Performance Max campaigns on Google Ads
Generate conversions in less time. That's the promise of Google Performance Max! This new type of campaign Google ads allows you to manage your advertising efforts more easily thanks to artificial intelligence and machine learning.
This type of campaign at Google Ads targets the users that are important to your business with different placements and ad formats. Learning how to tame Performance Max campaigns will make it easier for you to reach your goals.
What are Performance Max campaigns on Google Ads?
For a few years now, Google has been making a real turn towards the automation of its Google Ads campaigns. The Performance Max campaigns are the continuation of these efforts.
Officially launched in 2021, these new campaigns automate the targeting and delivery of campaigns based on the information and creative assets you provide. You must provide a group of assets including calls to action (headlines), your ad text (descriptions), images, videos and your target audience segments. Google optimizes the delivery of your campaigns across its entire network (Search, Display, Discover, Gmail, Maps, YouTube).
Google combines the different elements you provide to determine the best performing assemblies.
No matter what your goal is (lead generation, engagement, sales, etc.), Google Ads' machine learning optimizes the performance of your campaigns.
When to use Performance Max?
When you build an ad campaign with specific conversion goals such as lead generation, engagement, sales, etc., you need to be able to focus on the most important goals.
When you want to access all of Google's advertising channels, easily.
When you have a campaign on the Search Network that is already generating a good volume of conversions and could be optimized with Google's advanced technologies.
When you want to make the most of your campaign management time while maximizing your conversion performance.
What are the benefits of Performance Max campaigns?
In general, the automation technologies are at the service of performance and your objectives. The campaigns are also easy to launch and are distributed on the entire Google network. Performance Max also allows you to:
Increase your conversions: automation allows you to reach more customers who convert, while taking advantage of the full functionality of Google Ads. Thanks to machine learning and attribution technology, Google also optimizes your budgets.
Win new customers: identify new audience segments using Google's artificial intelligence.
Get more relevant information: Performance Max campaigns are now part of Insights. This allows you to understand how automation works and improve your campaigns easily.
What are the disadvantages of Performance Max campaigns?
Since the ads are placed automatically on the various Google channels and this type of campaign is still relatively new, it is difficult to get accurate results about their delivery. Google is currently working on putting in place more information and more control over the delivery of ads for Performance Max campaigns. Several updates in this sense are expected in the coming months.
Max Performance campaigns offer less control. Since the ad combinations are automatically generated, there is less optimization possible.
Finally, you need to be careful about the dynamics between Performance Max campaigns and traditional campaigns. Performance Max campaigns have a tendency to reduce the spend and delivery of other campaigns. Be careful and pay close attention to this effect. It is recommended to do several A/B tests before finding the formula that corresponds to your advertising needs.
Build a Performance Max campaign in 5 steps
1- Select the Performance Max campaign type in the "select a campaign type" box
2 - Define your budget and your bids
3 - Select your geographical area and language
4 - Create asset group → provide the required elements that allow Google to get the best ad combinations: images, logo, descriptions, videos, etc.
5 - Adding ad extensions
Do you need help?
Visit this page or call on Planning Media's expertise.
Our experts will be happy to assist you on Google Ads. To maximize your results, do not hesitate to contact us !
