So, what is Google Performance Max and what makes it special from other tools in the Google Ads suite? A Performance Max campaign is a goal-based smart campaign aimed to help marketers find more converting customers across ALL of Google’s channels. Yes, you read that correctly - all of them. It can serve in any of the placements filled by Search, Display, YouTube, Gmail, and Discovery campaigns - making it very unique compared to its supporting tools.
In this month’s blog we will discuss all things Performance Max - what it is, how it works and how it can be a useful tool for your marketing mix!
The primary difference between Performance Max and other campaigns is that Google automates the targeting and delivery of the campaign based upon the information that the advertiser provides (SEJ, 2021). These campaigns are automated, where Google will automate ad creation through assets that have been provided, similar to the way responsive display ads function.
The closest comparison of a Performance Max campaign is that of a dynamic social media campaign - where it can run across multiple placements using dynamic ad formats, as well as sharing similar limitations such as performance reporting by audience and placement being limited. Just like a dynamic social media campaign, it utilises asset groups to roll out the campaign across all platforms. In other words you need to provide up to 15 images (and videos), 5 logos, 5 headlines, 5 long headlines, 5 descriptions, and Google will do the rest. Google’s machine learning systems will automatically serve the responsive ads across those channels and use automated Smart Bidding based on the goal you have set (Deanlong.io).
Performance max campaigns utilise Smart Bidding, which is an automated bid strategy that optimises for conversion across all channels, allowing for real-time management of bids, budgets, audiences, creatives, attributions, and more (Agencyanalytics.com).
Besides the hands off approach Performance Max campaigns gives marketers as well as the new ‘all-access advertising pass to the entire Google Ads suite, there are a variety of benefits these type of campaigns deliver:
As shown above there are a variety of great benefits when using a Google Performance Max campaign, leveraging machine learning across the tool to optimise your campaign and ultimately make your life easier. With that being said, there are specific factors that need to be considered when wanting to run a good Performance Max campaign:
Performance Max is truly the all in one access pass to the Google Ads suite, and its use of machine learning makes it an extremely powerful tool to run advertising campaigns on. With that being said, it is still crucial to be meticulous when setting up the campaign correctly and providing as much information as possible to help the overall performance of the campaign.
If you are interested to see how your business can benefit from a Google Performance Max campaign, Get in touch >>