User behavior and the path they follow to make a purchase or search for information about a service are increasingly complex. To address this new reality, the Google Ads advertising platform has launch Performance Max campaigns , also known as “ Pmax” or “maximum performance campaigns.”
This new type of Google Ads campaign takes advantage of all of Google’s Machine Learning technology with the aim of maximizing advertisers’ marketing objectives in an intelligent and automat way.
In this article we explain how performance campaigns work and we give you some recommendations to get the most out of them. Are you ready?
Selecting the Performance Max campaign type in the Google Ads interface
What innovation do Performance Max campaigns bring?
The main novelty of this type of campaign is that with a single campaign, the ads will be display in multiple Google Ads advertising locations, automatically, and with creatives adapt to the different locations:
- Search
- Shopping
- Display
- Youtub
- iscover
How do these high-performing campaigns work?
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Introduction to Performance Max Campaigns
Like many automat bidding systems, such as Target CPA, Maximize Conversions or Maximize Conversion Value, in this case your learning will be accompani by audience signals that we will provide you to improve your learning.
Google Ads Performance Max campaigns have been develop with the intention of accelerating the optimization of your campaigns by combining all the record factors.
Performance Max Campaigns: Advantages and Limitations
Through the experiments we have develop with this type of campaigns over the last few months, we will tell you about the google search ranking data leak advantages and limitations we have encounter.
Advantages
Use Google Ads Machine Learning , a technology that accelerates obtaining results through the inputs that we have add through Audience Signals and the automatic optimization of Smart Bidding , making customer acquisition even faster:
- Ease of creating the campaign. The structure of this type of campaign is quite simple. We create groups of resources focus on a product or service and then we add the creative resources and audiences on which the system can be bas from the start.
- We will be able to display ads across all Google Networks, increasing our visibility and reaching users where we can have the most influence.
- It can work very well in new markets to get results in a shorter estimat time than other campaigns.
- If we do not have videos, Google Ads gives us the possibility of creating them bas on our graphic ads, although the ideal is to have at least 2 videos, one vertical and one horizontal.
- For some ad types, you’ll use an automatic dynamic headline.
- We have had good results with this type of campaign. Managing to increase the overall conversion volume of the account and ruce the overall conversion costs. We should keep an eye out for an increase in conversions in the rest of the campaigns.
Limitations
- It takes some time to learn. It is recommend not to touch this campaign during the first 2 weeks.
- It is difficult to analyze performance because there are limitations to analyzing data at the campaign, resource group or listing group (product group) level.
- Low-quality user traffic. As with Display or Discovery campaigns, there is the possibility of showing our ads to uae cell number users unrelat to our target audience.
- According to the results of the Insight tab. Many of your conversions will be attribut to search terms of your own brand. This can be solv by adding the brand words as negatives (at the moment this cannot be done directly in the campaign and must be request from Google support)
- No keywords are us. Only audience signals. This limits optimization.
- Limit to exclude your display ads on low-quality websites or apps.
- Local and Smart Shopping campaigns will become Performance Max campaigns by default, creating new campaigns without results and removing old ones.
- There is no ability to adjust bids for placements. Devices, and ad schuling. Because manual bidding is not support, this functionality is not available.
- This type of campaign is not suitable from the start. When we do not have a history of conversions in the account.
- This type of campaign is not intend to replace other types of campaigns. We recommend using it as a complement.
- Almost all traffic will come from mobile
Tips and Tricks to Optimize Max Performance.
- Use it as a complementary campaign in your Google Ads account. It is essential to have a previous history to accelerate your learning and not rely exclusively on it.
- Exclude URLs in the “Final URL Expansion” section that you do not want the campaign to send traffic to. For example: contact page, legal notice, others…, or directly select the URL or URLs you want to work on.
- In the case of lead conversions, we recommend assigning conversion values in the Google Ads settings. So that you can use bidding strategies bas on conversion value rather than conversion volume.
Resource groups
- It is highly recommend to provide the campaign with as many creative resources as it requires (titles, descriptions, images, videos, etc.).
- Add as many relevant audience signals as possible to your resource groups. As a recommendation. We suggest that you introduce at least one custom segment with the terms that have convert, a remarketing list, an updat customer list. nd audiences relat to your sector. The more similar these audiences are to the end customer. The better the campaigns will learn. NOTE: these audience signals are not the audiences that the campaign will target, but only signals for Google to find suitable users. If we do not provide these audiences, Google will still search for users, but it will take longer to find relevant audiences.
- Use a landing page for each resource group, which contains the main keywords that identify your business or category/service of your campaign.
