Maximizing Google Ads Performance with Campaign Groups and Performance Targets
Google Ads is an ever-evolving platform, and one feature that is often overlooked is the utilization of campaign groups and performance targets.
Introduced in September 2016, these features enable advertisers to visualize and monitor their campaign performance in a more structured and data-driven manner.
In this article, we will walk you through how to set up and use these features to optimize your Google Ads efforts, and we will cover some commonly asked questions related to campaign groups and performance targets.
Setting Up Campaign Groups and Performance Targets
Step 1: Creating a Campaign Group
Campaign groups enable you to group campaigns that share a common theme or KPI (Key Performance Indicator). However, there are two limiting factors: campaigns can only belong to one campaign group at a time, and campaigns with shared budgets cannot be added to a campaign group.
To create a campaign group, click the down arrow next to “All campaigns” in the left navigation panel, then click “All campaign groups.” Next, click the “Create Campaign Group” button and name your campaign group, then select the campaigns you want to include.
At the bottom of the screen, you will see the performance targets section, which will be addressed in Step 2.
Step 2: Setting a Performance Target
For each campaign group, you can set one or multiple targets, and you need to assign a date range if you want to use volume targets (spend, number of conversions, and clicks). Performance targets are divided into two categories:
- Clicks:
- Average CPC (Cost Per Click) target
- Number of clicks target
- Spend target
- Conversions:
- Average CPA (Cost Per Acquisition) target
- Number of conversions target
- Spend target
Though options for ROAS (Return On Ad Spend) and revenue targets are not available yet, e-commerce advertisers can convert ROAS to CPA by dividing the average order value by the ROAS target.
Keep in mind that there are a few rules for setting performance targets:
- Targets for clicks and conversions cannot overlap within the same date range.
- A CPA target without a date range cannot be used in combination with a spend target with a date range.
- Multiple targets within the same category and date range are allowed, but they should have a priority level for optimization purposes.
Step 3: Gathering Insights and Forecasting Performance
To visualize the chances of meeting your performance targets, click the “More details” link at the top of the page within your campaign group view. This will provide you with summary cards and forecasts in the form of an “xx% chance of meeting target.” Hovering over the graphs presents estimates for each target.
Frequently Asked Questions
Can I have multiple targets for the same campaign group?
Yes, you can set multiple targets within the same category (Clicks/Conversions) and date range. However, you cannot set multiple targets across categories within the same date range.
Can I edit my performance targets anytime?
Yes, you can edit performance targets at any time, making it easy to adjust your KPIs and goals.
Why are shared budgets incompatible with campaign groups?
The limitation of shared budgets is due to Google’s current setup for campaign groups. Hopefully, future updates will enable compatibility between shared budgets and campaign groups.
Are there other tools or scripts that can help track performance?
Yes, third-party tools and scripts can help track performance, but setting up campaign groups and performance targets within Google Ads is a free and easy-to-use solution.
Final thoughts
Although there are some drawbacks to using campaign groups and performance targets (incompatibility with shared budgets, lack of ROAS and revenue targets), they are invaluable tools for advertisers looking to optimize their Google Ad campaigns. By implementing these features, you can better monitor and predict your campaign’s success.