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March 11, 2023

Everything you need to know about Google Ads Performance Max Campaigns

Google Ads Performance Max is the latest feature from Google that allows advertisers to run multi-channel campaigns using automated bidding and targeting.

This feature offers advertisers the ability to optimize their ad campaigns for specific goals and let the system do the work of finding the best channels and audiences to target.

In this article, we’ll cover everything you need to know about Google Ads Performance Max campaigns, from its benefits, how it works, and how to set it up.

When to use it

Google Ads Performance Max is ideal for businesses that want to run multi-channel campaigns across multiple platforms, such as Google Search, YouTube, and Display ads.

Performance Max allows advertisers to optimize their campaigns for specific goals, such as conversions or leads, and let the system handle the rest.

This saves time and resources and ensures that all channels are working together towards the same goal.

Who should use Google Ads Performance Max?

Google Ads Performance Max is suitable for businesses of all sizes, including plumbing businesses and small businesses.

If you want to run multi-channel campaigns that are optimized for maximum performance, Performance Max is the perfect solution.

Create a new campaign and choose your goal

To get started with Performance Max, you’ll need to create a new campaign and choose your goal.

This can be anything from generating leads to driving conversions. Once you’ve selected your goal, you can start creating your ad campaigns.

Main benefits of Performance Max to plan your campaigns

One of the main benefits of Performance Max is its ability to simplify the process of running multi-channel campaigns.

Instead of having to create separate campaigns for each channel, advertisers can create one campaign in Performance Max and let the system handle the rest.

This saves time and resources and ensures that all channels are working together towards the same goal.

Another benefit of Performance Max is its use of automated bidding and targeting.

By using machine learning algorithms, the system can analyze data and adjust bids and targeting in real-time, ensuring that campaigns are optimized for maximum performance.

This means that advertisers can focus on creating high-quality ads and let the system handle the rest.

DON'T ☝️ forget to add at least 1 video asset

It’s important to note that Google Ads Performance Max requires at least one video asset to get started.

This means that you’ll need to have a video ready before you can start creating your ad campaigns.

How to create a Performance Max campaign step by step

Creating a Performance Max campaign is a straightforward process that involves the following steps:

  1. Create a new campaign in Google Ads
  2. Choose your goal
  3. Add your video assets
  4. Set your budget and bidding strategy
  5. Choose your target audience
  6. Set up your ad placements
  7. Review and launch your campaign

What Google Performance Max Campaigns Mean for Social Marketers

Google Performance Max campaigns are an exciting development for social marketers as they offer a new way to run multi-channel campaigns.

With Performance Max, social marketers can optimize their ad campaigns for specific goals and let the system handle the rest, freeing up time to focus on creating high-quality ads.

Performance Max automates bidding and budget strategy

One of the key features of Performance Max is its use of automated bidding and budget strategy.

By using machine learning algorithms, the system can analyze data and adjust bids and budget in real-time, ensuring that campaigns are optimized for maximum performance.

Minimum resource requirements for a Performance Max campaign

There are no minimum resource requirements for a Performance Max campaign.

However, it’s important to note that you’ll need at least one video asset to get started.

Performance Max allows you to advertise cross-channel

Performance Max allows advertisers to run multi-channel campaigns across multiple platforms, including Google Search, YouTube, and Display ads.

This means that advertisers can optimize their campaigns for specific goals, such as conversions or leads, and let the system do the work of finding the best channels and audiences to target.

By using Performance Max, advertisers can reach potential customers at different stages of the buying process and ensure that their ads are being displayed where their target audience is most active.

Add ad extensions

Ad extensions are additional pieces of information that can be added to your ad, such as phone numbers, website links, and location information.

By adding ad extensions to your Performance Max campaign, you can provide more information to users and increase the chances of them clicking on your ad.

Review the setup of your new Performance Max campaign

After creating your Performance Max campaign, it's important to review the setup to ensure that everything is working correctly.

This includes checking your budget and bidding strategy, as well as reviewing your ad copy and targeting options.

Always exclude your own branded terms

When creating your Performance Max campaign, it's important to exclude your own branded terms from your targeting.

This can help ensure that your ads are not competing with your organic search results and can help improve the efficiency of your ad spend.

Choose your conversion goals

When setting up your Performance Max campaign, it's important to choose your conversion goals.

This can include actions such as website conversions, app installs, and phone calls.

Audience signals

Performance Max uses audience signals, such as user behavior and demographic data, to help optimize your ad targeting and bidding.

By analyzing these signals, the system can better understand user intent and show your ads to the most relevant audiences.

DO ✔️ check the Insights tab for improvements in reporting transparency

The Insights tab in Performance Max provides valuable information on how your campaigns are performing, including data on your audiences, ad creative, and conversions.

By regularly checking this tab, you can identify areas for improvement and optimize your campaigns for better performance.

Set up location and languages

When setting up your Performance Max campaign, it's important to set up your location and language settings correctly.

This ensures that your ads are only shown to users in the locations and languages that are relevant to your business.

Add your location and languages in campaign settings

Performance max asset requirements

To ensure that your Performance Max ads are displayed correctly, it's important to follow the asset requirements.

This includes guidelines on image and video sizes, as well as ad copy length and character limits.

Set up other settings

In addition to location and language settings, there are other important settings that should be set up correctly when creating a Performance Max campaign.

These include ad rotation, budget delivery method, and bidding strategy.

Take care of accurate conversion tracking

Accurate conversion tracking is crucial for optimizing your Performance Max campaigns.

By setting up conversion tracking correctly, you can measure the effectiveness of your ads and make adjustments as needed.

Don't use images from Merchant Center feed as image assets

While it may be tempting to use images from your Merchant Center feed for your Performance Max ads, it's important to use separate image assets to ensure that they are optimized for each channel.

Create a Performance Max segment in Google Analytics to get access to more reports

By creating a Performance Max segment in Google Analytics, you can get access to more detailed reports on your campaign performance, including data on your audiences and conversion rates.

DO ✅ use Performance Max for conversion objectives only

Performance Max is designed for conversion-oriented campaigns, so it's important to use it only for this purpose.

By focusing on conversion objectives, you can optimize your campaigns for better results.

How long does it take for Performance Max to work?

The time it takes for Performance Max to work can vary depending on factors such as your budget, ad creative, and targeting options.

However, in general, you should start seeing results within a few weeks of launching your campaign.

Performance Max optimization areas

There are several areas where Performance Max can be optimized for better results, including ad creative, bidding strategy, and audience targeting.

By regularly reviewing and optimizing these areas, you can improve the performance of your campaigns.

Performance Max vs. Smart Shopping - what is the difference?

While both Performance Max and Smart Shopping aim to automate bidding and targeting to optimize ad campaigns, there are some key differences between the two features.

Account structure

When setting up a Performance Max campaign, it's important to consider the account structure.

Advertisers should aim to have a clear and organized structure to optimize the campaign's performance.

This can include separating campaigns by product or service type, creating separate ad groups for different targeting options, and using specific naming conventions to make it easy to identify and manage campaigns.

Is Google Performance Max any good?

Google Performance Max is a powerful tool for advertisers looking to optimize their ad campaigns across multiple channels.

Its use of automated bidding and targeting, combined with advanced reporting features, makes it a valuable asset for businesses of all sizes.

However, as with any advertising platform, success with Performance Max depends on a variety of factors, including campaign goals, target audience, and the quality of ad creatives.

Only send traffic to the URLs you've provided

When setting up a Performance Max campaign, it's important to ensure that all ads are directing traffic to the URLs provided in the campaign.

This helps to ensure that all traffic is directed to the correct landing pages and that conversions are accurately tracked.

Sending traffic to other URLs or pages can result in inaccurate tracking and can negatively impact campaign performance.

Conclusion

Google Ads' Performance Max is a powerful tool for advertisers looking to optimize their ad campaigns across multiple channels. Its use of automated bidding and targeting, combined with advanced reporting features, makes it a valuable asset for businesses of all sizes.

By following best practices and taking the time to set up campaigns correctly, advertisers can leverage Performance Max to achieve their advertising goals and drive business growth.

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