Google’s Performance Max campaigns were implemented not too long ago with the intention to help generate leads and drive more online sales. In this article, we’ll be talking about what Performance Max is and some of its key features. Automation has helped so many businesses adapt to the changing online consumer behaviors so it’s time to learn about how this could potentially help you!
What is Performance Max?
Performance Max is a campaign that takes the information that you provide and automates the targeting and delivery for you. With this campaign, you’re able to have your ads shown across Google’s network which includes Gmail, YouTube, Maps, Search, Display, and more. Based on the assets you provide, Google will then be able to automate your ad creation while prioritizing your business goals.
What Are Some Benefits of Performance Max?
As an advertiser, it’s likely you’re always going to have marketing objectives that you want to achieve. Performance Max campaigns can help you along this journey!.
Improving Conversion Rate
Similar to how other campaigns allow you to set your budget and determine your bidding strategy, you’re also able to do that here! Google will automatically optimize your budget for you so that it can bid across it’s entire network and help you connect with new potential conversion opportunities. Some bidding strategy options that are offered include max conversions and max value but you’re also able to limit how high your CPA is or set an ideal value per conversion.
Better Audience Segmentation
Since Google has the capability to understand the intent that its searchers have in real-time, they can use this behavior to have relevant ads show up at the right time to the right people. You’re also able to help this process along by selecting certain audiences to let Google know who you want targeted. Keep in mind that Google will show these ads to those more likely to convert so your campaigns may be shown to people outside of the audience you’ve specified if these people exhibit the same interests and behaviors as your original target group.
Insightful Reports
In order for you to see the performance of any campaign, it’s important for you to see the necessary reports to understand how its working and what needs to be done to improve it. If you navigate to the Insights tab of your Google Ads page, you’ll be able to see your Performance Max campaigns in there as well. From here, you’ll be able to take a look at the audiences that are contributing to your performance the most and see if there are any new audience segments that Google determined to target alongside the one that you specified. The success of different combinations of assets can also be reviewed so that you have an idea of what works best when you decide to upload future assets.
What About the Other Search Campaigns I Have?
Think of Performance Max as a campaign to run alongside your core campaigns. Rather than pausing your other search campaigns and veering away from the way your ads are currently structured, keep investing in them! Since Performance Max doesn’t use keywords like your other campaigns, solely relying on Performance Max would limit your overall reach.
Your advertising efforts should be supplemented with Performance Max as long as your goals revolve around getting more reach and conversion value. It’s unique in the sense that you’re able to reach so many more people across Google’s network with just one campaign, but by no means was it meant to replace the existing method of advertising.
So, Should I Use Performance Max?
Hopefully, you’ve acquired a better understanding of Google and its Performance Max campaign after reading this article and are able to decide for yourself if this is something you’d like to invest in. Though it’s incredibly helpful and provides a wide variety of benefits, keep in mind that you should still go in now and then to optimize this campaign despite it being an automated feature. It’s still up to you to supply it with your goals and come up with some necessary ad components should you decide to create a Performance Max campaign.