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name: pmax-optimization description: Activate when user asks about Performance Max campaigns, search themes, asset groups, or PMax optimization. Provides guidance on managing PMax campaigns via xwander-ads plugin. version: 1.0.1

Performance Max Optimization Skill

Purpose

Guide Claude through Performance Max campaign management using xwander-ads plugin commands.

When to Use

Activate this skill when user mentions:

• "Performance Max", "PMax", or "pmax"
• "search themes", "audience signals", or "signals"
• "asset groups"
• Campaign optimization or performance improvement
• Budget allocation for PMax campaigns

How to Use

1. List Campaigns

Use /ads-pmax-list command to see all PMax campaigns with performance metrics.

Copy/ads-pmax-list

Analyze output for:

• Campaign status (ENABLED vs PAUSED)
• Budget vs. actual spend (underspending if < 80%)
• ROAS (target: 3.0-4.0x minimum)
• Conversion volume (minimum 30/month for optimization)

2. Manage Search Themes

Use /ads-pmax-signals command to add/remove themes.

List existing themes:

Copy/ads-pmax-signals list --asset-group-id 6655152002

Add single theme:

Copy/ads-pmax-signals add --asset-group-id 6655152002 --theme "lapland summer activities"

Bulk add (recommended for multiple themes):

1. Create /tmp/themes.txt with one theme per line
2. Run: /ads-pmax-signals bulk --asset-group-id 6655152002 --file /tmp/themes.txt

3. Review Performance

Use /ads-report command for detailed metrics:

Copy/ads-report performance --days 30
/ads-report search-terms --days 14

Asset Group IDs (Reference)

Best Practices

Search Theme Guidelines

• Optimal count: 15-25 themes per asset group
• Theme format: Specific, descriptive phrases (e.g., "husky sledding rovaniemi" not "tours")
• Language match: Themes must match asset group language
• Avoid duplicates: Always check existing themes first
• Wait 48h: Allow time for performance data after changes

Optimization Workflow

1. Baseline Assessment

   • List campaigns with /ads-pmax-list
   • Generate 30-day performance report
   • Identify underperformers (ROAS < 3.0)

2. Signal Analysis

   • List search themes for each asset group
   • Count themes (optimal: 15-25)
   • Check for language consistency

3. Theme Enhancement

   • Review search terms report for high-performing queries
   • Add relevant themes based on data
   • Remove low-performing themes (if ROI data available)

4. Monitor Impact

   • Wait 48-72 hours for data
   • Re-run performance report
   • Compare before/after metrics

Budget Optimization

• Underspending (< 80% budget): Add search themes, increase bids
• Overspending: Review budget pacing, consider increasing budget
• Low ROAS (< 3.0): Audit search themes, check landing pages, review targeting

Common Workflows

Add Search Themes to EN Asset Group

Copy1. /ads-pmax-signals list --asset-group-id 6655152002
2. Review existing 18 themes
3. /ads-pmax-signals add --asset-group-id 6655152002 --theme "northern lights photography tours"
4. Verify added successfully

Optimize Underperforming Campaign

Copy1. /ads-report performance --days 30
2. Identify campaign with ROAS 2.1 (below target)
3. /ads-pmax-signals list --asset-group-id {id}
4. Check theme count (only 8 themes)
5. Recommend adding 7-12 more relevant themes
6. Execute bulk add with curated theme list
7. Schedule follow-up review in 7 days

Bulk Theme Addition

Copy1. User provides list of 15 themes
2. Create /tmp/themes-{timestamp}.txt
3. Write themes (one per line)
4. /ads-pmax-signals bulk --asset-group-id 6655152002 --file /tmp/themes-{timestamp}.txt
5. Confirm all themes added
6. Document in optimization log

Troubleshooting

Command fails with authentication error

• Check google-ads.yaml exists
• Verify credentials in /srv/.env.master
• Run: xw ads auth test

Duplicate signal error

• Theme already exists for this asset group
• List existing themes to verify
• Skip or remove existing theme first

Invalid asset group ID

• Verify ID from asset groups list
• Ensure ID matches language/market
• Check campaign status (must be ENABLED)

Context: Xwander Nordic

• Customer ID: 2425288235
• Currency: EUR
• Focus: Lapland travel packages (winter/summer)
• Peak season: December-March (Northern Lights), June-August (Midnight Sun)
• Target ROAS: 3.0-4.0x minimum

Related Skills

• conversion-tracking - Optimize conversion setup
• gaql-queries - Advanced data analysis

Resources

• Quick Reference: /srv/plugins/xwander-ads/docs/QUICK_REFERENCE.json
• PMax Guide: /srv/plugins/xwander-ads/docs/PMAX_GUIDE.md
• Knowledge Base: /srv/xwander-platform/xwander.com/growth/knowledge/