If you're testing out Performance Max campaigns, the whole setup process might be peculiar for you. Though Performance Max might seem like a black box right now, they are actually designed to bring as many conversions to advertisers as possible. As they are AI-powered, Performance Max campaigns thrive on data in the form of "Audience Signals".
An Audience Signal is an audience targeting that you can set up on Performance Max campaigns based on a variety of data, including custom segments (keywords, websites, apps), interests, demographics, and your own data. If you're running Performance Max campaigns, one of the optimizations you can do is by expanding your Audience Signal to include competitors' websites and relevant mobile apps. This easy, step-by-step (with screenshots!) guide will show you how to target visitors of competitive websites & mobile apps in Performance Max campaigns!
In case you prefer watching a video tutorial instead, here's a 4-minute tutorial from XYZ Lab's Youtube Channel. Enjoy!
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Step 1️: Navigate to your Performance Max Asset Groups
If you're creating the Performance Max campaign from scratch:
1. Create a Performance Max campaign and create your Asset Group
2. Click on "Add an audience signal" under Audience signal
3. Click on "+ New audience"
If you have an existing Performance Max campaign:
1. Navigate to your Performance Max Asset Groups
2. Click on the pen symbol to edit the Audience Signal
Step 2: Click on "+ New segment" under Custom segments
Step 3: Click on "People who browse types of websites" and insert your competitive websites
For example, we have entered some websites here.
Step 4: Click on "People who use types of apps" and select all the competitive mobile apps
You can search for apps using keywords or the specific app name. You can also paste the Google Play Store links to find the specific app you want to include.
For example, if you search for "Amazon", you'll find a range of apps that are relevant to Amazon.
Step 5: Name and save your segment
Step 6: Save your Audience Signal
Once you've named your Audience and included all the relevant Custom segments, you can save the Audience Signal. You can always edit the Audience Signal to include more segments, data, interests, or detailed demographics later on.
Once you've set the Audience Signal to an Asset Group, you can also click on "Switch audience signal" to change to a different Audience Signal.