What are Top Performance Campaigns? |

This summer, in Google Ads, a new type of campaign has appeared, ones that take a step closer to automation and machine learning to help you, taking advantage of all the google ads potential, to create a funnel and manage to maximize the

This new type of campaign has replaced the and we want to tell you all the keys to obtain the best results.

How does the Top Yield campaign work?

With the Maximum Performance campaign you can access all Google Ads tools from a single campaign and connect with your customers through the YouTube network, , Search, , , and

The goal of the Maximum Performance campaign is to streamline the process of advertising on multiple channels, as well as to obtain better results and improve return and conversion rates.

How do you set up a Top Yield campaign?

Google has made the whole process very easy, so if you are starting your campaign from scratch, you only have to follow a few simple and intuitive steps.

In order to start, you must select the option “Create New Campaigns” and choose the option “Maximum performance”. Followed you must:

• Set your campaign conversion goal.

The objectives for this type of campaign are: online sales, lead generation and offline sales (store visits). You don’t have to select all, you can focus only on the most necessary objective.

• Define conversion values.

The Top Performance campaign has the following options available: Maximize conversions with CPA or maximize conversion value with target ROAS.

• Set a campaign budget.

• Add location and choose languages.

• Select the final URL expansion.

To get more relevant search conversions you will need to select Final URL Expansion.

• Create resource groups.

In this section, you can place all the creativities: images, video, text and logo. Note that you can configure more than one resource group, but make sure there are differences.

• Add ad extensions.

• Post the campaign.

Our recommendation is that you do not skip any option, as it is vital information for Google to get the most out of the campaign.

What are audience signals?

In the Maximum Performance campaign You don’t have the option to however, you can set audience signals, suggestions that you give to the campaign so that Google can easily find your potential customers.

Each group of resources can have its own audience signal and among them you can select:

• Customer matching: You can upload customer list data so that Google learns as quickly as possible.
• You can include Interests and demographic data.
• To create lists with keywords related to your business or competition URLs.

Are there exclusions?

The Maximum Performance campaign gives you the possibility to choose options to attract new clients and you can also place keywords related to your business but it also gives you the option to include exclusions and thus focus on acquiring new clients.

• Client exclusions: Upload your list of clients and have the system exclude them from all targets.
• Keywords: You can’t do this directly, but if you have a Google representative, they can block the brand terms for you. You can request to include a list of and once it is included, you can add the terms you want to negativize.

How do creatives display in a Top Performer campaign?

When creating a group of resources you have to add images, logos, texts and videos. In the latter case, if you don’t include a video, Google will provide a random video that may even have nothing to do with the service or product you offer.

All these resources are combined with each other to show the user the creativity that best fits the point of the funnel where you are.

Once the resource group has been launched and a long learning time has elapsed, it is important to review the details. This function allows you to know which texts are good, bad or the best. The same goes for images and videos.

How to analyze the performance of a Top Performance campaign?

The Maximum Performance campaign It shows the same metrics as the rest of the Google Ads campaigns: CPC, CPA, but it is true that the audience to which they are shown or the Keywords for which they are getting clicks can be a bit confusing.

In section “statistics» You can find interesting data such as which keywords have converted or consumer interest statistics, change history and auction comparison.

Google has confirmed that it will be expanding the functions and we will be able to obtain more data from these campaigns.

Once the Top Performer campaign is launched, should I stop running search campaigns?

Despite the great potential that the Maximum Performance campaign has, it is still very recent, so our recommendation is that you do not ignore the search campaigns and continue to maintain and optimize them in parallel.

What do you think about it? What have been your results? We read you. If you need help from an expert to position Google Ads campaigns, our can help you. Do not hesitate to contact us to improve the Google positioning strategy of your website.