Performance Max and Search: concurrence entre vos campagnes?

Are you using Performance Max and Search to boost your taux de conversion? The only problem is that PMax seems to be cannibalising your search network campagnes. Is this just an impression or a proven fact? découvrez the links between these two types of publicité, overlap rates and campagne prioritisation. Not to mention stratégies for maximising your retour sur investissement.

The official priority order for Performance Max and Search

When analysing Google’s official documentation to understand the links between Performance Max and Search, we find some inconsistencies. 

On the one hand, Google tells us that search ads are displayed for all search terms that match the mots-clés of any type of match. For all other terms, Google will use the campagne with the highest ad ranking. 

En revanche, the web giant tells us that if the search term is the same as an exact match mot-clé, the latter takes priority. And if your search term is the same as a phrase or broad match mot-clé, Google may display an publicités from your Search or PMax campagne.

It’s enough to make you a bit confused. Fortunately, we can rely on an analysis carried out by Adalysis to better understand the overlap rates between the two campagnes. 

Overlap between PMax and Search 

Voici the results of the analysis of overlaps between Performance Max and Search:  

• 67% of PMax campagnes include search terms that overlap with search mots-clés. Cependant, when analysing overlapping search terms, the rate drops to 2.8%. One of the causes of campagne overlap is spelling mistakes, among other things. 
• 45% of search terms trigger both Search and PMax publicités. 
• 43% more impressions for Performance Max. And for overlapping campagnes, that figure rises to 61%. With figures like these, you might think that PMax would have a higher ad ranking (particularly in terms of expected CTR and taux de conversion). And yet…
• For overlapping search terms, Search achieved higher CTRs in 65% of cases and a higher taux de conversion in 84.18% of cases. 

Autrement dit, even with fewer impressions, search network campagnes generate more revenue than PMax campagnes.

4 stratégies for optimising your publicités 

Based on the overlap analyses between Performance Max and Search, several stratégies can be implemented pour optimiser your publicités: 

• Prioritise campagnes on search networks, which generally perform better in terms of clicks and conversion rates. And Par conséquent, a higher retour sur investissement (ROI).
• Carefully manage your search terms and add exact match mots-clés if necessary.
• Include misspelled mots-clés to avoid overlap in search terms. 
• Regularly monitor your search terms and identify any potential PMax cannibalisation. 

Above all, do not hesitate to contact our Google Ads agency pour optimiser your publicité campagnes.