First Of All, What Are PMax campaigns?
PMax campaigns are Google’s all-in-one ad solution designed to place your ads across various Google platforms, including search, display, YouTube, and Gmail.
They use advanced machine learning to automate the optimisation process, which means you can rely on Google to identify the most effective placements for your ads, rather than micromanaging every detail.
The big advantage here is efficiency. Instead of juggling multiple campaigns and settings, you let Google handle the heavy lifting. This way, you can focus on other parts of your business while your ads are being optimised across Google’s network.
However, there are limits to what you can control directly through the PMax interface. For example, you might hit a wall if you want to add negative keywords or make other specific changes that aren’t available in the standard settings.
In those cases, you’ll need to submit a form to Google. This lets you request those extra features or adjustments that aren’t available through the usual interface, so you can get your campaigns running just the way you want them.
So, what can you adjust directly in PMax campaigns, and what do you need to handle through a form? And how does this new update make submitting a form easier for marketers? Keep reading to find out!
What You Can & Can’t Optimise On PMax Campaigns
In Google Ads, especially with Performance Max (PMax) campaigns, advertisers can handle a lot of things directly in the interface, but there are some tweaks that need a little extra help—either through a request form or by contacting Google support.
What You Can Do Yourself:
Bidding and Budget: You can easily set and adjust your daily budget and change your bidding strategies whenever you need to.
Creating and Managing Assets: Feel free to create and edit all your assets—images, videos, headlines, and descriptions—right within the PMax campaign.
Targeting: You’ve got control over audience signals, locations, languages, and other targeting options.
Product Feed Management: If you’re linked to a Merchant Center account, you can manage your product listings and all the details that go with them.
Ad Scheduling: Decide when your ads show up during the week and adjust as needed
Conversion Tracking: You can handle your conversion actions and tracking settings directly in the interface.
What You Can’t Do Directly:
Negative Keywords: Unfortunately, PMax doesn’t let you add negative keywords directly. You’ll need to use a form or get in touch with Google support for that.
Placement Exclusions: If you want to exclude specific websites, apps, or YouTube channels from showing your ads, that’s something you’ll need to request through the form.
Topic Exclusions: Similar to placement exclusions, you might need to use the form to keep your ads away from certain content topics.
Advanced Settings: Some more advanced or non-standard settings that aren’t available in the interface may require a special request.
Now, There’s a New Form for Easier PMax Campaign Updates?
Yes, you read that right! Google recently updated the form that advertisers use to request changes to their Performance Max (PMax) campaigns, making the process much quicker and easier.
Here’s what’s new:
Faster notifications – Advertisers will now get a notification letting them know that having standard or admin access to their Google Ads account can speed up the process of making changes.
Account access check – The form now asks if you have admin or standard access to the account, helping Google understand who’s making the request.
Multiple changes at once – You can now select more than one type of change in the form, meaning you don’t have to fill it out multiple times. Some of the changes you can request include adding or removing negative keywords, excluding certain topics, and blocking specific placements (places where your ads appear).
How This Will Help Marketers: These updates are designed to make things easier for you. With a quicker and more straightforward process, you can get your PMax campaigns adjusted faster, so you’re not stuck waiting around. This gives you more control over your campaign settings, which can lead to better results and smoother ad management overall.
BOTTOM LINE: The improved form is live and ready for use!
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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