Top Data & Insights from Performance Max Campaigns

Google's Performance Max campaigns are generating a lot of attention (and a lot of controversy). By automatically optimizing ads across Google's massive network, businesses have seen promising early results.

But many advertisers have one big complaint - the lack of available data compared to standard search and shopping campaigns. Without insights, how can you optimize Performance Max to its full potential?

I've been running numerous Performance Max campaigns and want to share the top 5 reports & insights providing actionable data right now. Use these to boost conversions and control costs from your automated marketing.

Placement Report (2024 Step-By-Step UPDATE)

The Placement Report shows all the sites and apps where your ads are running. To find it:

1. Sign in to your Google Ads account.
2. Navigate to "Campaigns".
3. Click on "Insights & Reports".
4. Select the "Reports" option.
5. Click on "Report Editor".
6. Select the "+" sign labeled "Custom".
7. Choose "Table" as the report format.
8. In the search bar, type "Performance Max Placement" and click to add it as a row.
9. Search for "Impr." and click to add it as a column.

This report currently only shows impressions. But it lets you discover where your ads are showing up across Google's display network.

Scan the list of placements. Watch for any that seem irrelevant for your brand or business. You can then exclude those sites/apps at the account level.

While limited, this report gives you some control over brand safety. Google has confirmed Performance Max respects account exclusions. So take advantage to steer clear of unsuitable content.

Placement Type Report (2024 Step-By-Step UPDATE)

Similarly, the Placement Type Report groups impressions into website, mobile app, and other sources. Access it at:

1. Sign in to your Google Ads account.
2. Navigate to "Campaigns".
3. Click on "Insights & Reports".
4. Select the "Reports" option.
5. Click on "Report Editor".
6. Select the "+" sign labeled "Custom".
7. Choose "Table" as the report format.
8. In the search bar, type "Performance Max Placement Type" and click to add it as a row.
9. Search for "Impr." and click to add it as a column.

Review how impressions are divided between these high-level placement types.

Typically, mobile apps convert at lower rates than website display ads. If you see lots of volume going to apps, try tightening your campaign targets. Google will then shift budget toward placement types more likely to convert in an effort to find your Google Ads sweet spot.

Landing Page Report 

Google Analytics reveals which landing pages receive the most Performance Max traffic.

• Create a segment for your Performance Max campaign traffic in Google Analytics.
• Then, find your way to the 'Pages' or 'Landing Pages' Report.

Some landing pages will inevitably perform better than others. Make sure users arrive at relevant, high-converting URLs.

Watch for pages that don't assist the conversion journey. You can then exclude them from final URL expansion rules. This report ensures your ads guide users to your best destinations.

Search Term Insights

Search terms and categories driving conversions can be found under campaign Insights. Look for standout keywords with high performance.

Consider updating ad headlines, descriptions, and other assets to feature these productive search terms. This helps ensure relevancy between searches and your ads.

TIP: Performance Max does respect account negative keywords

Listing Group Report

For ecommerce, the Listing Group Report shows impressions and conversions for product groups. Try duplicating well-performing combinations of assets and inventory.

But apply different audience signals to test. Look for any that lift results. Audience signals give Performance Max starting points to find potential customers.