Google wants its advertisers to have better options. That’s why to improve their campaign’s performance by using AI, it provides the performance max campaign option.
Here’s what you need to know about performance max campaigns to maximize your performance
What is Google’s Performance Max campaign?
Who should use Performance Max?
When should I consider using Performance Max?
How to grow your business with Performance Max?
What are the pros and cons of Performance Max?
What is Google’s Performance Max Campaign?
Performance max campaigns have caused quite a stir in the marketing world.
It seems to be one of the most useful innovations from Google ads.
Performance max campaign is an all-in-one campaign that utilizes a mix of automation and machine learning to maximize conversions by displaying ads across all of Google’s channels like Search, Display, Discover, Maps, Gmail, and YouTube.
Image source: Google
Local and Smart Shopping campaigns can now be upgraded to Performance Max. Contact us to learn more about the Performance Max campaign.
Who should use Performance Max?
Performance max campaigns are the best fit for Advertisers who:
- Don’t have the time & skill to optimize their campaigns
- Find it difficult to optimize various campaign types
- Don’t want to look for a PPC agency but want to increase their conversions
- Have a large budget and want to explore new options.
- Don’t have enough budget but want to target all of Google’s channels.
When should I consider using Performance Max?
It is best to use it when you:
- Maximizing conversions is the goal of your campaign.
- want to target all of Google’s ad inventory using a single campaign.
- want to take your keyword-based search campaigns even further by getting more reach.
- want to maximize your campaign’s performance without bothering about which channel your ads appear on.
How does the PMax campaign help grow your business?
Performance Max tries to maximize conversions by optimizing ad performance across all Google channels using smart bidding.
It can help you discover new audience segments by showing your ad in front of more interested users.
Should I consider only creating performance max campaigns for my business?
No. You can run your other campaigns alongside your PMax campaign. Since relying on PMax campaigns alone does not guarantee you the best results.
The difference between other campaigns and PMax is automation and machine learning.
PMax campaigns rely on using assets provided by advertisers and then Google manages the delivery of the ads via smart bidding.
Do I give all my control to Google or do I also have control with PMax campaigns?
No. You are not handing all your control to Google. You still have control over,
- Goal setting
Selecting the most appropriate goal is important since automation revolves around the goal.
- Bidding
Two options are available:
- Maximize Conversions (with optional target CPA)
- Maximize Conversion Value (with optional target ROAS)
- Budget optimization
Setting the correct budget can help your campaigns perform better. For PMax, set an average daily budget that is at least 3 times your CPA.
- Audience signals
You can suggest which audiences Google should target. Google will treat it as signal to identify consumers with the same interests. As Google quotes
“Your ads will automatically be shown to the people who are most likely to convert to achieve their goals. You can speed up optimization by providing audience signals.”
You can set,
- First-party Audiences, incl. Re-marketing lists
- Google Audiences, incl. custom audiences
Image source: Google
- Creative and copy assets
It generates Ads based on the assets you provide, so provide assets that best suit your audience.
To optimize your campaigns, you can create different Asset groups which include a set of assets related to a single theme. Multiple asset groups can be created.
Image source: Google
The asset group includes:
- 3-5 Headlines(max 30 char)
- 1-5 long Headlines (max 90 char)
- 2-5 Description (max 90 char)
- Business Name (max 25 char)
- Call to Action
- Display URL path (max 15 char)
- Images
- 1 x 600×316 landscape
- 1 x 300×300 square
- 1 x 314×314 square
- 1 x 128×128 logo
- Recommended: 1200 × 628
- Video (>10 sec)
If there are no videos, PMax will automatically create a high-quality video using your assets
Then Google’s Machine learning determines which combinations work best for your campaign.
If you want to know more about asset groups, contact our PPC experts
- Other campaign settings
It includes:
- Location and language setting
Choose where your ads should show and their language.
- Ad Schedule
Choose your schedule and campaign start and end dates.
- Ad Extensions
You can add extensions to provide additional information to your customers. PMax campaign suggests extensions based on your goal. Extensions available,
- Sitelink
- Call
- Lead form
- Structured snippet
- Price
- Promotion
- Call-out
- URL Options
You can select the URLs you want Google to send traffic to or the default URL expansion chooses a URL based on customer intent.
What are the pros and cons of Performance Max?
The benefits of the Performance Max campaign are:
Maximizes Conversions and values
Increases conversions & values by automating the optimization of bids and budgets across all Google’s channels.
Helps you find new customers
By using audience signals, it helps you connect with users who are most likely to convert.
Rich insights
You can understand how it works through your Google Insights page and identify the changes in performance.
Optimize creative assets
Machine learning determines which combinations of assets perform better so that you know which creatives to optimize to increase conversions.
Saves time
Since it is automated it saves time spent on manual tasks such as bidding, and budgeting.
Specific Goal driven
Since it is 100% goal-oriented, by setting specific goals it is easier to achieve them.
Drawbacks of the Performance Max campaign are:
No information on channel-specific performance
No insights on the performance of the asset groups you provided making it difficult to make proper changes to your campaign.
Lack of control
PMax campaign does not provide full control. It hands over most of the control to AI. Therefore you need to be more cautious about your budget.
Cannibalization
PMax campaigns seem to cannibalize other campaigns. So pay close attention
Wrapping Up
In conclusion, it is clear that the Performance Max campaign can improve your performance by maximizing your conversions using Automation across all of Google’s channels. Automation makes your work easier and you don’t have to be a PPC expert to use the Performance Max campaign. PMax campaigns take time but they deliver good results.
If you want to upgrade your local and smart shopping campaigns to Performance Max, contact our team at whitedigital.in
