In this article, we'll show you how to optimize your campaigns, focusing on Max Performance and Search campaigns, with a Google Sheets tip to master your URL exclusions.
Max Performance: Target New Customers, Exclude Existing Brands
The objective of Performances Max campaigns is to expand your audience. To avoid wasting your budget on already acquired customers, follow these steps:
- Exclusion of brands: Create a list of brands to exclude (competitors, existing customers) directly in your campaign settings.
- Exclusion of specific pages: Use the βAutomatically created componentsβ section to exclude irrelevant pages (e.g. blog pages, foreign language pages).
Search Campaigns: Same, Donβt Neglect Brand Exclusions!
Brand exclusions are now available for Search campaigns. Enable this option to avoid paying for clicks from intentional searches about your brand or your competitors.
Dynamic Targeting: Refine Your Search Campaigns
- URL to include/exclude: Use dynamic targeting to refine the pages included in your ads. If possible, connect a Google Sheet for centralized and dynamic management of your URLs.
- Search categories: Target pages based on their relevance to your industry.
Google Sheets: Your Ally for Effective Management of URL Exclusions
- Retrieve URLs: Copy all the URLs from your sitemap into a Google Sheets.
- SPLIT function: Use this function to separate different parts of URLs, which will make sorting and filtering easier.
- Filtering and sorting: Create filters to identify pages to exclude (e.g. pages in English, pages from irrelevant categories). Use labels to organize your exclusions (e.g. βserviceβ, βblogβ).
- Pasting values: Once your exclusions list is ready, copy and paste only the values into your Max Performance campaign settings.
Conclusion
By mastering URL exclusions and dynamic targeting, you will optimize your Google Ads campaigns to reach new customers while maximizing your return on investment. Remember that optimization is an ongoing process. Regularly test, analyze and adjust your strategies to stay competitive in the ever-changing world of digital marketing.
