What You Need to Know about Google Ads Performance Max Campaigns
The latest addition to Google Ads, their Performance Max campaigns, takes your digital marketing experience and capabilities to a new level, and lays the groundwork for more automation and better results in the near future, too. But before you get started, let’s take a look at just what these Performance Max campaigns are, what they allow you to do, and how they can provide big value and impact for your business.
What are Google Ads Performance Max Campaigns?
While it might be referred to and referenced as another campaign type, Performance Max is more than just another Google Ads option for your company. Performance Max uses machine learning for the creation and optimization of automated digital ads that meet your specific goals and which discover your customers wherever they happen to be on the web.
By uploading your creative assets including images, videos, copy, and other items into an asset bank, Performance Max can create various ad formats and optimize ads for you. Then, those ads are served to your audience(s) anywhere they need to be reached, all based on your goals and the data you provided when you built the campaign.
What are the Benefits of Google Performance Max Ad Campaigns?
There are several benefits for marketers that come as part of the Performance Max campaigns option. First up, you’re going to see faster results. Because the AI can optimize your ads and automatically target audiences with terrific accuracy, this automated campaign type will deliver even more bang for your budget.
Additionally, new reports on your Google Insights page will provide detailed information about the ads, the audiences reached, the impact your ads have had, and even the adjustments made to optimize those ads.
Google Performance Max campaigns are completely driven by your goals. The Performance Max campaigns take your goals into account, and the automation utilizes all of the data available to create and serve ads that make the most sense for those goals. Your targeting and bidding are also an important part of the effectiveness, with Google’s Audience Signals helping you reach not just a broad target audience, but those most valuable audiences who are likely to take action.
Digital Advertising Without the Hassle?
While no one is saying that Google Performance Max is a miracle cure for your digital advertising woes, it is clear that this tool marks a huge leap for any business looking to make the most of its digital strategy.
Automation is a key factor here. With the massive amounts of data available to Google Ads, Performance Max campaigns are making it much easier for you to target the right audiences and the right outlets. Whether they be on Gmail, YouTube, search campaigns, or almost anywhere else across Google’s products, the audience you select up front will be actively sought out and reached by Performance Max ads.
Taking the work out of this part of the process requires some extra work up front, though. Defining conversion goals, marketing objectives, audiences, targeted spend, calls to action, and several other factors in the initial setup are the kinds of foundational work that allows Performance Max to do the most for your business. Additionally, limiting factors such as cost per acquisition, return on ad spend (ROAS), geographical locations, audience demographics, and more will help Performance Max campaigns to make the most of your budget, driving engagement with the right audiences across the right outlets and at the right time.
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Who are Google Performance Max Campaigns for?
This is an important question, and a good one, too. With the relative newness of Performance Max campaigns, it is a little difficult to tell what businesses or industries may benefit the most from their potential. Performance Max ads were being tested for e-commerce companies, retailers, small businesses, and apps initially, but have already expanded beyond that pool.
There has also been some talk that Performance Max ads might make the most sense for B2B advertisers, where you have a single landing page or target site for those who interact with the ads. The thought here is that search ad conversion is more likely if you can drive people straight to where you want them to be, rather than users having to search or sift through multiple pages, listings, and so on.
The truth is, Performance Max ads will absolutely benefit any type of business, but it will do the most when you have very specific goals in mind. A new product or service launch, a splashy app launch, or these types of campaigns might make the most sense for a Performance Max campaign.
Google Performance Max Best Practices
If you’re interested in getting started with Performance Max ads, there are a few things to bear in mind.
First, your marketing objective will determine if Performance Max campaigns are available to you. Right now, sales, leads, local business visits, and promotions are objectives that fit with the Performance Max model.
Next, you’ll want to ensure that you have gathered all of your information and assets up front. Have your creative ready, including imagery, copy, calls to action, video (if used), and so on. Have your conversion goals hammered out, too, as well as your budget and bidding strategies. And of course, as much information about your audience as you can possibly provide, including location, languages, etc.
There are a number of optional requirements that you can provide during setup too, including dynamic retargeting tag implementation, signals, feeds (e.g. Google My Business, etc.), and others. It’s really not possible to have too much information when you’re getting started, and Performance Max campaigns can do even more for your business given how much you provide at the start.
Putting Performance Max Campaigns to Work for You
Performance Max ad campaigns are by no means a substitute for your digital advertising experts and PPC team, but they can absolutely help your marketing department make an even bigger impact regardless of budget. And this is just the tip of the iceberg; Google is constantly innovating and updating in this space, and Performance Max is a huge part of their plans for the future of digital advertising. With that being the case, now may be exactly the right time for your company to jump in and get started.