89% of the traffic Google Ads generates is not replaced by organic clicks when businesses pause ads. So it’s no wonder Google Ads is popular with companies of all sizes.
But whether you’re new to advertising on Google or already a pro, you need to learn about the new Google Performance Max campaign because it’s changing how businesses advertise.
So let’s dive into what you need to know about Performance Max campaigns on Google Ads.
What Is Google Performance Max?
Performance Max campaigns are a new goal-based campaign type. Advertisers can set conversation goals that the automated bidding technology, Smart Bidding, will use to execute their plans.
This allows advertisers to increase conversions on Google’s different advertising channels. These include:
- Discover Feed
- Display
- Gmail
- Maps
- Search
- Shopping Ad Inventory
- YouTube
Machine learning technology lets businesses have a single-campaign optimization across all Google platforms. It also upgrades reporting capabilities. Further, you can use audience signals to suggest audiences to machine learning algorithms to increase conversions.
Performance Max will replace Google Smart Shopping by the end of Q3 2022.
Benefits of Google Ads’ Performance Max
Google says Performance Max will increase online leads and sales. The campaign will do this through the automated optimizing of budget and bids across all Google channels.
Google already has real-time data on shopper intent and preferences. So Performance Max can help businesses find new customers by putting ads in front of those most interested.
To see the best results, run Performance Max with your core campaigns, such as Search campaigns. Then, over time, you can scale your Performance Max campaigns.
Who Should Use Performance Max?
Performance Max by Google Ads is excellent for those who want to appear on all of Google’s platforms from a single campaign. Running a single campaign is helpful for small businesses that don’t have a complete marketing strategy.
It’s also great for those who have specific advertising and conversion goals. These include increasing online sales or lead generation. Companies of all sizes can benefit from these targeted campaigns.
Available Options and Controls
Performance Max gives businesses many options and controls to custom-build their campaigns. This includes:
- Budget
- Bidding strategy
- Location
- Language
- Scheduling
- URL options
- Asset groups
- Audience signals
- Extensions
With each control, businesses can optimize their campaigns to see better results. However, monitoring campaigns is essential so you can make adjustments when necessary.
Are There Any Cons?
Nothing is perfect, and that includes Performance Max. Although Performance Max is easier to use than other advertising platforms, it’s still best to work with an agency to avoid the common pitfalls. For example, having unclear goals could ruin conversation goals and waste advertising dollars.
Additionally, Performance Max still operates as a “black box.” Even though you’ll see results, you won’t gain insights into channel-specific performance or how the system used the assets you provided.
Ready to Use Google Performance Max?
Google Performance Max is already helping businesses increase sales and lead generation, so it’s time to consider trying it.
If you aren’t sure where to get started, we’re here to help. Reach out to us at Bloom Digital Marketing. With more than 20 years of experience, we deliver measurable ROI for every campaign.
