Google Ads Performance Max: Maximize and optimize your campaigns.

Performance Max is a type of Google Ads campaigns. PMax is an innovative automated campaign modality that leverages Artificial Intelligence to display responsive ads on various relevant networks, such as Search, Display, YouTube, and Gmail.

To get better results from these campaigns, advertisers must develop and structure their material correctly, and then activate them through Google Smart Bidding, according to the specific objectives of each advertiser.

Google has advanced its growth by demonstrating the high effectiveness of these campaigns. In this sense, local and Smart Shopping campaigns will now be transformed into Performance Max campaigns. As Google explains, “Advertisers will be able to upgrade their local and Smart Shopping campaigns to Performance Max, which will give them access to additional inventory and formats across YouTube, search text ads and Discover.” 

What are PMax?

PMax or Performance Max campaigns are an automated and very objective way to promote your business or brand online. This type of campaigns use Artificial Intelligence to distribute ads in Search, Display, YouTube, Gmail and Discover. The main objective is to maximize the performance and results of your advertising campaigns.

The amazing thing about this type of campaigns is that they were designed to meet the specific needs of each brand. It allows you to set marketing goals thanks to Artificial Intelligence, and you will also find the right audience for your ads within the entire Google ecosystem.

The use of Performance Max campaigns will allow you to accelerate results and get a higher ROI by using accurate data, analytics and reporting tools.

How to create a PMax campaign?

Setting up a Performance Max campaign has its specific steps, since it is not the same as programming any other campaign. To do so, you must follow these steps:

1. Choose the campaign objective

When creating a Google campaign, the platform queries about what the objective of the campaign is. In this case, we are going to select the option “Create a campaign without targeting”.

2. Choosing a campaign type

When it queries about the type of campaign you will create, select “Performance Max”.

3. Choose conversion goals

In this step you should be mindful to remove targets that are not essential. This is done to avoid duplication of goals. To delete a goal, you must select the three dots on the right and select the “delete” option.

4. Budget and bidding

Test with an average daily budget that is at least three times your CPA for the selected conversion actions in the campaign.

5. Make campaign settings

In this option you can select the language, for example. If “Send traffic to the most relevant URLs on your site” is selected, Google can search your site for the page that most closely matches the search, in addition to the final URL of your ad or the URLs of the products in your feed.

6. Create asset group

Unlike other campaigns, here you have to create one or more asset groups. This is simply a group of ads, products and an ad packed into one.

7. Add extensions

The last step in setting up your campaign for maximum performance is to add ad extensions. Since your ads will also appear as search ads, it is very important to use as much space as possible. Once the extensions have been added, the campaign is ready to start running.

It is recommended to have all the materials complete when creating ads, as it will give a better performance to the campaign. Other important points to consider are: constantly check the Optiscore and comply 100% with the recommendations given by Google.

Benefits

Among the benefits offered by Performance Max, we can mention:

• Campaigns in Performance Max focus on goal achievement and offer a performance-based approach. Marketing goals are the focal point of the entire strategy.
• Thanks to Artificial Intelligence, you will be able to identify and reach your ideal customer, impacting with the most appropriate ad, at the right time and platform within the entire Google ecosystem.
• One of the outstanding advantages of Performance Max is its ability to accelerate results. Leveraging the data provided by Google’s new Audience Signals, which uses relevant information about context and behavior to connect with the right audience at the right time, you can streamline the launch of your campaigns and achieve results faster than expected. 
• These campaigns make the tracking and analysis process easier by generating up-to-date reports on your Google Insights page. These reports will give you detailed insight into the performance of your ads, allowing you to identify which ones are getting the best results.

Regardless of your business goals, it is important to note that you should not consider trying Regardless of your business objectives, it is important to keep in mind that you should not consider testing Performance Max unless you are willing to invest at least $50-100 per day for a minimum of one month. Without this investment, it is unlikely that enough data and learning will be generated to make the format work optimally.

Success cases in Performly

Within Performly , several of our clients use Performance Max campaigns. Especially clients looking to get leads, as they use Google in conjunction with Search campaigns with the goal of conversion. 

In the case of our e-commerce clients, Performance Max campaigns are excellent because they generate a high volume of purchases. We already have success stories with the implementation of PMax, as it has maximized the amount of orders in such campaigns.

Improve your business profitability with Performance Marketing strategies.

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