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Optimizing such a highly automated campaign is different from optimizing a simple text campaign, but we still have a lot of possibilities. What can we do? Conversion tracking – first of all, let's make sure that we have well configured conversion tracking, i.e. that our conversion tags collect the correct data. The Performance Max campaign is based on conversion goals, if they don't work properly, no optimization will help us. Only the most important conversion goals - conversion goals may be different, we can monitor a purchase in an online store or the completion of a form.


When configuring the Performance Max campaign, we can choose what conversion goals the campaign will be based on. Let's add only the conversion goals that are most important to us. Otherwise, less significant conversions, i.e. filling out a form, will disturb our statistics and results. Target CPA – the Performance Max campaign photo retouching can be based on the target CPA strategy, i.e. Cost Per Action. In other words, we can set the CPA amount that the campaign should strive for. If she manages to achieve it, it is recommended to lower it. Target ROAS – another strategy that a Performance Max campaign can work on is a strategy that takes into account advertising expenditure. In other words, how much should each zloty spent earn you? These proportions can be changed during the campaign.



In theory, if ROAS is too low, it will give us a large reach, while if it is too high, it will rather limit the reach in the search for the most converting users. Please remember, however, that neither CPA nor ROAS is binding for the campaign. The campaign may never reach our recommended amounts. If we have archived data on the amount of these two factors in our old campaigns, let this be our starting point for the Performance Max campaign. Expanding the final URL address - the Performance Max campaign, by default, selects the URL address on your website to which it will direct recipients. This is to match the landing page as accurately as possible depending on the user's intentions.