What’s the difference between “with audience signals” and “without audience signals” in PMax asset groups? Does it significantly impact targeting or performance?
- With Audience Signals: Adding audience signals gives the algorithm a suggested starting point. These signals—like demographics, interests, or intent data—guide the system toward audiences most likely to convert. Over time, the algorithm optimizes beyond these signals, learning from performance data.
- Without Audience Signals: Running without audience signals allows the algorithm to explore a broader range of potential customers without initial bias. While this approach may take longer to ramp up, it often uncovers opportunities that might not have been anticipated.
- Impact: Using audience signals typically accelerates learning, particularly in newer campaigns or accounts with limited conversion history. Conversely, campaigns without signals may provide a broader reach and identify high-performing audiences you didn’t expect.
Which approach works better? Should I always include audience signals, or is there a benefit to running asset groups without them?
The best approach depends on your goals, the clarity of your audience data, and your testing strategy:
- When to Include Audience Signals: You have clear customer personas or reliable conversion data, you’re launching a new campaign and need faster results, or your product or service has defined buyer demographics or strong remarketing potential.
- When to Exclude Audience Signals: You’re testing a product with unknown appeal or entering a new market, historical data shows better results from algorithmic discovery, or you suspect audience signals might limit reach or efficiency.
Key Takeaway: Start with audience signals when you have reliable data to leverage. Once campaigns stabilize, test removing signals to evaluate whether the algorithm can independently discover new opportunities. Both setups have distinct advantages depending on your objectives and resources.
Should I A/B test these two setups? Would comparing asset groups with and without signals provide actionable insights?
- Yes, but with structure: A/B testing can be highly valuable when executed thoughtfully. Create two separate PMax campaigns—one with audience signals and one without—to prevent internal competition. Track key metrics such as CPA, ROAS, and conversion volume over at least four weeks to account for the algorithm’s learning phase. Use consistent creative assets, goals, and budgets to isolate the variable (audience signals).
- Testing Tools: Since PMax doesn’t currently support split testing within campaigns, creating parallel campaigns is the most effective approach. Leverage Google Analytics, UTM tracking, or custom reporting to analyze behavioral and performance differences.
Can I measure direct performance metrics (e.g., ROAS, CPA) for specific asset groups in PMax?
- Current Limitations: Google Ads doesn’t provide ROAS or CPA metrics directly at the asset group level in PMax campaigns. Asset groups contribute to overall campaign performance, making granular analysis challenging.
- Workarounds: Use tools like GA4, UTM parameters, or external tracking solutions to attribute performance to specific audience signals or creatives. Structure asset groups around themes (e.g., specific audiences, geographies, or creatives) to analyze trends using impressions, conversions, and cost metrics. Analyze product feed performance or segment by custom audiences to derive indirect performance signals.
Practical Recommendations:
- Start with audience signals for time-sensitive campaigns or when you have strong customer data to guide the algorithm.
- Test campaigns without signals to explore untapped potential, especially when entering new markets or launching experimental products.
- Regularly review performance and adjust your strategy based on key outcomes. High ROAS? Lean into audience-driven signals. Low CPA? Let the algorithm explore freely.
- Enhance tracking through tools like GA4 or Google Tag Manager to gain deeper insights into the performance of signals or creatives.
- Document and iterate: Track what works, refine what doesn’t, and apply those insights to future campaigns.
By approaching PMax with intentional testing and a data-driven mindset, you can uncover powerful strategies to maximize your campaign’s success.
