When to Use a Cross-Platform Performance Group?
Considering using a cross-platform Performance Group when one of the below applies:
- Single distribution center, no preference where sales take place
- Stable campaigns with an identical goal
- Migrating away from thinking about budgets in silos
- Optimizing multiple Seller and Vendor campaigns
A single distribution center with no preference where the sales take place
If you are using a single distribution center that covers several countries and it is not important via which advertising account the sales take place, then cross-platform Performance Group optimization is a great option.
Unite the campaigns promoting the same products in a single cross-platform Performance Group. You will not only save time, but also improve the performing criteria. This kind of optimization will drive the results towards the total regional or global sales.
Stable campaigns with an identical goal
If you have several stable campaigns with identical goals, bring them together under a single cross-platform Performance Group. You will save time and simplify the optimization management.
Migrating away from thinking about budgets in silos
Do you have a regional strategy? Then cross-platform Performance Group is a good fit. Bring your regionally-oriented campaigns together.
When handling a single marketplace or single platform, the performance is based on only one specific market. But when you want to pursue a regional strategy, it is more beneficial to allocate ad spend based on overall performance.
A cross-platform Performance Group will do just that: enable you to make decisions based on the entire product portfolio level.
Optimizing multiple Seller and Vendor campaigns
If you are optimizing multiple Seller and Vendor accounts, combining them under a single cross-platform Performance Group is a great time-saver.
Joining the advertising campaigns promoting the same products under one cross-platform Performance Group also simplifies optimization management.
When to Not Use a Cross-Platform Performance Group?
Do not use a cross-platform Performance Group when:
- Campaigns are performing poorly
- Launching a new product in a single market
Poor performing campaigns
When a campaign is not performing well, it usually needs an additional push to reach the desired performance results. Do not put it to a cross-platform Performance Group.
Rather create a standalone Performance Group only for your poor performing campaign. This ensures that the algorithm is not prioritizing better-performing criteria from other campaigns and focuses on optimizing your under-performing campaign.
New product launch campaigns in a single market
When you are launching a new product in only one market, do not include related campaigns to a cross-platform Performance Group. Doing so might take the focus off the new product because the optimization prioritizes well-performing criteria of other products already on the market.
Preferably create a standalone Performance Group with a volume goal (cost per day). This approach ensures that the new campaign will start generating history and also repeatedly spend the daily budget.
Please be aware to check on your campaigns budget – these needs to be high enough to freely shift between the campaign without running out of money and therefore the consequence of not being displayed anymore after the daily budget is out.
Check this video about the Adspert feature Budget suggestion to always be aware of your campaign budget.
Watch this video on YouTube.
In this comprehensive comparison of cross-platform and account-level optimization in Adspert PPC campaigns, I have examined the advantages and considerations of using a cross-platform Performance Group in Adspert.
By uniting campaigns from different accounts and platforms under a single Performance Group, you can save time, simplify optimization management, and optimize campaigns with shared goals.
However, it’s crucial to understand when not to use a cross-platform Performance Group. Such as for poor performing campaigns or when launching a new product in a single market.