A guide to maximize your Dolnai results and boost your profits

1. Create a Performance Max Report

After adding you account to your profile in Dolnai, you need to create a Pmax report. It is very simple: just log in Dolnai and click New Report > Performance Max > Select Account > Select Date Range > Run.

• If you run e-commerce: You can customize the ROAS thresholds to your liking to categorize your products into 4 groups.
• By default: Active campaigns will be analyzed. If you only want to analyze specific campaigns, you can select them by clicking Edit.
• For periodic reports: Click Periodic, select the frequency and start date, then click Run.

2. Read the Report

The report will finish in a few minutes; depending on the account size and the selected date range, it may take a few hours. To view the results, click the cross icon in the upper right corner.

You can download it as an Excel spreadsheet or view the online version by clicking Pmax.

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3. View Report Results

a. Channel Distribution

The first thing you will see in Dolnai is a distribution analysis across the different channels of this campaign. As you know, in Performance Max, it is not possible to manually choose which channels you want to appear on or in what proportion.

Channel Distribution in Pmax

Analyzing performance by channel is extremely useful to identify where you are strongest and what type of assets you should improve (videos, images, etc.). In the Channels section, you will find more details regarding the daily evolution of different KPIs per channel (expanded information is available in the downloadable version).

Note: This initial analysis does not distinguish between ads with product feeds (Shopping) and those without. If you are an e-commerce business interested in seeing this distribution, head over to the Products section to view that same channel distribution specifically for items with product feeds.

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b. Spatial KPIs

You can analyze performance by day and hour. The goal is to show your ads only during the hours that yield results, maximizing your budget efficiency. Here is a full post where we explain this strategy.

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Analyze the Dashboard over an extended timeframe (such as 365 days) to determine the optimal days and times for your ads, driven by actual CPA and ROAS performance.

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We also encourage you to review the GEO Map section:

• User Location: Where the users who interacted with your ads are located. Pay attention to whether the column indicates "present in" or "interested in". Exclude locations where you haven't generated conversions or where the cost was too high.
• Targeted Locations: The locations you have set and excluded in your campaigns.
• Overflow: Check if Google is displaying ads to users outside your chosen areas due to selecting the "presence or interest" option. Consider changing this setting strictly to "Presence", or manually excluding areas where you do not want to appear under any circumstances.

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c. Asset Optimization

Classification of assets based on their performance:

• Converters: Assets that have driven conversions during the selected period.
• Wasted Budget: Assets that generated clicks and spent budget but failed to convert. If they spent a significant amount, evaluate whether to replace them with other assets—using converting assets as inspiration. It is also worth checking whether an asset is your own or marked as "Automatically created". If it is automatic, consider disabling the option that allows Google to generate assets for you.
• Ugly: Assets with impressions but zero clicks.
• Zombies: Assets with no impressions during the analyzed period.

*More information on Google Ads automated assets.

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d. Products

In this section, you will see the channel distribution for your product feed ads. You will also find a summary table showing the overall performance of your products grouped into categories (remember you can adjust these thresholds when launching the report):

Summary Table: Product Performance by Category

It is very common for Pareto's Principle to apply—especially in Pmax. When there are many products, Google tends to focus on showing those that have performed best, concentrating conversions into just a few items.

In this case, we see that 12% of the cost from product feed ads generated 68% of the conversion value, while 34% of the cost yielded no conversion value at all.

There are several strategies to resolve this situation and improve overall budget performance. To do so, the first step is to upload product custom labels to Merchant Center from the Products by ROAS section following these instructions.

We encourage you to read this article if you want to learn more about the strategies you can use to categorize products based on performance.

In the following subsections, you can view product performance organized by these categories:

• Converters: Products that converted during the period.
• Wasted Budget: Products that had clicks and spent budget, but did not convert.
• Ugly: Products with impressions but no clicks.
• Ugly 365: Products with no clicks in a full year; evaluate whether to remove these products from your campaigns.

*Products with zero impressions will not appear in the report.

Remember to confirm your changes in the Actions section.

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e. Placements

Discover which websites, YouTube videos, mobile apps, etc., your ads are appearing on. You can select the ones where you no longer wish to show up and exclude them directly from Dolnai.

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Remember: Confirm your changes in the Actions section; we provide a step-by-step walkthrough in the video.

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f. Search Terms

Get expanded insights on search terms categorized by main topics and subcategories so you can add unwanted terms as negative keywords. You can also leverage these categories to broaden the search themes for your asset groups or even build new asset groups if you notice high interest in a specific subcategory of your business.

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g. N-Gram

• Assets: Dolnai breaks down text assets into individual terms so you can evaluate which specific words performed best or worst.
• Product: Isolates words within product titles to analyze overall performance.
• N-Gram 1 ST: Breaks down search terms into single words, highlighting overall performance, which search terms they were included in, and in which campaigns. You can select them and click Push to add them as negative keywords to your account (choosing the specific list, campaign, account, and match type).
• N Gram 2 & N gram 3

Remember: Confirm your changes in the Actions section; we provide a step-by-step walkthrough in the video.

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h. Competitors

To view this section, you must grant access to dolnai@dolnai.com in your account. You will be able to see expanded competitor insights per campaign, distinguishing between Search Network ads and product feed ads.

If you have granted access but see no data, it is likely because your account hasn't reached the 10% Impression Share required by Google to provide this data.

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If you have any questions, feel free to contact your Account Manager. If you aren't a Dolnai client yet, start your free trial today!