the better. Beyond required fields like product ID and title, optional fields can enhance your feed quality and improve your product’s visibility. Include details like size, colour, target audience, and product highlights. Yes, it takes time to fill these out, but start with your best sellers and work your way down. Trust me, Google will appreciate the effort, and it can give you an edge over competitors who skimp on data. For instance, if you’re selling a hoodie, you could include details about the fabric, the care instructions, and the product’s unique selling points.
Optional fields offer a golden opportunity to differentiate your products in a crowded market. By providing comprehensive information, you improve your product’s chances of being displayed for relevant queries and enhance the user experience by delivering detailed product insights. This proactive approach boosts your product’s visibility and strengthens customer trust by empowering them with the information needed to make informed purchasing decisions.
And there you have it! Six common mistakes in Performance Max feeds that you now know how to avoid. By steering clear of these pitfalls, you’re well on optimising your campaigns and boosting your success. If you found this helpful and want more insights on Google Ads
Final Takeaway: Mastering Your Performance Max Feeds for Real Results
Understanding the common pitfalls in Performance Max feeds isn’t just about avoiding errors. It’s about unlocking long-term success and creating a competitive edge in a saturated e-commerce space. Each mistake discussed, from ad and landing page inconsistencies to neglected optional fields and weak product titles, represents a chink in your campaign’s armour. These aren’t just minor issues; they’re blockers that can cost you sales, burn through ad spending, and damage customer trust.
The solution? Precision, intention, and consistency.
Start by identifying your top-selling products and focusing your energy there. Audit your product titles to see if they are descriptive, keyword-rich, and optimised for how real people search. Your titles should do more than name a product; they should sell it. Think about what details matter: brand, material, use case, and what makes your item different from the rest. Don’t keyword-stuff, but ensure your product’s value is clear.
Next, review your imagery. It’s shocking how often a compelling image in an ad leads to a bland or inconsistent product photo on the landing page. Remember: visuals create the first impression. If a shopper clicks on a blue jacket, that’s precisely what they should see when they land. Any disconnect, even in colour tone, can create enough friction to cause a bounce. Keep your ad creatives tightly aligned with what people will see when they arrive.
Equally critical is your pricing consistency. If your ad says $25.99 and your landing page says $29.99, you’ve eroded trust. This isn’t just a bad user experience; it tells the customer your site might not be reliable. Your accuracy matters more than ever in a world where people make decisions in seconds.
While we’re talking about technical accuracy, stay on top of disapprovals. Log in to your Google Merchant Centre regularly. Disapprovals happen. Sometimes, it’s your fault; sometimes, it’s Google’s. Either way, your products won’t show if you’re not proactive, and you’ll never know why. Every disapproved item is a lost opportunity. Set alerts, review policies, and act quickly.
Lastly, Google should feed it the data it wants. Use the optional fields. Include highlights, sizes, genders, target audiences, and more. Google’s algorithms are intelligent, but can only work with what you give them. The more context you provide, the better your products will perform. Plus, by fully completing your feed, you signal professionalism and authority. It’s one of the easiest ways to outshine lazy competitors.
Here’s the bottom line: Performance Max isn’t a plug-and-play shortcut. It’s a powerful tool that rewards advertisers who play smart. When you treat your feed like a marketing asset, not just a data dump, you’ll see real results: better impressions, higher clicks, and more conversions.
So, please take what you’ve learned here and make it part of your daily workflow. Build habits around optimisation. Tweak, test, and improve continuously. Over time, these efforts compound and transform your campaigns into reliable profit-generating machines.
Be sure to Speak 7 Lines to Yourself Every Morning & Change Your Life. Until next time, take care and happy advertising!
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