Dmitriy К. Google Ad Expert

How to get the most out of your Google ads with Performance Max

In 2021, Google launched a beta version of a new type of automated campaign called Performance Max. Who should pay attention to the new advertising format, what are its advantages and how to set it up, we will tell below.

What is Google Performance Max

Users are constantly switching from one online channel to another in search of information and the right products. They may see ads on YouTube first, then search for brand information on search, then see ads in Gmail, and only then make an order. Therefore, the more advertising channels and tools an advertiser uses to attract the target audience, the better.

This trend is also confirmed by the numbers. Google research has shown that 70% of US shoppers make a purchase after seeing a YouTube ad for a brand or product. 90% of Google users took some kind of targeted action with a product after they saw a shopping ad in search. Therefore, the more placements and platforms will be involved, the higher the probability of performing a conversion action.

Performance Max is a new type of automated performance campaigns that work towards achieving goals, allow you to pay for the result and find customers wherever they are.

The main feature of the Maximum Performance campaigns is that they allow you to search for buyers in all Google ad placements. The algorithm itself selects the placement. Ads can appear on search, networks, recommendations, Gmail, YouTube and Google Maps, Discover.

The Highest Performance Campaign is available for three objectives: Sales, Leads, Store Visits and Promotions.

Performance Max automatically selects:

- placement. Ads are shown on all Google inventory;

- rates. A smart algorithm sets the bid taking into account the probability of the user performing a conversion action;

- the audience. The ad is shown to users who are likely to be interested in advertising so that they go to the site and perform certain actions there;

- type of ads. Performance Max uses responsive ads. That is, their appearance automatically adjusts to the placement.

What tasks do campaigns like Performance Max solve?

1. Increase the number of conversions and the value of conversions. A smart algorithm automatically optimizes your budget and bids across channels to maximize conversions in real time.

2. Increasing audience coverage. If you run search ads, your ad will only be seen by users who enter the relevant search term. In the case of Performance Max campaigns, Google analyzes query intent, user behavior, and user intent in real time. As a result, ads are shown in the place and to the user who is more likely to complete the conversion action.

3. Getting detailed information about the operation of the automatic campaign. The advertiser can track how well the automated campaign is performing. Information about Performance Max campaigns is displayed in the "Overview" section. The dashboard displays information about the increase in conversions, cost, current CPA.

When to run your best Performance ads

You are pursuing a specific marketing goal. If you're focused on getting conversions, then Performance Max campaigns are for you. With the help of this type of campaign, you can achieve such goals: increase sales on the Internet, increase the number of visits to your store, promote a product, increase the number of subscriptions, etc.

You have Smart Shopping and Local Campaigns running. If you work with shopping and local campaigns, then you can increase the number of conversions by switching to Performance Max campaigns type. Google has announced that in 2022, advertisers with active local or smart shopping campaigns will be able to migrate to Performance Max in their ad account.

You have standard campaigns running. For example, you show ads on search and display networks. Launching a smart campaign to increase the effect of existing ones. A smart algorithm will use the data collected from running campaigns and target ads more accurately to the audience.

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