One of the most unique forms of Google Ads campaigns, Performance Max (PMax), has been around for a while, enabling advertisers to get better results for less work. Advertisers using PMax get, on average, 18% more conversions, according to Google’s studies, because they get to convert more customers through only one compact campaign.
However, many marketers increasingly have issues with these campaigns, and most revolve around spam leads.
Performance Max spam leads are precisely the problem we want to help you with here. We’ll go into detail about what they are, the problems you can face with PMax, and how to fight these problematic leads and get better results for the money you spend.
What are Google Performance Max Campaigns?
Performance Max is a unique and automated Google Ads campaign that gives advertisers access to all their inventory within a single campaign. PMax uses Google’s machine learning abilities and can serve across:
- Google Search
- Google Discover
- YouTube
- Gmail
- Google Maps
- Google Display
In essence, you create ads from advertiser input automatically. The machine learning models optimize placements and bids in real-time, which leads to more conversions. In other words, the advertiser provides input (the best input they can), while Google’s AI technologies and machine learning capabilities utilize it to give results.
The benefits of PMax campaigns are clear. You get cross-platform reach, easier campaign management, and automated bidding, among other things. Moreover, thanks to advanced technologies, the campaigns are much more adaptive than others.
Understanding Spam Leads in Performance Max Campaigns
Spam leads are an effect of conversion fraud, a type of click fraud. These are not bots we find all over the web because they are only designed to click, and Google notices this when they do it in droves.
Conversion fraud bots are slightly more advanced, as they are programmed to generate conversions when clicking on ads, at least occasionally. They create accounts, add items to the cart, and submit spam leads. In other words, they do the part of the shopper’s journey that’s entirely free. However, this is enough to trick Google, and it’s how many advertisers can get massive amounts of spam leads through their PMax campaigns.
Common Issues With Performance Max Campaign Placements
Poor ad placement can be a significant problem with PMax campaigns. If you’re placing ads on low-quality sites, like Made-for-Advertising (MFA) sites, you can get high traffic, but most clicks here tend to be accidental or mere spam.
More than that, most of the site's content is low-quality, with ads placed everywhere. This leads to significant ad spend wastage and spam leads because low-quality sites naturally have much lower user engagement, which results in poor lead quality for advertisers.
Spam leads, and invalid traffic will lead to distorted analytics, meaning your team will only waste their time on them. Consequently, this leads to poor budget allocations and unpredictable revenue forecasts.
How to Combat Spam Leads in Performance Max Campaigns
Now that you’ve seen what spam leads can do to your PMax campaigns, it’s finally time to see what you can do to fight them:
- Review ad placement — Use exclusions in your PMax Campaigns. They let you exclude placements, locations, audiences, and brands. That way, you can optimize your ad placement and serve ads only to relevant audiences, not low-quality websites.
- Utilize negative placements — You can’t choose keywords to target in PMax campaigns, but you can exclude keywords by adding them as negatives. If you use the right negative keywords, you can exclude poor-performing websites.
- Perform audits regularly—It’s crucial to perform regular audits of your PMax campaigns to identify and address problems.
How Spider AF Can Help Detect and Prevent Spam Leads
With the help of Spider AF Lead Fraud Protection service, you can detect and prevent spam leads in PMax campaigns. Here’s what we offer:
- Advanced detection algorithms — Our algorithms can effectively identify low-quality placements and invalid traffic sources. They do that by analyzing email addresses, IP addresses, and user behavior, which leads them to filter out suspicious activities.
- Real-time monitoring — Our service monitors click and conversion activity in real-time. The technology can detect fraudulent activity and block it automatically.
- Detailed reporting — Spider AF can generate comprehensive reports based on click and conversion data the technology automatically collects. These detailed reports can provide insights and help you understand and mitigate spam leads.
To see all of this in action and the results we can provide, just consider what we managed to do with Savas Tutumlu, an experienced Performance Marketer who led the acquisition marketing efforts for Dr. Ayberk Akcay, a famous plastic surgeon.
In just three days of the trial period, we discovered an expenditure loss of $2,894 due to bad placements, which resulted in 106 fraudulent registrations. If you want to know more, you can read our case study.
Performance Max Best Practices for Advertisers
So, looking at all of this, what are some of the Performance Max best practices advertisers can take advantage of? Here’s what you can do:
- Set clear campaign goals — Every PMax campaign must start with clear objectives. These goals must be specific and state exactly what you want the customers to do. They should also clearly define both primary and secondary actions.
- Use ad verification tools — Ad verification tools like Spider AF are always an excellent preventative solution. They monitor and validate traffic sources, finding and eliminating problems, consequently saving you ad money.
- Partner only with reputable ad networks — Partnering with the right ad networks will ensure you get high-quality placements.
Conclusion
Performance Max spam leads can be a big problem for advertisers as they can lead the entire PMax campaign to fall short of its initial goals. You’ve learned what these spam leads are, how they work, and how they affect PMax campaigns.
However, with the Performance Max best practices we’ve provided and the other suggestions on combating PMax spam leads, you have what you need to keep your campaigns efficient.
You can always leverage Spider AF's lead fraud protection solutions to get the best results and improve your lead quality and campaign performance. To learn more, feel free to contact us for a consultation or a demo to see Spider AF's advanced services in action.
