Everything you need to know about the Performance Max campaign, how it works, the requirements needed, and a step-by-step guide on how to get started. So let’s dive in.
It may seem like just another campaign type, but if you have been paying attention, Performance Max is a lot more. For the last five years Google’s strategy has been aiming towards creating a fully automated Google Ads platform. This is part of Google’s bigger vision; full automation.
What is Google Performance Max?
Performance Max is a new campaign type in Google Ads that maximizes your performance across all Google inventory using machine learning.
Performance Max uses machine learning for the creation and optimization of automated digital ads that meet a company’s specific goals and which discover a brand’s customers wherever they happen to be on the web.
Performance Max puts your marketing goals in focus as the primary target for maximizing the campaign’s performance.
Based on your goals, Google’s machine learning will find your customers wherever they are across Google properties.
Google Ads claims to use its best machine learning and attribution technology to find your customer at the right time with the right ad for even stronger performance.
With inputs from Google’s new Audience Signals, which we will elaborate on soon, to accelerate the campaign ramp-up period and deliver better results faster.
More time to focus on strategy
Google’s automation frees up time to become more strategic and focus on high-impact planning and optimizations like improving creative assets.
What Are Google “Performance Max” Campaigns?
Basically, all of an advertiser’s manual work with targeting, bidding, and ad copy, is now fully automated.
The goals-based campaign unlocks maximum performance across all Google properties. The targeting is based on the conversion goals that you select in the campaign setup, so your marketing objectives are always prioritized above all else.
The algorithm has full visibility into auction data across Google’s properties and the creatives are completely automated and based on your assets.
Google Audience Signals
This is the first time Google uses Audience Signals to reach your most valuable audiences.
You are now able to provide signals about who’s most relevant to your business, by directly indicating the audiences that are most likely to convert, speeding up the campaign learning period.
Google Ads Performance Max campaign is a direct extension of the general change of what we see as the PPC manager’s role.
Google Ads’ continuous effort towards full advertising automation, turns the traditional paid search campaign management role almost redundant.
Fortunately, this change finally frees up the time to focus on comprehensive thinking and improving the marketing funnel as a whole.
What Paid search managers should now spend their time on
Focusing on marketing strategy
By generating a better fit between your audience segments and your messaging, ads, and value proposition. This can help your clients to gain a competitive market advantage.
Focus on user experience
Update your website, landing page, or app to improve your visitors’ experience, making it memorable and valuable. This will minimize the chances of a user leaving without converting.
Focus on website optimization
Improve the process of converting website traffic into new leads or customers. By concentrating on user behavior from a visit to checkout, you can find failure points and fix them to increase previously missed revenue.