Since its launch in 2021, Performance Max has changed the way businesses advertise across the Google Network. Read on for our insights into ‘PMax’ and the benefits it can offer your PPC and digital marketing strategy when used correctly.
What is Performance Max?
Performance Max is Google’s goal-based ad campaign. It enables advertisers to access their entire Google Ads inventory via a single campaign, increasing conversions across every advertising channel.
From YouTube and Search, to Gmail and Maps, Performance Max ads run across the entire Google Network and are designed to maximise your conversions from keyword-based search campaigns.
Performance Max features
1. Audience focused ads
Performance Max relies on visual or creative content. When devising PPC campaigns for our clients, we research their key audience personas. Businesses need to devise ads that appeal to their specific audience, and the different personas within that audience.
2. AI-powered search
Performance Max uses AI-powered search to discover new converting queries aimed to maximise campaign conversions across the entire Google Network.
3. Experiment for free
Performance Max experiments are tools that enable you to A/B test different campaign features. This will help determine which features work best on specific ads, and in turn improve your conversion rate.
4. Create eye-catching video assets
The video creation tool in the Assets section of Performance Max is perfect for creating unique, high-quality visual content to highlight your brand and PMax campaigns. Video ads can improve campaign performance for certain ads.
The diversity and quantity of your assets plays an important role in determining the Ad Strength of your Performance Max campaigns. Having multiple variants and a variety of assets will meet the needs of different customers and platform formats.
5. Take control of your brand
You have control of the brands your PMax campaign matches with – and those it doesn’t. Account-level negative keywords mean you can exclude terms from Google Search (and other platforms) that aren’t relevant to your campaign. This way, you can focus on the terms that are important to your audience.
6. PMax for eCommerce
PMax campaigns work really well with online shops and eCommerce websites because they take product attributes, images, and stock levels directly from your website.
This means you can easily promote hundreds, even thousands, of different products without worrying about manually updating ads with changes to products.
Examples of the wide range of Ads that can be created using Google’s Performance Max platform. Image from Google’s Blog
What are the benefits of Performance Max campaigns?
Put your goals front and centre
Using Performance Max you can customise the type of conversions that matter to your business and prioritise them over others. Want to increase online sales or generate new leads? Tell PMax your goals and it will help you work towards them.
Time-saving automation
PMax allows you to simplify campaign management, effortlessly working its AI-assisted magic across the Google Network. From YouTube to Google Maps (and more), your ads reach every channel and are easy to optimise – saving you time.
Real-time data
By using real-time data gathered by Google on shoppers’ intent and preferences, PMax helps you discover more audiences for your campaigns that you may not have been aware of before.
