Page Feeds in PMax: Your new best…

First things first, what actually are Page Feeds in Performance Max? Essentially, Page Feeds in PMax help you streamline and optimize your ad campaigns by automatically generating ads based on the content of your web pages.

 TL;DR:

Getting the most out of Page Feeds in PMax will help you –

  • Target your audience smarter.
  • Save money on less relevant ads.
  • Drive higher conversions.
  • Profits!

Why should you care about Page Feeds?

Page Feeds in PMax are a nifty way to direct Search traffic exactly to the landing pages of your choosing. In theory. 

As is so often the case with Performance Max, this process is highly automated. When setting up Page Feeds, Google’s Final URL Expansion feature is turned on by default. 

This feature relieves you from the stress of manually choosing and adding landing pages by dynamically selecting the most relevant URLs based on user queries and intent.

That being said, relying on Google’s automation to decide which landing pages are “relevant” might funnel a lot of traffic to pages that aren’t optimized for conversion or to products that aren’t your current focus.  

So, why not just turn Final URL Expansion OFF?

Turning Final URL Expansion off gives you the benefit to control exactly what kind of landing pages you wish to push to Search via PMax.

However: This demands a lot of busy work from your side to either identify the pages that perform well, which don’t perform at all, and those with a high chance to convert.

Additionally, turning Final URL Expansion off also means you are missing out on dynamic adjustments that can capture the latest search trends and user behaviors. 

 A better approach: Score your landing pages with predictive AI

Rather than turning off Final URL Expansion and diving into a manual swamp, we utilize a predictive AI model to score landing pages for the best fit. 

How to use predictive AI to score your landing pages for automatic management of Page Feeds
Source: Smarter Ecommerce GmbH

Predictive … huh?
It’s our in-house technology that we use to analyze and score product feeds to identify items with the highest potential.
Similarly, we use it to evaluate landing pages on key metrics such as relevance, conversion potential, and historical performance. 

And what is it good for?

  • Automated optimization: Based on the AI-generated scores, our system automatically manages Page Feeds and connects them with the relevant PMax campaigns.
  • Strategic targeting: By leveraging AI insights, you can strategically target your most effective landing pages, driving quality traffic that is more likely to convert.
  • Dynamic adjustments: The AI continuously monitors performance data and adjusts campaigns in real-time, keeping ads aligned with current trends and your goals.
     

💸 And it works? You bet!

We utilized our Predictive AI to score the potential landing page performance of one of a leading German online retailer.

After only three weeks following the initial roll-out of this Page Feeds strategy, our retail partner saw a significant increase in not only clicks but especially conversions!

First weeks of Page Feeds rollout for leading German online retailer

The kicker? Since their Page Feeds campaigns are now highly targeted, overall impressions in search results dropped by around 23%. But: their daily revenue increased by a whopping 20% during the same time period!

🤩 And how can I get in on the action?

Are you ready to take your campaigns to the next level?

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