PPC / Google Ads
Jan 31, 2022

PPC News: What are Performance Max Campaigns?

The latest addition to Google’s Advertising campaign offerings is Performance Max campaigns, the new goal-based campaign type which allows users to advertise a single campaign across all of the Google Ads inventory. 

Essentially, the difference between Performance Max campaigns compared to traditional Google campaigns is that they use optimal machine learning to give even stronger performance when connecting your ads to the right people at the right time. It also means that when you set up a campaign, your ads will be displayed on Google’s Network, reaching users on platforms like Gmail, Youtube, Google display, Google search and Discovery feed.

If your business has specific conversion goals (such as an online sales target or leads generation target), wants to reach audiences on multiple platforms, or achieve additional reach, Performance Max campaigns could be the answer.

Here are some of the benefits we can expect to see from using Performance Max campaigns:

Faster results - Campaigns are automated to make the most out of your budget by automatically targeting audiences where they are spending their time, and allowing you to get more for your money.

Driven by your goals - Performance Max campaigns prioritise your core goals over anything. They allow you to input your marketing conversion goals and help you to find your customers, wherever they are across Google properties using machine learning. Objectives such as sales, leads or local business visits are some of the options available to Performance Max users.

Reach broad audiences - Performance Max campaigns go that one step further by helping you to reach not only broad audiences but with targeting the most valuable audiences. That is, people that are ready or most likely to take action once seeing your ad.

Automated- Automation is a great way to ensure that your ads are performing at their max for longer and across multiple platforms. Not only this, but automation allows businesses to focus on the planning of ads, such as producing copy and creatives that capture the attention of the audience.

Transparent insights- Google has been previously criticised for providing a lack of transparency for Google Ads. Acknowledging this criticism, Google has improved its transparency on reports for Performance Max campaigns by giving advertisers greater visibility on things like location performance, top-level campaign performance and time-specific reporting.

How do Performance Max campaigns work?

Set goals: You, or your digital marketing team, will first set a campaign goal that helps to direct the campaign towards an outcome. For example, increasing online sales. 

Budgets: Next, you’ll set a budget for your campaign and choose a bidding strategy, For example, setting a target cost.

Ad Creatives: Then it’s time to provide your ad creatives. Here’s where you’ll need to be innovative and thoughtful about the sort of copy, imagery and videos that will capture the attention of your target audience. 

Locations: You’ll choose which locations you want your campaign to show, and in which languages.

Target audience: You will then set your target audience which will help to provide Google with your ideal customer. Google will then work to show your ads to people who are most likely to convert.

What about other Google campaigns?

There is no reason why you can’t run your current Google campaigns alongside Performance Max campaigns successfully. The best way to get the maximum performance from your Google Ads is to test and trial campaigns that drive the best results.

While it’s clear that Performance Max campaigns are going to have a great impact on businesses' return on investment, with a team of pay per click experts, you can take full advantage of the results that Performance Max campaigns can offer. 

Reach out to Bigg today if you’re looking for help with your next pay-per-click campaign.


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