{"id":8913,"date":"2024-11-19T16:34:56","date_gmt":"2024-11-19T15:34:56","guid":{"rendered":"https:\/\/www.daware.io\/?p=8913"},"modified":"2024-11-19T17:15:01","modified_gmt":"2024-11-19T16:15:01","slug":"max-performance-locations-how-to-optimize-them","status":"publish","type":"post","link":"https:\/\/www.daware.io\/en\/sea\/max-performance-locations-how-to-optimize-them\/","title":{"rendered":"Performance Max locations: Identify and exclude them to maximize your results"},"content":{"rendered":"<p>Campaigns <strong>Performance Max (PMax)<\/strong> Google Ads are a powerful lever for advertisers. <a href=\"https:\/\/www.daware.io\/en\/google-ads-agency\/\">ATS experts<\/a>The new Google AdWords? platform enables them to serve ads on a variety of Google platforms: YouTube, Display, Search, Discover, Gmail and Maps. This automation-driven approach simplifies campaign management while leveraging artificial intelligence to maximize results. However, inappropriate management of Performance Max locations can have a negative impact on your performance.<\/p>\n\n\n\n<p>This article explores <strong>essential steps for identifying broadcast locations<\/strong>the <strong>techniques to exclude them effectively<\/strong>We offer an in-depth analysis of which locations to prioritize and which to avoid, depending on your business sector.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Why excluding locations is essential for your Performance Max campaigns<\/h2>\n\n\n\n<p>The main aim of Performance Max campaigns is to leverage automation to optimize conversions. However, Google's automated approach can deliver your ads to locations that don't match your target audience or business objectives. A young child is unlikely to be a decision-maker when it comes to attending the Shen Yun show in Toulon.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"671\" src=\"https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-15.57.01-1024x671.png\" alt=\"\" class=\"wp-image-8917\" srcset=\"https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-15.57.01-1024x671.png 1024w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-15.57.01-300x197.png 300w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-15.57.01-768x503.png 768w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-15.57.01-1536x1007.png 1536w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-15.57.01-18x12.png 18w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-15.57.01.png 1950w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The main risks include :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Low return on investment (ROI)<\/strong> : Running ads on irrelevant locations can lead to unnecessary clicks and wasted ad spend.<\/li>\n\n\n\n<li><strong>A negative impact on your brand image<\/strong> Your ads could appear on sites or applications that are inappropriate for your sector, damaging the perception of your brand.<\/li>\n\n\n\n<li><strong>Uneven performance<\/strong> : Some sites, such as mobile applications, often have lower conversion rates.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Challenges specific to PMax campaigns<\/h3>\n\n\n\n<p>Google does not allow direct control of specific locations within Performance Max campaigns. This limitation requires proactive management to identify underperforming locations and exclude them using available tools.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">How do you identify broadcast locations in your Performance Max campaigns?<\/h2>\n\n\n\n<p>Although Google Ads does not yet offer a standard detailed report on broadcast locations for PMax, you can use <strong>report editor<\/strong> to access usable data:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"985\" src=\"https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.06.31-1024x985.png\" alt=\"\" class=\"wp-image-8918\" srcset=\"https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.06.31-1024x985.png 1024w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.06.31-300x289.png 300w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.06.31-768x739.png 768w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.06.31-12x12.png 12w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.06.31.png 1430w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Log in to your account <strong>Google Ads<\/strong>.<\/li>\n\n\n\n<li>Click on <strong>\"Campaigns &gt; Insights and reports<\/strong> in the left sidebar.<\/li>\n\n\n\n<li>Select <strong>report editor<\/strong><\/li>\n\n\n\n<li>Select <strong>\"Performance Max campaign locations<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Once the<strong>Location of Performance Max campaigns<\/strong>If you select \"Select\", you will see the following table:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"478\" src=\"https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.11.28-1024x478.png\" alt=\"max performance locations\" class=\"wp-image-8919\" srcset=\"https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.11.28-1024x478.png 1024w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.11.28-300x140.png 300w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.11.28-768x359.png 768w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.11.28-1536x717.png 1536w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.11.28.png 2048w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.11.28-18x8.png 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What does the \"Properties owned and operated by Google\" location represent?<\/strong><\/h3>\n\n\n\n<p>This refers to all the platforms owned by Google, including impressions generated on channels such as YouTube, <a href=\"https:\/\/www.daware.io\/en\/sea\/demand-gen-ads-new-google-2023\/\">Discover<\/a>Feeds, Gmail, and other similar properties.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Exclude irrelevant locations : Detailed steps<\/h2>\n\n\n\n<p>Google Ads doesn't allow the exclusion of specific locations directly at the PMax campaign level, but you can define exclusions at the account level. Here's how to do it:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 1: Create a location exclusion list<\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"599\" src=\"https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.18.08-1024x599.png\" alt=\"Exclusion of diffusion locations pmax\" class=\"wp-image-8920\" srcset=\"https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.18.08-1024x599.png 1024w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.18.08-300x175.png 300w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.18.08-768x449.png 768w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.18.08-1536x898.png 1536w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.18.08.png 2048w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.18.08-18x12.png 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"393\" src=\"https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.19.21-1024x393.png\" alt=\"exclusion list max performance locations\" class=\"wp-image-8921\" srcset=\"https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.19.21-1024x393.png 1024w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.19.21-300x115.png 300w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.19.21-768x295.png 768w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.19.21-1536x590.png 1536w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.19.21.png 2048w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.19.21-18x7.png 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Access your Google Ads account and click on the icon <strong>\"Tools<\/strong> (adjustable wrench).<\/li>\n\n\n\n<li>Under <strong>\"Advanced settings<\/strong>select <strong>\"Excluded locations<\/strong>.<\/li>\n\n\n\n<li>Create a new list by adding the sites or applications you wish to exclude.<\/li>\n\n\n\n<li>Save your list and apply it to your campaigns.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"545\" src=\"https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.20.18-1024x545.png\" alt=\"\" class=\"wp-image-8922\" srcset=\"https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.20.18-1024x545.png 1024w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.20.18-300x160.png 300w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.20.18-768x409.png 768w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.20.18-1536x817.png 1536w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.20.18.png 2048w, https:\/\/www.daware.io\/wp-content\/uploads\/2024\/11\/Capture-decran-2024-11-19-a-16.20.18-18x10.png 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Step 2: Exclude irrelevant mobile applications<\/h3>\n\n\n\n<p>To prevent distribution on poor-performing mobile applications, add the following generic URL to your exclusion list: <strong>adsenseformobileapps.com<\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Broadcast locations to exclude or retain depending on your business sector<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">B2B sector<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Preferred locations<\/strong> :\n<ul class=\"wp-block-list\">\n<li>LinkedIn (via Display for remarketing).<\/li>\n\n\n\n<li>Professional and specialized YouTube channels.<\/li>\n\n\n\n<li>Business press sites.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Locations to be excluded<\/strong> :\n<ul class=\"wp-block-list\">\n<li>Mobile game applications (low relevance for a professional audience).<\/li>\n\n\n\n<li>Sites or videos aimed at children or teenagers.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Retail sector<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Preferred locations<\/strong> :\n<ul class=\"wp-block-list\">\n<li>YouTube videos on fashion, beauty or shopping trends.<\/li>\n\n\n\n<li>Price comparison and cashback applications.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Locations to be excluded<\/strong> :\n<ul class=\"wp-block-list\">\n<li>Blogs or videos not related to purchase intent.<\/li>\n\n\n\n<li>Generic mobile applications if not e-commerce-oriented.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Education sector<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Preferred locations<\/strong> :\n<ul class=\"wp-block-list\">\n<li>Educational platforms like YouTube EDU.<\/li>\n\n\n\n<li>Online training sites and applications.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Locations to be excluded<\/strong> :\n<ul class=\"wp-block-list\">\n<li>Mobile games and pure entertainment channels.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Tourism sector<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Preferred locations<\/strong> :\n<ul class=\"wp-block-list\">\n<li>Travel-related YouTube videos.<\/li>\n\n\n\n<li>Flight and hotel booking applications.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Locations to be excluded<\/strong> :\n<ul class=\"wp-block-list\">\n<li>Irrelevant applications (e.g. mobile games, general forums).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Best practices for optimizing your PMax campaigns<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. Leverage audience signals<\/h3>\n\n\n\n<p>Use <a href=\"https:\/\/www.daware.io\/en\/sea\/google-ads-tips-5\/\">audience signals available in Google Ads<\/a> to direct the algorithm towards the most relevant users. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Demographics<\/strong> Age, gender, parental status.<\/li>\n\n\n\n<li><strong>Interests<\/strong> For example, \"travel enthusiasts\" for the tourism sector.<\/li>\n\n\n\n<li><strong>Similar audiences<\/strong> : Based on your existing lists.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2. Regularly analyze and adjust your performance<\/h3>\n\n\n\n<p>PMax campaigns require continuous monitoring. Review reports to identify underperforming locations and add them to your exclusion list.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Test quality creations<\/h3>\n\n\n\n<p>PMax campaigns rely on engaging visual ads. Provide images, videos and descriptions aligned with your audience's expectations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Experiment with bidding strategies<\/h3>\n\n\n\n<p>Strategies such as <strong>Maximize conversions<\/strong> or <strong>Maximize conversion value<\/strong> can produce different results depending on your objectives.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion: Avoid the pitfalls of irrelevant locations<\/h2>\n\n\n\n<p>Performance Max campaigns are a powerful tool for maximizing your results, but they require careful management of delivery locations. By identifying irrelevant locations and judiciously excluding them, you can significantly improve your performance. What's more, by tailoring your strategy to your industry, you can ensure that your ads reach the right people, at the right time.<\/p>\n\n\n\n<p><strong>Need help with your Google Ads campaigns?<\/strong> At <a href=\"https:\/\/www.daware.io\/en\">Daware.io<\/a>We'll help you optimize your Performance Max campaigns for maximum ROI. <a href=\"https:\/\/www.daware.io\/en\/contact\/\">Make an appointment<\/a> with one of our experts today to boost your advertising results!<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Les campagnes Performance Max (PMax) de Google Ads repr\u00e9sentent un levier puissant pour les annonceurs experts du SEA, leur permettant de diffuser des annonces sur une vari\u00e9t\u00e9 de plateformes Google : YouTube, Display, Search, Discover, Gmail et Maps. Cette approche, ax\u00e9e sur l\u2019automatisation, simplifie la gestion des campagnes tout en exploitant l\u2019intelligence artificielle pour maximiser [&hellip;]<\/p>\n","protected":false},"author":50,"featured_media":8923,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[30],"tags":[],"class_list":["post-8913","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sea"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Emplacements Performance Max : Boostez Vos R\u00e9sultats<\/title>\n<meta name=\"description\" content=\"Comment identifier et exclure les emplacements non pertinents dans vos campagnes Google Performance Max ? 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